Toyota Motor Corp.?s Lexus is targeting affluent consumers in the United States as the exclusive launch sponsor for CNN?s new Android application as part of an integrated multichannel media plan spanning the media giant?s television, online and mobile Web platforms.

The CNN app for Android phones is available worldwide for free on Google?s Android Market. Lexus? ad creative features the CT Hybrid model through slates displayed before video content on the app and through clickable banner ads linking users to their mobile-optimized Web site.

?For the new CT 200h, Lexus looked for opportunities to reach technologically savvy customers,? said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA. ?The CNN app allows Lexus to introduce our new hybrid vehicle to customers as they?re using the latest technology to access information, so we felt it was a beneficial sponsorship.

?The objective is to create awareness of Lexus' new hybrid, the CT 200h, by aligning with tech-savvy customers,? she said. ?By offering creative content with click-throughs, the goal is to drive traffic to our Lexus mobile site and provide information about our new model.

?The Lexus CT 200h appeals to a young, affluent audience that gets its information via cutting-edge sources.?

CNN Worldwide is a division of Turner Broadcasting System Inc. It has nine cable and satellite television networks, one private place-based network, two radio networks, mobile applications and Web sites worldwide.

Lexus targets CNN users
Lexus is using mobile advertising to support the CT Hybrid vehicle.

The Lexus banner ads running within CNN?s mobile Web site and application carry the tagline ?Escape convention? and link directly to the brand?s mobile-optimized Web site.

The ad experiences within CNN?s Android application are similar to its iPhone app with the exception of the sizes of the ad units.

While the iPhone ad units come in a single screen size, Android phones can vary?typically they are iPhone-sized or even bigger, for example, the Droid X.

The ad experiences are banner ads, which are clickable, and a slate ad that runs in front of video, which is not clickable.

CNN app for Android
The CNN Android application gives users access to CNN?s global news resources, featuring live field reporting and user-generated content, as well as enterprise interviews and podcasts.

The application is available on Android-powered phones running on platforms 2.1 and above.

The CNN application showcases the latest news via text, audio and photos, live and on-demand video. It also links directly to CNN iReport, the network?s participatory news community.

By tapping on the menu button, users can toggle between U.S. and International editions of the CNN app. 
                
The CNN application also features a section featuring to audio content. The Radio section of the app includes hourly news updates, reports from CNN Radio correspondents, audio of interviews from CNN television and podcast series focused on politics, entertainment, technology and food. 

The Profile section of the application lets users can track local news and weather based on location and view stories they have saved, even when they are not connected to a network.

Text stories and images can also be shared directly from the app via email, Facebook and Twitter.  
                
The CNN application also features push-notification breaking-news alerts, as well as a widget that lets users view the latest headlines from various categories from the phone?s home screen, without having to open the app.

Mobile Marketer's Dan Butcher interviewed Louis Gump, vice president of mobile at CNN, Atlanta. Here is what he had to say:

What is CNN's strategy behind the launch of the Android app?
Simply stated, CNN's mobile strategy is to be an essential daily news source for people while they are on the go, while also providing a strong, growing and sustainable revenue stream.

Android is an ideal platform for news delivery, with many app capabilities and a robust Android Market.

With this app, Android users can access CNN?s compelling reporting, including text, photos, video and some new CNN Radio content. They can view and post within the iReport section.

All of this is delivered  in a way that is customized specifically for their devices. The content and functionality is really robust, and many consumers are already telling us that it resonates for them.

We expect this app to have a wide footprint worldwide, and to be a great complement to our other products on various CNN platforms.

The CNN App will also be a powerful growth driver for our advertising business, especially as many brands and agencies are increasing their mobile activities.

Both as a part of our mobile portfolio and also as part of our full multiscreen ad offering, it will contribute to the tremendous growth we are seeing in mobile advertising.

That revenue, in turn, will enable us to invest further in great mobile offerings for people in the US and around the world.

How is CNN getting the word out about the app?
We have implemented a cross-platform marketing plan that includes promotion on TV, online and on mobile devices.

This campaign will be very visiblle in market, especially on CNN properties.

Also, while customized for the Android phone app, the messaging is consistent with the launch support CNN app for Android tablet launch in the U.S. in February.

We are already seeing strong uptake even today and are looking forward to rapid growth on Android phones that mirrors what we've seen on other platforms, adding to our base of over 6 million app installations worldwide.

Final Take