DMA: Data and Marketing Association
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Course Details

Omnichannel Mobile Marketing

The next wave of mobile advertising is here. Buyers can no longer afford to wait if they want to take part in the tremendous growth.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Consumers have already moved to mobile, and advertisers have followed. Mobile spend growth is no longer a hypothetical – it is taking place right now. Mobile is not a separate channel, but a variety of screens and technologies that allow you to access your audience in new ways.

In this module from DMA & MediaMath, you will learn the formats, trends and best practices for mobile advertising in today’s technology landscape. Issues from geofencing and deep linking to probabilistic tracking, MRAID and deterministic user log-ins are all covered in this in-depth module.


  • Introduction to Omnichannel Mobile
  • The State of Mobile Advertising
  • History of Mobile Advertising
  • Essentials of Mobile Advertising
  • Mobile Ad Tech Buzzwords
  • MRAID and Cross-Device Measurement
  • Frequently Asked Mobile Questions
  • Mobile Advertising Best Practices
  • Omnichannel Mobile Workbook


Michelle Said
Senior Manager, Certification & Curriculum Development MediaMath, New Marketing Institute Read Biography »

Section 1: The Mobile Marketing Landscape

  • The technology that supports mobile marketing
  • Key Terminology

Section 2: The State of Mobile Advertising

  • The History of Mobile Advertising
  • The evolution of the mobile phone
  • Mobile Advertising Spending Trends
  • DSPs

Section 3: The Essentials of Mobile Advertising

  • Mobile web
  • In-app advertising
  • Mobile ad formats and sizes
  • Top mobile apps
  • Hyperlocal targeting and geofencing
  • Mobile Ad Tech “Buzzwords”
    • Deep linking
    • Beacons

Section 4: Cross-Device Measurement – The Next Frontier

  • Probabilistic tracking
    • Device fingerprinting
  • Deterministic user log-in
    • SDK (Software development kit)
    • Mobile web vs. in-app

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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