Mobile Marketing Association

Mobile Media Reporting Metrics Need Definition, Says Industry Association
A new publication about mobile media reporting metrics has been released in order to reduce the overwhelming terminology that exists in the marketplace.
The Mobile Marketing Association (MMA) has developed a standard of rich media metrics, and has released the new report as part of its MMA Mobile Market Updates.
Rich media vendors and publishers operate on a wide variety of metrics, MMA says, causing confusion among marketers and advertisers due to the volume of terms and inconsistent processes.
“A core component of the MMA is to establish standard metrics to demystify mobile marketing and support the growth of mobile as an indispensable part of the marketing mix,” said Michael Becker, Managing Director of the Mobile Marketing Association. “These definitions and timeline simplify the understanding and application of rich media marketing and ideally promote its use as a valuable tool for marketers to integrate in their campaigns.”
The “Mobile Rich Media Reporting Metrics Definitions” not only establishes standard terminology of important rich media components, but also provides a simple guideline for organizations to reference while planning their mobile strategies. Included are the fundamental stages of a rich media campaign:
•Advertising Impression
•Pre—Interaction Enticements
•Start: Initial Interactions
•Time Spent Measures
•Stop: RM Activity Concludes
The definitions and simplified sequence for a rich media campaign allow vendors, publishers and agencies to report more robust metrics as well as provide a clean comparison for the industry to follow.
The paper was developed by a working group of MMA member organizations in North America and European Union including, Crisp Media InMobi, Medialets, Millenial Media, Sprout, Telefonica, Vodafone, Yahoo!, AT&T AdWorks, Mojiva, Pandora, TargetSpot and Verizon Wireless.
The Mobile Marketing Association (MMA) is a global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.
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