The Mobile Marketing Association has released an updated version of its global Mobile Advertising Guidelines.

The guidelines provide the global formats, guidelines and best practices necessary to implement mobile advertising initiatives in mobile media channels such as Web, messaging, downloadable applications and video.

"The MMA revises our Mobile Advertising Guidelines on a six-month release cycle, taking feedback and priorities from MMA membership, industry research and industry participants into account as we prioritize the next release objectives," said Laura Marriott, president of the MMA, Denver, CO.

"There were minor changes to format and structure throughout the guidelines," she said. "However, the most significant changes were around the introduction of guidelines for mobile video and television, the modification to MMS guidelines to create a global guideline and slight tweak to mobile Web-sizing."

The revised guidelines were made public two weeks before the MMA kicked off the Mobile Marketing Forum Nov. 13 in San Diego.

"The guidelines were a result of significant contributions from all MMA committee members as well as input from an eight-week public review process," she said. "The result is a solid set of guidelines and best practices which reflect the input of the global community."

The MMA has published regional ad guidelines since 2005 and globalized them in April.

Key revisions this week include added recommendations on automatic resizing of mobile Web banner ads.

The guidelines revised the MMS ad unit and aspect ratio recommendations by updating the audio formats and size recommendations.

Revisions also include new mobile video and TV guidelines.

Per the MMA, the guidelines are designed to encourage the uptake of mobile marketing worldwide by creating a simplified framework for brands and agencies to deliver mobile advertising in a consistent way.

Released every six months, the guidelines process ensures that the recommendations are continually updated and reflective of global best practice and industry feedback.

"We are definitely seeing an increase in campaigns that leverage these media worldwide and, as such, the MMA continues to lead in the establishment of guidelines to ensure ease of brand participation in mobile advertising," Ms. Marriott said.