Victoria?s Secret is running targeted mobile ads within Pandora to promote and educate fashion-savvy consumers about its new products.

The expandable ads promote the company?s new push-up plunge bra. Victoria?s Secret has run mobile ads within Pandora in the past.

"Mobile ads can be extremely helpful in driving engagement," said Marci Troutman, CEO of SiteMinis, Atlanta.

"One way specifically would be a targeted ad for a holiday purchase quickly - as long as the ad leads to a quick ROI on a mobile Web site or marketing page," she said.

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 promotion
The expandable ad reads ?Heart Breakers Love Lace. Say Hello to Our Flirty New Push-up Plunge Bra.?

When consumers click on the mobile ad they are redirected to a mobile-optimized page where they can browse the new products as well as shop.

Consumers can shop for products

Additionally, consumers can view their shopping bag and offers.

Those that do not want to buy anything via their mobile device can search for the nearest location to browse the products in-store.

Running a targeted mobile ad such as this is a good way to not only drive traffic both in-store and to a marketer?s mobile site, but also helps build a consumer and brand relationship.

In addition, mobile ads are a great way to promote new products.

"When promoting a new product, users aren't likely to look up Victoria's Secret specifically to see if there are new promotions, but if they are engaged in a CNN story - as an example - and see the ad at the top of the article while they are reading, if its relevant they will click through to learn more," Ms. Troutman said.

Mobile past
This is not Victoria?s Secret?s first time running mobile ads.

In September, the company drove consumers in-store via geo-targeted mobile banner ads that promote the company?s new NFL gear.

The company ran the ads within Pandora?s iPhone app. The banner ads show how far away consumers are from the nearest Victoria?s Secret location (see story).

Additionally, Victoria?s Secret gave special offers and exclusive event information via an SMS campaign that built its database and its relationship with consumers (see story).

"Mobile advertising is on a very large ramp up - and we are at the tip of this growth - this year and next everyone should expect to see engagement with mobile ads increasing significantly, as more companies are realizing the importance of mobile and ramping up their strategies to meet the consumer demand," Ms. Troutman said.

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