Mobile Coupon Ad Unit Standards Initiative Backgrounder
Introducing the Mobile Coupon Ad Unit StandardInitiative and Speciﬁcation MMA Global Initiatives Mobile Coupon Ad Unit Standards Committee
Overview • The MMA is announcing a new MobileCoupon Ad Unit Speciﬁcation to drivemobile advertising spend and connect itwith redemption events.• This speciﬁcation has been developedby leading MMA member companiesincluding: • FunMobility (Chair) • Inmar • Sprint-‐Nextel • Valpak • ISIS • Acta Wireless • Sparkﬂy • Medialets • RadiumOne • Jumptap • Spotzot • Mocapay • Univision • Tribune
3Source:emarketerTime Spent on Mobile is Skyrocketing…
When you say “coupon”most people think of this:But today’s couponslook more like this:andthis:andthis:4
• Mobile is a game-changing medium tocommunicate oﬀers,deals, incentives andpromotions.• Mobile gives consumersrelevant oﬀers when andwhere they want them,and oﬀers advertisersunprecedented targetingcapabilities.• Mobile Coupons are awin-win for bothconsumer and advertiser.What is a Mobile Coupon?
With cost-eﬀective mobileadvertising and promotionsThrough fun mobile activities thatuse coupons as targeted reward.Via Inbox deals and pushnotiﬁcation incentives that keepyour customers loyal.Through increased purchasefrequency and size.Mobile Coupons can driveWhy Mobile Coupons?
Why the need for a MobileCoupon Ad Unit? Technical capability : Enabling a standard and operational ﬂow.Budgeting and media buying : Raising the mobile coupon as a way tostimulate mobile media budgets.
User Flow Mobile Coupon AdUnit StandardPrint Ad Mobile Ad
The MMA Mobile Coupon Ad Unit Speciﬁcations are designed to createa common framework, vocabulary and system for measuring theeﬀectiveness of mobile coupon campaigns.Mobile Coupon Ad UnitSpeciﬁcation & Measurement Discovery Impressions Click Throughs Clip Inbox Clip App Clip Share Clip* RedempMon GeoAcMvaMon PresentaMon POS RedempMon *where appropriate
• Ad Unit• Clip Unit• Presentation Unit • List Unit • Tile Unit • Mobile CouponTrust Icon Mobile Coupon Ad Unit Unit Formats Enable a standard operational ﬂow.Raise the mobile coupon as a way to stimulate mobile media budgets.
Discovery Impressions ClickThroughsClip UnitMobile Coupon Ad UnitAd Unit and Clip Unit
Clip Unit12Text to ShortcodePaper CircularMobile Coupon Ad Unit PrintIntegration
Redemption GeoActivationConsumer Checks InConsumer is withinGeoActivation areaConsumer is not withinGeoActivation AreaGeo Activation
GeoNotiﬁcations enables a push notiﬁcation to be triggered when aconsumer is near a geographical location with an oﬀer. GeoNotiﬁcationscan be established through a Passbook-enabled coupon, or a brandedcustomer coupon app.House ImprovementNoticed you were near! Useyour 15% off coupon now.House ImprovementSale near you! Save 15%NOW only at PleasantonHome Improvement.Push NotificationPush NotificationregionCoupon OfferGeoNotiﬁcation
Mobile Coupon Trust Badge Coupon&campaigns&adhering&to&this&standard&will&be&encouraged&to&display&the&Mobile&Coupon&Ad&unit&symbol&to&build&visibility&and&credibility&for&this&initiative&as&well&as&clearly&identify&ad&units&as&redeemable&mobile&coupons&for&consumers&and&clerks.&&In&the&future,&this&will&become&a&mandatory&component&of&the&program.&&
• Kicking oﬀ ﬁeld trials in March.• Agencies, ad networks, publishers and brands all welcome.• Prefer non-blind data sharing trials, but not a requirementfor participation.• To participate contact Michael Becker or Adam Lavine Call for Participation Adam Lavine Chief Executive Ofﬁcer, FunMobility Chair, Mobile Coupon Ad UnitStandards Committee firstname.lastname@example.org @adamlavine @funmobility Michael Becker Managing Director, North America Mobile Marketing Association email@example.com @mobiledirect