Driving consumer engagement, conversions and brand uplift through sponsored content, native ads, value-exchange ads, contextual ads and more

New Program: Driving consumer engagement, conversions and brand uplift through sponsored content, native ads, value-exchange ads, contextual ads and more.

The MMA is pleased to announce its newest member program, supporting Mobile Games. With strategic direction provided by Tapjoy, the MMA is now calling for all interested members to join this new program.

With leadership from Tapjoy, including Shannon Jessup, Chief Revenue Officer; Emily McInerney, Senior Director Marketing; and Rachel Paeper, Senior Marketing Manager, the Mobile Games Program is seeking another Co-Chair to provide support and balance to the program. The seminal members of the MMA Mobile Games Program include AppsFlyer, Electronic Arts Inc., Google, Immersion, Jun Group and Tapjoy.

The mission of the Mobile Games Program of the MMA is to explore how brands and marketers can best connect with consumers in this unique environment, keeping the attention on providing a positive consumer experience that adds value to the entire ecosystem. The program will focus on best practices for driving consumer engagement, conversions and brand uplift through sponsored content, native ads, value-exchange ads, contextual ads and more.

Current Projects

The primary goals of the Mobile Games Program are twofold:
1) Educate brands, agencies and industry players on the true potential of mobile games to reach and connect with a broad array of consumer audiences; 2) Establish best practices for engaging mobile gamers in native, contextually relevant ways

Initial Issues to Confront

Today, the stigma around mobile games is beginning to fade, but there remain two critical issues we must still address education:
1) around the best practices for advertising within mobile games, because if done incorrectly advertising can have an adverse affect on campaign goals, and; 2) on who the mobile gaming audience is, including their demographics, psychographics and behavioral characteristics.

Future Direction

First 3 months: planning, building support, signing up key participants
Months 3 – 6: building content, executing first tactics
Months 6 – 9: Expanding content, continuing momentum

Committee Member Companies Include