Moving The Mobile Gap: IPG’s UM Forms “Mobile-First Consortium”

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Mobile marketing has become a real phenomenon – and it’s easy to understand why.

According to a recent Google study, Smartphone users are ready to buy. Fifty-five percent want to purchase within an hour, 83% within a day. They also want to purchase from a business within a couple miles of where they are at the moment. Yet despite the enormous popularity around mobile usage, there is still lack of cohesive data standards, key performance indicators, recognized creative specifications and a common mobile vocabulary for mobile marketing, so brands are challenged to achieve remarkable results from the channel.

To address these issues, we are proud to join Interpublic Group’s UM as founding members of the Mobile-First Consortium (“MFC”), a group dedicated to the notion that mobile media is not distinct from but an integral part of the media and marketing practice. Here are some of the key things you can expect from us as it relates to the MFC:

  • Mobile Certification: A scorecard that can assess if a company is truly mobile-first by ranking brands, publishers and agencies based on quantitative and qualitative data.
  • MFC Media Manual: A glossary of mobile marketing terms that provides simple definitions in 140 characters or less and recommends a new set of commonly accepted KPIs.
  • Translation Engine: An application that enables marketers to translate traditional marketing concepts into a mobile lexicon and vice versa.
  • Mobile Solutions: A formal codification of MFC recommendations for superior creative units that every publisher can and should embrace.

We’re honored to be part of the remarkable group of leaders and excited to share the MFC Mission to “stimulate the adoption of change by creating a new mobile lexicon, establishing new operating standards and ensuring the acceleration of product innovation.”

As we head into 2015, we know that you need to absolutely keep mobile advertising in mind with your overall approach – and we’re committed to help you thrive so please keep an eye out for news updates, white papers and certifications.

Read more at UM’s blog.