Documents

 NEW
Members Only
Release Date: 
August, 2016
File Size: 
7 MB
Programmatic Media And Mobile
Members Only
This is the first of a series of educational material that we will distribute along this year aiming to bring knowledge and promote the mobile marketing market maturation for the Latin America advertising industry. Good reading!
Release Date: 
June, 2016
File Size: 
7.1 MB
Category: 
Marketing in a Mobile World: Five Discussion Topics for Companies Wrestling with a World Gone Mobile
Members Only

When four hundred marketers, representing $66 billion in media spend, come together to discuss marketing in a mobile world, there are bound to be some major learnings, and that was the case at the Mobile Marketing Assocation’s Marketing Leadership Forum, which was held on May 10 - 11, 2016 at the Crowne Plaza Times Square.

Release Date: 
June, 2016
Category: 
Five Things Marketers Need to Know About Mobile Programmatic
Members Only

Signaling that the rise of programmatic buying in mobile is equally as dramatic as its ascension in other forms of digital media, the Mobile Marketing Association’s first-ever Automation and Programmatic Forum studied not only its growth, but the ramifications that growth has for mobile. The Forum brought together several hundred practitioners from brands, publishers, agencies and technology providers.

Release Date: 
April, 2016
Mobile Shopper Marketing Webinar Summary
Members Only

In a first-of-its-kind effort to launch an industry initiative, the MMA featured a subject matter expert to enlighten and inspire MMA members who have joined this new program. Walmart’s Senior Director Shopper Marketing, Matthew Parry, offered industry data and his insights on great marketing and great customer experiences, both of which are the primary goals of great brands and great retailers.

The webinar, entitled “Mobile Shopper Marketing and the Impact on the Path to Purchase” covered the following:

Release Date: 
April, 2016
MMA Internet of Things Connected Objects Working Group Strategic Framework v1.2

The MMA IoT Connected Objects Working Group seeks to help brands see the possibilities and understand the strategic implications of extending their mobile marketing initiatives through connected objects. 

Release Date: 
April, 2016
Category: 
Location: The Ultimate in Contextual Marketing
Members Only

As the mobile phone has emerged as the single most personal means with which to communicate, the day’s speakers underscored that mobile as a marketing platform has to be equally personal, providing users with messaging that is meaningful, appropriate, relevant and contextual.

Release Date: 
April, 2016
Aspirations for Mobile Marketing in 2016

The mobile landscape is set to grow even further in 2016. Nine Mobile Marketing Association’s APAC Board Members from agencies and brands such as Facebook, Google, WPP, share their aspirations for mobile throughout 2016.

In this infographic, they have a common desire to achieve progress in measurement, drum up investments in leadership and technology, and increase mobile-led cross-platform campaigns.

Release Date: 
March, 2016
Category: 
MMA Mobile Report 2015: Brazil
Members Only

MMA has the purpose to strengthen it´s positioning with it´s members generating useful information and, at the same time, understanding the opportunities of mobile market. Focused on this goal, MMA searches for information which can help understanding the target´s behavior, preferences and profile.

Download the report to see 1200 interviews with Millenials, Gen Y, Gen X and Boomers on mobile usage in Brazil.

Release Date: 
February, 2016
Mobile Shopper Marketing and the Impact on the Path to Purchase
Members Only

Customers use their phones to manage almost everything in their lives — and that includes the way they shop. They expect brands to engage with them personally through their mobile devices — and these interactions drive their decisions in store. Retailers and brands that are slow to meet these customer needs might find themselves on the wrong side of the path to purchase.

Download the paper to understand the five questions brands need to successfully address to drive engagement of the mobile shopper.

 

Release Date: 
February, 2016
SMoX Report: Making Marketing Work Harder with Mobile
Members Only

 

There is no doubt that mobile presents the greatest transformation in consumer behavior that we will experience in our lifetimes. But what is its impact on business outcomes?

The Mobile Marketing Association (MMA) initiated an industry wide, never-before-executed, research program (SMoX) to address these critical questions and help marketers fully leverage mobile to both innovate and drive business growth.

Release Date: 
January, 2016
Mobile: The Great Connector - Volume 2

Bridging The Digital & Physical Worlds To Boost Your Marketing Effectiveness

In Volume 2 we explore how location data and context are coming together to enhance the entire marketing cycle. The way is clear for marketers to harness mobile — and the location context data and insights it offers —to build better audience profiles and bridge the digital and physical worlds. Let this e-book be your guide to architecting the strategies that will allow you to drive positive results for your company and great experiences for your existing and new customers.

Release Date: 
February, 2016
MMA Guidance Report: Mobile Native Advertising

This Guidance Report summarizes the work the MMA Mobile Native Advertising Committee has developed over the course of the past year. It includes the definitions, formats, research on effectiveness and then concludes that certain basic, best practices can go a long way towards improving the efficacy of all the MMA mobile native ad formats. MMA Mobile Native Advertising Committee members have collaborated to share their learnings on what makes a native ad fit in with a publisher’s environment, and yet stand out to a user.

