mobile advertising case study: the cw, gevalia and mojiva
DESCRIPTION
This presentation was given at digiday:MOBILE on September 17, 2009 by Mojiva. It highlights successful mobile ad campaigns with The CW for the premiere of Melrose Place and with Gevalia coffee company.TRANSCRIPT
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 …