Hampton Finds Value in Mobile Ads

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CHICAGO Increased awareness and greater stay consideration were among the fruits of Hampton Hotels’ recent campaign on the Weather Channel’s mobile phone Web site.

The study by Dynamic Logic, a marketing metric firm based in New York, measured the effectiveness of the Hilton brand’s summer campaign on the Weather Channel Mobile Web. The site provides visitors with hourly forecasts, current conditions, severe weather warnings and radar maps for thousands of cities worldwide. Seventy-two percent of respondents in Dynamic Logic’s research had traveled within the past year; nearly two-thirds access the Web through their cellular phones more than once daily; and 42 percent visit weather.com

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