MMA, IMMAP launch council to foster mobile advertising

MMA, IMMAP launch council to foster mobile advertising

MUMBAI: The Mobile Marketing Association (MMA) and the Internet and Mobile Marketing Association of the Philippines (IMMAP) have announced a partnership to launch the MMA Philippines Local Council.

The objective of the partnership between MMA and IMMAP is to foster the mobile advertising and marketing industry in the Philippines through local participation from industry stakeholders to drive the adoption of global standards, best practices and guidelines across the mobile marketing channel in the country.

MMA president and CEO Mike Wehrs says, "Today, the local ad industry is worth $3 billion; we believe mobile marketing can contribute between two and three percent of the pie in a few years. Through our partnership with IMMAP, we aim to support the industry on key industry issues such as measurement and metrics, best practices guidelines and codes of conduct."

IMMAP president Arthur Policarpio adds, "IMMAP‘s partnership with the MMA will allow us to further drive increased adoption of mobile marketing in the country, by bringing together all of the industry‘s important stakeholders, such as telecom operators, publishers, agencies, media companies, mobile content and service providers, as well as advertisers.

As part of the agreement, IMMAP will work closely with the MMA to craft a strategic action plan to accelerate growth of the industry at the local level with particular focus on research and education initiatives, development of metrics and measurement, adoption of best practices and guidelines, as well as an active partnership with key local regulatory bodies.