While screens have been central to consumer experience for decades, few among us – even a decade ago – could have foreseen a world in which consumers shift seamlessly throughout their daily lives from smartphone to TV to desktop to tablet. Although consumers have quickly embraced a cross-device world, marketers are struggling to catch up. The MMA’s new white paper gives marketers a practical look at where cross-device marketing stands today, its promise for the future and how it can be a part of the marketing arsenal - revealing much more about the customer journey than ever before!

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.