Global

MMA Internet of Things (IoT) Incubation Council was formed to bring together various experts in the IoT, marketing and technology fields. The goal is to examine the impact that IoT technologies, such as wearables and connected products, will have on marketing and change the way brands create products and services to interact with consumers.

Defined: “native advertising is a mobile advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which it is placed.” This effort is intended to make this ad format both viable and valuable to brand marketers.

The MMA is conducting a marketplace assessment of the mobile shopper marketing space in order to identify the big picture issues that need to be addressed, as we have been too often bogged down by tactical considerations indigenous to certain brands and retailers.

The MMA wants to thank Walmart, Ubimo and RetailMeNot for helping us investigate this area of marketing.

There are two key areas of interest for this group: guidance on the best combinations of short/long form ads within short/long form content, and guidance on monetization strategies for publishers as they deal with the various platforms.