NEW
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: 

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

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

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 Web Advertising Measurement Guidelines

This set of guidelines is intended to cover measurement of WAP/Mobile Web advertising activity. Measurement of other forms of mobile advertising activity, including messaging applications (SMS and MMS), mobile applications, and various forms of mobile audio and video (including streamed, downloaded, broadcast and progressive audio and/or video), is not within the scope of these guidelines.

The MMA Consumer Best Practices (CBP) for Messaging, for the United States market, provides a guide to implementing short code programs. This guideline document is a compilation of accepted industry practices, common wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. This is the last and FINAL document of its kind to be released by the MMA. All future inquiries should be directed to the CTIA.

Release Date: 
October, 2012