Mobile Rich Media reporting Metrics Definitions. [REPORT]

The Mobile Marketing Association (MMA) released the publication of the “Mobile Rich Media Reporting Metrics Definitions” as part of the MMA Mobile Market Updates.

To provide clarity across the industry, the MMA developed a standard of rich media metrics, thereby eliminating the overwhelming terminology that exists in the marketplace. Rich media vendors and publishers operate on a wide variety of metrics, causing confusion among marketers and advertisers due to the volume of terms and inconsistent processes.

“A core component of the MMA is to establish standard metrics to demystify mobile marketing and support the growth of mobile as an indispensable part of the marketing mix,” said Michael Becker, Managing Director of the Mobile Marketing Association. “These definitions and timeline simplify the understanding and application of rich media marketing and ideally promote its use as a valuable tool for marketers to integrate in their campaigns.”
The “Mobile Rich Media Reporting Metrics Definitions” not only establishes standard terminology of important rich media components, but also provides a simple guideline for organizations to reference while planning their mobile strategies. Included are the fundamental stages of a rich media campaign:

– Advertising Impression
– Pre-Interaction Enticements
– Start: Initial Interactions
– Time Spent Measures
– Stop: RM Activity Concludes

The definitions and simplified sequence for a rich media campaign allow vendors, publishers and agencies to report more robust metrics as well as provide a clean comparison for the industry to follow.

The paper was developed by a working group of MMA member organizations in North America and European Union including, Crisp Media InMobi, Medialets, Millenial Media, Sprout, Telefónica, Vodafone, Yahoo!, AT&T AdWorks, Mojiva, Pandora, TargetSpot and Verizon Wireless.

You can download the full whitepaper CLICK on link below;
http://www.mmaglobal.com/mrm-definitions>