MxMIndia

Tag: Mobile Marketing Association

  • Will champion innovation for modern marketing in the industry

    Amit Jain appointed chairman of MMA Board

    By Our Staff

    MMA, formerly Mobile Marketing Association, has announced the appointment of Amit Jain, Managing Director, L’Oréal India as Chairperson of its India Board of Directors. Jain will be responsible for steering MMA’s endeavours to innovate and transform modern marketing in India and help marketers adopt and accelerate best practices in it. He succeeds Priya Nair, Executive Director, Beauty and Personal Care, Hindustan Unilever Ltd. Nair will move into a new role as Chair Emeritus of MMA India.

    Amit Jain
    Amit Jain

    Said Jain: “MMA has been doing stellar work in helping marketers use insights and tools to harness the convergence of marketing and technology to drive personalised and customised engagement, in line with evolving consumer needs and purchase behaviour. I am delighted to take on this role and lead MMA’s commitment to shape the future of marketing today by bringing brands closer to consumers through connected consumer journeys.’’

    Added Nair: “It’s been a pleasure for me to lead the MMA India board and add to building the industry ecosystem. I am excited to welcome Amit as MMA India Chair to lead the imperative for marketing change by empowering, enlightening, and enabling marketers to shape the future of modern marketing and propelling business growth.”

    Said Moneka Khurana, Country Head, MMA India: “Amit Jain’s business leadership, progressive outlook and experience in managing credible boards will help in shaping the future of Modern Marketing for MMA India at a time when it’s central to all marketers to drive business ROI, customer engagement & innovations.”

    Added Rohit Dadwal, Managing Director of MMA Asia Pacific: “Amit Jain’s deep knowledge of digital marketing in the 21st century will prove invaluable to the furthering of MMA’s mission in advancing modern marketing in India. I look forward to working with Amit and would like to thank Priya for her invaluable contribution and for paving the way forward.”

     

     

  • It was held in partnership with Google to discuss and debate growth hacks and bring to you curated and rich insights from industry experts, marketers, and partners…

    DAN Consult & MMA presents MarTech series

    By A Correspondent

     

    DAN Consult and Mobile Marketing Association (MMA) hosted a three-part series in partnership with Google under the Modern Marketing Confluence banner.

     

    The series hosted 18+ Industry leaders representing sectors such as BFSI, Retail, Consumer Goods, FMCG, Apparels, Born Digitals and more. 500+ audience were engaged through live discussion, debate, deliberation, and polling on key MarTech trends which have gained popularity and importance through the pandemic. The sessions were launched by industry experts providing a macro view and perspective with Sapna Chadha, Sr. Director Marketing for Google India & SEA  in Session 1 and led by Vikas Purohit, CEO, Tata Cliq and Vivek Bhargava, CEO, DAN Performance Group, as keynote presenters  in Session 2 and 3 who brought much needed attention to how first-party data is marketers gold, the new approach to personalisation with N=1 concept, marrying D2C strategy with digitisation, and reimagining marketing strategies with technology and machine learning along with implications of cloud marketing.

     

    Said Lalit Bhagia, CEO, DAN Consult: “Change isn’t coming; it’s here. COVID-19 has brought it at breakneck speed, when we leave our houses in the near future, consumerism won’t look the same. New behaviours are being formed which will become permanent and this is redefining how businesses sell, service, engage, market, and retain their customers. The standards of customer engagement have shifted yet again, and marketers need to be at the forefront of this innovation. At DAN Consult, we are committed to partner with CEOs and CMOs in this transitional journey. As a business, DAN Consult has been working on the forefront of this marketing transformation and the MMC series is our endeavour to showcase & drive thought leadership in this ever-evolving space.”

     

    Added Moneka Khurana, Country Head, MMA India: “The series couldn’t be better timed given the new normal we are all living in. It is the era of modern marketing. The Marketer is upskilling to adopt modern marketing techniques as organisations dabble with  first party data strategy, D2C and cloud for marketing as must haves for marketing plans to succeed. It is imperative for a marketer to be equipped as he leads digital transformation from the front. Hence its important MMA enables the expertise and learnings required to shape the future of modern marketing.”

     

     

  • The taskforce is led by an advisory council that will cultivate a balanced view of opportunities and challenges

    MMA India announces MarTech Council

    By A Correspondent

     

    Mobile Marketing Association (MMA) has announced the formation of MarTech charter, which will play an integral role in influencing the roadmap of the modern marketing and embracing the tools and technology to enable it.

     

    The advisory council currently comprises both brand and agency representation – Deepali Naair – CMO, India & South Asia, IBM; Sameer Singh – VP, Monetisation, India, TikTok; Lalit Bhagia – CEO, Dan Consult; Vivek Bhargava – CEO, Performance Group, DAN Consult; Manish Aggarwal –Head, Growth & Monetisation, Sony Liv; Gowthaman Ragothaman – CEO, Aqilliz; Saket Agarwal – Managing Partner, Onnivation.

