News

MMAF 2015 is held in Shanghai with the launch of SMoX China report

(August 14, 2015, Shanghai)-----The MMA Forum 2015 Shanghai, which is co-organized by Madhouse, was successfully held in Shanghai, attracting more than 600 experts and professionals in mobile marketing industry.

At the beginning of the meeting, the Co-Chairs of MMA China, KF Lee (Chairwoman, Dentsu Aegis Network China) and Tony Chen (Chief Digital Evangelist, Google China) welcomed all the attendees and reviewed the achievements of MMA China in the past year.

Greg Stuart, CEO of MMA Global, released the official SMoX.me (Smart Mobile Cross Marketing Effectiveness) research findings at the forum. This report delivers real data on mobile's impact in the marketing mix as well as how people can optimize cross media resulting in a higher ROI without increasing campaign budget.

As the report’s participant and sponsor in China market, Tom Daly, Group Director-Global Connection, Coca-Cola, delivered a keynote speech and had a dialogue with Stuart, sharing the company’s Chinese New Year campaign data and mobile performance with the attendees for the first time.

Joshua Maa (Founder and CEO of Madhouse), Mobile Advertising Standards & Measurement Committee Chair of MMA China, announced at the forum that MMA standards had adapted by China National Information Standardization Committee.

David Porter, Media Director, Unilever North Asia, Jim Wang, Chairman & Chief Executive Officer, NOVA VISION (Baodao Optical), Jerry Huang, Vice President of Marketing, Dianping.com and Karen Tan, Vice President of Eco-marketing and Customer Operation Center, Letv also attended the forum.

MMA Forum Shanghai, as a part of the "MMA Events", is the top event aggregation of global mobile advertising elite and top decision makers. The forum focused on the future of mobile marketing, how mobile phones can be used effectively in marketing, experience sharing, focused on China and overseas. The top marketing pioneers presented how they put the mobile marketing into its huge marketing strategies; how to share more mobile marketing budgets from advertisers' budgets; move forward to advertising monitoring and measurement standardization; evaluate the performance of cross media marketing; transform in the business and media world; shared successful cases of China and overseas.

About MMA China

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. MMA China was launched in April 2011 to serve for the fast growing mobile marketing industry in China. By working closely with service carriers, application developers, brands, agencies and other important partners, the MMA China aims to build a sustainable ecosystem for the mobile marketing industry in China and to be the leading association for nation-wide consultation on key industry issues including measurement and metrics, mobile advertising guidelines, codes of conduct and consumer best practices.

Media Contact:

Amanda Guan

Membership & Projects Manager MMA China

+86 13918135478

amanda.guan@mmaglobal.com

The MMA Unveils Latest Results From Multi-Year, Global Cross Marketing Effectiveness Research (SMoX), Conducted with The Coca-Cola Company in China

Study proves mobile is the most efficient driver of sales in the marketing mix

Shanghai and New York – August 14, 2015 – The Mobile Marketing Association (MMA) announced the results of the latest Smart Mobile Cross Marketing Effectiveness (SMoX) study, a scientific examination conducted for The Coca-Cola Company in China earlier this year. Results released today at the MMA Shanghai Forum confirm that marketers would significantly improve their overall campaign performance without increasing budget, by simply raising mobile spend. According to the study, the optimal spend for mobile (based on total campaign spend, not just digital) is between 8-15%.

Conducted in combination with Marketing Evolution and Millward Brown Digital, SMoX assesses the economic value of mobile compared to traditional marketing channels and provides brand marketers, for the very first time, empirical evidence on the impact of mobile in the marketing mix. The results from this latest study are consistent with results from other recently released studies in the U.S. with AT&T, Coca-Cola, MasterCard and Walmart. Additional studies are being conducted in U.S, China, UK, Turkey and Brazil.

“Because we strive to develop the world’s most innovative and effective marketing, we knew we had to fully understand and leverage mobile’s ability to drive the future growth of our business,” said Tom Daly, Group Director, Global Connections, at The Coca-Cola Company. “Based on the results for China, as well as the study we conducted in the U.S., we have begun to see a number of truths about mobile that provide a clear path forward, especially around marketing effectiveness. We now have the facts we needed.”

A Closer Look at the Coca-Cola Results:

• Mobile offered nearly double the ROI over TV and was twice as efficient in driving sales compared to the campaign on average
• Mobile at 8% of total budget drives 7% of the profit and mobile at 15% drives 16%
• Mobile video emerged as significantly more effective compared to both TV and digital video (around 3X). This was a greater increase than even than the strong trends seen for mobile video in the U.S. studies.
• Mobile display drove purchase intent, while mobile social drove both purchase intent and engagement

In conclusion, SMoX showed that the optimized mobile spend level is 15%, impacting sales even further and producing a double-digit profit increase.

"The market has acknowledged that there is a deep chasm between consumer behavior and what brands are currently spending on mobile, but now there is real, indisputable proof on the value of mobile to a brand's business goals," said Greg Stuart, CEO of the MMA. “We applaud Coke for their leadership and commitment to figuring out the true ROI of their marketing spend and aligning to consumers’ dramatic move to mobile for content, community and commerce.”

The results from China reinforce the findings of the other U.S. SMoX studies—that mobile is a key driver of business results across the entire purchasing funnel. Additionally the SMoX study highlights that mobile when executed with best practices impacts performance even further.

“With empirical data, the SMoX study with Coca Cola in China demonstrates the impact of mobile on a business and its competitive opportunity in this region, similar to what we have learnt in the United States – but with even better results,” said Rohit Dadwal, Managing Director of the MMA in Asia Pacific. “It is a great data set for marketers to reassess and optimize their spending with the most impactful allocations in their marketing mix, while leveraging mobile with double digit spend. As an industry it is time we learnt the effectiveness of the channel to aid marketers with their ambitions, and kept pace with consumers to understand the power of mobile.”

SMoX Study Methodology

SMoX applies Marketing Evolution's unique cross-media attribution modeling approach, leveraging new techniques to provide a granular read on mobile and other media. Marketing Evolution’s methodology has been independently reviewed by the Advertising Research Foundation (ARF).

About the Mobile Marketing Association (MMA)

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit www.mmaglobal.com.