Mobile Ads Are Where Its At

When it boils down to having access to your target market on a 24-hour basis , “Mobile ads are where it’s at”.  The cell phone or mobile device has become one of the most personal objects a consumer relies on.  It has been said that the mobile device is as personal or as important as a person’s wallet or purse. Cell phones are used to; store phone numbers, addresses and other personal contact information, watch videos, store music, play video games, manage event calendars and more.

In an article by PC Advisor, Lexton Snol states that according to a recent study, “40 percent of mobile phone users would rather lose their wallet than their mobile device. Nearly all said they would be “devastated” if they lost their phone.”  This only goes to show you just how important mobile devices are to consumers.  It should be evident that marketing to consumers on such devices would prove advantageous.  Many businesses are finding that mobile ads are exceeding other forms of marketing, particularly mobile-text ads.  Moosejaw is one such company that has succeeded in creating an almost “cult-like” following through their mobile ads.  Their first campaign included a text-message version of the popular children’s game “Rock, Paper, Scissors”

According to the Moosejaw case study published by Message Buzz, the promotion went out to customers signed up for Moosejaw’s loyalty program and read: “Text me back with Rock, Paper or Scissors. I already know what I’m throwing, and if you beat me, I’ll add 100 Moosejaw points to your account.”  The payoff for customers was Moosejaw points that translated into discounts in the form of mobile coupons on Moosejaw products.  The payoff for Moosejaw was a 66% response rate that translated into brand loyalty, viral marketing effects, and obviously a huge increase in sales.

Moosejaw customers can also submit customer reviews, order, interact with customer service and even track packages through their mobile devices -“Pretty impressive, if I must say so myself”.

Companies such as Adidas, Purina and The Wolfman Movie have found success in the mobile advertising arena through mobile advertising companies such as Admob.

In a case study by Admob on “The Wolfman Movie”, Tim Fleming, Interactive Media Planner of Ignited Agency was quoted as saying,  “ We continually seek to take advantage of new and more interactive mobile ad opportunities to promote our films with partners like AdMob. The interactive trailer execution for The Wolfman enabled us to place our content in front of consumers in an innovative way, and also afforded us the ability to quantitatively measure our success. Seeing the significant brand lift across the board was a huge validation for us that our creative strategy worked.”

Through iPhone apps, trailer views, banners and text ads Universal and Ignited was able to accomplish:

• 69% increase in mobile ad awareness
• 31% increase in release date association
• 31% increase in intent to see the film

While watching The Wolfman Movie trailer, consumers are able to purchase tickets, add a reminder of opening movie dates to their calendars through their iPhones, and engage with The Wolfman Movie brand through both FaceBook and Twitter without even leaving the ad/video player.

Although Moosejaw and The Wolfman Movie fit into two distinctly different business categories and have completely different brand messages, I’m sure you can see where the advantages of mobile advertising can benefit any organization or business when executed with the consumers interest at heart.

The Wolfman campaign highlights were so cool that after watching them and finishing this post, I decided to check out the movie myself at home on “On-Demand”.  How’s that for effective?

You can download the Moosejaw Case Study here: www.messagebuzz.com