Kia debuts rich-media Android ad program to push Sportage car model

By Giselle Tsirulnik

September 2, 2010

The Kia Sportage Android ad connects consumers to multimedia content

Automaker Kia is the first brand to use Zumobi’s Brand Blast ad technology to run an advertising program in an Android application.

The Brand Blast technology creates an integrated media experience inside a branded media application. Zumobi first offered advertisers the technology service for iPhone advertising and now it is available for Android ads as well.

“We, as you know, have a really comprehensive solution for publishers and advertisers,” said Ken Willner, CEO of Zumobi, Seattle. “As an app publisher and ad network, we realized we need to be cross-platform and scalable.”

New app, new ad
Over the weekend the Automobile magazine application went live in the Android Market.

Kia is the launch advertiser and the ad is promoting the Kia Sportage.

It is an “app-within-an-app” campaign that features rich media, photos and a Kia dealer finder. It is almost like a brochure for the Kia Sportage. 

The key is contextual relevance that maintains the same high-quality look, feel and graphics in the ad that the user experiences in the application itself.

Ad details
The initial banner ad says, “Kia Motors. The Power to Surprise.”

Here is a screen grab:

Once the ad is expanded, the 2011 Kia Sportage is revealed and consumers are welcomed to “the next level.”

Here is a screen grab of the expanded ad:

Consumers who click on the ad are able to learn more about the Kia Sportage through photos, video and other multimedia content.

Kia’s ad is an expandable in-application experience that is much richer and more engaging in presentation than static banner ads, per Mr. Willner.

Branded experience
Kia provides a full rich-media experience to users of the Automobile Android application. Everything from the loading screen to the in-application Brand Blasts and the microsite within the application help Kia convey its message to consumers.

Here is a screen grab of the application's loading screen, which features Kia branding:

Even the application's homescreen has Kia branding.

Here is a screen grab:

“The challenge with Android is because of the different devices,” Mr. Willner said. “A consistent rich-media experience across all the devices is really hard.

“But it is so important to provide our publishers and advertisers with opportunities outside of just the iPhone,” he said. “That’s why we are extending publishers’ and advertisers’ reach to Android.”

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer and Mobile Commerce Daily