Location may be the single most important aspect of mobile marketing and the MMA has the strongest program of initiatives to support this notion. This committee is promoting, examining and assessing all aspects of location in mobile marketing, and the reception is phenomenal.
Location-Based Advertising Measurement Guidelines
The Location-Based Advertising Measurement Guidelines are now complete.
The Media Rating Council, at the behest of the MMA, and in collaboration with the IAB, has issued the final Location-Based Advertising Measurement Guidelines. These Guidelines are intended to establish and document good practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of location-based measurement data from all segments of the Industry. Specifically, these guidelines provide marketers with further clarity on what they should expect from their location data providers, how to align metrics to their marketing objectives and better leverage mobile’s unique ability to drive business impact. This document also establishes a recommendation and a benchmark for audit processes whereby the practices and disclosures of location-based measurement organizations can be voluntarily validated by third parties.
While the new Co-Chairs are reviewing the current Strategic Framework, and considering an updated agenda, it is clear that education and evangelism will be critical, as will expanding the uses cases of location data and location intelligence. The first project will likely include preparing an expanded anthology of location use cases. Both Co-Chairs welcome input from any and all MMA members, not just those on the Committee, so please feel free to reach out directly to Mandana (mandanam[at]thinknear[dot]com) and Sara (sarahall[at]waze[dot]com).