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Research & Insights

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Research & Insights

Top 10 Benefits - Sellers

Released: 
October, 2015
File Size: 
68 KB
Education Section: 
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The State Of Mobile Advertising in LATAM - Q2/2015

The State Of Mobile Advertising in LATAM - Q2/2015

Latam Report developed by Opera Mediaworks: "The State of Mobile Advertising"

Read the Press Release: 
Latin America Is Fastest-Growing Mobile Ad Market
Released: 
October, 2015
Education Section: 
Archive
Region: 
LATAM
Demystifying Location Data Accuracy

Demystifying Location Data Accuracy

The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs.

Released: 
October, 2015
Education Section: 
Archive
State of the Industry 2015: Mobile Marketing in India by WARC in association with MMA

State of the Industry 2015: Mobile Marketing in India by WARC in association with MMA

Marketers in India appreciate the importance of mobile but a significant number of respondents lamented the lack of reliable performance metrics as as per the joint research conducted by Warc and the Mobile Marketing Association. A qualitative analysis of comments from those surveyed suggested that a lack of marketer education was also a hindrance, with concerns ranging from a lack of technical understanding to a dearth of proven methods for delivering effective campaigns.

Released: 
September, 2015
Education Section: 
Archive
Region: 
APAC, India
Keywords: 
mobile marketing india, marketing india, mobile industry 2015, Mobile Marketing in India, Report MMA India

Mobile Native Advertising - It's Fit and Effective

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.

Released: 
August, 2015
Education Section: 
Archive

Update on Desktop Viewable Impression Reconciliation Guidance

Released: 
July, 2015
Education Section: 
Archive

SMoX: Maximizing the Value of Mobile in the Mix

Released: 
June, 2015
File Size: 
47 MB
Education Section: 
Archive

Push Notification Guide by MMA France

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
Released: 
June, 2015
Education Section: 
Archive

What Differentiates Winning Mobile Campaigns in APAC?

Released: 
June, 2015
Education Section: 
Archive
Region: 
APAC

Excerpt from “Mobile: The Great Connector: Volume 2”

Released: 
June, 2015
File Size: 
217 KB
Education Section: 
Archive

Guidance Report: Location Audience Targeting

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

Released: 
June, 2015
File Size: 
594 KB
Education Section: 
Archive

Mobile Viewability Interim Guidance

Released: 
May, 2015
Education Section: 
Archive
Consumer Engagement
Content Marketing

The Mobile Native Ad Formats

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.

Read the Press Release: 
The MMA Announces New Guidelines for Mobile Native Ad Formats to Help Bring Greater Efficiencies to Agencies and Marketers
Released: 
April, 2015
Education Section: 
Archive
Members Only

State of Mobile Marketing in China

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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.

Released: 
December, 2014
Education Section: 
Archive
Members Only

State of Mobile Marketing in India

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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.

 
 
Released: 
December, 2014
Education Section: 
Archive
Region: 
APAC, India
Members Only

State of Mobile Marketing in Singapore

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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.

Released: 
December, 2014
Education Section: 
Archive
Members Only

State of Mobile Marketing in Asia Pacific

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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.

Released: 
December, 2014
Education Section: 
Archive
SMoX: Making Marketing Work Harder with Mobile
Attribution
ROI

SMoX: Making Marketing Work Harder with Mobile

With the ever-increasing pressure on marketers to achieve increased profitable growth and a laser focus on their bottom line, the need to understand the impact of their marketing and which part delivers the highest ROI is critical. At the same time, as mobile investment is increasing at the fastest rate of any media, there is an urgency to understand the ROI specific to mobile marketing. There is a need to understand the way in which advertising tactics work similarly or differently from other advertising in other media.

Released: 
March, 2015
File Size: 
471 KB
Education Section: 
Archive

MMA Text Marketing Initiative - Messaging in the Marketing Mix Strategic Framework v2.0

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.

Released: 
March, 2015
Education Section: 
Archive

MMA North America Programmatic Committee Strategic Framework

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.

Released: 
March, 2015
Education Section: 
Archive

MMA Mobile Native Advertising Committee Strategic Framework V.2.0

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.

Released: 
March, 2015
Education Section: 
Archive

Smarties 2015 Effective Entry Insights

Released: 
March, 2015
File Size: 
864 KB
Education Section: 
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The Smarties 2015 Official Submission Kit

The Smarties 2015 Official Submission Kit

Released: 
February, 2015
File Size: 
475 KB
Education Section: 
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The MMA Asia-Pacific Yearbook 2014

The MMA Asia-Pacific Yearbook 2014: A treasure-trove of insights into mobile marketing!

This second annual Yearbook of the Mobile Marketing Association Asia-Pacific takes you from a ‘30,000 feet’ overview of global trends right into the trenches of mobile marketing campaigns in each country. The Yearbook includes 25 thought-provoking articles and case studies, country snapshots from across the region, profiles of the MMA leadership and membership, and comprehensive data sets. Geo-targeting, O2O synergy, native advertising, cross marketing, mobile creatives, messaging conversations, mobile-only strategies and professional accreditation -this Yearbook has it all!

Released: 
February, 2015
File Size: 
5.6 MB
Education Section: 
Archive

Leveraging Location Data

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.

Read the Press Release: 
New MMA White Paper Reveals How Top Brands in Retail, Restaurants and Non-Profits Are Using Location Data for More Effective Audience Targeting
Released: 
February, 2015
Education Section: 
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