Included in the latest revision released by the body yesterday (September 30th) are rules regarding new length requirements for mobile video and television marketing, changes to advertising units and definitions across various channels and recommendations for future requirements regarding the use of web banner advertisements for display on mobile devices.

Internet marketing consultants may wish to make a note of the changes, which, according to president and chief executive officer of the MMA Mike Wehrs, have been introduced to "simplify the deployment of mobile advertising campaigns whilst increasing their effectiveness". 

"The globalisation of the mobile applications specifications in the latest edition of the guidelines is particularly important," he remarked, adding that this is an area that the industry needs to address. Guidelines are updated by the MMA every six months and were globalised by the body last year, three years after regional procedures were first outlined.

Companies that sit on its Mobile Advertising Committee include Microsoft, Vodafone, Orange and MindShare. A report released by Gartner last month predicted that investment in mobile advertising will have increased 74 per cent over the course of 2009.