NEW
Release Date: 
December, 2014
 NEW
Release Date: 
December, 2014
 NEW
Release Date: 
December, 2014
 NEW

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
 NEW

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: 
 NEW

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: 
 NEW

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
Release Date: 
July, 2014
File Size: 
1.7 MB
Category: 
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
FCC Public Notice Comment

With this Public Notice, we seek comment on a Petition for Declaratory Ruling filed by a Coalition of Mobile Engagement Providers (Coalition) seeking clarification that the revised Telephone Consumer Protection Act (TCPA) rules that were effective October 16, 2013, do not “nullify those written express consents already provided by consumers before that date.” These revised rules require prior express written consent that meets specified standards for certain autodialed or prerecorded telemarketing calls. The Coalition asks specifically that the Commission clarify that the revised forms of written consent, which became effective October 16, 2013, are applicable only to new customers and therefore mobile marketers need not take additional steps to obtain the revised forms of written consent from existing customers who have already provided express written consent under the previous rules that does not meet the standards of the revised rules.6 The Coalition thus asks the Commission to clarify that existing customers need not take additional steps to continue receiving the requested communications.

Category: 
MMA Location Terminology Guide
Members Only
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: 
Mobile Application Advertising Measurement Guidelines

These guidelines are intended to cover the measurement and disclosures related to dynamic, in-application advertisements that appear on mobile devices. These guidelines are not intended at this time to cover the following: hard-coded advertising, or sponsorships or advertising in a non-mobile environment (the nature of the environment generally can be determined based on the operating system used to access the advertisement).

Release Date: 
July, 2013
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: 
November, 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: 
Members Only
Release Date: 
March, 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: 
Members Only
An educational white paper that unlocks the potential of marketing with mobile barcodes.
Release Date: 
November, 2011
The MMA’s educational white paper on mobile location based services.
Release Date: 
October, 2011
Members Only
An educational white paper setting the case for permission based mobile marketing.
Release Date: 
October, 2011
Members Only
An educational white paper on creating, measuring and monetizing campaigns that feature mobile apps and mobile websites.
Release Date: 
June, 2011
An educational white paper on protecting public intrest and raising the level of consumer trust.
Release Date: 
May, 2011