MMA together with present Audio Advertising Playbook

MMA together with launch Playbook on Audio Advertising

This is the first Playbook on advertising digital audio in Latin America. The free download digital book provides an Audio-X-ray in Latin America and presents concepts, statistics, trends, and best practices.

Buenos Aires, September 26th 2017.- The Mobile Marketing Association (MMA) launched the Playbook for free download "Audio advertising: The new frontier of mobile advertising", led by, digital audio advertising solutions company in Latin America and the US Hispanic market.

The Playbook, available in Spanish, Portuguese and English, highlights the transformation of a half century as the radio that accompanied the mobile revolution and was repositioned with technology, and also explains the reasons why audio advertising is today one of the Most relevant and scalable in the digital industry.

The digital book provides an X-ray of digital audio advertising in the region from the perspective of mobile marketing, and presents concepts, definitions, statistics on digital audio consumption in Latin America, formats, best practices, the arrival of programmatic purchase to Audio, and trends.

In the chapter on best practices, the Playbook addresses cases of brand success based on digital audio advertising, among which stand out: Dodge, BMW, OLX and Gatorade.

"In the whole of the possibilities of the digital, the audio allows the segmentation of the audience based on social connections, personal interests, musical styles, favorites, time of day, device. Data intelligence helps make personalization more accurate and technology makes it easier to measure campaign results in real time, "said Fabiano Destri Lobo, Managing Director of the Mobile Marketing Association Latam (MMA).

 "EMarketer projections point out that in the United States by 2018, investments in digital audio will increase from 15% of the total audio budget in 2015 to 25%. On the other hand, the consumption of digital audio is growing worldwide and the global monthly audience, according to estimates of different analysts, is close to 900 million people. In Latin America the standard listener listens for 10 hours and 45 minutes of digital audio per week. These indicators clearly demonstrate that digital audio is not future, but strongly entrenched as a media "said Germán Herebia, CEO of RedMas and Co-Founder of

On the other hand, Carlos Córdoba, Managing Director of, said: "Online radio, streaming services, podcasts, apps and audiobooks are part of this growing trend and set up today digital audio as an innovative media to connect brands with their audiences. Considering this, together with the MMA we developed the Playbook on Audio Advertising with the aim of bringing the industry closer, a reference guide to delve into best practices in digital audio. "

To download the Playbook, visit:

ABOUT AUDIO.AD: is a Cisneros Interactive company that provides digital audio advertising solutions for brands and audio content producers in Latin America and the Hispanic market in the United States, and enables advertisers to impact with audio spots and other formats Digital to online radio audiences and streaming audio services in a smart and individualized way. Founded by Germán Herebia and Carlos Córdoba in December 2014, has an audience of over 55 million unique users in the region. For more information, visit

MMA is the leading non-profit association of the world's mobile ecosystem, with more than 800 associated companies from approximately 50 countries. Its partners come from all corners of the Mobile Marketing ecosystem, including advertisers, agencies, mobile technology platforms, media companies, operators, among others.
The mission of MMA is to accelerate the transformation and innovation of marketing through mobile devices, promoting business growth with great, and increasingly, consumer engagement.