MMA Establishes “Mobile Rich Media Reporting Metrics Definitions” | MMA Global

MMA Establishes “Mobile Rich Media Reporting Metrics Definitions”

September 24, 2012

To provide clarity, the MMA Rich Media Task Force created a set of definitions and timeline for rich media vendors and the industry to adopt as standard

New York, NY, 24 September 2012 — The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, today releases the publication of the “Mobile Rich Media Reporting Metrics Definitions” as part of the MMA Mobile Market Updates.

To provide clarity across the industry, the MMA developed a standard of rich media metrics, thereby eliminating the overwhelming terminology that exists in the marketplace. Rich media vendors and publishers operate on a wide variety of metrics, causing confusion among marketers and advertisers due to the volume of terms and inconsistent processes. 

“A core component of the MMA is to establish standard metrics to demystify mobile marketing and support the growth of mobile as an indispensible part of the marketing mix,” said Michael Becker, Managing Director of the Mobile Marketing Association.  “These definitions and timeline simplify the understanding and application of rich media marketing and ideally promote its use as a valuable tool for marketers to integrate in their campaigns.”

The “Mobile Rich Media Reporting Metrics Definitions” not only establishes standard terminology of important rich media components, but also provides a simple guideline for organizations to reference while planning their mobile strategies. Included are the fundamental stages of a rich media campaign:
  • Advertising Impression
  • Pre-Interaction Enticements
  • Start: Initial Interactions
  • Time Spent Measures
  • Stop: RM Activity Concludes

The definitions and simplified sequence for a rich media campaign allow vendors, publishers and agencies to report more robust metrics as well as provide a clean comparison for the industry to follow.

The paper was developed by a working group of MMA member organizations in North America and European Union including, Crisp Media InMobi, Medialets, Millenial Media, Sprout, Telefónica, Vodafone, Yahoo!, AT&T AdWorks, Mojiva, Pandora, TargetSpot and Verizon Wireless. You can download the full whitepaper by filling a request form: 


About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit

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Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828