MMA Backs io global's Three Screen Trial

David Murphy

The Mobile Marketing Association (MMA)  has announced its support for io global's Three Screen Trial of integrated mobile/TV/PC marketing measurement practices.
The aim of the trial is to arrive at an optimal framework for assessing the role of mobile in integrated campaigns. For the first time, user response to branded content delivered on both mobile and PC platforms will be correlated with television viewing data. Outcomes from the trial are expected to provide MMAs constituency with key insights on such issues as mobile marketing targeting and measurement.
io global is partnering with several major media companies and advertisers to deliver branded content to a sample of consumers for the trial. Participating publishers and ad agencies will have access to behavioural and purchasing data, as well as brand health measurements collected during the trial.
The trial will include only opt-in participants to be divided into test and control zones. Ad campaigns during the trial will be designed to include standard mobile marketing tactics such as banner ads, pre, post-roll and in-stream videos, as well as SMS and pure content sponsorship. The impact of different strategies will be measured by an independent research partner. io global says the trial will provide the mobile marketing industry with new mechanisms for measuring the role and effectiveness of mobile in integrated campaigns.
We are pleased to be supporting io global on the Three Screen Trial, says MMA President, Laura Marriott. 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.
The MMA is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA launched a Measurement initiative in mid-2007 to respond to the need to develop consistent industry metrics to measure the success of the mobile channel.
io global, a spin off of British Telecommunications ventures program, is a worldwide provider of integrated mobile content solutions for wireless network operators, media companies, advertisers and advertising agencies to enhance the mobile experience for consumers. io globals technology for managing and delivering content to mobile phones has been successfully deployed by carriers in high-growth markets in Europe, the Middle East and Africa.
The Three Screen Trial will provide a live lab to evaluate mobiles impact on both sales and brand health, says Bob DeSena, io global General Manager for North America. Because of the unique characteristics of ioglobals platform, we are able to respond to the industrys need for greater knowledge of integrated communications and the impact of different strategies on campaign outcomes.