India is host to an abundance of dynamic landscapes to navigate, and an increasingly mobile population that craves information and engagement. Smartphone sales in India rose by 87% in 2011 over the previous year¹, and the tens of millions of smartphone subscribers in the region use their devices an average of 2.5 hours each day². Of this, communication (voice and text) accounts for only 28% of usage².

The MMA Universal Mobile Ad Package v.2.0 is a set of 6 ad unit sizes that take the guesswork out of planning and buying advertising for mobile phones. With UMAP v.2.0 the MMA is able to identify the ad unit sizes that can run virtually anywhere around the globe, on either smartphones or feature phones. Creative and media agencies benefit from this because they can more readily include mobile in their media plans. Publishers and ad networks also benefit because it removes some of the friction that exists when many sellers offer ad sizes only a fraction different than others.

We need to remember to "think human" when it comes to mobile marketing. In today's world of mass marketing overload getting a potential customer's attention is a scarce resource. You need to focus not only on getting the opt-in, but also how to sustain consumer engagement. This should not be done simply with algorithms and technology, it requires a human touch to demonstrate very quickly that what you are offering – your content – is worth paying attention to. This discussion will illustrate best practices for "thinking human."

While many newspapers are seeing substantial audience growth on their mobile Web sites, it still represents a small percentage of overall digital audience. More significant, revenue is growth is not keeping pace with traffic growth. In this joint MMA/NAA Webinar, mobile industry experts will offer five critical steps for optimizing your traffic and revenue on mobile web sites.