While IHOP had good intentions with its mobile advertising campaign, including a well-executed video component, it fell short due to an unoptimized-landing page.

The company ran expandable mobile ads within Pandora?s iPhone application. The ads were used to drive consumer engagement for iHop?s breakfast items.

?The video that IHOP used is fun and engaging and highlights the best thing about the restaurant ? its breakfast,? said Simon Buckingham, CEO of Appitalism.

?But the landing page should be optimized as many potential users won't get to even see the videos because they are confused or disengaged by the lack of clarity on the landing page,? he said.

Mr. Buckingham is not affiliated with IHOP. He commented based on his expertise on the subject.

IHOP did not respond to press inquiries.

Breakfast mania
The expandable mobile ads entice consumers to learn more about IHOP.

There are two tabs on the expandable mobile ad ? on the lets users browse a video and the other that takes consumers to the company?s site.

When consumers tap on the ?Tap to Learn More? button, they are redirected to the company?s Web site.
Had the landing page been mobile-optimized, consumers would not have to pinch-and-zoom to view content.

Additionally, not everything on the company?s Web site loaded on the user?s device as it was not compatible.

However, the mobile video aspect of the campaign was very well-executed.
When consumers tapped on the button, a short video came up where they were able to see many of iHop?s breakfast items.

Mobile video engagement continues to grow at a rapid speed and marketers are constantly looking at ways to add the medium to their day-to-day initiatives.

Video craze
By incorporating video, IHOP is able to let new and existing customers experience its products in new and engaging ways.

Although half of the campaign was not effective due to an unoptimized experience, the company did redeem themselves with its mobile video component.

?IHop is smart to use the videos as all smartphones have a built in YouTube or video viewer,? Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York