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. An outline of the planned Location Buyers Guide will be presented at the MMA Mobile Location Leadership Forum, April 5, 2017 in NYC.
Location-Based Advertising Measurement Guidelines
The public comment period has ended. We will share the final guidelines when complete. In the meantime, you may view the draft document here.
The MMA, in collaboration with the Media Rating Council and the IAB, has released a draft of the Location-Based Advertising Measurement Guidelines for public comment. 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. 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.
The Location Committee is focusing on a few key themes, including accuracy of location data, transparency among the vendors and sellers of location-enabled services, and leveraging location data for more effective advertising creative.
To these end goals, especially regarding data accuracy and vendor transparency, we are focusing on support of the MMA/MRC issued Location-Based Advertising Measurement Guidelines, as well as sharing more insights around leveraging creative. The Location Committee, as a whole, reviews all of these efforts on a regular bi-monthly call but Working Groups meet more often to address the following:
- Location Buyers Guide – in light of the new guidelines, and a continuing effort to reduce accuracy issues, the Location Data Accuracy Working Group is re-orienting their efforts to build a comprehensive buyer’s guide for brands and agencies. This is also spawning a related effort to help the vendors and sellers prepare a comprehensive comparison of each company’s offerings against a common set of “disclosure requirements” that are postulated in the MMA/MRC guidelines.
- Creative and how location data can be used to tailor and optimize advertising executions in mobile campaigns will be an ongoing effort by the Advertising Working Group. White papers and supporting webinars will be scheduled when possible.
- Location Data Study – The MMA’s Location Committee released the Location Data Study in November 2016. The study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative. Download the report and dive deep into the study’s key findings.