Mobile Advertising Case Study: The CW, Gevalia and Mojiva
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Transcript of Mobile Advertising Case Study: The CW, Gevalia and Mojiva
INTRO TO MOJIVA
TWO CASE STUDIES
KEY TAKEAWAYS• Mojiva makes mobile adverting simple • Creative Units must evolve at same
rate as smartphone market penetration
• Contextual Keyword Targeting produces higher CTRs & Conversions
CW CASE STUDY
CW CASE STUDY
OVERVIEW• CW was formed in a partnership
between CBS and Warner Bros.• The New Melrose Place is an updated
version of the popular series that ran from 1992-1999
• The New Melrose Place series premiered on 9/8/2009
CAMPAIGN DETAILS• Ad Unit
• Trailers used to create excitement - drive anticipation and viewership
• Target: women, 18-34; smartphone users
• Success = Engagement
• Mojiva created, hosted, and served
RICH MEDIA: EXPANDABLE
RICH MEDIA: EXPANDABLE
Key Takeaways!
• Success = Engagement
• Engagement: 11% watched trailer
• Technical: Target audienceRan on native video playerPlayed quicklyReports: click to expand, contract, video,
landing page
GEVALIA CASE STUDY
GEVALIA OVERVIEW• Largest roaster in Scandinavia since 1853
• Family owned until 1971
• North American sales only via mail-order
• Introductory offer of a free coffeemaker
THE MOBILE CAMPAIGN• Mobile Strategy; Landing Page Builder
• RON v. RON w/ Contextual Keywords
• Targeting: Contextual Keywords– Coffee– Java– Café– Etc.
THE MOBILE CAMPAIGN
Key Takeaway• CTRs are higher for keyword targeted
campaigno 1068 clicks v. 2708 clickso 109% lift
• Conversion Rates were higher for keyword targeted campaignso 2.4% v 6.9% conversion rate (click to conv)o 188% lift
SUMMARY• Mojiva makes mobile adverting
simple • Get Creative with smartphone ad
units
• Get results with contextual keyword targeting and other …