Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Case study

Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart

Vassilis Bakopoulos, Greg Stuart and Rex Briggs
Applied Marketing Analytics: The Peer-Reviewed Journal, 2 (2), 169-179 (2016)
https://doi.org/10.69554/BXON1786

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.

Already a subscriber? Login or review other options.

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.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 2 / Issue 2
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.