Educational Documents | Page 7 | MMA
Mobile: The Great Connector - Volume 2

Bridging The Digital & Physical Worlds To Boost Your Marketing Effectiveness

In Volume 2 we explore how location data and context are coming together to enhance the entire marketing cycle. The way is clear for marketers to harness mobile — and the location context data and insights it offers —to build better audience profiles and bridge the digital and physical worlds. Let this e-book be your guide to architecting the strategies that will allow you to drive positive results for your company and great experiences for your existing and new customers.

Release Date: 
February, 2016
MMA Guidance Report: Mobile Native Advertising

This Guidance Report summarizes the work the MMA Mobile Native Advertising Committee has developed over the course of the past year. It includes the definitions, formats, research on effectiveness and then concludes that certain basic, best practices can go a long way towards improving the efficacy of all the MMA mobile native ad formats. MMA Mobile Native Advertising Committee members have collaborated to share their learnings on what makes a native ad fit in with a publisher’s environment, and yet stand out to a user.

Release Date: 
December, 2015
2015 Global Smarties Trends Report

Developed by the MMA in partnership with Millward Brown, the 2015 Global Smarties Trends Report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lions finalists (as well as those on the short list) to delineate shared characteristics and identify key trends.

Each year it reviews the winning roster across these two coveted awards programs to identify emerging, effective mobile marketing trends and share with the industry what makes the winning work so remarkable. 

Release Date: 
December, 2015

As part of a larger ongoing strategy for the MMA to provide the most comprehensive resource for marketers on how best to implement effective mobile marketing campaigns, the MMA EMEA in collaboration with Millward Brown have analyzed the MMA Smarties EMEA shortlist and published a Mobile Creativity Report. In this report, we discuss:

  • What differentiates good from great mobile creative?
  • How can brands take advantage of the future mobile video advertising opportunity?
Release Date: 
November, 2015

As the mobile industry rapidly adopts location technology in all its forms, The Mobile Marketing Association has released, “Understanding the Beacon Proximity Landscape,” the latest update from their In-Store and Beacon Working Group. The paper defines the beacon ecosystem and outlines the opportunities and challenges facing each stakeholder within that system—giving particular attention to consumers and the privacy imperative.

Release Date: 
November, 2015
MMA Mobile Native Advertising Best Practices

Successful advertising is noted for standing out, clear and distinct from your competition. But this goes against the very nature of native ads, which are all designed to “fit in”. The notion that advertising must grab attention raises a pertinent question in the mind of every marketer who plans to go native - will it really deliver on its lofty promises? The answer lies in truly understanding the intent behind native advertising, and then implementing it the right way.

Release Date: 
November, 2015
Demystifying Location Data Accuracy

The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs.

Release Date: 
October, 2015

No longer just a tool for "in the moment" targeting, major brands are now leveraging the rich contextual information that location provides to create highly-targeted audience segments, enabling them to strategically target consumers at specific points in their day, not just when they're within close proximity of a brand's store or restaurant.

This is a great resource for Brands, Retailers, Agency Creative and Analytics vendors and experts.

Key Insights & Takeaways

Release Date: 
June, 2015
File Size: 
594 KB

The mission of the MMA Mobile Native Advertising Committee is to promote the definition of mobile native ads, educate marketers and publishers about native advertising benefits and best practices, and grow the global market for this emerging and increasingly effective digital display format.

Release Date: 
April, 2015