As the industry trade body focused on architecting the future of marketing, the Mobile Marketing Association (MMA), today announced the formation of the first-ever brand-led “Future of Mobile Fraud Council”.
The mission of the Council is to help marketers stay ahead of mobile marketing fraud by empowering marketers to assess their exposure to fraud, combat fraud with the right tools and education and finally improve their ability to track the impact of these efforts using collaboratively developed best practices. The initiative will be co-chaired by Kevin Frisch, former marketing executive at Uber and now CMO at Wag Labs, Inc and Terri Schriver, SVP Enterprise Media, Bank of America.
As a prelude to the creation of the council, the MMA conducted an initial benchmarking survey to identify global trends when it comes to how marketers are currently reducing fraud, their expectations and strategic plans about the future, as well as their own evaluation of the effectiveness of these practices.
Preliminary top line results of the study suggest that 84% of marketers expect mobile ad fraud to continue being a significant problem. Over 60% think it will increase in the future, partly because their individual efforts can't address the fundamental drivers of mobile fraud - strong incentives for perpetrators, lack of penalties and overall complexity of the mobile ad ecosystem. The survey also suggests that marketers will continue to drive the need for more transparency and invest in third party solutions to help reduce fraud in their media spend. Currently, about 1 out of 2 marketers currently claim to use a specific third party solution to detect, monitor and prevent fraud, although most appear somewhat unclear about the effectiveness of these solutions. In fact, 7 out of 10 say their vendor only partly addresses the problem and while 60% of them tend to be “somewhat” satisfied, they are less likely to recommend these solutions which results in an average Net Promotor Score (NPS) of minus 18.
“As we are committed to building the strongest and most transparent communications platform, it is critical that as an industry we both bring transparency to the issues that surround fraud in the mobile marketing ecosystem as well as develop best practices and guidance for marketers to protect their media investment,” said Greg Stuart, CEO, Mobile Marketing Association. “We applaud the marketers for coming together to collaboratively drive against finding solutions and ways to measure their own efforts.”
The MMA plans to release a detailed report of the findings in January of what will be the first wave of an annual tracking survey about the state of Fraud, with detailed findings by region (NA, EMEA, LATAM, APAC).
Companies who have already joined the Council include 1-800-Flowers, Ahold Delhaize, Amex, Bank of America, Calvin Klein, Campbell's, Coca-Cola, CVS, Discover, Etrade, Ford, GM, GSK, Hallmark, Marriott, Miller, Monster, Samsung, Universal Orlando, Uber. The Future of Mobile Fraud Council will convene its first meeting on 1/24. Marketers who are interested to participate in the Council are welcomed to reach out to fraudcouncil[.]mmaglobal.com.
About the MMA
Comprised of over 800 member companies globally and 14 regional offices, the MMA (mmaglobal.com) is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers.
Members include: 1-800-Flowers.com, Allstate, Ally Financial, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate-Palmolive, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, GroundTruth, Hilton Worldwide, IBM Watson, LinkedIn, Marriott International, Match Group, Mastercard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RetailMeNot, Salesforce, Samsung, Snap Inc., Spotify, SUBWAY, Target Inc., The Coca-Cola Company, T- Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, Vibes, Walmart, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM).