The mobile brand experience - measuring advertising effectiveness on the mobile web

George Pappachen and Kara Manatt

This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, brand favourability and purchase/behavior intent.

Digital media research
Mobile effectiveness
Mobile marketing, mobile web
Strategy

The mobile brand experience – measuring advertising effectiveness on the mobile web

George PappachenMarket Development, Safecount, United States

Kara ManattCrossMedia, Dynamic Logic, United States

INTRODUCTION

This paper outlines a groundbreaking way...

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