The Mobile Marketing Association is accepting public comment on its global mobile advertising guidelines.

The North America, Asia-Pacific and Europe, Middle East & Africa chapters of the MMA's mobile advertising committee developed this unified set of guidelines to replace the regional versions.

"The MMA would like to ensure all companies in the ecosystem, whether members or non-members, have the opportunity to input and acknowledge the guidelines before they are published," said Laura Marriott, president of the MMA, Denver, CO.

"The public review period also gives our partner associations the opportunity to comment on the guidelines and determine whether or not they will endorse or support," she said.

The global mobile advertising guidelines offer global formats and best practices to run mobile advertising in mobile media categories such as Web, SMS and MMS messaging, video and downloadable applications. An overview on mobile video and television is also included.

Mobile marketers should send feedback to . The deadline for comments is March 31.

According to the MMA, the guidelines will promote mobile advertising by reducing the amount of creative effort required for a mobile ad campaign. They will also offer an effective and consistent experience on most mobile phones worldwide as well as deliver an engaging consumer experience.

MMA member companies on the advertising committee of the regional chapters collaborated to develop the guidelines. Committee members include handset makers, wireless carriers, content providers, advertising agencies, brands and technology enablers -- all key components of the mobile marketing ecosystem.

In its overview, the MMA said the intended audience for these guidelines is stakeholders involved in the commissioning, creation, distribution and hosting of advertising through mobile. The guidelines present a baseline whose widespread adoption will accelerate market development and consumer satisfaction.

"Mobile is valuable as a standalone medium for advertising, but it's also well suited for a vital role in fully integrated cross-media campaigns, including TV, print, radio, outdoor, cinema, online and direct mail," the guidelines document states in the overview section.

Per that document, there are several ways that brands and marketers use the mobile channel to engage and interact with consumers. They include click-to-call, click-to-locate, click to order brochure, click to enter competition, click to receive email, click to receive mobile coupon and click-to-buy and click to download content.

Also included are click to enter branded mobile Web sites, click to forward content, click or text to interact with a brand and click to vote.

Standards play a key role with so many mobile marketing, media and commerce options.

"The guidelines not only help ensure a positive and consistent experience for the consumer, but they also help advertisers quickly deploy campaigns as the creative elements are clearly defined," the MMA's Ms. Marriott said.

Please click here for a PDF document of the MMA Global Mobile Advertising Guidelines.