MMA Releases Whitepaper on Rich Media Mobile Advertising

March 9, 2010

NEW YORK, March 9 /PRNewswire/ —

    What:     To educate the mobile marketing industry about currently
              available Rich Media mobile ad units, the Mobile Marketing
              Association (MMA) today announced the publication of a new
              whitepaper on Rich Media Mobile Advertising, now available for
              download at                                                    


              The whitepaper includes definitions, attributes and examples of
              Rich Media advertising that are currently being used in the
              marketplace.  With this document, the MMA created a definition
              for Rich Media Mobile Ad Units, which are interactive and/or
              non-interactive ad units displayed on a mobile web page and/
              or in a mobile application that offers one or more of the
              following: (i.) inclusion of streaming video content or
              animated GIF within the ad unit; (ii.) inclusion of sound; or
              (iii.) a richer interactive feature set than basic mobile
              click-through (such as user interaction that occurs through
              input other than a "click" or "tap.")                          

    Why:      In the fourth quarter of 2009, an average of 19% of U.S. mobile
              advertisers used Rich Media Mobile Ad Units, according to MMA
              member company Millennial Media.  The Rich Media Mobile
              Advertising whitepaper encourages experimentation with Rich
              Media mobile ad units and invites companies to share best
              practices with the MMA's Mobile Advertising Committee, in
              order to influence future Rich Media Mobile Advertising

    Who:      MMA member companies serving on the organization's Mobile
              Advertising Committee created this whitepaper for the benefit
              of the mobile marketing industry, which includes agencies,
              advertisers, hand held device manufacturers, carriers and
              operators, retailers, software providers, service providers
              and other companies focused on the potential of marketing via
              mobile devices.                                                

              Mobile Advertising Committee member companies contributing to
              the report include: Crisp Wireless, Eyewonder, GOGII,
              Greystripe, JumpTap, Medialets, Millenial Media, Quattro
              Wireless, Rhythm NewMedia and The Weather Channel.             

    About:    The Mobile Marketing Association (MMA) is the premier global
              non-profit trade association established to lead the growth
              of mobile marketing and its associated technologies. The MMA
              is an action-oriented organization designed to clear
              obstacles to market development, establish mobile media
              guidelines and best practices for sustainable growth, and
              evangelize the use of the mobile channel. The more than 700
              member companies, representing over 40 countries around the
              globe, include all members of the mobile media ecosystem. The
              Mobile Marketing Association's global headquarters are located
              in the United States and it has regional chapters, including
              North America (NA), Europe, Latin America (LATAM), Middle East
              & Africa (MEA) and Asia Pacific (APAC) branches. For more
              information, please visit http://www.mmaglobal.com.            

    Contact:  Kate Mossbarger or Valerie Christopherson
              Global Results Communications (GRC)
              +1 (949) 608 0276

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Source: newswire

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