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

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 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