Advertising campaigns innovated for mobile
According to the latest figures from ZenithOptimedia, a third of the growth in advertising this year is to be fuelled by mobile campaigns. The media agency’s Advertising Expenditure Forecast found that the market is set to grow by 3.5 per cent this year, with 37 per cent of this growth accounted for by the explosion in advertising on mobiles and tablets.
Overall, mobile marketing is expected to expand by 77 per cent this year, 56 per cent next year and 48 per cent in 2015. By this point, spend in this area will make up six per cent of advertising expenditure worldwide.
The mobile ad sector will be worth US$14.3 billion (£8.86 billion) globally this year, which is 2.9 per cent of advertising spend.
Mobile advertising has made significant strides this year as marketers test new ad formats and get a better grasp on mobile’s role as part of a multichannel strategy.
Here are five advertising campaigns innovated for mobiles, that we really liked:
1. Adidas:
To promote its new Boost shoe, Adidas launched a rich media campaign that let consumers play a mobile game. The game was meant to stimulate the different types of terrain and conditions that the shoe can hold up in. The athletic shoe brand partnered with iProspect Philippines and InMobi on the campaign with findings pointing towards the effectiveness of rich media in keeping consumer’s attentions. The average user time engagement with the ad was more than 60 seconds. Additionally, the campaign generated a 1.27 percent click-through-rate, and the peak daily click-through-rate was 2.02 percent. The average click-through-rate on iOS devices totalled .97 percent with the Android version bringing in a 1.64 percent click-through-rate. The campaign generated 1,220,346 impressions with 672,054 coming from iOS devices and 548,292 coming from Android devices. Moreover, the advertising campaign racked up 15,478 clicks.
2. Bradesco Seguros Insurance:
Bradesco, a car insurance provider, placed ads in iPhone and iPad magazines that appeared to be a traditional spread for a car. The twist comes when the reader tries to turn the page. When readers swept a finger across the tablet’s screen to turn the page, the car follows and crashes. Tagline: “Unexpected events happen without warning. Make a Bradesco car insurance plan.”
3. Chapstick:
Chapstick was smart when it ran a full-page, audio and mobile banner ad within Pandora’s iPhone application.
The company seldom tipped its toes in the mobile space, and the campaign helped Chapstick builds its social and mobile presence.
Chapstick’s mobile ad campaign aimed to increase the company’s relationship with fans. When users tapped on the mobile ad they were redirected to the company’s Facebook page.There, consumers were encouraged to “Like” Chapstick. This not only helps build the company’s relationship with consumers, but also lets them learn more about its products.
The company also launched a branded radio station within Pandora to continue its engagement with users, increase its
Facebook likes and increasing its social presence via a mobile campaign.
4. McDonald’s:
McDonald’s is one of the few marketers that consistently relies on mobile advertising to drive product trials and in-store traffic.
The fast food giant took its efforts to the next level with a campaign that encouraged consumers to snap pictures of their favourite meals and share them on Instagram as part of a marketing campaign to relaunch its famous Big Macs to a young, social media-heavy audience.
In addition to sharing pictures on Instagram, consumers could also browse through a gallery of photos.
McDonald’s worked with Kargo and OMD Chicago to execute the campaign, and ads ran within mobile sites of publications including Us Magazine, Spin and Billboard.
A mobile ad campaign such as this one shows the growing role that mobile has played in bolstering the social media presences of brands this year.
5. The Microloan Foundation:
Using mobile SMS technology, The MicroLoan Foundation (a charity that helps African women set up their own small businesses through micro-financing) created a quick and easy way for users to donate—and receive public awards. “On a digital poster site at a busy shopping centre in London, they created unfinished portraits of African women,made entirely of pennies. Then they invited passers-by to complete each picture by texting a donation to the poster, along with their name. Making innovative use of Grand Visual’s OpenLoop platform, the SMS activated an on-screen animation sequence, and the donation dropped into place as an animated shower of coins, adding to the unfinished portrait.”
A total of 314,200 people were exposed to the campaign, and 21 African women now have their own small businesses.
We, at Exaget, want to contribute to making mobile advertising even more powerful. Join us in this journey.
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Exaget Team
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When Mobile Advertising Goes Viral
October 6, 2013
Ten years ago, everyone thought that radio was on its way out, and with it radio advertising. Figures show that this assumption could not have been more wrong. What has happened is a move towards complexity and multi-channel advertising. With the ubiquity of smart phones comes an increase in the use of phones for music listening, and with this there is an increase in the potential for advertising.
The ZenthOptimedia Advertising Expenditure Forecast claims that mobile advertising is predicted to account for one-third of advertising expenditure growth this year. This refers to all advertising for mobile phones and tablets, but the trend is also one that we can see having huge potential in the radio advertising world, as a lot of radio is listened to this way. The benefit of this move is the possibility to gather more data via mobile devices, meaning that the radio adverts can be catered to individual listeners based on their demographic, their location and the time of day. This is exactly what Exaget offers with our mobile advertising packages.
Radio advertising for mobiles can show ingenuity and humour, and be as groundbreaking and successful as other campaigns. In fact, the most successful mobile advertising campaigns draw upon a range of mediums, since all are available at the touch of a button with a smart phone. Here are our favourites and what they mean for the industry.
‘Don’t Call Us’ Direct Response Advertising
The ‘don’t call 1-800-TRY-LITTLE-C’ campaign for Little Caesars pizza chain featured an advert (shown on both TV and heard on radio) urging customers NOT to call the number given. Those who did call were urged not to visit a website, and when on the website were implored not to enter their address details. Take a look at the campaign here:
Direct response marketing is often very successful in mobile campaigns. When a potential customer is in your target area for example, a mobile advert asking them to call for a promotional code before heading to a certain restaurant for lunch proves very successful. Asking for customers to engage with your business is so much easier when the customer already has their device to hand.
‘Dumb Ways to Die’ Viral Video
‘Dumb Ways To Die’ has been one of the year’s most popular advertising campaigns, featuring a catchy tune which was originally rolled out on radio in Melbourne and across the Metro system, and it has gone viral on the internet, generating over 60 million hits for the video on YouTube. Take a look:
The campaign has since taken on a life of its own, and has been featured in the top ten iTunes charts within various countries. It has also spawned countless parodies and cover versions, generated a karaoke version and has even been developed as a game for iPhones and iPads (and now also for Android devices). For a song that once featured on the radio, the idea has done pretty well!
The success of these campaigns shows how much attention is paid to what happens on radio and on mobile devices; without this initial spark, arguably neither of these campaigns would have been so successful. Not every business will be looking to catapult itself across the globe with a viral advertising campaign, but with targeted ads from Exaget, your business can increase its profile and reach the customers that matter most; namely the ones on your doorstep. Contact us to find out how our innovative mobile advertising strategies can work for you.