Nielsen and MMA team up for mobile study

The economic value of mobile advertising is set to be detailed as part of a joint venture between media insights firm Nielsen and the Mobile Marketing Association (MMA), reports

The study, titled (Smart Mobile Cross Marketing Effectiveness), hopes to bolster the profile of the media among ‘brand-side marketers’ by measuring the effectiveness and value of mobile advertising, according to, which Nielsen and the MMA believe is the industry’s first panel-based research into the issues, hopes to offer brands the opportunity to optimise their campaign budgets in order to accommodate the shift in consumption.

For example, an even bigger slice of marketing budgets could go towards mobile marketing campaigns, such as SMS marketing, if the effectiveness and value proves to be favourable.

With Gartner’s research suggesting mobile advertising budgets could hit $11.4 billion this year, mobile marketing appears to be a key focus for marketers at the moment.

Paul Berney, MMA’s CMO and managing director for EMEA, believes the study is almost ready to begin.

“We’re 99 per cent of the way there with the methodology and what we aim to do is work out the economic value of mobile [marketing] against [spend] on other platforms such as the internet and other media,” he said.