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Victoria?s Secret cements mobile strategy via targeted ads

Victoria?s Secret is strengthening its mobile presence via targeted ads that let fashion-savvy shoppers buy and learn more about the company?s new products.

The company is running the mobile ads within Pandora?s iPhone app. Victoria?s Secret is promoting its new Heartbreaker push-up plunge bra.

?Early on Victoria's Secret's biggest challenge was inducing trial, or getting users to try their products,? said Tom Limongello, vice president of marketing at Crisp Media, New York.

?They were amazingly successful in getting people to love their catalogues to raise brand awareness, but mobile banners have an ability to take that top of mind awareness and translate it into trial much more effectively, especially in locations where a user might be close to a Victoria's secret retailer,? he said.

Mr. Limongello is not affiliated with Victoria?s Secret. He commented based on his expertise on the subject.

Victoria?s Secret did not respond to press inquiries.

Take the plunge
Victoria?s Secret is running two banner ads.

The first is an expandable ad that reads ?Are You a Heart Breaker? Tap to add the Pink Heartbreaker Playlist.

When consumers tap the mobile ad, they are redirected to the company?s iPink Heartbreaker radio station.

There, users see a banner ad that shows a Victoria?s Secret model and reads ?New! