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 athttp://mmaglobal.com/files/file/RichMediaWhitepaper.pdf

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 Guidelines.

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
mma@globalresultspr.com