MxMIndia

Tag: MMA

  • … notes an MMA WARC report

    75% marketers expect increase in mobile budgets…

     

    MMA in collaboration with WARC has unveiled a new report titled ‘The Use of Mobile in Digital Marketing Mix’. The study analyses mobile marketing capabilities, growth in m-commerce and social marketing, and impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.

     

    Key highlights include:

    • Two third (69%) marketers have adopted mobile-first approach – a 10% increase since 2020 demonstrating mobile marketing’s growing position in the greater modern marketing picture

     

    • 55% marketers use engagement metrics followed by business metrics (51%) to measure mobile effectiveness in 2021

     

    • 75% marketers are expecting an increase in mobile budgets in 2021 – a 20% increase since 2020 led by social media and m-commerce technologies

     

    • Social media leads in marketers’ (86%) strategy, followed by mobile web display (50%) and in-app display (47%). 56% Indian consumers engage with social media ads – highest amongst any country.

     

    • 89% respondents agree that mobile plays a significant role in purchase journey. With e-commerce boom, 82% marketers have accelerated their m-commerce capabilities and 81% are embarking on shoppable media which is becoming a business avenue

     

    • 62% marketers believe that ‘death of cookie’ will significantly impact marketing strategies. Furthermore, ad fraud continues to hinder mobile growth for 33% marketers followed by consumer privacy concerns and metrics (25%)

     

    • Nearly 37% marketers are spending more than a quarter of their budget in martech, while 35% are spending less than 10%

     

    • With 37% marketers using AI & ML capabilities in 2021 – 42% expect these to be the top technologies over the next two years, followed by IoT (25%) and voice (24%)

     

    Key Takeaways from the report:

    1. Brand awareness is the most common key objective when running mobile marketing campaigns in India. As for marketing channels, TV and display are considered the most effective channels when run alongside mobile.

    2. Social is the most used and most prioritised channel for mobile marketing. Nearly nine-tenths (86%) of respondents are using social in their mobile marketing strategy. YouTube, LinkedIn and Facebook are the biggest platforms for display marketing, while Twitter and Instagram are dominating partnership and sponsorship marketing.

    3. Marketing professionals in India are expecting mobile budget growth this year. Three in four (75%) are expecting their mobile budget to increase this year. Last year, just over half said the same (55%).

    4. Mobile commerce has been accelerated due to the pandemic. Four in five (82%) marketers have experienced improved m-commerce capabilities and just under half (46%) of Indian marketers have named commerce via mobile devices as the most significant consumer behaviour in 2021.

    5. The cookie-death will have a significant effect on the marketing industry. Even though the end of the thirdparty cookie has been delayed, three in five marketers are predicting an impact to their business from its ‘death’.

    6. The future of mobile technology seeks to connect the online and offline, particularly through AI and machine learning, IoT and voice. Respondents are investing significant budget into mobile martech to ensure they keep up with the latest innovations in the industry, especially as interest in AI grows.

    Click here for the full report

  • Forecasts 50% consumers likely to increase festive spends in 2021

    MMA, GroupM & Amazon advertising launch festive season playbook

    By Our Staff

     

    MMA, GroupM and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive Season Playbook, a handbook for marketers on expected consumer sentiment along with recommended strategies for Diwali this year.

     

    Said Tushar Vyas, President – Growth and Transformation, GroupM South Asia: “Digital influence in consumer journeys has increased significantly while the e-commerce adoption has accelerated in last 18 months. Hence, Digital is no more a support media platform but is core to media plans.  Ecommerce platforms offer brands the opportunity to hand-hold consumers across the purchase funnel by not only aiding in active/passive brand discovery but also in closing the loop by measuring performance objectively. This playbook contains several key insights and is a must-read for any marketer who is planning for the festive season.”

     

    Added Vijay Iyer, Director-Ad Sales, Amazon Advertising India: “Digital is a part of our lives now like never before and the influence is only increasing. Ecommerce portals act as gateways to this world that we are so quickly embracing and are playing a crucial role in brand and product discovery. For marketers, this presents an unprecedented opportunity – to be able to identify and leverage customer intent at an unprecedented scale. This playbook will help brands in not only sharpening their online strategy, but will redefine how they measure and drive business outcomes.”

