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Mobile Coupon Ad Unit Standards Initiative Backgrounder
1. Introducing the Mobile Coupon Ad Unit Standard
Initiative and Specification
MMA Global Initiatives
Mobile Coupon Ad Unit Standards Committee
2. Overview
• The MMA is announcing a new Mobile
Coupon Ad Unit Specification to drive
mobile advertising spend and connect it
with redemption events.
• This specification has been developed
by leading MMA member companies
including:
• FunMobility
(Chair)
• Inmar
• Sprint-‐Nextel
• Valpak
• ISIS
• Acta
Wireless
• Sparkfly
• Medialets
• RadiumOne
• Jumptap
• Spotzot
• Mocapay
• Univision
• Tribune
4. When you say “coupon”
most people think of this:
But today’s coupons
look more like this:
and
this:
and
this:
4
5. • Mobile is a game-
changing medium to
communicate offers,
deals, incentives and
promotions.
• Mobile gives consumers
relevant offers when and
where they want them,
and offers advertisers
unprecedented targeting
capabilities.
• Mobile Coupons are a
win-win for both
consumer and advertiser.
What is a Mobile Coupon?
6. With cost-effective mobile
advertising and promotions
Through fun mobile activities that
use coupons as targeted reward.
Via Inbox deals and push
notification incentives that keep
your customers loyal.
Through increased purchase
frequency and size.
Mobile Coupons can drive
Why Mobile Coupons?
7. Why the need for a Mobile
Coupon Ad Unit?
Technical capability : Enabling a standard and operational flow.
Budgeting and media buying : Raising the mobile coupon as a way to
stimulate mobile media budgets.
9. The MMA Mobile Coupon Ad Unit Specifications are designed to create
a common framework, vocabulary and system for measuring the
effectiveness of mobile coupon campaigns.
Mobile Coupon Ad Unit
Specification & Measurement
Discovery
Impressions
Click
Throughs
Clip
Inbox
Clip
App
Clip
Share
Clip*
RedempMon
GeoAcMvaMon
PresentaMon
POS
RedempMon
*where appropriate
10. • Ad Unit
• Clip Unit
• Presentation Unit
• List Unit
• Tile Unit
• Mobile CouponTrust Icon
Mobile Coupon Ad Unit
Unit Formats
Enable a standard operational flow.
Raise the mobile coupon as a way to stimulate mobile media budgets.
22. GeoNotifications enables a push notification to be triggered when a
consumer is near a geographical location with an offer. GeoNotifications
can be established through a Passbook-enabled coupon, or a branded
customer coupon app.
House Improvement
Noticed you were near! Use
your 15% off coupon now.
House Improvement
Sale near you! Save 15%
NOW only at Pleasanton
Home Improvement.
Push Notification
Push Notification
region
Coupon Offer
GeoNotification
24. • Kicking off field trials in March.
• Agencies, ad networks, publishers and brands all welcome.
• Prefer non-blind data sharing trials, but not a requirement
for participation.
• To participate contact Michael Becker or Adam Lavine
Call for Participation
Adam Lavine
Chief Executive Officer, FunMobility
Chair, Mobile Coupon Ad Unit
Standards Committee
adam@funmobility.com
@adamlavine
@funmobility
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirect
