MMA supports ioglobal's Three Screen Trial

Integrated mobile content solutions provider ioglobal announced that non-profit trade group Mobile Marketing Association will support its trial of integrated mobile-TV-PC marketing measurement practices. According to ioglobal, its Three Screen Trial is designed to arrive at an optimal framework for assessing mobile's role in integrated campaigns by correlating user response to branded content delivered via both mobile and PC platforms with television viewing data, promising insight into mobile marketing targeting and measurement efforts. ioglobal will conduct the trial in partnership with media firms and advertisers, integrating mobile marketing strategies including banner ads, pre-roll, post-roll and in-stream videos as well as SMS and pure-play content sponsorships. "Measurement is key to all players in the ecosystem in order to drive mobile investment and maximize brand engagement with the mobile channel," said MMA president Laura Marriott in a prepared statement. "The Three Screen Trial results will be one of the first steps in supporting the effectiveness of mobile in a cross-media environment."

For more on ioglobal's Three Screen Trial:
- read this release

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