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Mobile Marketing Association
The Mobile Coupon Ad Unit Standards Committee
Mobile Coupons & Loyalty
Moderated by :
Adam Lavine
President & CEO
FunMobility
Mobile Marketing Association
In Q3 2012 there were
79.2 billion coupons distributed. That’s a run rate of over
320 BILLION coupons.
Source: Inmar
Mobile Marketing Association
The value of all coupons distributed in
2010 was over $500 billion. On average, each person in the United
States was offered $1,677 in coupon savings.
Source: Inmar
Mobile Marketing Association
Free Standing Insert 40%
Instant Redeemabl
e 24%
Electronic Checkout
8%
Shelf Pad 8%
Direct Mail 5%
Internet 5%
Handout 4%
On-‐pack 3%
In-‐pack 2%
Electronic Shelf 1%
Redemp&on
Free Standing Insert 88%
Magazine 1%
In-‐Ads 8%
Direct Mail 1%
Electronic Checkout
1%
Handout 1%
Internet Print at Home 0.4%
Distribu&on
Source: Inmar
Mobile Marketing Association
Announcing the Mobile Coupon Ad Unit
Standards (MOCAUS)
Mobile Marketing Association
Why the need for a mobile coupon ad unit
Mobile Marketing Association
Mobile Coupon Framework Process
Adopted from ACP’s Digital Coupon Framework
Setup & Distribu]on Discovery & Acquisi]on Presentment Valida]on &
Redemp]on Reconcilia]on
Mobile Marketing Association
MOCAUS Milestones and Goals
Milestone Goal Milestone Detail 1. Mobile Couponing Update and Call for Public Comments
January 2013 Create a document that reframes the state of mobile couponing and a landscape review and introduces the concept and value of a mobile coupon ad unit.
2. Trial Standards and Guidance
Q1 2013 Pre 1.0 standards, guidelines and best prac]ce recommenda]ons, commibee member recruitment
3. Trials and Tes]ng Q2 2013 Ini]ate field trials and update guidelines with learnings
4. Issue Updated Best Prac]ces Compliance Program
Q3 2013 Issue formalized guidelines / best prac]ces document, launch compliance program.
5. Reassess Q4 2013 Measure compliance par]cipa]on and effec]veness
Mobile Marketing Association
Working Subgroups
1. Use Cases & Vocabulary:
2. Creative
3. Measurement
4. Validation & Redemption
5. Distribution & Transmission
Mobile Coupon Ad Unit Standards Committee
Mobile Marketing Association
How you can get involved
Join the committee or to provide feedback, guidance and input.
Join a working subgroup to provide specific input and resources to the standard.
Participate in field trials and tests.
Read the final standard document and provide your company’s support.
Mobile Coupon Ad Unit Standards Committee
To be considered for participation please contact:
Leo Scullin Global Industry Initiatives Mobile Marketing Association e: [email protected] m: +1 (917) 439-5059
Michael J. Becker Managing Director, North America Mobile Marketing Association [email protected] M: +1 (408) 242-5733
Adam Lavine Chief Executive Officer FunMobility, Inc [email protected] m: 925 548-2738
Mobile Marketing Association
Today’s Panel
John Morgan Executive Director Association of Coupon Professionals
Chris Wayman Vice President Mobile General Manager Merkle
Sarah Rotman Epps Senior Analyst Forrester Research
Adam Lavine President & CEO FunMobility
Moderator:
