These days, about two in every three people around the world use some form of mobile phone, and around four in every five of those devices are smartphones.
After a two-year hiatus, Cannes Lions came roaring back in a way that was more emotional than I would have ever anticipated possible. Sure, all of the business that needed to be transacted was, there were innumerable speeches, fireside chats and panels, those who wanted to could dance the night away on the Plages teeming with Brigadoon like platform hospitality installations, each one more impressive than the next and, of course, the coveted Cannes Lions were handed out for the very best work across a litany of categories to the delight of the recipients.
With co-chairs Sean Moshir, CellTrust and Malcolm Cadd, Neustar, the committee officially kicked off on December 3rd 2013.
Adam Lavine, the CEO of FunMobility, welcomed Jeremy Agulnek from Vibes to join him as the co-chair of this group. In the recent meeting held on October 30th 2013 Adam reviewed the initial trials of a mobile ad unit that were held in Northern California. Adam noted that the trials were too small to make a big impact, but that more such efforts are planned for 2014. The committee welcomes new members, and is especially interested in participation by retailer and brand members of MMA.
With 36 member companies now on the Committee, the recent meeting held on October 28th 2013, focused on what issues need to be addressed to help the market better understand the opportunities and challenges in programmatic. Member companies submitted a series of questions and Mary Beth McCabe of National University helped prepare the survey that we want all MMA members to consider taking.
As previously announced, the Location Committee has formed a number of working groups to address discrete areas within the location segment of mobile.
On October 17th 2013 MMA member company Patton Boggs LLP, on behalf of a consortium of MMA members companies, filed a petition to the FCC asking for clarification on rules that went into effect October 16th 2013.
A subset of the Mobile Video Committee has been working with two partners, ImServices (data aggregation and normalization) and Pre-Meditated Media (analytics) to develop the first significant benchmark analysis of the current state of mobile video.
We are just receiving and preparing the final data sets, but look here soon (as well as in the press – we will make a big deal of this!) for more news and insights.
The inaugural Programmatic Committee was held September 30, 2013 with about 15 of the 27 MMA committee member companies in attendance. Committee co-founders Ben Green of OpenX and Richard Lowden of RTBIQ opened the session with a run through of the original Strategic Framework and then the group turned to discussing what they see as the primary issues confronting programmatic in mobile.