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December 14, 2012
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News for mobile marketing professionals

  Top Story 
  • MMA chief: Research key to inspiring marketers to go mobile
    Mobile is becoming ever more integrated into consumers' lives, but marketers may be holding back because they "need the security of research," says Mobile Marketing Association CEO Greg Stuart. The MMA is looking to fill that need, beginning with its Mobile X% Solution that showed marketers should, on average, be allocating 7% of their budgets to mobile. Looking ahead, the MMA's Smart Mobile Cross Marketing Effectiveness study, due next summer, will assess the how mobile channels and platforms work with other media. MediaPost Communications/Mobile Marketing Daily (12/12) LinkedInFacebookTwitterEmail this Story
  Consumer Engagement 
  • Nat Geo Wild promotes Big Cat Week with video sharing via mobile
    Nat Geo Wild is inviting consumers to assemble their favorite big cat video clips on their mobile devices using Socialcam for sharing via SMS and social networks. The campaign, conceived by Mediahub/Mullen, promotes the cable channel's Big Cat Week, during which four new shows about big cats make their premiere. Mobile Marketer (12/14) LinkedInFacebookTwitterEmail this Story
  • Recipes engage mobile users in Hellmann's iAd campaign
    Inviting recipes are the key for Hellmann's as it engages consumers with a mobile campaign on Apple's iAd network. "The opportunity to interact by watching an embedded video or viewing recipes is attractive, as well as the other iAd feature of being able to navigate back from within the ad and close the ad unit," commented Appitalism CEO Simon Buckingham. Mobile Marketer (12/14) LinkedInFacebookTwitterEmail this Story
  Marketing & Sector Solutions 
  • Fiksu adds evaluation, real-time bidding to marketing platform
    Marketers can now evaluate how their ads are working in real time, courtesy of marketing company Fiksu's user-acquisition platform. Real-time bidding tracking is also being introduced. "Our market-leading, real-time bidding capabilities and statistically proven optimization algorithms reduce the complexity of media buying and deliver the most effective results," said Fiksu chief Micah Adler. VentureBeat (12/13) LinkedInFacebookTwitterEmail this Story
  Industry By the Numbers 
  • Mobile ad revenue projected to grow 50% globally next year
    Although display and search will still account for the largest share of mobile ad spending in the new year, in-application advertising should see the biggest proportional gain, as overall spending in the field rises by more than half, predicts Informa Telecoms & Media. Although global spending in mobile should amount to $12.8 billion in 2013, it will be restrained somewhat by the lack of the kind of solid analytics that would persuade advertisers to commit more, Informa says. Mobile Marketing Magazine (12/13) LinkedInFacebookTwitterEmail this Story
  • Mobile advertising should be sensitive to personal nature of platform
    Given the much more customized and personal nature of the Web on the smaller screens of mobile devices by comparison with PCs, unexpected advertising is widely ignored or brushed aside as disruptive and annoying, according to research commissioned by Tapjoy. With that in mind, advertisers are advised to eschew simply transferring ad forms appropriate for other media to mobile and instead engage users with quick, easy actions for a reward. MediaPost Communications/Marketing Daily (12/13) LinkedInFacebookTwitterEmail this Story
  • Advertisers flock to follow mobile gamers
    Gamers are a hot segment for mobile advertising, with mobile gaming expected to see faster growth than casual and social gaming during the next few years, according to research by eMarketer. The finding comes as a separate study shows that gaming was the most popular form of activity on tablets as of June, with almost 6 in 10 respondents having played games on their devices. eMarketer (12/14) LinkedInFacebookTwitterEmail this Story
  Making It Work 
  • Google attacks "fat fingers" in in-app advertising
    Google is bringing its "confirmed clicks" feature to in-app mobile advertising, in a bid to minimize the "fat finger" phenomenon in which users unintentionally click on an ad. Users who click on the center of an ad will go immediately to the advertiser's site, while those who click near the edge, perhaps unintentionally, will get a further prompt allowing them to confirm that the click was intended. TechCrunch (12/13) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  MMA News 
  • Webinar: New Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 19)
    The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and are intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client-side counting, why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar. LinkedInFacebookTwitterEmail this Story
  • MMA Forum San Francisco: The Power of Mobile in the Marketing Mix, Jan. 29-30
    As a channel, mobile has sparked a new age of connectedness and an infinite world of highly personal marketing engagement. When more than 90% of consumers have their mobile phone within arm's reach 24/7, it's abundantly apparent that mobile's "power of the personal" must be at the heart of the connected experience, supporting and strengthening all channels in a successful marketing mix. Join us at the San Francisco Forum to hear from leading marketing pioneers who are blazing the trails with mobile at the center of their broader marketing strategies. Discover how the use of mobile data can accelerate the path to purchase, how leading retail brands are using mobile to derive loyalty, how to apply mobile analytics to optimize your campaigns across channels and how to embrace the new mobile connected age to transform not only your thinking, but also your business. Walk away from this information-packed 2-day event with your own roadmap for how to effectively infuse mobile into your brand's broader marketing strategy and send you on the right path for 2013 and beyond. Learn more or register for the forum. LinkedInFacebookTwitterEmail this Story
Learn more about MMA ->Contact the MMA | About the MMA | Join the MMA | Events
Mobile Marketing Resources | Industry Directory

Position TitleCompany NameLocation
Director, Media StrategyCablevisionBethpage, NY
Director, Consumer Online MarketingCablevisionBethpage, NY
Media Tech EngineerWildTangent, Inc. Redmond, WA
Account Executive, MobileAOLMultiple Locations, United States
Director of Social MediaRatify, IncBellevue, WA
Online Advertising ManagerZendeskSan Francisco, CA
Regional Director, Sales DevelopmentPandoraNew York, NY
Digital Media Planner/BuyerShine United, LLCMadison, WI
Click here to view more job listings.

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--William Osler,
Canadian physician

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