Goya is running mobile banner ads within Pandora to raise awareness about its products and encourage consumers to use them in their everyday meals.

The goal of the mobile ads is to have consumer create meals that incorporate its products. The ads lead consumers to recipes, which they can create at home.

?Mobile offers the unique ability to engage users in multiple ways versus traditional advertising channels like television, print and online,? said Kevin McGuire, vice president of product at Motricity, Seattle. 

Mr. McGuire is not affiliated with Goya. He commented based on his expertise on the subject.

Goya did not respond to press inquiries.

Mobile recipes
The Goya banner ad reads ?Fresh & Delicious Goya Salads.?

When consumers tap on the banner ad, they are redirected to a mobile-optimized page where they can view recipes such as chicken taco salad, four bean salad and three bean salad.

Users can browse recipes

Consumers can browse the recipes, how many it serves and the prep time.

Additionally, users can view the ingredients they need as well as step-by-step directions so that they can do it themselves.

Users can check off ingrediants

Goya is also offering kitchen tips and other advice via the mobile ads.

?If you think about it, mobile is by far the most personalized medium available,? Mr. McGuire said.

?Using location, time of day and even device type information, marketers can deliver a highly targeted ad that has a greater likelihood,? he said.

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