Best Buy is encouraging consumers to visit its locations and check out the latest selection of smartphones it has to offer via a new targeted mobile advertising campaign.

The company is running the mobile ads within ESPN?s mobile site. Best Buy has relied on mobile advertising in the past to drive in-store traffic, as well as mobile revenue.

"Best Buy continues to promote and develop its mobile phone products through the mobile platform, thereby maintaining the focus on meeting the needs of customers and providing a more convenient multichannel service to customers," said Isabella Lin, content director at Appitalism, New York.

"This commerce strategy is in the absolute right road and is destined for a successful leap in its business," he said.

Ms. Lin is not affiliated with Best Buy. She commented based on his expertise on the subject.

Best Buy did not respond to press inquiries.

Mobile awareness
Best Buy is running mobile banner and expandable ads that read ?All the Great Deals are Here. Any Carrier, Any Phone, Any Plan.?

When consumers tap on the mobile ad, they are automatically redirected to the company?s mobile site where they are shown a selection of smartphone devices they have to offer.

From there, consumers can check out product details, reviews and price information.

Although the mobile ad campaign is not commerce-enabled, it does have click-to-call capability that lets consumers call the nearest store location to purchase the product.

Consumers also have the option of saving the products to their wishlist, comparing them or sharing them with friends and family.

"Best Buy?s new mobile advertising campaign is a mobile strategy that extends deep into the daily life of every consumer. This campaign is designed to be very humane and detailed," Ms. Lin said.

"Consumers can compare prices and plans," she said. "The purchases can either be delivered directly to the consumer's home or the ad says: 'Order online same day pick up in store.'

"Potentially saving customers time; energy and the complexity of the buying process."

Past efforts
Best Buy is no stranger to mobile.

Earlier this year, Best Buy used location-based mobile ads to drive consumers in-store to check out Sharp?s line of televisions (see story).

Most recently, the company partnered with eBay?s RedLaser to geofence its roughly 1,100 locations, letting shoppers see special offers, browse open-stock items and view items relevant to them right when they step into a store (see story).

"Best Buy?s new mobile advertising campaign platform enables customers to stay at home or shop anywhere," Ms. Lin said. "Through this platform customers are able to fully and easily understand the mobile products and compare each product, enabling customers to easily buy the best mobile for them.

"This Best Buy?s new mobile advertising campaign platform also improves the whole shopping experience to customers," she said.

"Best Buy?s new mobile advertising campaign strategy and this new promotional channel should bring new benefits and new record sales in the upcoming holidays."

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