NEW

As the second of a three part series, this overview shares insights from what is likely the most comprehensive industry survey of mobile native ad effectiveness ever, with MMA members Ahalogy, Celtra, EA, PubNative, Sharethrough, Waze and Yahoo comparing campaign results and research findings in an effort to definitively prove the effectiveness of mobile native ads.

Release Date: 
August, 2015
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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
Release Date: 
June, 2015
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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.

Key Insights & Takeaways

Release Date: 
June, 2015
File Size: 
594 KB
Release Date: 
May, 2015
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The mission of the MMA Mobile Native Advertising Committee is to promote the definition of mobile native ads, educate marketers and publishers about native advertising benefits and best practices, and grow the global market for this emerging and increasingly effective digital display format.

Release Date: 
April, 2015
Members Only

The State of Mobile Marketing in China report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how China organisations and agencies are responding to the ever-expanding reach and importance of mobile.

 
 
Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in India report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how India organisations and agencies are responding to the ever-expanding reach and importance of mobile.

 
 
Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in Singapore report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how Singapore organisations and agencies are responding to the ever-expanding reach and importance of mobile.

Release Date: 
December, 2014
Members Only

The State of Mobile Marketing in Asia Pacific report published by Econsultancy and the Mobile Marketing Association Asia Pacific (MMA) takes a close look at how APAC organisations and agencies are responding to the ever-expanding reach and importance of mobile.

The research, which is accompanied by country-specific presentations for Australia, China, India and Singapore, looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area.

Release Date: 
December, 2014

Text Marketing – marketing via the messaging channel – provides the connective tissue between the physical, digital and traditional experiences a consumer has with a brand. Without a defined mobile messaging strategy in place, the brand’s ability to engage with the connected customer will take significantly longer to mature.

Release Date: 
March, 2015
Category: 

In 2014, big brands from Kraft to MasterCard have announced plans to shift up to 100% of their media budgets to programmatic. And they are not alone. According to MAGNA GLOBAL’s recent Programmatic Forecast, global programmatic spend will reach $21B in 2014 and more than double to $53B by 2018. Pervasive consumer use of mobile devices is a key driver behind the rapid growth of programmatic. Crossdevice identification, the rise of programmatic TV, the ad fraud battle, and evolution of the media supply chain (i.e.

Release Date: 
March, 2015
Category: 

Native advertising offers the promise of increased engagement in mobile marketing, but inaccurate perceptions threaten to stall this new format before it has the chance to take off. Heading into 2015 reports indicate that 89% of marketers are at least beginning to adopt native advertising, but only 37% report that they have a defined native advertising plan. In 2014 native advertising spend on social media sites alone is expected to reach $4.0B, a 122% increase over 2013.

Release Date: 
March, 2015
Category: 

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.

Release Date: 
February, 2015
Members Only
Release Date: 
December, 2014

The MMA Mobile CEO & CMO Summit is an exclusive, invitation only event that brings together the industry’s top influencers, leaders and decision makers who are accelerating the transformation and innovation of marketing through mobile and driving business growth with closer and stronger consumer engagement.

Release Date: 
July, 2014
File Size: 
1.7 MB
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Release Date: 
October, 2014
File Size: 
401 KB
Release Date: 
September, 2014
File Size: 
8.5 MB
Mobile Creative Analysis
Release Date: 
July, 2014
File Size: 
398.8 MB (This is a large file and may take a few minutes to download)
Members Only

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.

Release Date: 
March, 2014
Category: 
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.

Release Date: 
April, 2014
Mobile: The Great Connector
Mobile: The Great Connector
Bridging The Physical & Digital Worlds To Boost Your Marketing Effectiveness
 
Release Date: 
November, 2013
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.
Release Date: 
July, 2013
Category: 
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.

Category: 
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.

Release Date: 
May, 2015
File Size: 
684 KB
Mobile Web Advertising Measurement Guidelines

This set of guidelines is intended to cover measurement of WAP/Mobile Web advertising activity. Measurement of other forms of mobile advertising activity, including messaging applications (SMS and MMS), mobile applications, and various forms of mobile audio and video (including streamed, downloaded, broadcast and progressive audio and/or video), is not within the scope of these guidelines.

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.

Release Date: 
October, 2012
Members Only
Release Date: 
September, 2012
Category: 
Members Only

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.

Release Date: 
September, 2012
Category: 
Industry standards that make it easier to buy, sell, and create mobile ads for smartphones, feature phones and tablets.
Release Date: 
August, 2012
Category: