MMA Mobile Rich Media Reporting Metrics Definitions | MMA
Release Date: 
September, 2012
Education Section: 
Topics of Interest: 

MMA members from Europe and North America convened numerous times to address a common problem in the area of rich media – various rich media vendors and assorted publishers deploying rich media were reporting campaign performance across a wide variety of metrics, some common and many unique to the vendor or campaign itself. The sellers of rich media were noting that agencies and clients on the buy side were finding it very difficult to understand the reported metrics since there was so much variety and confusion.

With the work and input of the Rich Media Reporting Metrics Task Force, and with additional comments from members of the Global Mobile Advertising Committee as a whole, the MMA seeks to bring clarity to this situation and has developed a series of basic definitions intended to apply to all rich media campaigns, regardless of vendor or publisher. These basic definitions, regarding the fundamental stages of rich media campaigns, will allow vendors, publishers, agencies and advertisers to make clean comparisons AND to enable the reporting of more robust, even bespoke, metrics for any situation by any and all richmedia vendors and publishers.

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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.