MMA releases new report on mobile native advertising and launches programmatic targeting tool

The Mobile Marketing Association (MMA) has taken a closer look at native advertising and released two new resources for marketers and publishers to help with targeting techniques and assist with more effective mobile advertising strategies.
MMA launches new guidance and tools for mobile native ads
Whilst marketers are still finding it difficult to measure success in mobile programmatic campaigns, the newly launched Programmatic Navigator aims to do just that. It’s a dynamic and easy-to-use tool guiding advertisers through their selection of measurements, answering questions such as:

  • 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?

It has been developed with MMA Global Strategic Partner and Co-Chair leadership from DataXu, inspiration from Adelphic, and additional Co-Chair support from Meredith Corporation. Sheryl Daija, Chief Strategy Officer, MMA, says:
sheryl daija

“Whether your campaign is intended to drive sales or boost brand awareness, mobile presents a unique set of challenges to measuring campaign effectiveness. Marketers now can turn to the Programmatic Navigator for a clearer picture of the wide range of targeting and measurement solutions on the market.”

In addition, the MMA released findings of its latest study Mobile Native Advertising – It’s Fit and EffectiveThe study is a guide for advertisers to implement mobile native advertising more effectively and includes insights on optimisation for frequency of exposure, mobile native ad performance and campaign ROI. Daija adds:

“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. The overview on mobile native advertising delivers such insights as well as clear guidance on best practices.”

The MMA says it wants to educate advertisers and publishers on native ad best practices and help grow the market for this digital format.

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