Image for post
Image for post

Mobile video is a must as increasingly mobile consumers embrace video — but getting the creative right to stand out from the noise can be a challenge. Surprisingly — or, perhaps, not — data can be a marketer’s best friend when it comes to creating creative that resonates. According to research by McKinsey, the management consultancy, companies that successfully integrate creativity and data enjoy a “2x difference in revenue growth.”

In our recent masterclass, Small Screen, Big Impact — How your mobile video creative can stand out, Katja Griesser, Country Director, MMA Germany talked to four experts about how mobile video creative can stand out and equip you to achieve positive outcomes with your campaigns. …


Image for post
Image for post

The research is clear — mobile video ads are becoming increasingly popular. The majority of digital video users consume videos on their mobile phones. In Germany, this figure is already over 61%, according to eMarketer. Meanwhile, mobile is estimated to account for around 82% of all digitally sold advertising space, or 51% of the total global advertising budget in 2023. The writing is on the wall — mobile marketers must master mobile video.

So, the question is, what is needed to create videos that get noticed and recalled in the mobile stream. What are the do’s and don’ts? And what are the right metrics to measure success? …


Image for post
Image for post

PubNative, now part of Verve Group, is a mobile publisher platform and programmatic ad exchange, providing advanced monetization solutions for mobile app developers. Ionut Ciobotaru, PubNative’s founder and chief product officer at Verve Group, stopped by the MMA EMEA’s video podcast, There Is No New Normal, to talk about the changes he sees coming as privacy expectations evolve, IDFA becomes a thing of the past, and COVID-19 continues to change user behavior.

Privacy and personalization

Personalization is the name of the game in digital advertising, but it’s becoming increasingly difficult to pinpoint users with laser accuracy thanks to privacy regulations and other changes in the ad industry. When it comes to privacy laws such as GDPR, Ionut says, “our CMP is based on the [IAB’s] Transparency and Consent Framework, again with all the specs that come with it.” …


Image for post
Image for post
The MMA Germany continues to evolve and educate marketers, providing a platform for the most influential and relevant brands, professionals, and tech providers globally, to exchange their insights and know-how, comments new Country Director Katja Griesser.

Today, the German chapter of the Mobile Marketing Association — the MMA Germany — is pleased to announce a new Country Director, Katja Griesser. She was previously Global Head of Business Development at Telefónica, and will follow Daniel Rieber, who initiated the chapter together with chairman Mark Wächter in 2016. Today, the MMA Germany is an established association with members from leading companies and brands like Unilever, Coca-Cola, McDonald’s, and Mastercard.

“We are extremely proud that we were able to win Katja for this important position”, says Mark Wächter, who will continue in his role as chair. “Katja has an impressive track record and breathes mobile media and digital marketing. Now that the MMA is established as a leading association for mobile marketing in Germany, Katja is the right person to grow our membership base and to support mobile as the single most important media of our times.” …


Image for post
Image for post
This year DMEXCO connects the global community in a new way. In two moderated studios, international top speakers — live on-site from Cologne or streamed from all over the world — take a look at digital trends and future business potential. [Photo Courtesy of DMEXCO]

If there’s one thing that has remained constant during 2020, it’s our commitment to partnering with DMEXCO — the meeting place for key players in digital business, marketing, and innovation. This year that partnership takes on new dimensions as we go online with speakers, masterclasses and approaches to help industry leaders set the digital agenda.

DMEXCO debuts DMEXCO@home (September 23 & 24). It’s a virtual event that opens up this great conference — and all of its content — to an even more global audience.

Join us for masterclasses in mobile marketing

We know that discussions continue about the role of mobile in business and consumers’ lives. It’s clear some marketers have moved to a mobile-first strategy, but even so, with the pace of change and speed to market, we believe that there’s a need to understand how mobile-mature your business is. …


Image for post
Image for post
Location is just one of the five key identifiers you can employ to track users in an effective and privacy-friendly way.

