MMA Secures $1m for Mobile Marketing ROI Study

In the US, the Mobile Marketing Association (MMA) has received $1m in funding from a consortium of major brands, to launch a global study that will aim to evaluate mobile's contribution to marketing ROI.

The new SMoX.me (Smart Mobile Cross Marketing Effectiveness) research will test real in-market campaigns, to determine the relative economic value of investing in mobile channels compared to traditional marketing channels. The study will be based on the previously conducted Cross Media Optimization Study (XMOS) series, which was developed to enable marketers to determine the optimal mix of Internet media, TV, radio and print advertising.

SMoX.me's sponsors include Vodafone, Pandora, The Weather Channel, Velti, AT&T, AdWorks, InMobi, Telefonica, Tremor and VideoVibes.

An RFP for the study has been sent to a number of research organizations, and the consortium will be actively involved in reviewing and evaluating proposals. An announcement of the choice is expected during the third quarter of 2012.

Greg Stuart (pictured), Global CEO of MMA, comments: 'I'm excited to have the opportunity to launch a mobile study similar to XMOS, but this time on a global level, and I predict that the implications of this research for mobile marketing will again change the way companies spend their marketing dollars.'

Web site: www.mmaglobal.com .