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?
We’ve established that mobile engagement is crucial to the success of your app and therefore business value and brand, but how and where does mobile engagement happen?
Marketing has changed. Your customer is in control; you are not. Businesses must adapt to this new reality.
Traditional marketing and advertising have reigned for decades, but they are no longer the only way, or even the best way, to reach your customers today. Today’s consumers don’t want advertising hijacking their attention. They want effortless experiences served up to them, guiding them through daily life and solving their problems. They want magic.
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.
The Push Notifications User Manual is produced and developed by the MMA France Messaging Marketing Committee. With this Guide, Mobile Marketing Association France intends to demystify push notification, a tool which we believe already to be essential, given that:
mobile web traffic is on its way to exceeding computerbased web traffic
apps account for 86% of this mobile traffic
and push notifications are by far the best tool to incite users to revisit an application
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.
Produced by the MMA NA Location Committee Audience Working Group, this white paper shares how major brands are using location data for more effective audience targeting. Titled, "Using Location for Audience Targeting", the paper reveals how user location and place data is evolving from a tool used primarily for "in the moment' targeting, to an essential component in the creation of accurate audience segments. Please read the full press release here.
Tremor Video, Inc., an advertising technology company elevating brand performance across all screens for the world’s leading brands and publishers, and the Mobile Marketing Association (MMA), the world’s leading global non-profit trade mobile marketing association, released its research study entitled Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units.
