The Mobile Marketing Association, a global non-profit trade organization for mobile marketing, has released an updated version of its guide on 13th February that introduces six standardized ad unit sizes that are most commonly used in the industry.
MMA members who comply with the new standards from the MMA Universal Mobile Ad Package (free download) report can receive compliance stamps which they can display on their websites and marketing materials.
The data, collected from a handful of large, global, mobile ad networks and a few large publishers, shows that the following six dimensions for display ad units were the most frequently and consistently used:
Feature phones: 120×20, 168×28, 216×36
Smartphones: 300×250, 300×50, 320×50
The MMA noted that these dimensions automatically scale up when using phones with higher pixel densities. A 300×50 banner on an iPhone 3, for example, will occupy 600×100 pixels on an iPhone 4. In most cases, the higher resolution has little visual effect on the ads.
Nonetheless, developers and creatives who want to implement images of various quality for different resolutions can definitely do so.
The simplicity of the six standardized ad units “frees brands and agencies to focus on developing innovative, compelling mobile campaigns that span the widest possible variety of devices and demographics,” said MMA Global CEO Greg Stuart. “As a result, the new guidelines make it easier than ever to buy and sell ads for phones and tablets.”
The Universal Mobile Ad Package was created by the MMA North America “SWAT” Team and the Global Mobile Advertising Committee. The “SWAT” Team include AT&T Adworks, WDIG, ESPN Mobile, Google, InMobi, Joule, Jumptap, Medialets, Microsoft, Millennial Media, Ogilvy, Tribune, Turner and The Weather Channel.
Stay updated on the go with our mobile app.
Get latest insights with smoother, more personalized experience through TIA mobile app.
