Millennial Media, Global Premium Member MMA

Gail Chiasson, North American Editor

Millennial Media, Baltimore, Maryland-based independent leader in mobile advertising, is now a Premium Member of the Mobile Marketing Association, and will assume a leadership role in developing an industry-wide MMA Mobile Marketing Guide which will draw on in-depth research across the industry to capture the state of the global mobile market.

Launched in Nov./09, MMA’s Premium Membership is the highest-tier membership for companies wishing to establish an advanced global leadership position across the mobile marketing industry.

Premium Membership brings together ‘market-making’ companies with the scale, scope, commitment and resources to effect genuine change benefiting the worldwide mobile marketing industry. These companies provide leadership by accelerating innovation, removing critical industry roadblocks and expanding industry awareness regarding the benefits of mobile marketing. Premium Members commit themselves to a longterm concerted and collaborative effort through the MMA to help build the industry.

The MMA Mobile Marketing Guide will include interviews with thought leaders, case studies from multiple vertical markets, business models, consumer trends, emerging technologies and other mobile related services. The guide is intended to become the Mobile Marketing ‘bible’ for media buyers, marketing professionals, C-Level executives and all other constituents who make up the diverse mobile marketing ecosystem.

“Millennial Media is a long-time supporter of the MMA both as a board member, and as an active participant on our various committees,” says Greg Stuart, CEO of the MMA. “Joining as a premium member is a testament to its ongoing leadership and commitment to the industry at large. It is strategic initiatives like these and our other key industry programs, that will help accelerate the growth of the mobile marketing marketplace. We applaud and thank them for their efforts.”

Paul Palmieri, president and CEO of Millennial Media; and global vice-chairman of the MMA, says, “The MMA’s role is to be the industry body representing the interests of the thousands of mobile companies that are powering the mobile ecosystem of today and tomorrow. We have been an involved member for years, playing our own role in helping to grow the mobile industry as a whole. Now, with Greg Stuart at the helm of the MMA, we believe it is time to become a premium member, alongside other industry visionaries such as Coca-Cola, Microsoft, Tribune Company and others, who will help the MMA grow as the facilitator of the mobile marketing ecosystem.”

Supporting the development of the MMA’s Mobile Marketing Guide, globally, is consistent with Millennial Media’s commitment to mobile research and thought leadership. The company has issued more than 40 mobile advertising research reports over the past four and a half years. The company’s monthly reports include the Scorecard for Mobile Advertising Reach and Targeting (SMART), which highlights mobile advertising reach, targeting and engagement trends, and the Mobile Mix: The Device Index, which highlights key mobile devices, OS, and application trends from the company’s network.

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