Point Reach generates 4pc click-through rate with in-app ads

By Lauren Johnson

November 3, 2011

The NameScreamer iPhone app

Mobile agency Point Reach generated a 4 percent click-through via ads that ran within its Halloween-themed application.

Point Reach’s goal with launching the app was to test out mobile tactics that the company is interested in using with clients, including 3D technology and mobile banner ads. The company’s app reached the No. 1 slot in the iTunes store in the entertainment category.

“Making apps isn’t our primary focus, but we wanted to create a platform that we could use for testing  new ideas in order to remove the trial and error from our clients’ mobile campaigns,” said Andrew Nevils, managing director at Point Reach, Seattle.

Scream test
Point Reach built the NameScreamer app with the intention that the app would only be downloaded leading up to Halloween.

The app uses a database of commonly used names to yell phrases.

Consumers can choose from six characters and voices to scream a message and share it via Facebook or email.

Users can also time a voice message to scare their friends and family.

The true test for Point Reach on this particular initiative was seeing the response rate that the company got from running banner ads.

The banner ads read, “Happy Halloween from Point Reach” across the bottom of the app.

Once clicked on, the ads redirect consumers to a landing page where consumers can play a matching game with 3D pictures of the six characters.

Consumers can then tap to visit Point Reach’s mobile-optimized Web site and learn more about the company.

Here is the mobile landing page where users can play games

Mobile traffic to Point Reach’s site has increased 5,900 percent in two days.

As of press time, the app has been downloaded 200,000 times and has generated 6 million screams.

“Our goal behind the app was to test out new advertising creative such as 3D and wanted to get an initial read on performance data to bring to our clients," Mr. Nevils said.

Quick testing
Point Reach’s app is an example of how agencies can test their own services before offering them to clients.

The app also shows the importance of a quick, direct message.

Similarly, marketers and agencies need to think of other relevant ways to use mobile technology.

Brands and companies are finally realizing that the days of testing mobile marketing efforts are behind them and need to think of mobile as a separate channel from digital.

According to recent data from InsightExpress, mobile is more effective than print, Web and television ads (see story).

“Since the app is Halloween-themed, I expect it will be out of the top ten downloads in iTunes in the next week, which we knew going into it,” Mr. Nevils said.

“We’re a mobile agency, and it is important for us to go to market with pre-vetted solutions for our client's campaigns" he said. 

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York