New Mobile Advertising Research Initiative in Partnership with Aeneas Strategy

New York; London, UK; Singapore and Sao Paulo, 12 February 2009 — The Mobile Marketing Association (MMA) today announced that it has formed an agreement with Aeneas Strategy Consulting and Management to participate in, guide and support their mobile advertising research project; conducted in collaboration with MSearchGroove and EverySingleOneOfUs. The agreement lays the foundation for an ongoing research partnership between the two organisations which will begin with a study of mobile advertising in the UK and plans to extend from there to other national mobile advertising markets in Europe.

Combining quantitative and qualitative research methodologies and encompassing the full mobile advertising value chain from advertisers and agencies through end consumers, the research project is well aligned with the MMA’s goal of promoting industry understanding and market development.

“The results of this study will significantly add to MMA members’ stock of knowledge about the trends, size, scope and current effectiveness of mobile advertising in the UK,” said Paul Berney, MMA Managing Director for Europe.

After extensive primary research into mobile advertising industry agencies, networks and consumers, the findings will be published in a Mobile Advertising UK Report and discussed at an Aeneas sponsored event in June. An important aspect of this research partnership will be its investigation into advertisers’ and agencies’ perceptions and activity around mobile advertising.

“We are very pleased to be working with the MMA, and to have its support for the Mobile Advertising UK study. This collaboration will be another important step in the education of the industry to help companies engage in the mobile medium, drive mobile advertising revenues and ensure brands are going where the consumers are,” said Tarik Fawzi, Director of Aeneas Strategy.

“The education of brands and advertisers on the opportunities and challenges within the mobile channel and insights into how advertisers view consumer engagement via mobile advertising is a key step towards enhancing brand participation in this rapidly growing industry,” continued Berney. “The MMA has long supported research into mobile marketing and advertising, and sees the partnership with Aeneas Strategy as being of great strategic importance for continued industry development.”