Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart

Vassilis Bakopoulos, Greg Stuart and Rex Briggs

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 2, 169-179

Abstract: Mobile adoption is causing a big transformation in consumer behaviour, yet there is still very limited evidence about the value of mobile as a marketing channel. This paper summarises the findings from a series of cross-marketing effectiveness studies that were initiated by the Mobile Marketing Association. Using an approach that leverages individual-level data and regression analysis, these studies aim to quantify the value of mobile in the mix and provide insights about the specific value of mobile formats such as banners, audio, video and native, as well as targeting methods including location targeting.

Keywords: mobile advertising; ROI; advertising effectiveness; media mix optimisation; mobile formats; location targeting (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:2:p:169-179

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