Following up on last week's general mobile ad guidelines, the Mobile Marketing Association has begun to drill down into the specifics. First up is for mobile Web banners and text messaging. According to MediaPost, revisions for display ad and messaging—which recommends aspect ratios and banner dimensions, maximum file sizes and file formats among other specs—took six months to revise and refine.

However, deciding on downloadable content and multimedia messaging service (MMS) is taking more time and patience to hash out, said MMA President Laura Marriott in the report. "I think that's because we see higher adoption rates and broader consumer reach for Web banners and text messages," she said. "We had more debate around downloadable content and MMS because of regional differences." The group expects to finish mobile video and TV guidelines by October, and also plans to revise all guidelines every six months going forward. For more details on the new guidelines, visit the MMA Global Web site.