     

    On the announcement, Moneka Khurana, Country Head, MMA India said: “The objective behind creating a specific MarTech council is to create leadership and evangelism for marketers to better understand the dynamically evolving nature of modern marketing. We believe this is a major step in redefining the digital ecosystem, adding value to marketers as we continue to focus on ‘Shaping the future’ and prepare marketers for the next 3-5 years. With this goal in mind, all councils in 2020 will focus on driving change and enabling POVs in areas of content, measurement, brand safety and MarTech, and building guidelines, standards and best practices for the mobile marketing industry.”

     

    The MarTech Council will delve deep into areas of Artificial Intelligence, Data Science, Customer Relationship Management, E-Commerce, UX/UI and Blockchain in marketing to cater to the evolving needs of a marketer and enable pivot to new tools and techniques.

     

     

  • Indian marketers spend nearly 20%t of their ad budget on ad fraud, underscores MMA's Benchmark Report

    Sadly, India Shining in Mobile Ad Fraud

     

    By A Correspondent

     

    Mobile Marketing Association, a global non-profit organisation, has released its ‘Ad Fraud Benchmark Report’ on the state of mobile ad fraud in India. The report revealed telling facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their exposure to various kinds of fraud.

     

    The report has been published in collaboration with research firm Decision Lab, with the objective of understanding the current industry practices around ad fraud and the methods adopted by marketers. It also highlights the rising and prevalent issues such as adware traffic, ad stacking, domain spoofing, that will help marketers understand organizational challenges and combination of various measures to tackle the problems effectively.

     

    Speaking on the launch, Moneka Khurana, Country Head, MMA India said: “In India, the awareness on ad fraud risks is very low with almost a fifth of the marketers being unclear of their ad fraud budget and majority of them believing that fraudulent activities will only increase. Brand safety on mobile is the biggest concern today and this benchmark report clearly demonstrates that this needs immediate addressal. Marketers will need to be extra cautious to attacks such as ad injections, data fraud, cookie stuffing, etc. Marketers must understand the potential of technologies such as Blockchain that can help solve issues related to fraud and create security and transparency in mobile marketing ecosystem.”

     

    Key highlights from the report are:

    :: With a rate of 62 per cent, mobile ad fraud remains as one of the biggest challenges in India

    :: Indian marketers spend nearly 20 per cent of their advertising budget on ad fraud

    :: 9/10 marketers feel there is scope for improvement in ad fraud prevention methods

    :: 95 per cent respondents feel that lack of penalties and transparency in industry regulations give rise to ad fraud

    :: 95 per cent respondents agreed that lack of data sharing and large number of middlemen are also a cause to ad fraud risks

    :: Major types of ad fraud – Cookie Stuffing (74 per cent), Adware Traffic (65 per cent), Data Fraud (61 per cent), Ad Injection (54 per cent)

    :: Only 37 per cent respondents are aware of Blockchain and its application to fraud prevention

     

     

     

  • 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.

  • Shortlisted entries come from across sectors like FMCG, BFSI, M-Commerce & Health

    MMA India announces Smarties India 2019 shortlist

    By A Correspondent

     

    Mobile Marketing Association (MMA) has announced the shortlist of entries to the 2019 Smarties Awards in India. The winners will be announced on September 27 in Mumbai.

     

    As many as 99 entries have been shortlisted from across industries from the entries submitted. Those shortlisted for this year’s Awards include brands like Pepsico, MTV, Tata Chemicals, Google, Vodafone Idea, HDFC Life, Amazon Prime Video, Tanishq, LG, amongst other leading national and international brands. The leading agencies that worked in collaboration with these brands are Mindshare India, Performics India, Madison Media, Essence Global, Interactive Avenues, etc.

     

    A total of 13 senior level brand marketers made up the jury, namely, 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 and Sandeep Ranade of Kantar.

     

    Said Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who is also this year’s Jury Chair: “Consumer attention has almost entirely shifted to mobile platforms, pushing marketers from all industries to enter this space in order to reach the desired audience. We were truly impressed to see the variety of work showcased by marketers and agencies whose campaigns push the bar on creativity higher every year.”

     

     

  • It will generate awareness regarding issues plaguing the industry

    MMA India launches taskforces to drive measurement and brand safety

    By A Correspondent

     

    The Mobile Marketing Association (MMA) India has announced its creative, measurement and brand safety taskforces to drive POV and insights on issues like effective short format advertising content, brand misrepresentation, cross media effectiveness, and adfraud.

     

    Said Moneka Khurana, Country Head, MMA India: “The idea behind the formation of these committees is to bring forward a conclusive point of view, extracted from inputs received from experts across the board at MMA India, on key areas that impact the mobile marketing industry’s growth. The methodology of each taskforce is different, based on the need of each team and will vary from providing a point of view on available research and endorsing it to conducting surveys to understand the industry’s current approach.”

     

     

  • MMA conducted Cognition Neuroscience Research project in collaboration with The Advertising Research Foundation

    MMA’s Cognition Research Study tells marketers to get a ‘First Second Strategy’

    By A Correspondent

     

    The Mobile Marketing Association (MMA), launched its Neuroscience Cognition Research study which establishes that the human brain needs 400 milliseconds to engage with mobile advertising and trigger an imprint, positive or negative. This research has been done to test and assess the duration at which advertising on mobile platforms can be recognized and processed cognitively.

