Here’s a quick rundown on the latest mobile marketing news.

Mobile Marketing Daily: MMA Updates ‘Optimal’ Mobile Budget Share To 16%

Given mobile growth since 2012, the MMA on Tuesday issued a new report updating its “optimal” mobile budget allocation from an average of 7% to 16%, using the research methodology, dubbed sMoX, developed by independent research firm Market Evolution. That proportion would be more than five times the current 3% assigned to mobile as a share of total U.S. media spend of $177 billion this year, according to a 2013 eMarketer estimate cited.

“Recent empirical field work and cross-channel analytics from the Mobile Marketing Association suggests that total mobile spend is sub-optimal,” states the report, noting that the SMoX studies are designed to determine the value of investing in mobile compared to other media categories. Specifically, the MMA pointed to a recent study of a 2013 AT&T campaign in which mobile was just 1% of the budget but delivered twice the impact per dollar spent versus TV.

With the optimal modeling mix, the report suggests that instead of the projected $5.9 billion in U.S. mobile ad spending (excluding search) this year, the amount would instead be far larger, at $28.5 billion. And the total worldwide would be $86.8 billion out of total spending of $543 billion.

Mobile Commerce Daily: Forrester Analyst: Marketers Must Create Mobile Moments to Stay Relevant

“Brands and marketers need to realize that customers are looking for a high quality experience, and that all interactions they have with your brand are part of it,” said Jennifer Wise, analyst at Forrester Research, Cambridge, MA. “It’s more than a shift to time spent on mobile; this perpetual connectedness has led to a shift in customers’ thinking.”

MediaPost Agency Daily: Mobile Is The Best Driver of Ad Receptiveness

The research found that consumers are most receptive to ads on mobile devices. Receptivity was 30% greater on a smart phone than via cable TV, per the research. By location, the study found that receptivity is significantly better away from home.

Mobile devices were also found to be strong drivers of attention—message recall on smart phones averaged 41%. Also, greater attentiveness drives brand favorability, purchase intent and recommendation intent.