     

    Moneka Khurana, Country Head, MMA India commented: “MMA is proud to have co-authored the white paper in collaboration with GroupM and Amazon Advertising to provide the much needed insights and guidance for the upcoming festive season for the ecosystem helping brands navigate the challenging times and drive optimal visibility and performance . 76%of marketers mentioned they will be allocating more spends for digital as compared to last year. Hence it’s key to understand omnichannel users better in the changing times as we continue to drive the narrative of shaping the future of marketing.”

     

  • The event will be held at the Management Centre, Madras Management Association at 6 pm on December 11, 2020

    Ad Club Madras & MMA to host R K Swamy Memorial Lecture on Dec 11

    By A Correspondent

     

    The Madras Management Association and Advertising Club, Madras have jointly supported the Annual R K Swamy Memorial Lecture beginning last year. To be held on December 11, it will serve as a tribute to the veteran adperson who played a pioneering role in the growth of the advertising industry in South India.

     

    The inaugural edition saw D Shivakumar, Executive Group President, Aditya Birla Group deliver a talk on “The Future of Consumer Engagement”.  The second edition will have R Seshasayee, Vice Chairman, Hinduja Group talk on ‘Values for the 21st Century’.  Two senior media industry leaders will participate as Guests of Honour.  Gulab Kothari, Chief Editor, Rajasthan Patrika and Ram Sehgal, Past President, AAAI will provide some additional insights on Mr R K Swamy.

     

    Said Shree Prakash P, the President of the Advertising Club Madras: “Mr R K Swamy was the first recipient of the Distinguished Service Award instituted by the club and we think that there is no better way in immortalising a man who redefined advertising in this part of the world and who was synonymous with the industry.”

     

    Added Group Captain Vijaykumar, Executive Director of MMA: “The MMA is indeed privileged to organize the Lecture in memory of R K Swamy who was an outstanding leader and provided bold Pioneering Leadership in the field of Advertising in India. He was the past President of MMA during 1972 – 74 and significantly contributed to the growth of MMA to propagate management movement in this part of the country.

     

    The event will be held at the Management Centre, Madras Management Association at 6 pm on December 11, 2020.

     

     

  • Mindshare, Madison, Hotstar, Aflle and Meesho max at the Mobile Marketing Association’s 2019 Smarties Excellence Awards

    Mindshare & HUL bag big @ Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association (MMA) presented the 2019 Smarties India Awards, in Mumbai last Friday. The annual awards saw a line-up of 52 award recipients in mobile marketing as well as industry-focused categories, celebrating creativity, success, business impact and outstanding achievements across the mobile ecosystem.

     

    Mindshare India and Madison Communications led the most wins, receiving 17 and 9 awards respectively across 26 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Hotstar was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year’ while Hindustan Unilever Limited was recognised as the ‘Marketer of the Year’, and ‘Affle’ was awarded ‘Enabling Technology Company of the Year’. Meesho clinched two awards for ‘Best in Show’ for the campaign ‘When Women Joined Hands to Break Social Shackles’ and as ‘Brand of The Year’.

     

    The MMA #BuildtheFuture Forum was held prior to the Awards ceremony, where topics revolving around the adoption and leverage of technology to better understand the mobile marketing landscape were discussed.  Marketing to Gen Z in an age of user generated content, the cross-media reach of OTT vs. other media, leveraging data for precision marketing and how to leverage Mobile Voice were some of the themes around which eminent panellists from the  marketing ecosystem shared their perspectives.

     

    Said Moneka Khurana, Country Head, MMA India: “The MMA Forum and Smarties have, over time, created an industry ecosystem that brings the greatest marketing minds to one platform to identify and celebrate plethora of emerging talent and opportunities in the industry. It is exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands. This year the quality of the winning campaigns highlight the growing significance of mobile and carves a promising future for the mobile marketing industry.”

