Mobile Marketing Association supports Three Screen Trial

By Mickey Alam Khan

April 8, 2008

Laura Marriott is president of the Mobile Marketing Association

The Mobile Marketing Association is supporting ioglobal Inc.’s trial of integrated mobile marketing measurement practices.

Ioglobal’s Three Screen Trial is designed to create a framework for assessing the role of mobile in integrated campaigns. User response to branded content delivered on both mobile and PC platforms will be correlated with television-viewing data – a first for the industry.

“In order to drive brand investment in the mobile channel, we need to be able to clearly and consistently measure the success of each marketing campaign regardless of vendor, operator or agency," said Laura Marriott, president of the MMA, Denver, CO. 

"The MMA has been working to drive a global measurement initiative including consistent ad currency definitions as well as metrics and reporting," she said. 

The Three Screen Trial results will be one of the first steps in supporting the effectiveness of mobile in a cross-media environment,” she said.

The result of the Three Screen Trial will give MMA members insight into issues such as mobile marketing targeting and measurement.

The MMA introduced a measurement effort in mid-2007 to develop standard metrics to measure the success of the mobile channel.

A spinoff of British Telecommunications’ ventures program, ioglobal is a provider of integrated mobile content services for wireless carriers, media companies, advertisers and advertising agencies.

The Three Screen Trial is being run in partnership with media companies and advertisers.

Ad campaigns debuting during the trial will integrate mobile marketing tactics such as banner ads, pre-roll, post-roll and in-stream videos, SMS messages and pure content sponsorship.

"The ioglobal trial is important to measure the effectiveness of mobile when integrated into a cross-media initiative – in this case, with web and TV. We are excited to assess the results of this trial for our industry growth and development," Ms. Marriott said.