Ioglobal has garnered the support of the Mobile Marketing Association for its "Third Screen Trial" initiative that aims to find out just how effective mobile marketing campaigns really are.

"The Third Screen Trial will provide a 'live lab' to evaluate mobile's impact on both sales and brand health," RCR Wireless News quotes Bob DeSena, ioglobal's general manager for North America, as saying. "Because of the unique characteristics of iolglobal's platform, we are able to respond to the industry's need for greater knowledge of integrated communications and the impact of different strategies on campaign outcomes."

Ioglobal will conduct the trial with the help of major media firms and advertisers.