The aggregate scores from the first Mobile Tracker survey produced the following highlights:

- ‘Interactivity’ and ‘Response Rates’ are the key USP of mobile marketing for media agencies. With more than half saying that ‘Reach’, ‘High ROI’ & ‘Measurability’ were key selling points also.
- Compared with 2005, almost all (86%) of the agencies interviewed claimed that they would spend more on mobile marketing in 2006
- A third of those agencies surveyed agreed that Mobile Marketing is ‘highly relevant’ to Automotive, Broadcasting (TV & Radio) and FMCG.
- More than two thirds of the agencies agree that ‘only a few key decision makers have sufficient know-how of mobile marketing’
- Understanding, transparency and clear standards are the greatest barriers to expanding use of mobile marketing

As the mobile marketing industry is at an early stage of development, there have been few attempts to track its growth in terms of agency penetration and advertiser acceptance. As gatekeepers to the leading advertisers, the major agencies are of particular importance to maximising the potential of the medium. Since agencies are most responsible for campaign development and media planning/buying across all available channels they are in the best possible position to evaluate a new channel and its potential.

The aim of this project is to establish a set of metrics that are strong indicators of industry growth and relevance to the advertiser community. Through agency participation these statistics will ensure broad-based approval and set a benchmark for the industry.

A selection of top agencies were invited to participate in the Mobile Tracker survey, including MMA members such as Mindshare, Zed Media and Mediacom. Key mobile decision makers at each agency were invited to contribute to a questionnaire in exchange for full access to the results.

Nick Wiggin, Chairman of the Mobile Marketing Association said, “This survey helps us set the benchmark for measurement of mobile marketing growth. The results clearly show that the industry is lively and the level of spend is on the increase, while also indicating that further knowledge and understanding is key to helping this industry develop. At the MMA we aim to help our members understand best practice in mobile marketing while sharing knowledge and such insights”

Since its inception the MMA has made the following achievements:

- Established the one and only fully comprehensive mobile marketing Code of Conduct, defining methods of best practice, which market players should abide by and in line with new EU Privacy Legislation;
- Established a credible profile and made significant progress in its goal to grow the industry;
- Executed a successful programme of industry events, which share knowledge and educate the market;
- Grown the membership base to reach traditional creative and media agencies and also extending to brands whom are active within this space;
- Created links with other relevant industry associations

NOTES TO EDITORS

About the MMA:
The Mobile Marketing Association is the premier global industry trade association devoted to, agencies, marketers and retailers, advertisers, service providers of mobile marketing and advertising, hand held device manufacturers, carriers, operators, brands and software providers. The MMA UK board of directors consists of leading companies operating in the mobile marketing arena including: Activemedia Technology, Enpocket, Family Advertising, Flytxt, Openwave and Mindmatics, as well as counting amongst its members MediaCom, Zed, O2, Vodafone, and Orange. The member organisations are all directed to the goal of fostering the rapid growth of the wireless advertising industry by establishing voluntary guidelines that address key industry and consumer issues.

Contact: Nick Wiggin, nwiggin@mmaglobal.co.uk, 07855 779590

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