The “rules” of mobile marketing change almost as frequently as users change devices. That’s never been more true than during the COVID-19 epidemic that has upended everything we know from years of studying user behavior through data. And as Apple announced phasing out IDFA — the Identifier for Advertisers that allows marketers to track and identify users without revealing personal information — the pressure on marketers to find smart, privacy-friendly ways to harness the data for effective targeting is growing.

It’s not an easy task which is why the Mobile Data Quality Lab of MMA Germany has pooled the expertise and insights of experienced mobile marketing experts to create “A Basic Guide to Mobile Data.” The report aims to help marketers understand how to access data that meets quality and privacy standards while also demystifying terminology and providing an actionable data checklist. …


Image for post
Image for post

We are excited to invite you to our partner event the Hamburg Mobile Summit LIVE! As the conference was supposed to debut this spring in Hamburg, it is now a fully online event — so no need for you to travel. The summit will be held on June 24–25 and features top speakers from all across the globe.

The Summit focusses on growth, monetization, and advertising with speakers from leading app publishers, including King, Sybo, CrazyLabs, Dodreams, Wooga, Etermax, Seriously as well as Hamburg’s own InnoGames, Goodgame, Bytro and more. Also, our board member Ben Jeger from AppsFlyer, as well as our Chief Content Officer Peggy Anne Salz from Mobilegroove, will be “on stage.” …


Image for post
Image for post

The world population is increasingly mobile and increasingly urban — and this is changing the way we market goods and services. As brands are increasingly able to reach consumers on mobile devices in their pockets and pour more of their marketing budgets into digital channels, traditional tactics like billboards and bus ads may fall out of favor. However, the increasing digitization of these formats, as well as the combination with mobile, let Out of Home (OOH) marketing shine brighter than ever before.

OOH and Mobile, which, according to the OMG Preview Monitor, are the sectors with the biggest opportunities for growth, create new communication challenges and opportunities for companies and brands. With this in mind, WallDecaux, the German subsidiary of JCDecaux, and the Mobile Marketing Association (MMA Germany) published the first comprehensive white paper to explore the subject. …


Image for post
Image for post

Mobile is a disruptive force, and according to new research from WARC and the MMA, 94% of people in the EMEA region are feeling the pressure. But some industries are taking mobile disruption in stride and making the most of what mobile has to offer.

The State of the Industry: Mobile Marketing in EMEA in 2019” takes a deep dive into how marketers view and are handling mobile disruption. Here are three takeaways from the report that shed light on not only the state of mobile marketing in EMEA, but tell us a lot about the industry as a whole.

  1. Financial Services Winning the Mobile Race — Which industry is making the most of what mobile has to offer when it comes to marketing opportunities? According to respondents (39%) in EMEA, its Financial Services — which isn’t much of a surprise when you consider how popular mobile banking is across the globe. As customers become more comfortable making mobile financial transactions, Financial Services are having to step up their game. As Forrester wrote, “Customers have come to expect easy, effective, and contextually relevant mobile banking experiences. Bolting a shiny new user interface on top of a patchwork of legacy systems won’t cut it anymore.” Interestingly, though, when asked to name individual brands that stand out in the region, respondents chose Amazon, Nike, and Coca-Cola. …

Image for post
Image for post
The process of identity resolution allows brands to have a 360 view of the customers by accurately connecting different customers identifiers — such as CRM offline data, mobile cookies, mobile AdIDs, or desktop cookies — to one single user, and creating a device graph accordingly.

Brands have long invested heavily in their CRM and DMP systems in order to gather as much data as possible about customers. However, those same brands are having a hard time leveraging that data in a unified way across channels and devices to identify the right trigger moments to market to their customers.

According to a February 2019 study by BCG across 200 top brands, some of the main challenges that CMOs and advertisers face today are:

  • not making connections across consumer touchpoints and devices (83% of respondents)
  • inadequate cross-functional coordination (80%)
  • lack of data integration and activation across channels…

About

MMA Germany

Mobile Marketing Association's German Local Council strives to stimulate the growth of mobile marketing and its associated technologies in the country.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store