NEWS17 July 2012

MMA secures $1m funding for mobile effectiveness study

North America

US — The Mobile Marketing Association (MMA) has secured over $1m in funding to launch a global, in-market research project that will evaluate mobile’s ROI.

The project, “ for Smart Mobile Cross Marketing Effectiveness”, will test real in-market marketing campaigns to determine the relative economic value of investing in mobile channels compared to traditional marketing channels.

An RFP for this research has been sent a number of research organisations. The consortium of participating companies will be actively involved in the selection process by reviewing and evaluating proposals from each research firm and will announce the research partner by the third quarter of 2012. Additionally the consortium is also involved in selecting which brand marketers’ campaigns will be measured as part of the research.

Current participating partners include Coca-Cola, Vodafone, Colgate-Palmolive, Pandora, The Weather Channel, Velti, AT&T AdWorks, InMobi, Telefonica, Tremor Video and Vibes. The project will be spearheaded by Greg Stuart, CEO of the MMA who previously led the MMA’s Cross Media Optimization Study (XMOS) series starting in 2002.

Jack Haber, VP global advertising and digital for Colgate-Palmolive, said: “With the radical shifts in consumer media consumption all around the world, it is vital that marketers get quantitative guidance from the industry on how to best optimise mobile in the marketing mix.”

Each study will provide a cross marketing channel return on investment analysis seeking to understand mobile marketing alongside traditional and other digital marketing channels in their ability to generate brand metrics (e.g. awareness, brand image or purchase intent) or sales, depending on a marketer’s goals.

The results are also expected to help optimisation of channel mix as well as clarifying relative value of each of the individual mobile channels, including mobile display, rich media (or other unique ad types), video, audio, email, SMS and others. Studies are already planned for the United States, the United Kingdom and Turkey.