MediaPost is reporting that the Weather Channel Interactive and Dynamic Logic conducted a study of the effectiveness of ads running across the Weather Channel's mobile network in July 2007.
The campaign [for Hilton's Hampton Hotels] showed high effectiveness for brand metrics, as respondents' overall favorability toward Hampton was higher for the exposed group (62% favorability) than the control group (48%). In addition, exposure to the campaign caused an increase in purchase intent (defined as consideration to stay at a Hampton hotel for their next trip) by at least 10 points.
Much of the rationale for the buy-side in mobile marketing has been reaching a coveted audience that is increasingly difficult to reach. This study further legitimizes mobile marketing by bringing a critical metric used in all other major media and as a result is huge step forward for the mobile marketing medium. Kudos to the WCI for their continued innovation in mobile media.