The Interactive Advertising Bureau and the Mobile Marketing Association published their "Mobile Phone Creative Guidelines" this week. The recommendations include avoiding Flash on mobile-optimized landing pages and making a clear distinction between editorial and ad content. The guide, which includes standards for traditional units, rich-media units and mobile in-application inventory, provides "a framework for the consistent development of mobile ads that produce strong results," says Anna Bager, head of the IAB Mobile Marketing Center of Excellence.

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