News
MMA throws weight behind IO Global initiative
Stuart O'Brien Apr 7 2008, 12:28pm
IO Global has received the support of the MMA for its trial of integrated mobile-TV-PC marketing measurement.
User response to branded content delivered on both mobile and PC platforms will be correlated with television viewing data.
The Mobile Marketing Association (MMA) says outcomes from the 'Three Screen Trial' are expected to provide its constituency with insights on targeting and measurement.
Advertising campaigns launched during the trial will integrate several mobile marketing tactics, including banner ads, pre-roll, post-roll and in-stream videos, as well as SMS and pure content sponsorship.
Laura Marriott, president of MMA, said: “Measurement is key to all players in the ecosystem in order to drive mobile investment and maximise brand engagement with the mobile channel.
The Three Screen Trial results will be one of the first steps in supporting the effectiveness of mobile in a cross media environment.”
Bob DeSena, io global general manager for North America, said: "The Three Screen Trial will provide a ‘live lab’ to evaluate mobile’s impact on both sales and brand health. Because of the unique characteristics of io global’s platform, we are able to respond to the industry’s need for greater knowledge of integrated communications and the impact of different strategies on campaign outcomes."
