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 here.

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.”)

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.

Supporting APAC Quotes

Rohit Dadwal, Managing Director, APAC, Mobile Marketing Association:

“The 2009 Asia Pacific Smartphone market is estimated to be 52 million devices, which indicates a tech-savvy consumer group that wants to get the most out of their mobile experiences. With increasing penetration of these feature-rich Smartphones, marketers have now started to increase mobile ad capabilities and provide richer content on mobile devices. The purpose of this whitepaper is to educate the industry about the Rich Media Mobile Ad units that are available for use in mobile advertising. We aim to encourage experimentation with these Rich Media Mobile Ad Units, and to influence future Rich Media Mobile Advertising Guidelines.”

Sean Rach, Director, Digital Media & Corporate Events, Prudential Corporation Asia:

“This whitepaper demonstrates the MMA’s leadership in digital marketing and the real and present opportunity in rich media mobile advertising. As Asia is home to some of the most advanced mobile networks, the opportunities presented demonstrate how mobile advertising is advancing rapidly and technology is far from a barrier. With these new ways to drive interaction, mobile has the right to gain even greater consideration in the marketing mix.”

“The advertisements spotlighted in this whitepaper are live in the market now. It is expected that Asian advertisers can build upon these and push the medium even further. We look forward to sharing more innovative examples during 2010.”

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 www.mmaglobal.com.

Contact:

Shruti Soni
Rice Communications for MMA
Tel: +91 98733 54750
shruti.soni@ricecomms.com

Suzanne Yap
Rice Communications for MMA
Tel: +65 6221 8322
suzanne.yap@ricecomms.com