iO Global's ROI test for mobile TV advertising

Link: SourceWire | Press Releases – iO global to Launch Trial of Three-Screen Marketing Practices

iOâ„¢ global, the innovative worldwide provider of integrated digital retail solutions, is launching a three-screen trial to measure the effectiveness of integrated mobile-TV-PC marketing practices. For the first time, publishers, advertisers and agencies and a digital retail solutions company are joining forces to establish a framework for demonstrating ROI on three-screen marketing initiatives.

iO global is partnering with several major media companies and advertisers to deliver branded content to a sample of consumers. The trial will kick-off in January, 2008. Participating publishers and advertising agencies will have access to behavioural and purchasing data, as well as brand health measurements collected during the trial.

I think this will yield som fascinating results. More from iO Global here.