     

    Added Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who was Jury Chair :, “Innovation is key in the delivery of good marketing campaigns, but with attention spans being under a second now, the marketer has to churn out more innovations in shorter periods. This year as a jury, we saw brands who showcased brilliant ideas which combined high impact execution and also led to real business ROI. It was a tough one to pick winners in every category, but one that the jury has thoroughly enjoyed and learnt from.”

     

    The winners were picked by a panel of judges who deliberated over the submissions across four main criteria – creativity, execution, strategy and most importantly, business impact. The jury comprised:

     

    :: Ravi Santhanam of HDFC Bank,

    :: Pawan Sarda of Future Group,

    :: Abhishek Desai of P&G,

    :: Amit Sethiya of Syska Group,

    :: Asha Kharga of Axis Bank,

    :: Deepali Naair of IBM India & South Asia,

    :: Gauravjeet Singh of Unilever,

    :: Jayraj Jadhav of TATA AIG,

    :: Neel Pandya of L’Oreal,

    :: Nipun Marya of Vivo,

    :: Punitha Arumugam of Hotstar,

    :: Ravi Desai of Amazon,

    :: Rohit Dadwal of MMA

    :: Sandeep Ranade of Kantar.

     

    Over 300 submissions were received for of which 99 shortlisted entries which set the bar for marketing strategy, innovation, creativity and use of technology in mobile marketing.

  • 3-city series to help marketers ‘ACT’ on Brand Safety

    MMA to address ad fraud issue via roadshows (+MxM View)

    By A Correspondent

     

    The Mobile Marketing Association (MMA) in India, has announced the launch of three-city roadshow series on ad fraud across New Delhi, Bengaluru and Mumbai. Beginning with the first roadshow on March 13 in Delhi, the series will then move to Bengaluru on March 27 and conclude on April 18 in Mumbai.

     

    Said Moneka Khurana, Country Head, MMA India: “As per the MMA India Ad Fraud Survey conducted, the top two challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40 per cent in 2019 and is continuously leading to huge losses in marketing dollars spent.”

     

    As a part of the Brand Safety Council at MMA India, Partho Dasgupta, CEO BARC, said: “Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.”

     

    Added Vikas Agnihotri, Country Director – Sales, Google India, MMA India Brand Safety Council member: “In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem.”

     

    MxM View: While the platforms (Google, Facebook & Co) will obviously patronise practices to cleanse the system, it’s critical for advertisers (and marketers) to also agree to the rules of the game. Will they? And if they err, will the platforms expose their big-spending benefactors?

     

     

  • The report released in collaboration with Kantar IMRB, estimates the number of mobile gamers in India to rise to 368 million by 2022

    MMA, Kantar IMRB unveil ‘The Power of Mobile Gaming in India’

    By A Correspondent

     

    The Mobile Marketing Association (MMA), with Kantar IMRB have released a report titled ‘The Power of Mobile Gaming in India’, offering the latest data and insights on mobile gaming trends in the country. With India’s mobile app market growing at breakneck speed, mobile gaming platforms are increasingly commanding a substantial share of the advertising pie. The report was released in association with POKKT, a smart phone advertising platform for mobile games.

     

    According to the report, three out of four Indian gamers play mobile games at least a twice a day, for an average of 60+ minutes, each day. Mobile gaming is also quite prevalent in Tier 2 and Tier 3 cities, with similar amounts of time spent on gaming by users in these regions. With over 250 million mobile gamers, India has emerged as one of the Top 5 gaming countries, globally. With so much time spent on mobile devices, there lies a huge opportunity for marketers to tap into the space.

     

    “While it is common to assume that gamers tend come from a younger generation, this research has proven otherwise, and removes the stereotypes of a typical gamer. By changing their perception of what a “gamer” is, marketers can tap into a relatively untouched space and reach out to a sea of customers. Furthermore, since 55% of gamers perceive ads to be more personalised on gaming platforms, there is a much higher level of acceptance,” said Rohit Dadwal, Managing Director of MMA in Asia Pacific.

     

    “The Indian market is already known to be a mobile-first economy. The fact that mobile gamers are on their devices twice a day or more, there is ample opportunity for marketers to get creative in the way they run their marketing strategy. Whether it’s through partnerships or simply putting in an algorithm to retarget customers, the potential for monetisation is huge,” added Moneka Khurana, Country Head, MMA India.

