HTML and CSS Reference
Another great feature to take advantage of in mobile advertising is calling and texting from directly within the ad
experience. Specific protocols can be used for TEL and SMS, among others in mobile devices. TEL and SMS can let a
user open the native phone or text-messaging client on the device. This example demonstrates how to do it.
This simple interaction provides a great user experience; users don't have to copy and paste text and toggle
between applications. All they need to do is tap on the link CTA and get prompted with the notification to call or text.
This is really great if you want to have someone contact customer service or even schedule a test drive for a vehicle at a
local car dealership. In addition to these built-in protocols, native applications can assign their own protocols to open
up themselves from the browser when a user interacts on specific links. Here is a code snippet that shows how Apple's
Facetime and Microsoft's Skype use their own protocols.
<a href="facetime://18005551212">Facetime me!</a>
Keep in mind that many applications have their own protocols, but in the mobile space, this could be very
advantageous for an advertiser. This isn't specific to phone or communication applications either; content providers
and publishers—including the Wall Street Journal , which uses wsj:// —use protocols to open specific user
interactions inside an application from a link. This is a very nice feature when seamless communication between a
web page or ad and the native application. You can give users a taste of information from within the ad unit and ask
them to read more by digging deeper within the application environment.
MMA and the IAB
You may be asking yourself a question about standards and mobile advertising guidelines while reviewing all of this
information. Luckily much as in desktop advertising; there is a set of emerging standards and guidelines to adhere to
in mobile as well. The Mobile Marketing Association (MMA) ( http://mmaglobal.com ) and the Interactive Advertising
Bureau (IAB; http://iab.net ) are the standards organizations for mobile online advertising. The MMA traditionally
focuses on static advertising, whereas the IAB focuses more on rich advertising within the mobile landscape. Here are
some of the common mobile ad unit sizes for rich and static as set by the IAB and the MMA.
typical mobile rich media banner sizes: 300 × 50, 320 × 50
typical mobile rich media panel sizes: 300 × 300, 320 × 320 or Full-Screen (320 × 480)
requires a Close button on panel
static MMA sizes
XL (300 × 50)
large (216 × 36)
medium (168 × 28)
small (120 × 20)
The IAB also focuses on mobile rich media formats called “rising stars,” formats that are much more engaging f
or ad publishers and ad servers to adopt. Such formats include Full Screen units, Sliders, and the Filmstrip
creative ad units. Each offers a unique experience; they go well beyond the static banner real estate. See
http://iab.net/risingstarsmobile to learn more.