     

    Speaking at the launch of the research in Mumbai, Rohit Dadwal, Managing Director, MMA – Asia Pacific, said: “The challenge of attention in advertising is not new. MMA has now brought in neuroscience to understand the human brain’s reaction to advertising because it pushes the boundaries of what eye tracking studies allowed. MMA is committed to walking the path of science in marketing for brands. This report will demonstrate to marketers that the need of the hour is to focus on developing the right creative content given that human attention is a scarce commodity.”

     

    Added Moneka Khurana, Country Manager – MMA India:”Up until now, there were no conclusive answers or meaningful guidance for marketers in terms of how to better plan for the dynamic mobile environment. MMA’s Cognition Research establishes the relationship between exposure time of ads and consumer attention, with a focus on optimizing their creative for the needs of this new environment. This and similar such outcomes from the Report will help the marketers to better invest their marketing dollars to achieve maximum impact.”

     

    Said Prasun Basu, President – Nielsen, South Asia: “While advertisers have always known that there is a linear relationship of time with attention and impact of an ad, to discover that according to science, that length of time is less than half a second, is surely going to present a challenge to the creative and media teams. It is now time for marketers to come up with the First Second Strategy for mobile marketing.  It will be very interesting to see how they tackle the findings of this study and use the key takeaways to as the basis of their revised strategies.”

     

    MMA conducted the Cognition Neuroscience Research project in collaboration with The Advertising Research Foundation (The ARF), the trade group focused on research on advertising, media and marketing, and Neurons Inc., an applied neuroscience research company, set out to understand how consumers process information in a mobile environment.

     

     

  • 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?

     

     

  • Mobile Marketing Association in partnership with GroupM decodes and shares insights on the state of the mobile marketing ecosystem and ad-sizing in India

    MMA & GroupM unveil Mobile Ecosystem & ad-Sizing Report 2018

    By A Correspondent

     

    Mobile Marketing Association, along with GroupM, released its ‘Mobile Ecosystem and ad-Sizing Report’ 2018. The report includes an in-depth analysis of India’s mobile reach, smartphone penetration, rural and urban usage pattern, emphasis on gaming and mobile advertising spends. Advocated by GroupM, the report is a collaborative effort by the marketing and mobile industry.

     

    The latest report has a quick peek on a basic guide on how programmatic works and its pros and cons, and its future evolution. It also brings an up-to-date on the latest trends in data growth, content play, programmatic, device status; how India is moving towards a new era of mobile marketing, seeing rampant growth in both usages and spends.

     

    Said Rohit Dadwal, Managing Director, MMA Asia Pacific: “Mobile Marketing is now a mainstream advertising and marketing medium and it is imperative that we start to decipher the various parts of this burgeoning media. We hope the ecosystem study would provide insights to marketers and the industry on the whole on the opportunity and will help in making the right investments for its continuing growth. “

     

    Added Sam Singh, co-chair of Mobile Marketing Association India and CEO GroupM: “The number of smartphone users is expected to only go up and it just shows how much potential these digital screens have. Hence, we as marketers must understand various facets of mobile marketing. Times are changing fast and we want to enable marketers with the knowledge that can help them in a long run.”

     

     

  • 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.”

     

     

  • Winners across 19 categories were announced after a day of insightful discussion on Mobile trends in the Indian landscape at #ShapetheFuture

    Mindshare, Madison bag top honours at Smarties

    By A Correspondent

     

    The Mobile Marketing Association (MMA) announced winners of its 2018 Smarties India Awards held on Friday, September 28 in conjunction with MMA Forum India

     

    Mindshare India and Madison Communications led the most wins, receiving 14 and 7 awards respectively across 19 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Flipkart Internet was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year in Mobile’ while MTV Roadies clinched both the esteemed ‘Marketer of the Year’ and ‘Best in Show’ with ‘When India Dared to Stare’ by Madison Communications.

     

    Before the awards ceremony, the MMA Forum was held where topics around managing the complex marketing landscape, and mobile attribution was discussed. There were also conversations around mobile video and over-the-top (OTT) distribution.

     

    Said Priya Nair, Executive Director of Homecare Hindustan Unilever Limited, and Jury Chair of MMA Smarties India said: “This year’s winners exhibited beyond the brand’s story and connected with the user. Their campaigns showcased creative concepts and innovative technology that lead to real business impact. With so many outstanding and innovative campaigns competing against each other, the jury panel inevitably had a tough time choosing the winners. Congratulations to all, the awards are truly well-deserved.”

     

    Added Rohit Dadwal, Managing Director of MMA in Asia Pacific: “As more brands realise the importance of mobile marketing, producing outstanding campaigns becomes a challenge. The Smarties Awards encourages marketers and agencies to push beyond their comfort zone. Year after year, the standards and creativity put forth continue to impress us. I also believe that the Forum serves as a great launch pad for new ideas, which we will see in the upcoming Awards next year.”