Mobile applications white paper from MMA

NEW YORK, LONDON, UK, SINGAPORE AND SAO PAULO: Earlier this week, the Mobile Marketing Association (MMA) announced the publication of its latest educational resource: a white paper on mobile applications. The paper provides an overview of the mobile applications available to advertisers and the key considerations for optimising both campaign effectiveness and the overall user experience.

12 Sep 2008

The paper also describes the major types of mobile applications in use today, including social networking, games, multimedia, maps and directory services - in terms of their technical features and requirements, and the opportunities that they create for advertisers, agencies, mobile operators and application developers.

Available now as a free download at www.mmaglobal.com/mobileapplications.pdf, the MMA Mobile Applications white paper - which was developed collaboratively by MMA members ScreenTonic, Unkasoft Advergaming, Vodafone Group Service and Yahoo!, within the MMA Mobile Advertising Committee - covers topics such as:

In-game advertising
Ad unit types, including banners, tagged ads and full-page ads
Application connectivity types, including intermittently and non-connected applications
Ad serving, targeting and rendering
Response options
Success drivers

The white paper is just one of the MMA's library of information and resources available for use, from specific topics such as Mobile Search to basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing.

The MMA also publishes guidelines on Conduct, Consumer Best Practices and Mobile Advertising, due for re-release in October this year, following a period of public comment. They are all available to download from www.mmaglobal.com/modules/article/view.article.php/1419.

For more info on the MMA, go to www.mmaglobal.com.