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A mobile coupon ad unit is the missing ingredient that can unify mobile media spend with point of sale events. Or as Michael Becker, North American head of the MMA puts it; “A Mobile Coupon Ad Unit is the connective tissue that can link the top of the mobile media funnel with a point of sale event.” The reason paper coupons persist is that there are well-accepted ways to create them, and retailers and manufacturers can track their effectiveness. If Kellogg’s publishes 100,000 Corn Flakes ￼￼coupons, they’ll know how many were brought into a store and redeemed. Such capability does not exist in a similar standardized fashion for mobile – but it will.