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“Three Screen” Advertising Trial

3screens_smiley.gif The Mobile Marketing Association has announced it will support the Three Screen Trial that is to be conducted by ioglobal. For the first time, user response to branded content delivered on both mobile and PC platforms will be correlated with television viewing data.

“The Three Screen Trial will provide a ‘live lab’ to evaluate mobile’s impact on both sales and brand health,” explained Bob DeSena, ioglobal Inc.’s general manager for North America. “Because of the unique characteristics of ioglobal’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.”

The trial will aim to asses the role of mobile in integrated campaigns and will look into measurement practices of integrated mobile, television and PC marketing. It will correlate the user response to branded content delivered on mobile and PC platforms with that of television viewing data. Outcomes from the Three Screen Trial are expected to provide advertisers and agencies with key insights on such issues as mobile marketing targeting and measurement.

“We are pleased to be supporting ioglobal on the Three Screen Trial,” commented Laura Marriott, president of MMA. “Measurement is key to all players in the ecosystem in order to drive mobile investment and maximize 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.”

See the full release here.

15.04.2008    Tags: ,
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