Ad Infuse has detailed information about their work with Swisscom on two ad-Video Streaming Service enabled pilots. The video channels were about Swisscom's Vodafone Live! Portal, and have made interesting on the reaction of consumers on mobile video ads and consumption of content.
In June 2007, Swisscom Mobile in a partnership with Ad Infuse start mobile video ad sponsored and funded services for the first time in the Swiss market. Video ads were infuse ad in the ad network with key Active Mobile Swiss media buying agency (which is part of Goldbach Media) and Publicis.
Advertisers include Adidas, McDonald's, Migros, Swiss Airlines, Novartis, Peugeot, Sony Ericsson, furniture, monster.ch, Canon and Opel.
Two separate channels have been put in place, with different levels of the administration assistance.
The first video of the chain - "only pleasure" - provided that the clips of comedies MoMedia. The service has been fully funded ad, the service is free for consumers. Clips were from 1 to 3 minutes, and new video has been every day for the first 30 days.
The second channel video - "50Rp Clips" - music, videos at a greatly reduced price. Instead of the classic 3-5 CHF Price (€ 1.80 to € 3.00), the ad-Service takes care of the best videos to 0.50 CHF (0.30 €). A catalogue of the selection of 20 video clips of music internationally renowned artists such as Eminem, Fergie and Jay-Z by Universal.
Ad Infuse AdInMotion's platform has been implemented for mobile pre - and post-roll video ads-real-time video distribution and meetings active. There are three languages residing in Switzerland, the platform also aims to advertising customers tuning of the language, and also the number, as so often, an announcement has been determined by a single user.
In addition, were targeted on the WAP banner of the music-video WAP site for customers of Swisscom Premium services. Stephen Upstone, managing director of European companies for the development of perfusion ad said, "so as to demonstrate return on investment for customers, ad also recommends Infuse on WAP banner campaigns around video on the mechanical response of a trademark. "
Detailed statistics of print advertising, as the "report of the announcement of view", "Unique users" and "delivered undelivered vs Impressions" were collected. Finally, customers, the acceptance and visibility were measured during the test phase by telephone interviews.
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Land Rover and AdMob announced a major publicity campaign designed to reach targeted mobile customers high net worth browsing the mobile web. Land Rover uses AdMob campaign of the new practice guidance to reach consumers based on mobile-specific factors, as well as specific devices, which mobile marketing to a new level.
The Land Rover campaign is also the first to use AdMob iPhone ad to reach individuals of high net worth. The Land Rover has an iPhone Ad Store in the banner itself. This allows mobile phone users to type in the zip code and displays a map and directions to the nearest dealer.
Of the people who clicked on the ad Land Rover, 23% responded to at least one call to action on the page. 88% of users who saw the video, 9% entered your ZIP code to find a nearby Land Rover site, and 3% using the click-2-call to action, all of which were highly qualified. Of the 3% who clicked on the word through advertising, 50% of the calls that lasted more than 30 seconds and 20% of the calls lasted more than a minute.
In a recent article AdAge, Mariana Solano, communication director of publicity for Land Rover North America, said Land Rover initially began using mobile brand for marketing purposes, but quickly realized its potential for direct response. Therefore, when the time came to launch the Range Rover Sport, aimed at achieving its goal of consumption through rich Blackberries, and Treos iPhones. So far, the campaign has received 2.5 million impressions, clicks with a larger, the rate of 0.3% over the iPhone that the average 0.22% for the entire campaign. The Land Rover campaign, which has been in operation since late October, has recorded 400,000 impressions on iPhone with 1,100 users who enter their zip codes. According to Mrs Solano: "That is excellent results - that is important."
"Land Rover wanted to reach a specific target audience to promote the Range Rover Sport," said Joao Machado, Director of Media Online Associated Mediaedge: CIA. "AdMob brought the guidance and tools to help us realize the right of users on their mobile phones."
AdMob worked with interactive agency Mediaedge: CIA to define the parameters of guidance to reach a desired segment using a combination of mobile context, sites and devices. AdMob owned targeting technology draws on data collected from billions of ads used to optimize the publication of mobile ads. AdMob oriented approach was validated by primary research done with the mobile phone company M: Metrics in Q3 2007.
"Mediaedge and Land Rover contested AdMob to reach a specific set of customers with valuable functionality to exploit the context of mobile telephony." Says Tony Nethercutt, vice president of sales for AdMob. "This campaign demonstrates the power of mobile marketing to engage the customer in a highly interactive and personal way."
AdMob worked with Unicast to power a mobile website http://mobile.unicast.com/rangerover/ personalized page for Land Rover six-week advertising campaign. Users will be able to:
-- Stream or download a 15-second video of the 2007 Land Rover Sport driving experience
-- Click to initiate a telephone call from his mobile phone to schedule a test drive
-- Enter your zip code in a dealer
The campaign Land Rover is part of a larger campaign through television and the web. Mobile ads will run until the end of 2007.
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