NEW
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
 NEW

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
 NEW
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
 NEW
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
 NEW
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
 NEW
Members Only
Release Date: 
December, 2016
File Size: 
2.9 MB
 NEW
Members Only
Release Date: 
December, 2016
File Size: 
5.1 MB
 NEW

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
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
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: 
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
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: 
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 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: