Wireless Advertising T&M

Advertising.com's Wireless Advertising Marketing & Measurement Initiative (WAMMI) tests six emerging wireless channels: messaging, wireless Internet, location-based advertising, interactive, retail integration and time-sensitive advertising. The project provides insight into how to develop, package and deliver wireless advertising that reaches consumers in a mobile environment. Previous studies have been confined to a single market or form of wireless technology, while the WAMMI research design encompasses the full scope of devices such as wireless phones, PDAs and pagers across multiple geographic markets. The research is expected to yield not only a measure of the effectiveness of wireless advertisements, but also will provide insights into the target audiences' behaviors and levels of acceptance of wireless advertising. This information will be geared toward wireless advertisers, carriers and marketers. - www.advertising.com or 410-244-1370