The Mobile Marketing Association (MMA) announced two new resources to help brands and publishers measure and demonstrate the impact of mobile advertising. The Programmatic Navigator is an interactive tool that provides greater transparency on targeting techniques as they relate to specific mobile KPIs. The “Mobile Native Advertising — It’s Fit and Effective” overview is the latest in a series of published insights from MMA’s Mobile Native Advertising Committee. The programs serve the industry’s growing need for practical tools to assist planning in the cross-channel environment.
Mobile is a key driver behind the rapid growth of programmatic, but marketers are still determining how to measure success in mobile programmatic campaigns. In response to this industry need, the MMA Mobile Programmatic Committee has introduced the Programmatic Navigator, a dynamic and user-friendly tool designed to help guide brand marketers in their selection of measurements and partners for mobile programmatic campaigns.
For each mobile KPI, the Programmatic Navigator provides answers to a number of important questions:
・What is the unique opportunity in mobile?
・Is this KPI cookie-based?
・What are the challenges working with this KPI on mobile?
・Is this KPI available across desktop and mobile?
To assist planners in vetting their options, the Navigator also identifies leading programmatic vendors that specialize in targeting and measurement for a given KPI.
“Whether your campaign is intended to drive sales or boost brand awareness, mobile presents a unique set of challenges to measuring campaign effectiveness,” said Sheryl Daija, Chief Strategy Officer at MMA. “Marketers now can turn to the Programmatic Navigator for a clearer picture of the wide range of targeting and measurement solutions on the market.”
The Programmatic Navigator was developed with MMA Global Strategic Partner and Co-Chair leadership from DataXu, inspiration from Adelphic, and additional Co-Chair support from Meredith Corporation.
Mobile Native Ad Effectiveness
・The “Mobile Native Advertising — It’s Fit and Effective” overview, the second chapter in a series from MMA’s Mobile Native Advertising Committee, will serve as a comprehensive guide for marketers to more effectively implement mobile native advertising. The first chapter was the report on Mobile Native Ad Formats, released in April of 2015. This latest overview provides numerous fresh insights including:
・When optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at similar frequency
・Such performance covers for the price premium of native, thus improving the ROI of the campaign overall
In contrast to display, native ads build impact at lower frequency because there is greater attentiveness to the content, suggesting that there are different rules and best practices to maximize the performance of mobile native advertising
The mission of the MMA Mobile Native Advertising Committee is to 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. Results from MMA’s Mobile Cross Marketing Effectiveness Research (SMoX) indicate that mobile native performs significantly better than mobile display.
“As marketers continue to expand their mobile marketing initiatives, it’s incredibly helpful to glean insight from other leading brands on platform and media choices, what’s really driving performance in the mix,” said Daija. “The overview on mobile native advertising delivers such insights as well as clear guidance on best practices.”
The Mobile Marketing Association welcomes any feedback, from members and non-members alike, as they continue to refine and improve the guidance they provide to the mobile marketing ecosystem. Please send feedback to firstname.lastname@example.org.
To view the full MMA Mobile Native Ad Format Recommendation report, please visit: http://www.mmaglobal.com/documents/mobile-native-ad-format
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smartphones and tablets. Members include: American Express, AT&T, Colgate-Palmolive, Dunkin’ Brands, Facebook, Ford Motor Company, Foursquare, Google, Group M, Hewlett Packard, Hilton Worldwide, iHeartMedia, Johnson & Johnson, Kellogg Co., MasterCard, McDonalds, Mondelez International, Inc. Pandora Media, Pinterest, Procter & Gamble, Razorfish, R/GA, Starcom Worldwide, The Coca-Cola Company, The Weather Company, Unilever, Visa, VEVO, Vodafone, Walmart, xAd and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit www.mmaglobal.com.