ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Target bolsters in-store, mobile sales via Halloween promotion

Retail giant Target is ramping up its Halloween strategy via mobile display and audio ads that help consumers find their ideal costume either in-store or through the company?s mobile commerce-enabled site.

The company is running the targeted banner ads within Pandora?s iPhone app. Target has run mobile ads within Pandora in the past to promote its timely deals and grocery initiative.

?It?s extremely smart for large retailers to run mobile ads that drive consumers to the mobile site, as well as in-store,? said Marci Troutman, CEO of SiteMinis, Atlanta.

?For last-minute holiday shopping, the find a store component is extremely useful, especially if the ad is geared toward last minute holiday items that are selling quickly," she said.

"The consumers can receive the mobile landing page, see the desired product, either click to buy directly from the mobile commerce site, and have it shipped, or find a location that has the item in stock that is closest to them."

?ROI on mobile can be quickly proven throughout the holidays this year, with just such ads being run, not only for mobile but for every marketing aspect of a large retailer, from print, to TV, and to social.?

Ms. Troutman is not affiliated with Target. She commented based on her expertise on the subject.

Target did not respond to press inquires.

Halloween target
The Target ads are both expandable as well as full-page.

Each features a different child in a costume.

There is a young boy in a dinosaur costume that reads ?So cute, it?s scary. Shop Halloween at Target.?

Another expandable ad features a young girl dressed as Cleopatra. The ad reads ?Turn into royalty. Shop Halloween at Target.?

Additionally, there is a full-page ad that features a young boy dressed as Captain America. The ad reads ?Get your hero on. Shop Halloween at Target.com.

The ads are creative and feature a variety of characters rather than just one.

In addition to the mobile display units, there are also audio ads running within Pandora that highlight the holiday promotion.

When consumers tap on the mobile ads, they are redirected to a mobile-optimized page where they can shop a variety of costumes for girls, boys, women and men.

?As quite a few retailers will find in this coming holiday season, their consumers are on their mobiles, looking for the hottest buys and the quickest way to acquire desired holiday items, one of which is to click through the ad to find the product in stock at the closest location, or another to find the item on the mobile commerce shop, click buy, and expedite shipping,? Ms. Troutman said.

Holiday cheer
This is not target?s first foray into mobile for the holidays.

Last year, the company ran a holiday iAd campaign.

In the iAd, which appeared in applications such as The New York Times for iPhone, promoted holiday cheer and gift ideas (see story).

?Mobile is the horizontal that runs across every vertical for any company, and should be thought of as such ? driving in-store traffic via GPS, couponing, social media, and store locators is critical for smartphone users, and as the smartphone market grows, the expectation that this is included will be demanded,? Ms. Troutman said.

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