Jamba sees growth in downloads, impressions after mobile campaign

By Giselle Abramovich

May 27, 2008

WAPping results

A campaign from mobile content provider Jamba drove prospects to its WAP site and is said to have resulted in 56,000 impressions.

The campaign, created by mobile marketing firm Didmo and advertising agency CPerspective, ran April 2-5 on Didmo’s application mobile advertising network. The full-screen ads promoted Jamba’s online shop in the Swedish market at http://www.jamba.se which sells mobile content such as ringtones.

“Brand name clients are turning to us for mobile advertising solutions that work,” said Soheil Amorpour, CEO of CPerspective, London. “Our strategic partnership with Didmo has enabled us to get straight into the hands of a key demographic with superior results.”

The campaign performed above expectations. Jamba hoped for a 3 percent click-through rate and received 9.7 percent.

Jamba, known as Jamster in English-speaking markets, is a mobile content provider, selling ringtones, wallpaper, games and videos.

Jamba is jammin'

The Swedish arm of the company looked to its advertising agency, CPerspective, for recommendations on effective mobile advertising services.

Didmo wrapped full-screen Jamba ads with a call-to-action menu around a daily free game download.

"Jamba turned to its ad agency CPerspective for an effective mobile advertising solution to promote its products and Didmo was a clear choice for our capabilities and the similar target audience of our businesses," said Joseph Oliver, CEO of Didmo. "The mobile ad needed to help drive traffic to Jamba's WAP portal resulted in the purchase of mobile content."

CPerspective wanted to be able to track ad stats in real-time, including ad impressions, demographics, click-through rates, and more, all of which Didmo delivers through its platform, he said.

"Not only did CPerspective get a clear view of how the ad campaign was progressing, but they delivered Jamba a mobile ad campaign that sent an average of 10 percent of impressions to its WAP portal, a clear indicator of campaign success,” Mr. Oliver said.

The ads appeared for four second before and after the user played a game, downloaded either from Didmo directly, via an invite from an existing subscriber or through any one of Didmo’s distribution partner portals.

The campaign featured a total of four rotating ads.

The ads drove prospects to click-through to Jamba’s WAP portal, where they could buy mobile content.

With a total of over 21,000 downloads and 56,000 impressions, the Jamba campaign achieved a 9.7 percent average click-through rate. The best performing ad received a click-through rate of 13.5 percent.

CPerspective had access to Didmo’s online campaign management platform, delivering real-time statistics on ad impressions, demographics and click-throughs.

“Didmo’s full screen, non–intrusive ad format provides maximum impact and has proven to be a win-win for prospects and clients alike,” Mr. Amorpour said. “Didmo makes it easy to get client campaigns up-and-running and features online tools that empower us to track and evaluate results.”