NEW YORK ? What do The CW's "Melrose Place," Gevalia Coffee, Armani Exchange and Sherwin-Williams have in common? The efficacious use of keyword targeting, rich media and other mobile platform capabilities.

The first campaign discussed at the digiday: Mobile conference yesterday at the W hotel on Lexington Avenue in New York was for The CW channel?s promotion of the new "Melrose Place" series. The ad was expandable and let consumers watch a trailer of the premiere episode of Melrose Place.

?The trailer was used to create excitement and drive anticipation and viewership,? said Tim Cronin, vice president of business development at Mojiva, New York.

This publication has already covered the Melrose Place campaign (see story).

Eleven percent of consumers who were served the ad watched the trailer. This number is well above industry average click-through rates for online.

Mugging for mobile
Mr. Cronin also talked about Gevalia Coffee and its mobile campaign.

Gevalia is the largest coffee roaster in Scandinavia since 1853. It was family-owned until the early 70s and is now a part of Kraft Foods.

Until recently, the brand attributed all of its North American sales to direct mail-order. The company is best known for its introductory offer for a free coffee maker.

Gevalia ran banner ads which asked viewers to click to order three different coffees for just $3 and to get a free mug.

Mojiva helped the coffee brand with contextual keyword targeting and suggested words such as coffee, java and café.

?We scrape all the pages in the network with the keywords we chose and identify the ones that repeat themselves on a page,? Mr. Cronin said. ?Click-through rates are higher for keyword-targeted campaigns."

The Gevalia campaign saw a 109 percent lift due to keyword targeting.

?Conversion rates were also higher for keyword-targeted campaigns,? Mr. Cronin said.

The campaign saw 188 percent lift in conversion rates with keyword targeting.

Mobile ad network AdMob, San Mateo, CA, also has been busy helping brands drive downloads of their applications.

Brian Murphy, New York-based east coast director at AdMob, discussed the opportunity that mobile brings advertisers.

Start with reach. There are 305 million people in the United States, of which 272 million are wireless subscribers.

A whopping 127 million subscribe to the mobile Web. However, only 56.9 million of them actively use the mobile Web each month.

?Mobile campaign deltas significantly outperform online campaign deltas across all metrics,? Mr. Murphy said.

Paint by the numbers
Armani Exchange -- A|X -- worked with ad agency Media Kitchen and AdMob on a mobile advertising campaign.

A/X?s first mobile ad campaign to promote its Spring 2009 collection saw an average click-through rate of 1.22 percent and interaction rates as high as 14.5 percent on the mobile site.

The banner ads drove more than 48,000 users to the mobile site, 36,000-plus video views and more than 2,600 store locator look-ups.

?The campaign?s goal was to raise awareness of the new A/X spring line,? Mr. Murphy said. ?Also, we were trying to drive opt-ins into the brand?s text messaging program.

?We used the innovative iPhone environment to continue building the relationship this premium brand has with its high household income and tech-savvy customer,? he said.

Paint giant Sherwin-Williams tapped AdMob for a mobile advertising campaign to drive downloads of the Serwin-Williams ColorSnap application.

Sherwin Williams spent $15,000 for this two-day burst. The campaign received 11.9 million impressions and 129,000 clicks, accounting for a 1.08 percent click-through rate.

The application?s daily downloads increased a whopping 500 percent, boosting its ranking from No. 70 in the Apple App Store to No. 18 in just two days. 

?Sherwin-Williams? app is a highly successful brand extension that provides utility to consumers,? Mr. Murphy said.