MMA North America Location Committee Framework

Transcription

1 MMA North America Location Committee Framework

2 Background Today nearly 70% of smartphone access is spent out of the home or on-the-go. In fact, Google reports that nearly 50% of all of their mobile search activity now has some sort of local intent. As a result, the continued growth of mobile-local search access (spurred by the growing adoption and usage of smart devices) is driving significant growth in both online and offline commerce. Therefore it s no surprise that BIA/Kelsey estimates the location based mobile ad market will surge from $1.2 billion in 2012 to a projected $5.8 billion by 2016, growing in share from 44% of total mobile ad revenues to 58% in the next 4 years. Definition of Location based Mobile Services Location based Mobile Services services that rely on information which is accessible through or with mobile devices and/or through a mobile network; which uses information on the geographical position of the mobile device. This definition can also include such services that tie the geographical position of a mobile device to other location based data sources for the use of targeting or to define specific mobile behaviours. Definition of Location based Mobile Advertising Location based Mobile Advertising advertising that is targeted to users in a defined geographical area such as a DMA, city, zip code or even to specific GPS coordinates / latitude-longitude that is displayed, on a mobile device. These advertisements include, but are not limited to, search, display and/or SMS/text messages. 2

3 Mission The mission of a MMA North America Location Committee will be to help educate the market on the growing opportunity that exists in location based mobile services, including but not limited to targeted mobile ads while eliminating the confusion that already exists in the marketplace today. A lot of this confusion is being caused by the swell of location focused mobile companies into the space that all offer their own unique perspective on what good mobile location looks like. As a result, the committee will focus on not only evangelizing the mobilelocation opportunity in general but on efforts that identify best practices and create industry guidelines that all location focused mobile companies should abide by. These efforts will help to create the consistency and level of transparency needed to give advertisers and their agencies the confidence to invest their ad dollars into a growing new category of mobile ad products and services. Goals and Objectives Clearly define mobile-location based services and their uses as well as develop a consistent language around mobile-location ad unit formats and the targeting technologies utilized across the mobile ecosystem To develop mobile-location data best practices and guidelines around privacy, location ad targeting, tracking and delivery (in conjunction with other MMA committees as needed) To promote location-based mobile ads as an essential component of a mobile ad strategy among digital marketers, brands, agencies and influencers To identify and eliminate any friction that prohibits the free-flow of ad dollars into the channel To empower new innovation around mobile-location within the framework of guidelines and standards to grow the mobile location services and advertising category as a whole 3

4 Tactics Formation of a committee within the MMA that will: Identify industry confusion/pain points around mobile-location through an industry survey targeted to national brands and/or their digital agencies o Development of FAQ s and Best Practices guides around this effort Develop a consistent language around mobile-location services / ad formats, targeting and tracking techniques that can be leveraged by all players in the mobile location ecosystem Partner with the Data Targeting Standards Committee to develop standards around how location data is validated, interpreted and passed between Publishers, Mediators and Ad Networks Determine if new definitions are needed (outside of IAB Content Categories) to fully describe how mobile-location based audiences are defined and targeted for optimal relevance and engagement Develop proprietary research that helps show the online and offline impact of location targeted mobile ads o Will provide insights on how mobile-location ads should be measured Identify key events to leverage as a platform to promote mobilelocation services / ads as a key component of the mobile marketing strategy/ digital mix Develop standards for use of location data for measurement purposes in research products specifically for any source of location data. This will include ensuring privacy guidelines are followed, minimal accuracy requirements are met and that high quality methodologies and projectable samples sizes are used. 4

5 Participants Location Focused Ad Networks: JiWire, SenseNetworks, CityGrid Network, PayPal Media Network, LSN, Scout Advertising (formerly ThinkNear), Urban Airship, Verve Media, Google Location Analytics / Data Platforms: Placed, PlaceIQ, Factual, Locaid Publishers: The Weather Channel, Facebook Agencies: Ansible, Mobext, GroupM, Havas Measurement: Nielsen, comscore 5