SMoX Study | MMA Global


The MMA’s groundbreaking series of SMoX case studies, which examine mobile’s role in a multi-touch attribution world, are providing brand marketers with empirical evidence about how mobile can provide maximum impact for the very first time. These studies answer three critical questions:

  1. Can mobile help brands meet their marketing goals across the purchase funnel?
  2. What is the optimal mobile allocation for my campaign?
  3. How can I make my mobile investment work harder?

Our most recent SMoX studies are available for download now:

How Brands Can Make Smarter Decisions in Mobile Marketing

Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

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:

  • How should we plan and execute for mobile in the context of an integrated campaign?
  • Should we use mobile for branding, direct response, or both?
  • Are there mobile tactics that are more suitable for the upper funnel versus the lower funnel?
  • Which specific key performance indicators (KPIs) should we measure and optimize against, and how?
Download Now

Unilever (October 2016)

This study, for Magnum ice cream, accentuates how certain combinations of formats, channels and targeting methods can further improve results. It shows:

  • The ability of mobile to deliver on context in an unrivaled fashion.
  • The power of producing creative exclusively for mobile.
  • The benefits of using dynamic targeting in mobile.
  • The reasons why it’s important to focus on sales impact in mobile as opposed to CPM.
Download Now

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

Participating Marketers

SMoX Leadership Track

Location Segment Leader:
Cross Screen Segment Leader:
Data Segment Leader:

SMoX Sponsoring Partners


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VIEW SMoX Roadshow Highlights

May 14th, 2015 Webinar

Optimal Allocation to Mobile is in the Double Digits! How the MMA’s SMoX Study results changes the marketing landscape forever


Special Thanks

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.