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

Author

Listed:
  • Bakopoulos, Vassilis
  • Stuart, Greg
  • Briggs, Rex

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.

Suggested Citation

  • Bakopoulos, Vassilis & Stuart, Greg & Briggs, Rex, 2016. "Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(2), pages 169-179, June.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:2:p:169-179
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    More about this item

    Keywords

    mobile advertising; ROI; advertising effectiveness; media mix optimisation; mobile formats; location targeting;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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