Samsung partnered with Google?s AdMob to promote a new line of LED 3D televisions to mobile users, driving nearly 200,000 consumers to tap or click to expand the mobile ad or visit Samsung?s mobile Web site.

Samsung and its ad agency MediaVest deployed a range of mobile ad units that ran across AdMob?s network of sports and entertainment sites and applications to connect with its desired audience of male sports fans ages 18-49. The Samsung team also ran an Insight Express brand study to measure the impact of mobile advertising on key brand metrics, which found that the campaign accounted for a 113 percent increase in mobile ad awareness.

?Samsung wanted to build awareness of its new LED 3D TVs and to drive purchase intent with a high-net worth, tech-savvy, adult male demographic,? said Johanna Werther, product marketing manager of mobile advertising at Google/AdMob, Mountain View, CA.

?To achieve maximum impact with its ads, Samsung also sponsored the SportsTap [Android] app during March Madness,? she said.

The Samsung Group is composed of Samsung Electronics, the world's largest electronics company, Samsung Heavy Industries, the world's second-largest shipbuilder, Samsung C&T, a global construction company, and Samsung Life Insurance, the largest insurance company in Korea.

Mobile ads help sell TVs
Samsung wanted to build awareness of their new LED 3D TVs and drive purchase intent, so MediaVest created an integrated campaign across TV, online and mobile.

The brand?s target audience is often glued to a screen?TV, computer or mobile phone?during March Madness, the annual NCAA basketball tournament, and Samsung sought to capitalize on this opportunity to reach sports fans.

Samsung chose to run interactive video ads for iPhone, multipanel banners and expandable canvas ads for Android and iPhone, as well as standard banners and text link ads across all devices.

AdMob helped Samsung design and build the post-click experience using the brand's existing video content.

The AdMob ads either expanded or lead users to Samsung?s mobile Web site, where they could watch a video showcasing the product line as well as read product specifications.

AdMob delivered 198,000 visits to Samsung?s LED TV post-click experience and 50,000 video views on the mobile site.

Click through rates were as high as 1.21 percent.

Samsung wanted to run an Insight Express brand study to determine the brand impact of its mobile campaign.

According to the brand study, users exposed to the campaign registered a 27 percent increase in intent to purchase a 3D TV and a 117 percent increase in agreement with the statement ?Samsung brought the first 3D TV to the market" over the control group.

In addition, the mobile campaign led to a 38 percent increase in agreement with the statement ?Samsung is a leader in new technology? over the control group.

?Realizing that their key audience is often glued to a screen during March Madness, Samsung sought to capitalize on this opportunity to connect with male sports fans ages 18-49,? Ms. Werther said.

Final Take
Dan Butcher, associate editor, Mobile Marketer