The American Society for the Prevention of Cruelty to Animals is using in-application advertising to build its email database and encourage supporters to engage with the nonprofit organization via social media.

To power the campaign, the ASPCA tapped Pontiflex?s AppLeads in-application mobile advertising platform, which is now available for Google?s Android and Apple's iOS operating systems.

Apparel brand Tommy Hilfiger is also using in-application advertising to encourage consumers to sign up to get fashion insider information via email.

Kimberly-Clark?s Huggies is using the platform to drive participation in its ?Enjoy the Ride? loyalty program.

Mobile Marketer?s Dan Butcher interviewed Debbie Swider, emarketing director at the ASPCA, New York. Here is what she had to say:

What is the ASPCA's strategy behind the launch of its mobile advertising campaign?
There are 70 million pet lovers in America and the ASPCA wants to reach every one of them. Hence, we are constantly looking for new ways to expand the reach of our digital campaigns using the method of communication that works best for each member.

This is where mobile comes in. Consumers are increasingly spending a lot of time on mobile devices.

A 2010 Morgan Stanley report said that smartphones will outsell other kinds of phones in 2011. And that is why it is absolutely essential that the ASPCA connect to a new audience by having a prominent presence in mobile applications.

What challenges does Pontiflex's AppLeads address for the ASPCA? What objectives does the platform help the organization to achieve?
At the APSCA, we are very conscious of having a meaningful and respectful relationship with our supporters. And respect for the way the user experiences and interacts with the brand begins with the first point of contact.

Normally, mobile ads cause a user to click away from an app to a browser ? which makes for a very disruptive experience.

With Pontiflex AppLeads, users can sign up for the ASPCA within the application itself, which makes for a very positive experience.
 
What?s more, with Pontiflex AppLeads, we are not buying abstract metrics like clicks or impressions.

We are acquiring signups ? the contact information of people who have raised their hands and opted in to hear from us.

We can actually do a lot with this contact information ? we can send them emails, engage them on Facebook or provide them with helpful animal-caring tips on Twitter and SMS tips on their mobile devices. 

What are the specific calls to action of the ASPCA mobile ads?
The ASPCA mobile signup ads have a very focused call to action.

We ask the users to sign up to hear how they can use Facebook and Twitter to put a stop to animal cruelty and give pets a voice. It is an opportunity to get more information and start the conversation with new members.
 
What is the target demographic?
Anyone who is a pet lover. As I mentioned, the universe of pet lovers in the U.S. is very large, and we want each and every one of these good people to partner with our organization and make a difference.
 
Any predictions for the mobile space in 2011?
For one, it will grow rapidly. There was an eMarketer report released last year that projected mobile advertising spend will double every year.

Secondly, there will be an explosion in the world of applications.

There have been billions of application downloads on the Apple and Android stores in a very short time frame. This is a trend that will only accelerate.
 
Lastly, marketers will be forced to pay more attention to how users interact with their advertisements.

People are turned off by advertising that causes them to stop what they are doing and disrupts their experience.

The mobile advertising solutions that are going to work are those that are respectful of user experience.

Final Take