Mediative and HEC Montréal launch a long-term study on the use of mobile devices

Tuesday June 25, 2013

Montreal, Quebec - June 18, 2013 – The use of mobile devices in Canada has surpassed all projections, transforming the way businesses communicate with consumers. To remain at the forefront of these changes, Mediative, in partnership with HEC Montréal, SAP, and Avatar EEG Solutions Inc, has launched a research program on the antecedents and consequences surrounding the use of mobile devices for companies looking to attract customers on these platforms. This program, which will gather data over the next three years, will allow the industry and academic institutions to conduct cutting-edge research to contribute to information systems and marketing theory. Furthermore, this study will help partner organizations optimize their techniques, methods, and strategies for mobile devices.


"The world of mobile devices is constantly changing, and businesses wishing to capitalize on these platforms to sell their products and services need a better understanding of how people use them," explains Mohamed Kahlain, Vice President, Products and Marketing, at Mediative, a division of Yellow Pages Group specializing in digital marketing research. "Our partnership with HEC Montréal will complement our current research while actively encouraging innovation in digital marketing."


Mediative's involvement in this multi-method research program on the use of mobile devices and its antecedents and consequences will be funded and led by the company's digital marketing experts.


"This research program, funded by the Social Sciences and Humanities Research Council, positions HEC Montréal and its laboratory, Tech3Lab, at the forefront of knowledge in the use of mobile devices . We're delighted to be benefiting from Mediative's expertise in mobile marketing for businesses," said Sylvain Sénécal, Professor of Marketing at HEC Montréal. The research program began in January 2013 and will result in a series of reports on the world of mobile devices over a three-year period.



Last February, Mediative published a study on the various facets of online display advertising and its best practices in order to get a better understanding of the real value of this form of advertising and improve its performance in terms of both brand awareness and response rate. Mediative worked with HEC Montreal's RBC Financial Group Ecommerce Chair to review the academic and managerial literature on the subject. For more information on the results of this review, download the full study at:



Mediative is one of North America's largest integrated advertising and digital marketing companies, specializing in maximizing the online presence of some of the world's most respected brands. Mediative covers all print, search, display and social networks to drive performance marketing for clients from brand awareness to lead generation and sales. The company also integrates data, media networks and technology to help advertisers, publishers and retailers connect with audiences. Mediative has over 150 employees across four Canadian offices: Montreal, Toronto, Kelowna and Vancouver. Mediative is a Yellow Pages Group division.



HEC Montréal is an academic institution that serves more than 12,000 students in its various management programs, from the undergraduate to postgraduate level, and provides training to more than 7,000 managers and executives each year. It is one of the most active business schools in research in Canada thanks to some fifty research units, including 25 chairs of which seven are Canada Research Chairs. With its 270 professors, HEC Montréal is a francophone institution that offers several programs in more than one language. Since its founding in 1907, the school has trained more than 71,000 graduates in numerous managerial fields. | Facebook | Twitter | RSS




Mediative blog:

For media inquiries, please contact:

Josée Laperrière
Senior Marketing Communications Manager

Sylvain Sénécal
Professor of Marketing at HEC Montréal
Mobile : 514 712-2904

News room > Press releases > 2013 > Mediative and HEC Montréal launch a long-term study on the use of mobile devices