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Research & Insights

A Marketers Guide to Messaging: Trends and Best Practices

This white paper is designed to provide marketers with an overview of the best practices and trends when marketing to consumers on mobile devices, via text messaging aka SMS (short message service), MMS (multimedia messaging service), push notifications, or any other mobile messaging media.

Released: 
March, 2014
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The MMA APAC is proud to present the 2013 Asia-Pacific Yearbook. A resource unlike any other, the Yearbook delivers case studies, insight from industry leaders and country data, which combine to provide the most comprehensive overview of the mobile marketing industry in the Asia-Pacific region for 2013.

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Mobile: The Relationship Channel
The global ad market is on a path of steady recovery, with growth of 3.5% forecast for 2013, followed by 5.1% in 2014 and 5.8% in 2015, according to the latest ZenithOptimedia forecasts. This growth is being driven by digital innovations, with mobile, by some distance, the fastest-growing segment of internet advertising. As the consumer attention shifts to the screens held in the hand, logic therefore dictates that advertisers also spend their efforts where their consumers are—the mobile channel.
Released: 
April, 2014
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Mobile: The Great Connector
Mobile: The Great Connector
Bridging The Physical & Digital Worlds To Boost Your Marketing Effectiveness
 
Released: 
November, 2013
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MMA Location Terminology Guide
The MMA Location Committee wants to ensure this guide represents a fair and unbiased view and continues to keep up to date with the latest technological and business evolutions of mobile location. As a result, this document has been posted to a public wiki-style site that will enable readers to edit, change and/or make critical additions as necessary. You can access the document at the link below. Note: once in the document, you can request editing rights.
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The era of mobile is here and we are lucky to witness the way it has seen a sea change and evolved to be an inseparable part of our lives. Today, it is inherently difficult to separate a man and his mobile. According to the FICCI–KPMG Media & Entertainment 2013 report, the rapid increase in mobile and wireless connections is driving the growth of internet penetration in India and its key beneficiaries are new media segments, including internet advertising, online classifieds, and gaming.

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The MMA Lexicon Subcommittee proposes the lexical framework to categorize mobile video ad units for the ease of communication and transaction within the mobile advertising industry among brands, agencies and technology providers.

Released: 
January, 2013
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MMA Singapore Ad Spend Report

Singapore is one of the most digitally advanced markets in the world. Consumer adoption of mobile devices has fascinated the industry. There is no doubt that Singaporean consumers love their gadgets.

This can even been seen in the smartphone penetration in the market.  Recent research shows that smartphone penetration alone in the market was at 90 per cent for a population of 5.31 million.  The penetration of mobile devices, pegged at 7.8 million, is stated to be at 150 per cent.

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DAA Mobile Guidance

This guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi- Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile.

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Mobile Barometer

The Mobile Marketing Association has partnered with comScore to provide a series of valuable mobile insight reports for 2013. The Mobile Barometer contains audience measures for a range of mobile activity with trends in device ownership and platform share broken down by age and gender. This quarterly report is free to download and covers the five biggest mobile markets in Europe respectively - UK, France, Germany, Spain and Italy.

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The Essential Considerations for Mobile Email

Mobile devices are revolutionizing the way people experience email today. The use of mobile email continues to grow as more consumers seek to stay informed through their smartphone, tablet, or other connected devices. With 88% of people checking their email via mobile devices daily, it’s imperative that marketers develop a strategy to produce emails that are optimized for mobile. In fact, more Android devices are registered every day (1.3MM) than there are weddings, babies born, and deaths COMBINED each day globally... x2!

Released: 
July, 2013
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Smart Mobile Cross Marketing Effectiveness Research Insight Report

With marketers focused on their bottom line, few have the resources to initiate a robust analysis on how media channels interact and integrate. To provide the industry greater clarity about the value of mobile marketing, the MMA is committed to delivering insights surrounding mobile’s impact on ROI and its affect on business goals.

Released: 
May, 2015
File Size: 
684 KB
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Released: 
May, 2013
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Mobile Marketing Economic Impact Study

Executive Summary

The Economic Impact of Mobile Marketing In the United States

The pages that follow report the results of a six-month investigation by the principal authors into the size and scope of the impact of mobile marketing on the United States economy, conducted at the behest of the Mobile Marketing Association.1

We found that the mobile marketing ecosystem...

Released: 
May, 2013
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Members Only
The Current State & Promise of Mobile Couponing

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The MMA Consumer Best Practices (CBP) for Messaging, for the United States market, provides a guide to implementing short code programs. This guideline document is a compilation of accepted industry practices, common wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. This is the last and FINAL document of its kind to be released by the MMA. All future inquiries should be directed to the CTIA.

Released: 
October, 2012
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Released: 
September, 2012
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Members Only

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To prevent automated spam submissions leave this field empty.

If your company is an MMA member and you need log-in information, please email [email protected].

Marketers are constantly being challenged to get the most out of their marketing budgets. The search for the optimal marketing mix, improved ROI and new consumer insights along the entire path to purchase is a constant requirement of successful marketers. The process of measuring campaign performance that informs and delivers these results is often referred to as measurement or analytics, and as noted in Figure 1 analytics is high on the list of marketer’s needs and plans. Analytics is in a maturing process in the online realm, but it remains nascent in mobile.

Released: 
September, 2012
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This updated set of MMA Global Mobile Advertising unit guidelines is intended to simplify the creation, planning, buying, selling and reporting of mobile display ad units on a global basis. By standardizing the handful of sizes that will be most widely accepted, mobile advertising will be easier to add to the media mix of all advertisers around the globe.

Released: 
August, 2012
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The Mobile Marketing Association is the premier, global not-for-profit trade association that works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. In this capacity, we are pleased to introduce the attached Mobile Application Privacy Policy, authored and prepared by the MMA Privacy & Advocacy Committee. The intent of this privacy policy is to provide the mobile application developer with policy language that can be quickly and completely understood by the consumer.

Released: 
December, 2011
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