MMA Introduces Location Terminology Guide

                  MMA Introduces Location Terminology Guide

MMA committee unveils lexicon to define mobile location practices and educate
marketers on the methods available across data, measurement and technology

PR Newswire

NEW YORK, Sept. 25, 2013

NEW YORK, Sept. 25, 2013 /PRNewswire/ --As mobile platforms advance, one of
the most valuable components, location, has revolutionized marketing outreach.
Slated to grow to a nine billion dollar industry in a matter of years,
location offers an unprecedented advantage for marketers to connect with
consumers at the right place and time.

With location capabilities developing, there is a critical need for guidelines
as marketers look to harness the power of location-based marketing and
advertising. Location data comes from a variety of sources, including Wi-Fi,
cell towers, GPS, self-reporting, as well as a combination of methods.
Additionally, there are a number of terms, definitions and acronyms specific
to the space. It is a complex landscape for companies to navigate.

That is why the Mobile Marketing Association (MMA), the leading global trade
association for the mobile marketing industry, worked with the Location
Committee to develop "The Location Terminology Guide – The Language of
Location," which outlines fundamental technologies, measurements and
strategies across the location space. The document was released today at the
MMA's annual conference, SM2.

"Location is one of the most powerful tools in the mobile arsenal. With
location-driven campaigns, marketers are able to blend content and context to
deliver exactly what consumers want, when they want it," said Sheryl Daija,
Chief Strategy Officer, MMA. "To drive the integration of location across the
industry, we must arm marketers with a baseline understanding of location
marketing and advertising principles, as well as establish a lexical framework
to promote productive dialogue."

"The Location Terminology Guide – The Language of Location" deep dives into
three core categories, including:

  oLocation Data and Signals reviews the technology and data behind location
    as well as outline the advantages and challenges with each unique platform
  oLocation Targeting and Strategies dives into existing methods and
    techniques to build a location-targeted campaign based on mobile
    advertising goals and audiences
  oLocation Measurement and Metrics maps out the marketing opportunities and
    types of metrics available from awareness-based through conversion

Additionally, the document provides a glossary of terms to promote a unified
language that helps streamline location advertising and marketing efforts.

"While there are a number of complexities to navigate in order to achieve
widespread standardization across data terminology, targeting methods and
metrics, there is no denying that location is a game changer for marketers to
connect more meaningfully with consumers," said Monica Ho, VP of Marketing at
xAd and Co-Chair of the MMA Location Committee. "The core objective of the
guide is to provide marketers with an accelerated education of the language
and principles of location. With this document, marketers will feel empowered,
informed and confident as they incorporate mobile location tactics and methods
within their broader marketing strategy."

As there are a number of sensitivities with location data and privacy, the MMA
Location Committee recommends that companies follow the DAA's Application of
Self-Regulatory Principles to the Mobile Environment. The DAA's recently
released mobile guidelines are designed to ensure that the principles of user
privacy and collection transparency are honored throughout the marketing

"While location data is a powerful marketing and targeting tool, it's possible
to leverage location data in a privacy-compliant way to measure
effectiveness," said Jake Moskowitz, VP of Innovation at Nielsen and Co-Chair
of the MMA Location Committee. "The MMA Location Committee is dedicated to
demystifying location and supplementing the industry with guidelines to
achieve optimal results."

"The Location Terminology Guide – The Language of Location" was developed by a
working group of MMA North American Location Committee organizations,
including 4INFO, Alliance Data, Ansible Mobile, AT&T, Beintoo, Digby,
Dstillery, ESPN MOBILE, ExactTarget, Eye (Eye Mall Media {USA} LLC), Facebook,
Factual, GFK Retail and Technology, Google, InMobi, Loc-Aid Technologies,
Millennial Media, Inc., Mobile Messaging Solutions, Inc., Mobilewalla,
Mobiquity Networks, Motorola Mobility, Inc., Netclearance Systems, Inc.,
Neustar, Inc., NextNax, LLC, Nielsen, One Louder, PayPal Media Network,
PlaceIQ, Sense Networks, Smaato Inc., Syniverse Technologies, The Integer
Group, The Marketing Arm, The Weather Channel Interactive, Thinknear by
Telenav, Time Inc., Unicorn Media, Urban Airship, Verizon Wireless, Verve
Mobile, Voltari, xAd and Yahoo Inc.

To view "The Location Terminology Guide – The Language of Location" document,
please visit:

About the Mobile Marketing Association (MMA)

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. The MMA is an action-oriented organization designed
to clear obstacles to market development, establish mobile media guidelines
and best practices for sustainable growth, and evangelize the use of the
mobile channel. The more than 700 member companies, representing nearly fifty
countries around the globe, include all members of the mobile media ecosystem.
The Mobile Marketing Association's global headquarters are located in the
United States and it has regional chapters including North America (NA),
Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For
more information, please visit For information relating to
the MMA's Mobile Marketing Forum series, please visit


Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828

Valerie Christopherson
Global Results Comms.
+1 949 306 6476


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