The rise in consumer adoption of smartphones in Asia Pacific presents numerous opportunities for marketers to create impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to examine the drivers that make for truly compelling, powerful and award-winning work in the region.

Today over 85% of the urban Indian population owns a mobile phone, While smartphones get most of the attention, 56% of this user base actually users feature phones. There are many ‘myths’ associated with & feature phone consumers. The most common among these being

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers state of mobile in India in year 2015 – 2016 and what will we see in the future that will further explode this mobile first economy. Accompanied by in-depth analysis this report elaborates India’s mobile reach, smartphone penetration, rural & urban usage pattern and mobile advertising spends. It is a collaborative effort by the marketing and mobile industry, championed by the research team at GroupM India.

MRC’s overarching goal when developing industry standards for media measurement is to develop metrics that can be widely used across the industry to facilitate better “apples to apples” metrics comparisons, both within and across media types. These standardized metrics are not necessarily designed to result in the exclusion of any other possible metrics, but having commonly defined metrics allows for consistency in reporting and analysis, and serves as a baseline under which all users of the data may operate with a common understanding.