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| MMA Committee News |
Each
month the Committee News column will profile the efforts of the MMA
committee initiatives. For more detailed information on committee
initiatives, please visit the committee pages or the MMA members' only
site.
Featured Committee News
Mobile Advertising
The Mobile Advertising Committee released the latest revision of the
global Mobile Advertising Guidelines. The guidelines provide improved
global formats, guidelines and best practices necessary to implement
mobile advertising initiatives in a variety of mobile media channels,
including mobile web, messaging and mobile video and TV. The MMA has
published regional ad guidelines since 2005 and globalized the
guidelines in April 2008.
Highlights in the October 2008 revision include the following updates:
- Updated Mobile Web Guidelines:
- Added recommendation on automatic resizing of Mobile Web banner ads
- Updated Multimedia Messaging (MMS):
- Revised the MMS Ad Unit and Aspect Ratio recommendations
- Updated the Audio Formats best practices
- Revised the Size recommendations
- New Mobile Video and TV guidelines including the following:
The
guidelines are designed to encourage the uptake of mobile marketing
worldwide by creating a simplified framework for brands and agencies to
deliver mobile advertising in a consistent way. Released every 6
months, the guidelines process ensures that the recommendations are
continually updated and reflective of global best practices and
industry feedback.
The latest version of the MMA global Mobile Guidelines can be downloaded from www.mmaglobal.com/mobileadvertising.pdf. The MMA has also published a Mobile Advertising Overview white paper (www.mmaglobal.com/mobileadoverview.pdf) as well as an Applications white paper (http://www.mmaglobal.com/mobileapplications.pdf) for educational purposes.
Mobile Measurement Ad Currency Definitions
The MMA recently announced the publication of its first revision of
Global Mobile Measurement Ad Currency Definitions. Addressing common ad
currencies, the definitions are designed to create consistency across
the industry and to serve as the basis for the development of future
mobile ad guidelines.
Developed by members of the MMA Measurement Committee in close
collaboration with the Media Rating Council (MRC), the definitions use
the Interactive Audience Measurement and Advertising Campaign Reporting
and Audit Guidelines developed by the IAB as a basis to cover the
following areas of mobile advertising:
- Ad Impressions
- Streaming Video Advertising
- Rich Media Ad Impression
- Click Measurement
The MMA Mobile Measurement Ad Currency Definitions can be downloaded from www.mmaglobal.com/adcurrencies.pdf.
For more information on all committee initiatives or to participate, please contact committees@mmaglobal.com. |
| Global Research, Publications & Statistics |
Each
month the Global Research, Publications & Statistics section will
aim to feature studies representing the global mobile community.
What is the Mobile Advertising Report?
Read the full report
More people in the United States (and indeed globally) have a mobile
phone than an Internet-connected PC. Consumers are quickly emigrating
away from pay-per-use mobile services and are heading toward
free-to-enduser services that are supported by advertising. Coupled
with a fragmenting media landscape, advertising-supported,
free-to-end-user services create exciting opportunities for brands to
reach consumers in ways never before possible.
The Mobile Advertising Report is a tool to help marketers and their
agencies understand this fast-changing medium. The Mobile Advertising
Report is distributed free to marketers. To receive the mobile
marketing report, email mar@limbo.com. The Mobile Advertising Report is
produced by Limbo and GFK/NOP research. The Q3 2008 (US) report is
based on a survey of 1,000+ representative adults in the US.
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| Articles |
 New Media Rising: Traditional Marketing Slows While Mobile Marketing Shows Growth
By Eric Holmen, President of SmartReply
As the close of Q4 rapidly approaches, together with one of the most
lackluster holiday retailing seasons in recent years, industry analysts
have once again revised their growth estimates for traditional
advertising spending – downwards. TNS Media Intelligence reports that
some of the country’s largest retailers have slashed their TV ad
budgets by as much as 34%. Analysts, however, have largely neglected to
mention that mobile advertising spend in the US is projected to break
$1 billion for the first time in 2008, and surpass $7.5 billion by
2013. For marketers everywhere, this should indicate that in
spite of massive industry write-downs, there is one marketing channel -
above all others - that is having the kind of success that perseveres
during a downturn.
 PLICK HERE!
By Sixto Arias, Managing Director, Mobext
In the early Internet times, no banner could appear without inviting to
click on it. Due to the inexperience of the users, most of the banners
asked the users for their valuable clicks.
As we didn’t know that by clicking we could discover new
characteristics, hot deals, more info or personalized offers,
advertisers and agencies were forced to invite to click with
expressions such as, click here, make click please, click for more info
and so on.
With this silly behavior, agencies and advertisers could measure real
results and adapt their media plans to sales, interests and demand. |
| Global Highlights |
Local Councils
UK Local Council
In August, the MMA launched its Local Council in the UK. To date, over
60 member companies are participating in the MMA initiatives in the UK.
If you are interested, please contact Paul Berney, MMA Managing
Director for Europe at europe@mmaglobal.com.
India Local Council
The MMA has launched its Local Council initiative in India to respond
to member interest in the region. The Local Council will focus on
initiatives related to networking and education. If you are interested
in participating, please contact Rohit Dadmal, MMA Managing Director
for APAC at rohit.dadwal@mmaglobal.com.
South Africa Local Council
The MMA has launched is Local Council initiative in South Africa, with
focus on specific initiatives as they relate to the region. If you are
interested in learning more, please contact membership@mmaglobal.com.
Spain, Austria & Ireland Local Councils
The MMA currently operates local councils in Spain, Austria and
Ireland. If you are interested in playing an active role, please contact us today.
Additional Local Councils
If you are interested in launching a local council and have at least 10
MMA member companies or prospective companies interested, please
contact the MMA at mma@mmaglobal.com. More information on Local Councils is available HERE.
Regional Organizations
In addition to the global organization, the MMA has regional
organizations in Asia Pacific (APAC), Europe (EUR), Latin America
(LATAM), Middle East & Africa (MEA) and North America (NA). If your
company has representation in any of these regions and would like to
participate, please contact us today at membership@mmaglobal.com. |
| Member Job Postings |
AT&T: Programming Coordinator
Senior Manager, Marketing Communications |
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Purchase the MMA International Journal of Mobile Marketing today!
NOW
AVAILABLE! Volume 3 of the MMA-IJMM. The MMA-IJMM is issued by the MMA
Academic Outreach Committee and contains research and contributions for
academics, industry experts and thought leaders
Order your copy by clicking HERE.
"The
IJMM is, put simply, the must-have publication for those who are not
only planning to launch mobile marketing or advertising campaigns, but
for those who want to see success and profits as a result. In an
industry where today's news is already old, the IJMM provides analysis
and education that is both invaluable and undeniably current."
- Doug Busk, Former VP - Industry Relations, SinglePoint |
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| Our Distribution Schedule |
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The Mobile Marketing Association distributes our newsletter at the end of each month. Please send your news to editor@mmaglobal.com for consideration.
The MMA Messenger will be taking a month off in December 2008 - so, enjoy the holiday season!
The next content deadline is January 21, 2009 for the January 30 newsletter.
Sign up for our newsletter today by clicking HERE.
Contact Information
Mobile Marketing Association
1670 Broadway, Suite 850
Denver, CO 80202
Office: +1.303.415.2550
Fax: +1.303.499.0952
Opinions
expressed in the Mobile Messenger articles are those of the
authors. The MMA does not endorse trademarked products mentioned
in this publication; their inclusion is solely at the discretion of the
authors.
To unsubscribe from MMA mailings, send an email to editor@mmaglobal.com with "unsubscribe" in the subject line.
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