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Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(2),
169-179
(2016)
Abstract
Mobile adoption is causing a big transformation in consumer behaviour, yet there is still very limited evidence about the value of mobile as a marketing channel. This paper summarises the findings from a series of cross-marketing effectiveness studies that were initiated by the Mobile Marketing Association. Using an approach that leverages individual-level data and regression analysis, these studies aim to quantify the value of mobile in the mix and provide insights about the specific value of mobile formats such as banners, audio, video and native, as well as targeting methods including location targeting.
Keywords: mobile advertising; ROI; advertising effectiveness; media mix optimisation; mobile formats; location targeting
The full article is available to subscribers to the journal.
Author's Biography
Vassilis Bakopoulos is Vice President, Insights and Research for the Mobile Marketing Association and has been tasked with organising the industry’s wish list of top questions regarding mobile’s role in the marketing mix. Before that he worked for Digitas and Kantar in New York and Europe.
Greg Stuart is Global CEO of the Mobile Marketing Association, the global trade group for mobile, with members such as P&G;, Facebook, The Coca-Cola Co., Unilever, Google, ESPN and 800 more. He is a 30-year veteran of the marketing and media industry in New York City and San Francisco, two-thirds of which has been in digital as CMO, CEO and more. Greg is also the co-author of ‘What Sticks: Why Advertising Fails and How to Guarantee Yours Succeeds’.
Rex Briggs is CEO of Marketing Evolution and author of two best-selling books, ‘What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds’ (2006) and ‘SIRFs Up — The Story of How “Spend to Impact Response Functions” (SIRFs), Algorithms and Software Are Changing the Face of Marketing’ (2012). He has originated the Cross-Media Optimisation Studies (XMOS) to quantify digital’s role in the mix, working in close partnership with the Advertising Research Foundation.
Citation
Bakopoulos, Vassilis, Stuart, Greg and Briggs, Rex (2016, June 1). Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 2. https://doi.org/10.69554/BXON1786.
© Henry Stewart
Publications LLP
Publications LLP