MMA issues guidelines 'to enhance user experience'

The Mobile Marketing Association (MMA) has published global guidelines which it hopes will increase uptake and enhance the consumer experience.

Its newly-published best practice rules have been endorsed by industry bodies such as Britain's Internet Advertising Bureau and the dotMobi Advisory Group.

The MMA states that these guidelines, which include recommended banner dimensions and maximum file sizes, should aid consistency in the delivery of mobile marketing messages.

Commenting on the publication, Will Hodgman, chief executive officer of mobile intelligence firm M:Metrics, remarked that the MMA had been the driving force behind the development of such guidelines.

"We are pleased to be working with them to create a sustainable advertising environment to help drive even faster development of mobile advertising globally," he added.

Recently, the MMA asserted that record growth in its membership means the sector is also rapidly expanding.

President of the organisation Laura Marriott commented that over the last few years, the marketing sector has grown "exponentially".