Yahoo first to adopt mobile guidelines

Global - Yahoo will be the first global company to adhere to the mobile web advertising guidelines set by the Mobile Marketing Association (MMA) by the end of this year. The guidelines are expected to allow advertisers to enhance their campaigns at lower production costs.

Laura Marriott, president of the MMA says, "Companies like Yahoo that demonstrate leadership in developing and supporting a single consistent global guideline for mobile advertising will help to drive the evolution of the mobile advertising industry and create a consistent and positive consumer experience on mobile phones. The EMEA guidelines were developed to establish a common global advertising framework including aspect ratios, banner dimensions, file formats and so on."

This adherence will reduce the effort to produce a global campaign as less time and financial resources are required to adapt campaigns for specific regions. It offers large and rich ads with increased legibility ensuring consistency and engagement without compromising consumer experiences.