The mobile brand experience

Date of publication: June 1, 2008

Abstract:

This presentation describes the pioneering work of conducting ad effectiveness research on the mobile web. By forcing a process that combines innovation, collaboration, leadership, and research rigor, a previously unavailable view on branding impact was introduced. The research primarily employs control/exposed methodology and this presentation grants an early look at the impact mobile ads have across traditional brand metrics (brand and ad awareness, message association, brand favorability, purchase/behavior intent).

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