Smarties India

The introduction of ad-tech platforms, big data and the cloud into a mobile-enabled population coupled with the growing adoption of mobile internet in media dark areas have unlocked new possibilities for brands in India. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Award and examined the drivers that make for truly compelling work.

Release Date: 
January, 2017

The increasing penetration of smartphone in Vietnam presents a wealth of opportunity for marketers to develop impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that separate winning campaigns from the rest.

Release Date: 
January, 2017
Smarties Indonesia

Smartphones are fast becoming the most dominant device in Indonesia, unlocking tremendous opportunities for marketers to create impactful digital campaigns that resonate with their audiences.

To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to identify the drivers that separate winning campaigns from the rest.

Release Date: 
January, 2017
Smarties China

As media spend in China continues to shift from traditional to digital at a rapid pace, marketers are focusing on how to connect with consumers in an ever-changing online world. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that make for truly compelling, powerful and award-winning work.

Release Date: 
January, 2017
Smarties APAC

The rise in consumer adoption of smartphones in Asia Pacific presents numerous opportunities for marketers to create impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to examine the drivers that make for truly compelling, powerful and award-winning work in the region.

Release Date: 
January, 2017
Members Only
Release Date: 
December, 2016
File Size: 
7.3 MB
Members Only
Release Date: 
December, 2016
File Size: 
2.9 MB
Members Only
Release Date: 
December, 2016
File Size: 
5.1 MB

The MMA encourages all of our members to become familiar with these guidelines, as the changes included will promote improved digital advertising measurement and better align all digital impressions with the viewability standard. The revised guidelines will shift both mobile in-app and mobile web from a “count-on-download” to a “count-on-begin-to-render” ad impression measurement standard.

Release Date: 
December, 2016
Feature phone Infographic

Today over 85% of the urban Indian population owns a mobile phone, While smartphones get most of the attention, 56% of this user base actually users feature phones. There are many ‘myths’ associated with & feature phone consumers. The most common among these being

Release Date: 
December, 2016
Smartphone Infographic

Mobile has had an outsize influence on the way consumers interact with each other and with brands, make decisions, transact and shop. This has significantly impacted the way companies and brands connect with their consumers and do business, and marketers need to keep a continuous pulse on the way consumers interact with and use their mobile phones. The Smartphone Usage and Behaviour report provides an unbiased and insightful view on the evolution of mobile usage In India.

Release Date: 
December, 2016
Release Date: 
December, 2015
File Size: 
7,3 MB
Release Date: 
October, 2016
File Size: 
406 KB
Members Only
Release Date: 
November, 2016
Release Date: 
November, 2016
File Size: 
480 KB

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Release Date: 
November, 2016
Release Date: 
November, 2016
File Size: 
483 MB