There are two key areas of interest for this group: guidance on the best combinations of short/long form ads within short/long form content, and guidance on monetization strategies for publishers as they deal with the various platforms.
2019 - The MMA Mobile Programmatic Video Guide: Navigating a Growing, Complex, Media Marketplace
What are the differences between in-app and mobile web ad inventory? How can creative formats be leveraged to make the most of the mobile environment? And how might video playback experiences in mobile affect KPIs?
If you don’t know the answers to those questions, you will need to soon, as the burgeoning mobile video programmatic marketplace accounts for more and more digital ad inventory.
Fortunately, the MMA – with extensive input and collaboration from the combined leadership of the Mobile Video Committee (NBCUniversal) and the Mobile Programmatic Committee (OpenX) – has published an extensive, straightforward guide that helps you understand it all, from creative formats to buying considerations to how to combat mobile fraud.
The Guide also includes a glossary of the terms you’ll need to know and a crowdsourced spreadsheet designed to help advertisers understand features and functionality of different SDKs.
2018 - A Different Perspective: Demystifying and Simplifying Vertical Video for Marketers
This white paper from the Mobile Marketing Association, in collaboration with Snapchat, Facebook, Twitter, NBC Universal, AdColony, Innovid and Jun Group, will tell you what you need to know to jump start your vertical video efforts, featuring best practices and case studies. It also looks at how vertically-based video consumption is increasing – and why that changes the game for marketers.
You can start re-orienting your mobile video around vertical by downloading the paper below.
Being Smart About Mobile Native Video – The New 2017 Guidance Report
Video as a medium is not only surging ahead of other mobile advertisement realms, it is also doing better than regular television ads. Findings from MMA’s SMoX research suggest that mobile video is 3X more effective than TV and digital video. At the current competitive pricing, shifting some budget from cable TV to mobile video will optimize ROI and be a great investment for marketers.
The MMA and the MMA Mobile Native Advertising Committee are proud to release the Guidance Report on this important aspect of mobile native – mobile native video. This report is focused on educating marketers about the best ways to leverage mobile video as a storytelling tool in the mobile-first native environments.
Look for more news and activities from the Mobile Video Committee early in 2017.
In March 2019, the MMA released The MMA Mobile Programmatic Video Guide: Navigating a Growing, Complex Media Marketplace. Our next area of focus will be on preparing guidance for publishers on effective monetization strategies with the leading platforms.
Any MMA member who wants to get involved with this agenda should contact us at [email protected].