The Mobile Marketing Association (MMA) Germany has officially announced a new phase of growth following the addition of leading tech and ad tech companies to its executive committee. The additions include social media firm Snap Inc., mobile video advertising and monetisation firm AdColony, mobile measurement provider adjust, marketing analytics and attribution platform AppsFlyer and upday, the personalised news aggregator app for Samsung smartphones.
Launched back in September 2016, by founding members adsquare, Coca-Cola, Facebook, Google, SAP XM, Smaato, Telefónica and Unilever, the MMA Germany provides guidance on mobile marketing and advertising as well as advertising technologies.
It is part of a wider network of non-profit trade associations with over 800 member companies from almost 50 countries worldwide.
Mark Wächter, Mobile Strategy Consultant at MWC.mobi and Chair of the MMA Germany explains that the recent growth in memberships follows increasing interest and investments in the German mobile advertising market.
“This phenomenal expansion supports us in our greater mission to provide a dedicated platform, one that accelerates the transformation and innovation of mobile marketing and advertising, and the technologies that enable their advancement in Germany and globally.”
Indeed, Germany’s mobile marketing ecosystem is currently in a prime position, ranking fifth in ad spending worldwide. Digital expenditure is expected to double from $3.5 billion in 2017 to $5.5 billion by 2021, according to eMarketer.
Mobile ad spend will account for the lion’s share of digital ad spend, increasing from 57.2% this year to 79.8% by 2021.
“The industry is witnessing a seismic shift as user attention and advertising budget shifts from desktop to mobile,” says Peter Würtenberger, CEO, upday by Samsung, and executive committee member of the MMA Germany. “Against the backdrop of such a significant transformation in how brands and marketers reach and engage their audience it is important to be a part of the MMA Germany, an organisation at the foreground of the mobile revolution and positioned to provide input to the standards, best practices and regulations that will drive this change.”
In order to boost knowledge of how brands and marketers can use mobile to connect and engage consumers, the MMA Germany has organised a series of events examining trends and opportunities on key topics such as mobile video, mobile commerce and the future of mobile in cities including Berlin, Hamburg and Munich.
Among the previous speakers at such thought leadership events and seminars have been Coca-Cola, Idealo, Instagram, McDonald’s, MediaSaturn, Otto Group, Shazam, Telefónica, Unilever and Zalando
More recently, the MMA Germany has forged a close collaboration with dmexco, following the trade show in Cologne. As such, MMA Germany is now an official partner of the dmexco, and will be providing free classes to discuss the impact of mobile marketing campaigns and mobile attribution during the event.
In addition, the MMA Germany has also broken new ground with experiential education in Berlin in partnership with Berlin Mobile Safari, an invite-only excursion taking place in Berlin (October 13) providing brands and marketers a unique opportunity to explore mobile-first marketing and innovation on-location with leading Berlin-based mobile companies including Number26, The Coup and Zalando.