The introduction of ad-tech platforms, big data and the cloud into a mobile-enabled population coupled with the growing adoption of mobile internet in media dark areas have unlocked new possibilities for brands in India. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Award and examined the drivers that make for truly compelling work.

The increasing penetration of smartphone in Vietnam presents a wealth of opportunity for marketers to develop impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that separate winning campaigns from the rest.