MMA Mobile Video Lexicon Task Force Recommendations | MMA
Release Date: 
January, 2013
Education Section: 
Topics of Interest: 

The MMA Video Committee agrees that a Mobile Video Ad is defined as:

An ad whereby the primary unit consists of delivery of a video advertisement to mobile devices. Different from Display, the ad unit delivers video to create consumer demand and engagement, and, the video ad delivery is the primary value proposition for the advertiser. During or after the video, it may have rich media features as an overlay. Mobile video units are most commonly sold on CPM or CPCV/CPV basis.

The MMA Lexicon Subcommittee proposes the lexical framework to categorize mobile video ad units for the ease of communication and transaction within the mobile advertising industry among brands, agencies and technology providers.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.