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

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.

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

George PappachenMarket Development, Safecount, United States

Kara ManattCrossMedia, Dynamic Logic, United States


This paper outlines a groundbreaking way to measure the branding efficacy of mobile advertising. While it is not novel to recruit panel respondents for mobile research, live recruitment via mobile device is. By employing custom technology in support of the reliable techniques utilized in quantifying Internet campaigns over the past nine years (4,000 studies), a previously unavailable read on branding impact was introduced.

This approach, the control/exposed methodology, has been successfully tested and...

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