     

    Said Hemant Mehta, Managing Director, Kantar IMRB and Chief Strategy Officer, Kantar South Asia: “Consumers have taken to mobile gaming in a big way, yet it still remains a relatively untapped advertising channel in India. Our study shows that mobile gaming is truly mainstream today, attracting a wide range of audiences. Besides being a highly sticky medium, it offers high engagement levels akin to OTT platforms. Personally, one of the most interesting findings was the low resistance to in-game advertising, as compared to other channels. This is a golden opportunity for marketers to communicate with their consumers, especially since mobile gamers perceive in-game ads to be more personalized and relevant than traditional media,”.

     

    Added Rohit Sharma, CEO & Co-founder, POKKT: “POKKT has today more than 140 million monthly users who are average spending more than 60 minutes every day playing mobile games on average. On top of this we have built huge machine learning and data capabilities to do better targeting for advertisers. Brands can certainly benefit from advertising on mobile gaming platforms due to the longer attention span given to mobile games, agreeing with the fact that mobile games is a huge platform for mobile advertising in India.”

     

     

  • Appoints Moneka Khurana and Namita Ved to lead new phase of growth in India

    MMA gets a new Country Head

    By A Correspondent

     

    Moneka Khurana
    Namita Ved

    The Mobile Marketing Association (MMA) announced two senior leadership appointments in India. Leading the way is the appointment of Moneka Khurana as Country Head in India, joined by Namita Ved as Head of Business Development and Operations, India.

     

    Said D Shivakumar, Chairman MMA India & Group Executive President – Corporate Strategy and Business Development, Aditya Birla Group: “We are excited to have both Moneka and Namita on board. Given their varied experiences we look forward to fueling MMA’s growth of limitless possibilities, agility, just like a start-up company. We look forward to continue to build and help brands target audiences across the emerging range of mobile media opportunities and physical environments across the country.”

     

    Said Rohit Dadwal, Managing Director, MMA, Asia Pacific: “Moneka’s vast experiences with some of the top brands in the industry alongside Namita’s marketing and communications expertise will propel MMA forward as the leading trade association for mobile marketing. We are delighted to have both Moneka and Namita represent us in the Indian market and accelerate the country’s mobile agenda.”

     

     

  • Mobile Marketing Association has strengthened its India presence with the former IAMAI President as incharge

    MMA strengthens India presence, Preeti Desai is Country Manager

    By A Correspondent

     

    The Mobile Marketing Association (MMA), the leading non-profit trade mobile marketing association, has announced the appointment of Preeti Desai as Country Manager in India. The MMA serves the growing mobile marketing ecosystem in India with support from GroupM, in a collaboration that was recently extended for the third year running.

     

    “The MMA currently leads the growth of mobile marketing and its associated technologies in Singapore, India, China, Indonesia, and Vietnam,” said Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Preeti’s appointment marks MMA’s continued commitment toward building and implementing mobile marketing best practices in India. Her solid industry experience, and vision will be crucial in helping us pave the way forward for the mobile industry in the country.”

     

    Some of the MMA’s priorities will include increasing the adoption of existing MMA Best Practices and Guidelines; recommending adaptations for local market conditions where appropriate; promoting education and skills development for practitioners; and developing suitable measurement metrics and tools for the industry. Preeti Desai’s appointment as country manager for India is a step toward ensuring that all players in the mobile marketing ecosystem get adequate support.

     

    Desai joins the MMA after a stint at Rediff.com India where she was Vice President Strategic Alliances, evangelising the spliced TV advertising opportunity to the leading SME’s across sectors and geographies. Between 2004 and 2006, Desai was the Founding President of the Internet and Mobile Association of India, working with industry and government stakeholders and end users to address key industry challenges, raise awareness of Internet and mobile effectiveness, and set up industry standards and benchmarks.

     

    The MMA has also announced the return of its two flagship events, MMA Forum India and the Smarties India Awards taking place on September 16, 2015.