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Audi mobile video ads garner 50,000 impressions

Automaker Audi?s mobile video ads to promote its new A1 car model garnered more than 50,000 impressions in just a few days and received more than eight seconds of average viewing time per user.

The ads ran on Spain´s premium iPhone sports application As.com. The campaign engaged users with a full-screen video interstitial upon starting the application. 

?Audi is one of most innovative car manufacturers worldwide and for the A1 launch, Audi used the latest in mobile technology for several reasons,? said Alvaro del Castillo, CEO of TapTap Networks, Madrid, Spain.

?Audi´s image goes along with the latest in technology and so did this new video interstitial campaign running on one of the most innovative publishers in Spain, As.com,? he said.

?Also, breaking apart from the traditional and setting new standards is what Audi is about and this mobile video ad campaign started the new trend in mobile advertising where TV spots are incorporated on mobile to stand out in the media clutter.?

The campaign ran for 20 days and ended on Sept. 30. 

Audi´s parent group, Vaesa, has already shown strong interest in incorporating video ad banners from GoldSpot/TapTap for future campaigns. 

TapTap Networks is the largest independent mobile ad network in Spain. GoldSpot Media is a provider of interactive rich media and video advertising services for mobile Web and applications.

Here is the Audi video advertisement:

Branding to urban consumers
The target audience for the Audi campaign is young influential, tech savvy and sophisticated urban consumers that value a good product by its technology and design. 

The video campaign did not incorporate any interactivity as it was purely a branding campaign on mobile to break away from other overly saturated media outlets. 

Future follow up campaigns will incorporate response and social media elements, per Mr. Castillo.

Mr. Castillo attributes the success of the campaign to the fact that users where presented with a full-page video interstitial with no other "ad noise" on the screen.

?Mass media saturation and advertising effectiveness are on Audi´s agenda and it is media agency Mediacom,? Mr. Castillo said. ?GoldSpot and TapTap successfully managed to offer Audi a way to truly stand out from the crowd and reach its target audience in a unique and innovative way. 

?Audi and other advertisers share the same dilemma when shifting from an offline to online media buying landscape,? he said. ?Advertisers still need reach and notoriety to bring brand recall up, but the audience is highly fragmented and every day more so. 

?By partnering with GoldSpot and TapTap, Audi once again set new standards that others will follow.? 

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer
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