Victoria?s Secret is driving consumers in-store via geo-targeted mobile banner ads that promote the company?s new NFL gear.

The company is running the ads within Pandora?s iPhone app. The banner ads show how far away consumers are from the nearest Victoria?s Secret location.

?I believe it is important for a brand such as Victoria?s Secret to run targeted mobile ads,? said Marci Troutman, CEO of Siteminis, Atlanta.

?Their core customers  are walking around with mobile phones, and listening to Pandora and interacting on mobile social sites,? she said.

?If a mobile ad is placed in front of them on these mobile sites targeting a product or sale, they will have their attention ? and probably a high click-through rate for a great ad, ensuring that the ad lands to the proper place in a mobile landing page specific to the ad, or to a specific page on their mobile site for a quick ROI will be a huge benefit as well.?

Ms. Troutman is not affiliated with Victoria?s Secret. She commented based on her expertise on the subject.

Victoria?s Secret did not respond to press inquiries.

Mobile secret
The mobile banner ad reads ?Pink Loves NFL. Shop New York Giants. 1.2mi away.?

When consumes tap on the mobile ad, they are redirected to a mobile landing page where they can gear for football season with NFL-specific products.

Consumers can shop NFL products

Additionally, users can download free Giants wallpaper to their mobile device.

The company is also showing consumers the closest Victoria?s Secret location, as well as a click-to-call number and a map feature.

Consumers can find the nearest location

Location and mobile go hand in hand.

Victoria?s Secret is taking advantage of the fact and using mobile ads to reach as many consumers as possible.

In addition, offering consumers the nearest location to buy the products helps the company drive in-store traffic to its locations. 

?Locators on mobile for retailers are one of the highest uses for a mobile site, allowing a customer to see a targeted ad, and then find the location that sells it gives instant gratification,? Ms. Troutman said.

Not a secret
Victoria?s Secret has been rapidly growing its presence in the mobile space.

The company first made its way into the mobile commerce arena in 2009 when it launched a marketing initiative that used the mobile Web and SMS text messages to promote its products and on-the-go shopping (see story).

Most recently, Victoria?s Secret ran targeted ads that let fashion-savvy shoppers buy and learn more about the company?s new products. The mobile ads promoted the company?s new Heartbreaker push-up plunge bra (see story).

?Location-based marketing will continue to grow as evidenced by foursquare and other location-based environments,? Ms. Troutman said. ?It does appear that location based interactions have some very defined users ? such as skewed younger versus older, male versus female and urban versus rural.? 

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York