This week, the Mobile Marketing Association (MMA) announced new guidelines for mobile native ad formats.
The formats were developed by the MMA Mobile Native Advertising Committee.
A statement from the MMA affirms that this effort resulted in a “practical set of ad formats, which address both form and function,” and is “intended to eliminate confusion in the marketplace.”
The new format guidelines should also help advertisers, agencies and publishers “more efficiently and effectively deploy mobile native advertising campaigns across the entire market,” says the MMA.
The Committee reviewed and categorized each type of native ad on mobile to address the unique attributes of mobile and to provide increased opportunity for marketers. More specifically, because of mobile’s distinctive device capabilities, the MMA mobile native ad formats are designed squarely for the mobile marketing channel and include: in-feed social, in-feed content, in-feed commerce, in-map, in-game, paid search, recommendation widgets and custom. MMA committee member companies will provide quarterly reports to the MMA on the adoption of these formats to track, measure and provide further guidance.
We’re told that these guidelines are the first in a series of reports on mobile native to be released by the Mobile Native Advertising Committee.
“In the wake of the MMA’s recently released Cross Marketing Effectiveness Research (SMoX), which uncovered that mobile native performed significantly better than mobile display, it’s very clear that native advertising will continue to evolve as one of the more effective mobile strategies for marketers,” said Sheryl Daija, chief strategy officer at the MMA. “By adopting a set of ad formats, the mobile advertising marketplace can more efficiently implement mobile native ads, enabling marketers and their agencies to take full advantage of this powerful opportunity to enrich and improve their mobile campaigns.”
The MMA Mobile Native Ad Format Recommendation report can be obtained here.