Vodafone, Pandora, and Telefonica among the firms signed up to discover mobile's real ROI.
The Mobile Marketing Association has launched a cross-platform research campaign it calls SMoX.me (Smart Mobile Cross Marketing Effectiveness).
It will examine brands' smartphone and tablet advertising and promotional activity to calculate ROI in comparison to traditional internet, TV, radio and print options.
Each SMoX.me study will analyse mobile channels including mobile display, rich media (or other unique ad types), video, audio, email, SMS and others, with studies already set for the UK, the US, and Turkey.
Meanwhile, partners that have enlisted to SMoX.me include:
*The Weather Channel
* AT&T AdWorks
* Tremor Video
Greg Stuart, CEO of MMA Global, said: "I'm excited to have the opportunity to launch a mobile study similar to XMOS (Cross Media Optimisation Study), but this time on a global level, and I humbly predict that the implications of this research for mobile marketing will again change the way companies spend their marketing dollars."