Our most recent SMoX studies are available for download now:
Published in the Journal of Advertising Research
With mobile usage now accounting for at least half of the traffic and one-third of the revenue of e-commerce, marketers face challenges as to how to optimally allocate marketing spend, and how to maximize and measure mobile’s effectiveness. An article recently published in the ARF’s Journal of Advertising Research highlights results from 11 case studies the MMA conducted for top brands, including Allstate, Unilever, AT&T and the Coca-Cola Company. Download this article now to gain insight into some of the results:
This study, for Magnum ice cream, accentuates how certain combinations of formats, channels and targeting methods can further improve results. It shows:
These studies are just two of the many initiatives spearheaded by the MMA that give the marketing community vital learnings about mobile. The Allstate and Unilever research joins SMoX case studies already performed on behalf of AT&T, Coca-Cola, Mastercard and Walmart that together form the most complete body of research on mobile attribution that exists today.
To have SMoX research presented to your team, or to become a SMoX participant, partner or supporter, please contact:
Vassilis Bakopoulos
MMA SVP/Head of Industry Research
[email protected]
M: + 1 917 856 5905
Why mobile marketing is a missed opportunity – And how you can optimize it on behalf of your brand
The MMA would like to thank the marketers at AT&T, Coca-Cola, MasterCard and WalMart. Thank you to the Industry Partners, including the Association of National Advertisers (ANA), The Advertising Research Foundation (ARF), The American Association of Advertising Agencies (AAAA) and Media Link. Thank you to the study supporters Vodafone, The Weather Channel, Pandora, inmobi, xAd, Tremor Video, Turkcell, Facebook, Millennial Media, Verve, Urban Airship, Weve, Yahoo!, Videology, Twitter, Meredith, MXM, AT&T Adworks, Avea, Hello World. Thank you the research partners Marketing Evolution and Millward Brown Digital.