Please click here to access the archived webinar.

Pontiac's campaign promoting its G8 GXP sedan on Maxim's mobile properties saw 32 percent engagement from users, according to a JumpTap-sponsored Mobile Marketer webinar.

The campaign resulted in a 12 percent increase in the number of unique visitors to Pontiac's mobile site. Twenty percent of Maxim mobile users downloaded a Pontiac wallpaper.

"Maxim readers surpass 16 million domestically, and its readership's demographic profile overlaps nicely with Pontiac's target demographic for its sporty brand," said Konny Zsigo, president/CEO of WDA. "Pontiac is looking for males that are likely to want to purchase automobiles, and the concept of the using Maxim content to attract these consumers was a nice fit.

"On one side you have Maxim, a great men's publisher, and Pontiac is Maxim's customer, so WDA's role was to help Maxim deliver a mobile portion of that campaign," Mr. Zsigo said. "The approach was not just to put up a banner ad and have people click through to a download site, but also provide end-users with pieces of content they could download and actually experience."

Please click here to access the archived webinar.

Sponsored by mobile ad network JumpTap, the hour-long pay-per-click mobile performance-focused webinar featured the WDA's Mr. Zsigo, Brennan Hayden, vice president of WDA, and Lara Mehanna, director of product management for JumpTap.

The executives discussed the value of mobile pay-per-click and why companies can't afford to wait to launch mobile campaigns.

In the U.S., Alpha Media Group's Maxim is a men's lifestyle magazine with a circulation of 2.5 million readers.

Pontiac is one of many automakers building its brand through mobile, so it needed something to distinguish itself in the mobile channel. Pontiac was looking to reach Maxim's young male demographic via their handsets, so the publisher tapped the Wireless Developer Agency for mobile wallpapers, animations and themes with a print-to-mobile strategy for the campaign.

Internationally, Maxim is published in 26 countries, having a total print circulation of 3.5 million, but its audience extends to16 million taking into account all channels of distribution, according to the WDA.

The lesson? If you factor the wired and mobile Webs and SMS into your marketing strategy, brands' reach extends wider.

Maxim set up a successful pay-per-click mobile performance campaign for automaker GM's Pontiac brand, which included downloadable mobile wallpapers, a mobile site dedicated to the G8 GXP, and banners ads running across the mobile Web across various mobile ad networks including JumpTap's stable of mobile publishers' sites, applications and text message inventory.

WDA presented the results of a campaign designed to capitalize on Maxim's mobile content business to add value to their print publishing business.

"We serve mobile banner ads on networks like JumpTap that drives people to the marketing campaign page, in this case for Pontiac," Mr. Zsigo said. "If a consumer downloads the wallpaper, it's good because there's a branding impression they have on their phone all their time.

"If they go to the G8 GXP mobile site, they get information for how to purchase a Pontiac car, with the call-to-action asking them to download the wallpaper -- it's pretty simple," he said.

Pontiac wants to sell cars to males ages 18-34 who are attracted to Maxim's sporty brand.

WDA used Maxim brand and content as a draw to entice Maxim subscribers to the campaign's mobile site.

WDA provided visitors to the campaign site a Maxim/Pontiac-branded reward for their visit, a free download of a Pontiac-branded wallpaper of MMA fighter .

WDA was charged with driving page views to the Pontiac-dedicated mobile site at http://m.Maxim.com, which contains product information and a dealer locator.

There were various targeting challenges addressed by WDA and JumpTap.

"When presenting a wallpaper to the end-user seems simple at first, but it's actually more difficult than presenting a picture on a mobile site, because we must dynamically detect the make and model of each consumer's handset and the carrier they are on, and whether it has to be DRM-encoded or not.

"We make sure it looks good and fits on the handset screen properly."

WDA created optimized experiences for Verizon customers, iPhone, Android and BlackBerry customers, as well as international consumers with uncommon handsets from unknown carriers.

For example, WDA provides iPhone users an oversized wallpaper image to enhance the experience and let consumers custom-design the page.

That resulted in the optimized iPhone-specific page reaching 13 percent of users and higher user engagement beyond wallpaper downloads, according to WDA.

Counting unique visitors to Pontiac's mobile site critical to conveying the campaign's success.

"The results of this campaign, which was centered around MMA fighter Gina Carano, were successful, in fact the number of visitors to the mobile site has increased every day, which is unusual -- traffic hasn't peaked or dropped off yet," Mr. Zsigo said. "In terms of the traffic profile, a whopping 13 percent of consumers who downloaded mobile content were iPhone users, so the extra work to optimize for the iPhone paid off."

More and more brands, publishers and agencies are finding mobile to be an indispensible channel in their marketing mix.

"As every day goes by, more users are accepting the offer and taking a positive action," Mr. Zsigo said. "Maxim magazine and Alpha pub company realize that their readers are spread across multiple media, so mobile is an important part of the mix.

"You can't ignore mobile now, because mobile is one of the places in which end users experience the brand," he said. "Pontiac wanted to leverage everything Maxim brings to the table, including its mobile platform.

"If you do it right, you can be extremely well rewarded for investing in mobile, because folks took immediate action, and it was extremely quantifiable -- we watched as people moving through the experience, logging immediate information about what was happening, which is a very gratifying for advertisers."

In the second case study, focusing on Spanish Anywhere's successful campaign, also spearheaded by WDA, capturing shelf-space on the carriers for a J2ME product.
The trajectory of growth for the mobile advertising space is promising for brands and marketers.

There are 256 million handsets in North America, 144 million active data users, 95 million subscribers with mobile Internet access and 49 million active monthly users of the mobile Internet, according to WDA and JumpTap.

"Mobile phones will be the primary internet connection by 2020, and ad requests for mobile are growing at a significant pace," said Lara Mehanna, director of product management for JumpTap. "Audience distribution is also changing -- mobile is not just for teens before, as older consumers are using apps and SMS and using their mobile device as a connection to the Internet.

"Unique targeting parameters for mobilie will get you close to your customers," she said. "Mobile ads are experiencing click-through rates from 5 to 10 times higher than what we're seeing on the Internet.

"Make sure you think about targeting your mobile audience and take them to the quickest point of the conversion or sale, whether it's a phone call, text message or landing page."

Please click here to access the archived webinar.