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    Defining the Mobile Coupon.

    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.

What is a Mobile Coupon Ad Unit?

A mobile coupon ad unit is the missing ingredient that unifies mobile media spend with point of sale events. The reason paper coupons succeed is that there are well-accepted ways to create them. They are effective forms of brand and incentive advertising, and retailers and manufacturers can track their effectiveness.

Mobile can learn from and build on the effectiveness of paper coupons, offers and incentives with the added visibility around mobile clip, activation and redemption events. This unit format aims to provide the framework for that capability in a mobile advertising environment in a simple yet powerful way for advertisers, agencies and mobile solution providers.

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What is the Mobile Coupon Ad Unit Standard Initiative?

The Mobile Marketing Association (MMA) Mobile Coupon Ad Unit Standards (MoCAUS) committee was formed in 2012 to address the need for an industry standard mobile coupon ad unit.

In March 2013, the MMA announced a proposed mobile coupon ad unit specification to drive mobile advertising spend and connect it with redemption events.

The draft MMA Mobile Coupon Ad Unit Specifications, released in March 2013, are designed to create a common framework, vocabulary and system for measuring the effectiveness of mobile coupon campaigns.

The MMA and Mobile Coupon Ad Unit Standards Committee

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 750 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches.
This specification has been developed by a committee comprised of MMA member companies including:
  • Mogreet
  • Medialets
  • RadiumOne
  • Jumptap
  • Spotzot
  • Mocapay
  • Univision
  • Tribune
  • Catalina
  • Linkable
  • Mastercard
  • Razorfish
  • Yahoo!

MoCAUS Committee Objectives

1. Develop a consistent language and conceptual framework around mobile coupons, offers, incentives and rewards.

2. Create business intelligence and awareness of the state of mobile coupons and incentives, especially as they relate to consumer engagement and mobile relationship management along the path to purchase.

3. Create, document, circulate for comment and finalize unit format recommendations including specifications for creative, impressions, transaction and redemption and baseline technology requirements.

4. Conduct industry field trials and update recommendations with learnings

5. Issue results of field trials and issue formalized guidelines and best practices document.

6. Launch a compliance program.

Get Involved

Industry participation is welcome and open to any company involved in couponing, mobile advertising, retail and consumer packaged goods.


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