1. The Mobile Coupon Ad Unit
Standards Committee
Mobile Coupons & Loyalty
Moderated by :
Adam Lavine
President & CEO
Mobile Marketing Association FunMobility

2. In
Q3
2012
there
were
79.2
billion
coupons
distributed.
That’s
a
run
rate
of
over
320
BILLION
coupons.
Source: Inmar
Mobile Marketing Association

3. The
value
of
all
coupons
distributed
in
2010
was
over
$500
billion.
On
average,
each
person
in
the
United
States
was
offered
$1,677
in
coupon
savings.
Source: Inmar
Mobile Marketing Association

4. Distribu&on
Redemp&on
Electronic
Checkout
1%
In-­‐pack
Internet
2%
Print
at
Handout
Home
On-­‐pack
0.4%
Electronic
1%
3%
Direct
Mail
Shelf
1%
1%
Handout
Magazine
1%
Internet
4%
In-­‐Ads
5%
Direct
8%
Mail
Free
5%
Standing
Shelf
Insert
Pad
40%
8%
Free
Standing
Instant
Insert
Electronic
Checkout
Redeemabl
88%
e
8%
24%
Source: Inmar
Mobile Marketing Association

5. Announcing the Mobile Coupon Ad Unit
Standards (MOCAUS)
Mobile Marketing Association

6.
Why
the
need
for
a
mobile
coupon
ad
unit
Mobile Marketing Association

7. Mobile Coupon Framework Process
Adopted from ACP’s Digital Coupon Framework
Discovery
&
Valida]on
&
Setup
&
Distribu]on
Presentment
Reconcilia]on
Acquisi]on
Redemp]on
Mobile Marketing Association

8. MOCAUS Milestones and Goals
Milestone
Goal
Milestone
Detail
1.
Mobile
Couponing
Update
January
2013
Create
a
document
that
reframes
the
state
of
and
Call
for
Public
Comments
mobile
couponing
and
a
landscape
review
and
introduces
the
concept
and
value
of
a
mobile
coupon
ad
unit.
2.
Trial
Standards
and
Q1
2013
Pre
1.0
standards,
guidelines
and
best
prac]ce
Guidance
recommenda]ons,
commibee
member
recruitment
3.
Trials
and
Tes]ng
Q2
2013
Ini]ate
field
trials
and
update
guidelines
with
learnings
4.
Issue
Updated
Best
Q3
2013
Issue
formalized
guidelines
/
best
prac]ces
Prac]ces
Compliance
Program
document,
launch
compliance
program.
5.
Reassess
Q4
2013
Measure
compliance
par]cipa]on
and
effec]veness
Mobile Marketing Association

9. Mobile Coupon Ad Unit Standards Committee
Working Subgroups
1. Use Cases & Vocabulary:
2. Creative
3. Measurement
4. Validation & Redemption
5. Distribution & Transmission
Mobile Marketing Association

10. Mobile Coupon Ad Unit Standards Committee
How you can get involved
Join the committee or to provide feedback, guidance and input.
Join a working subgroup to provide specific input and resources to the
standard.
Participate in field trials and tests.
Read the final standard document and provide your company’s support.
To be considered for participation please contact:
Leo Scullin
Michael J. Becker
Adam Lavine
Global Industry Initiatives
Managing Director, North America
Chief Executive Officer
Mobile Marketing Association
Mobile Marketing Association
FunMobility, Inc
e: leo@mmaglobal.com
Michael.becker@mmaglobal.com
adam@funmobility.com
m: +1 (917) 439-5059
M: +1 (408) 242-5733
m: 925 548-2738
Mobile Marketing Association

11. Today’s
Panel
John Morgan Chris Wayman Sarah Rotman Epps
Executive Director Vice President Mobile Senior Analyst
Association of Coupon Professionals General Manager Forrester Research
Merkle
Moderator:
Adam Lavine
President & CEO
FunMobility
Mobile Marketing Association