Release Date: 
December, 2015
2015 Global Smarties Trends Report

Developed by the MMA in partnership with Millward Brown, the 2015 Global Smarties Trends Report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lions finalists (as well as those on the short list) to delineate shared characteristics and identify key trends.

Each year it reviews the winning roster across these two coveted awards programs to identify emerging, effective mobile marketing trends and share with the industry what makes the winning work so remarkable. 

Release Date: 
December, 2015

As part of a larger ongoing strategy for the MMA to provide the most comprehensive resource for marketers on how best to implement effective mobile marketing campaigns, the MMA EMEA in collaboration with Millward Brown have analyzed the MMA Smarties EMEA shortlist and published a Mobile Creativity Report. In this report, we discuss:

  • What differentiates good from great mobile creative?
  • How can brands take advantage of the future mobile video advertising opportunity?
Release Date: 
November, 2015
Mobile Wallet Inspiration Guide

Consumers carry their mobile devices anywhere and everywhere, presenting an opportunity for brands to connect and communicate with their customers. Marketers are always striving to reach and connect with their audience on mobile, creating and cultivating a unique brand experience for their customers.

Mobile wallet presents a new opportunity.

Release Date: 
November, 2015
Category: 
What is Mobile Engagement?

Mobile engagement is the act of engaging a user through available messaging channels inside and outside of an app. Companies use mobile engagement to deliver positive brand experiences, support their business goals and build valuable, long-term relationships. Engagement typically starts the moment a user downloads your app. Showing users your app’s value from the very beginning is essential to building a long-term relationship that keeps them coming back. 

Release Date: 
November, 2015
Category: 
The Mobile Surface Area: A Landscape of Opportunity

We’ve established that mobile engagement is crucial to the success of your app and therefore business value and brand, but how and where does mobile engagement happen? 

Release Date: 
November, 2015

Marketing has changed. Your customer is in control; you are not. Businesses must adapt to this new reality. 

Traditional marketing and advertising have reigned for decades, but they are no longer the only way, or even the best way, to reach your customers today. Today’s consumers don’t want advertising hijacking their attention. They want effortless experiences served up to them, guiding them through daily life and solving their problems. They want magic. 

Release Date: 
November, 2015
Category: 

As the mobile industry rapidly adopts location technology in all its forms, The Mobile Marketing Association has released, “Understanding the Beacon Proximity Landscape,” the latest update from their In-Store and Beacon Working Group. The paper defines the beacon ecosystem and outlines the opportunities and challenges facing each stakeholder within that system—giving particular attention to consumers and the privacy imperative.

Release Date: 
November, 2015
MMA Mobile Native Advertising Best Practices

Successful advertising is noted for standing out, clear and distinct from your competition. But this goes against the very nature of native ads, which are all designed to “fit in”. The notion that advertising must grab attention raises a pertinent question in the mind of every marketer who plans to go native - will it really deliver on its lofty promises? The answer lies in truly understanding the intent behind native advertising, and then implementing it the right way.

Release Date: 
November, 2015
The State Of Mobile Advertising in LATAM - Q2/2015

Latam Report developed by Opera Mediaworks: ”The State of Mobile Advertising”

Release Date: 
October, 2015
Demystifying Location Data Accuracy

The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs.

Release Date: 
October, 2015
State of the Industry 2015: Mobile Marketing in India by WARC in association with MMA

Marketers in India appreciate the importance of mobile but a significant number of respondents lamented the lack of reliable performance metrics as as per the joint research conducted by Warc and the Mobile Marketing Association. A qualitative analysis of comments from those surveyed suggested that a lack of marketer education was also a hindrance, with concerns ranging from a lack of technical understanding to a dearth of proven methods for delivering effective campaigns.

Release Date: 
September, 2015

As the second of a three part series, this overview shares insights from what is likely the most comprehensive industry survey of mobile native ad effectiveness ever, with MMA members Ahalogy, Celtra, EA, PubNative, Sharethrough, Waze and Yahoo comparing campaign results and research findings in an effort to definitively prove the effectiveness of mobile native ads.

Release Date: 
August, 2015

The Push Notifications User Manual is produced and developed by the MMA France Messaging Marketing Committee. With this Guide, Mobile Marketing Association France intends to demystify push notification, a tool which we believe already to be essential, given that: 

  • mobile web traffic is on its way to exceeding computerbased web traffic
  • apps account for 86% of this mobile traffic
  • and push notifications are by far the best tool to incite users to revisit an application
Release Date: 
June, 2015
Category: 

No longer just a tool for “in the moment” targeting, major brands are now leveraging the rich contextual information that location provides to create highly-targeted audience segments, enabling them to strategically target consumers at specific points in their day, not just when they’re within close proximity of a brand’s store or restaurant.

This is a great resource for Brands, Retailers, Agency Creative and Analytics vendors and experts.

Key Insights & Takeaways

Release Date: 
June, 2015
File Size: 
594 KB
Release Date: 
May, 2015
Category: 

The mission of the MMA Mobile Native Advertising Committee is to promote the definition of mobile native ads, educate marketers and publishers about native advertising benefits and best practices, and grow the global market for this emerging and increasingly effective digital display format.

Release Date: 
April, 2015
Members Only

The State of Mobile Marketing in China report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how China organisations and agencies are responding to the ever-expanding reach and importance of mobile.

Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in India report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how India organisations and agencies are responding to the ever-expanding reach and importance of mobile.

 
 
Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in Singapore report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how Singapore organisations and agencies are responding to the ever-expanding reach and importance of mobile.

Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in Asia Pacific report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how APAC organisations and agencies are responding to the ever-expanding reach and importance of mobile.

The research, which is accompanied by country-specific presentations for Australia, China, India and Singapore, looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area.

Release Date: 
December, 2014

Text Marketing – marketing via the messaging channel – provides the connective tissue between the physical, digital and traditional experiences a consumer has with a brand. Without a defined mobile messaging strategy in place, the brand’s ability to engage with the connected customer will take significantly longer to mature.

Release Date: 
March, 2015
Category: 

In 2014, big brands from Kraft to MasterCard have announced plans to shift up to 100% of their media budgets to programmatic. And they are not alone. According to MAGNA GLOBAL’s recent Programmatic Forecast, global programmatic spend will reach $21B in 2014 and more than double to $53B by 2018. Pervasive consumer use of mobile devices is a key driver behind the rapid growth of programmatic. Crossdevice identification, the rise of programmatic TV, the ad fraud battle, and evolution of the media supply chain (i.e.

Release Date: 
March, 2015
Category: 

Native advertising offers the promise of increased engagement in mobile marketing, but inaccurate perceptions threaten to stall this new format before it has the chance to take off. Heading into 2015 reports indicate that 89% of marketers are at least beginning to adopt native advertising, but only 37% report that they have a defined native advertising plan. In 2014 native advertising spend on social media sites alone is expected to reach $4.0B, a 122% increase over 2013.

Release Date: 
March, 2015
Category: 

Produced by the MMA NA Location Committee Audience Working Group, this white paper shares how major brands are using location data for more effective audience targeting. Titled, “Using Location for Audience Targeting”, the paper reveals how user location and place data is evolving from a tool used primarily for “in the moment’ targeting, to an essential component in the creation of accurate audience segments. Please read the full press release here.

Release Date: 
February, 2015
Members Only
Release Date: 
December, 2014

The MMA Mobile CEO & CMO Summit is an exclusive, invitation only event that brings together the industry’s top influencers, leaders and decision makers who are accelerating the transformation and innovation of marketing through mobile and driving business growth with closer and stronger consumer engagement.

Release Date: 
July, 2014
File Size: 
1.7 MB
Category: 

The MMA India report, powered by exchange4media, (in its third year now) is based on extensive research, including the body of mobile advertising work seen in the market, the spends of large advertisers on the medium, spend numbers of top media agencies, figures from service providers, and reference conversations with other prominent mobile players.

Release Date: 
October, 2014
File Size: 
401 KB
Release Date: 
September, 2014
File Size: 
8.5 MB
Mobile Creative Analysis

Tremor Video, Inc., an advertising technology company elevating brand performance across all screens for the world’s leading brands and publishers, and the Mobile Marketing Association (MMA), the world’s leading global non-profit trade mobile marketing association, released its research study entitled Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units. 

Release Date: 
July, 2014
File Size: 
398.8 MB (This is a large file and may take a few minutes to download)

A Marketers Guide to Messaging: Trends and Best Practices

This white paper is designed to provide marketers with an overview of the best practices and trends when marketing to consumers on mobile devices, via text messaging aka SMS (short message service), MMS (multimedia messaging service), push notifications, or any other mobile messaging media.

Release Date: 
March, 2014
Category: 
Mobile: The Relationship Channel

The global ad market is on a path of steady recovery, with growth of 3.5% forecast for 2013, followed by 5.1% in 2014 and 5.8% in 2015, according to the latest ZenithOptimedia forecasts. This growth is being driven by digital innovations, with mobile, by some distance, the fastest-growing segment of internet advertising.
As the consumer attention shifts to the screens held in the hand, logic therefore dictates that advertisers also spend their efforts where their consumers are—the mobile channel.

Release Date: 
April, 2014
Mobile: The Great Connector
Mobile: The Great Connector
Bridging The Physical & Digital Worlds To Boost Your Marketing Effectiveness
 
Release Date: 
November, 2013
MMA Location Terminology Guide
The MMA Location Committee wants to ensure this guide represents a fair and unbiased view and continues to keep up to date with the latest technological and business evolutions of mobile location. As a result, this document has been posted to a public wiki-style site that will enable readers to edit, change and/or make critical additions as necessary. You can access the document at the link below. Note: once in the document, you can request editing rights.

The MMA Lexicon Subcommittee proposes the lexical framework to categorize mobile video ad units for the ease of communication and transaction within the mobile advertising industry among brands, agencies and technology providers.

Release Date: 
January, 2013