Jargon Buster

Refers to an experience that is a hybrid of AR and VR. The viewer is still able to see the real world but virtual objects are incorporated seamlessly into that environment. These virtual objects are anchored to the real world and thus, the objects change perspective. For example, objects will get bigger as a user approaches them. This differs from AR where virtual objects do not change perspective as a user moves.

A message sent via a Multimedia Messaging Service that contains multimedia objects.

Any form of advertising that is communicated to the consumer / target via a mobile device. 

Multiple mobile messages, usually delivered as part of a coordinated campaign.

Datasets that understand how your audience moves between postcode districts throughout the day.

Frames that are situated in the car parks or slip roads of motorway services.

MRAID or ‘Mobile Rich Media Ad Interface Definitions’ is the common API (Application Programming Interface) for mobile rich media ads that run in mobile apps. MRAID compliant apps all talk the same 'creative language' where things like ad expansion, ad resizing, and getting access to device functionally such as the accelerometer are concerned. This makes it much easier for developers to create rich media ads that will work across multiple apps. For more info about MRAID see here. 

Multi-Sensor-Tracking devices are used by Route to monitor the movement of participants in the Travel Survey. These use a combination of GPS and other sensors to detect people's location and movements on a second-by-second basis. They are designed to work both above ground and below, even when there is no mobile signal available. These provide accurate positioning to 1m.

MTA is a method of attributing credit to different touch points in a customer's interaction (for e.g different media channels where the customer viewed or engaged with an advertisement) with the advertiser that resulted in a customer action (for e.g. purchase of goods or services).