MMA Aims to Give Brands Better Mobile Marketing Data

Program, backed by The Weather Channel and Pandora, has $1 million in funding

The Mobile Marketing Association is launching a new research program that will be designed to measure, according to the organization, “the relative economic value of investing in mobile channels compared to traditional marketing channels.” Data from the initiative will also aim to provide insights into channel mix optimization, the MMA said, while assessing the effectiveness of the following mobile ad units: display, rich media, video, audio, email and text messages.

The program, dubbed (for Smart Mobile Cross Marketing Effectiveness), has initial funding of $1 million and claims The Weather Channel, Pandora and Vodafone as launch platform partners. Speaking earlier today at an industry event in the Dominican Republic, Greg Stuart, MMA's CEO, revealed the consortium-based effort, which will name a lead research partner and several test brands sometime this quarter.

Jack Haber, a global and digital advertising vp for Colgate-Palmolive, said in a prepared statement that the “has the potential to transform” how marketers allocate budget toward mobile. 

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