When y became i and how you can “get more here”

Ian Georgeson 07921 567360 Johnston Press- Chris Babayode, Group

Chris Babayode, Managing Director, MMA EMEA

As marketers, we have to constantly adapt and change to new demands, technology and the consumer, to stay relevant and make an impact. We market ourselves and rebrand when we need to make an impact, this can be seen with my eldest daughter. When she was born we named her Jennifer and within days, everyone was calling her Jenny. The name Jenny stayed until sixth form when, aged 16, she decided to become Jenni. It might seem like just a y changing to an i, but it was much more, it was a rebrand. She was the same genetically with the same outgoing, gregarious personality but she knew she was taking on responsibility becoming a school leader. This is just like the MMA, we are the same dedicated community to mobile marketing innovation, but we are re-branding and aim to take on a more impactful mission.

The re-launch sees the MMA driving against a new mission – to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

No re-launch is complete without a rebrand. Therefore, we’ve unveiled a bold, new and engaging logo. The integration of the three-line menu navicon (that means ‘get more here’) into the MMA’s branding and logo is an invitation to the mobile industry in the UK to get involved with the MMA UK and collaborate as we champion mobile marketing. Continue reading

The MMA UK Smarties Creative Awards: Deadline 30 June


2014-05-09_1438This year and for the first time ever the Smarties Awards will be launching solely for UK entries. In addition to the UK Smarties, the MMA is also launching regional programs in EMEA and of course we continue to run our successful Global Smarties. Winning entries from last year’s Global entries can be viewed at  here!

Submissions are easy! Select from a combination of global, regional and local options. Increase your chances of winning by entering into multiple regions and/or multiple categories, and save!

The SMARTIES Awards is the only global awards program created specifically to recognise best in class mobile work from around the world. Judged equally on creativity, strategy, execution and results, Smarties provides a benchmark for the industry and continues to raise the bar for marketers and their agencies.

The Awards Gala will be held in London in November, look out on this blog for details of the date. Contact Chris@mmaglobal.com to find out how you can become more involved with the evenings proceedings.

Start entering your submissions now and good luck!

The five golden rules of mobile-ready sites


Matt Brocklehurst, Product Marketing Manager, Google

According to recent Google research, 32% of UK consumers make a purchase via a smartphone each month – higher than in any of the other 18 European countries surveyed. With UK smartphone and tablet penetration already having reached 68% and 40% respectively, the need for organisations to have a mobile-ready site is clear.

The reality is that consumer expectations for mobile browsing experiences have risen. They no longer accept pinching and zooming to view content. Instead websites need to “just work” on mobile, or businesses risk losing out to their competition.

There are a number of ways businesses can make their websites work across devices such as responsive web design, dynamic serving or entirely separate builds for mobile and desktop. Here are some guidelines to help when developing a mobile-ready site:

1. Focus on what the customer wants

A mobile customer accessing a retail website on the go is most likely looking for store locators, product search or the shopping basket. Contrastingly, when browsing a service provider they are most likely looking for information, contact details and maybe even a click-to-call button. Think about what is most important for your customers when they’re on the go, make it easy to access and then ensure it works flawlessly Continue reading

Premium for mobile: a case for definition


Victor Malachard co-founder and CEO Byyd

In our recent Global AdMetrics Report we showed an exponential rise in the availability of inventory from premium mobile publications via Real-time Bidding (RTB), increasing from 342 million requests in Q1 2013, to nearly two billion by Q3 2013 and then four billion in Q4 2013 (see image).

At the time, everyone knew that advertisers were embracing RTB. At byyd we have been charting the astonishing rise of programmatic mobile advertising since the tipping point in October 2012 when over half our mobile ad requests came from RTB-enabled inventory. As we said at the time, on this very website, RTB could become mobile advertising’s killer app, and we think we were right.

premiumadrequestsBut this result also showed that publishers, with significant inventories, were also realising the benefits of RTB at the sell-side.

There are several reasons for this, which I have covered before in detail:

  • Publishers reduce risk, by incorporating programmatic alongside other means of selling inventory. In straitened times, risk reduction is paramount.

Continue reading

What’s stopping mobile being as creative as it could, and should be?


Rhoanna Glenn, Media Practice Lead, Nimbletank

We’re now well in to 2014 and are starting to see whether this year’s predictions for innovation in mobile are coming true. More advertising budgets are indeed moving from traditional channels to mobile, as the industry starts to understand the epic power of mobile advertising. But why, when there is such potential for mobile advertising to be creative, can’t we find many examples of mobile at its best? We can think of four main barriers standing in the way:

1) Mobile is still an afterthought in many cases and brands often end up running standard media, rather than utilising rich media due to time constraints. We need to ensure than mobile becomes a starting point for every campaign. After all, mobile phones are central to peoples’ lives, and should therefore be a central piece to any campaign or media plan, not an afterthought. There’s no doubting that the more thought-out a mobile strategy is the more creative it can be.

2) The majority of brands are still relying on their media agency to develop, create and execute their mobile strategy, rather than a mobile agency. More often than not, they haven’t got the time or knowledge to produce an effective mobile campaign with outstanding strategy and creativity. Working in partnership with a full service mobile agency can ensure that mobile gets the full attention it needs.

3) Although this is slowly changing, publishers are not always willing to accept certain types of creative. Take interstitial ads, which lend themselves perfectly to creative content, but are not yet fully scalable.

4) Tracking and analytics can also become barriers when it comes to a brand’s faith in mobile and their ability to push agencies to be more creative. Brands who are unwilling or slow to include full tracking within their campaigns are missing out on crucial insights. Learning through iterative testing is proven to be worthwhile and enables us to discover so much more about the effectiveness of rich media units, compared to standard. Without the required analysis mobile will struggle to be recognised as truly effective. Continue reading