mobile coupon ad unit standards initiative backgrounder
TRANSCRIPT
Introducing the Mobile Coupon Ad Unit Standard
Initiative and Specification
MMA Global Initiatives
Mobile Coupon Ad Unit Standards Committee
Overview
• The MMA is announcing a new Mobile Coupon Ad Unit Specification to drive mobile advertising spend and connect it with redemption events.
• This specification has been developed by leading MMA member companies including:
• FunMobility (Chair) • Inmar • Sprint-‐Nextel • Valpak • ISIS • Acta Wireless • Sparkfly
• Medialets • RadiumOne • Jumptap • Spotzot • Mocapay • Univision • Tribune
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So
urce: emarketer
Time Spent on Mobile is Skyrocketing…
When you say “coupon” most people think of this:
But today’s coupons look more like this:
and this:
and this:
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• Mobile is a game-changing medium to communicate offers, deals, incentives and promotions.
• Mobile gives consumers relevant offers when and where they want them, and offers advertisers unprecedented targeting capabilities.
• Mobile Coupons are a win-win for both consumer and advertiser.
What is a Mobile Coupon?
With cost-effective mobile advertising and promotions
Through fun mobile activities that use coupons as targeted reward.
Via Inbox deals and push notification incentives that keep your customers loyal.
Through increased purchase frequency and size.
Mobile Coupons can drive
Why Mobile Coupons?
Why the need for a Mobile Coupon Ad Unit?
Technical capability : Enabling a standard and operational flow. Budgeting and media buying : Raising the mobile coupon as a way to stimulate mobile media budgets.
User Flow
Mobile Coupon Ad Unit Standard
Print Ad Mobile Ad
The MMA Mobile Coupon Ad Unit Specifications are designed to create a common framework, vocabulary and system for measuring the effectiveness of mobile coupon campaigns.
Mobile Coupon Ad Unit Specification & 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 Coupon Trust 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 Click Throughs
Clip Unit Mobile Coupon Ad Unit
Ad Unit and Clip Unit
Clip Unit
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Text to Shortcode
Paper Circular
Mobile Coupon Ad Unit Print Integration
Clip Inbox Clip
Clip Unit Inbox Clip
Inbox Clip
Clip Inbox Clip
Inbox Clip Consumer email
Inbox Clip
Clip AppClip PassBook
Clip Unit Clip to Passbook
Passbook (iOS only)
Splash Screen (if consumer launch)
Passbook Clips Mobile Coupon (consumer tap or GeoActivation)
Passbook Consumer Experience
Clip AppClip New App Download
Clip Unit App Store Download
Advertiser Branded App Download
Mobile Coupon Configurator
Mobile Coupon Configurator
Mobile Coupon AppWidget Configurator
Redemption GeoActivation
Consumer Checks In
Consumer is within GeoActivation area
Consumer is not within GeoActivation Area
Geo Activation
GeoNotifications enables a push notification to be triggered when a consumer is near a geographical location with an offer. GeoNotifications can be established through a Passbook-enabled coupon, or a branded customer coupon app.
House Improvement Noticed you were near! Use
your 15% off coupon now.
House Improvement Sale near you! Save 15% NOW only at Pleasanton
Home Improvement.
Push Notification Push Notification
region
Coupon Offer
GeoNotification
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 requirement for participation.
• To participate contact Michael Becker or Adam Lavine
Call for Participation
Adam Lavine Chief Executive Officer, FunMobility Chair, Mobile Coupon Ad Unit Standards Committee [email protected] @adamlavine @funmobility
Michael Becker Managing Director, North America ���Mobile Marketing Association [email protected] @mobiledirect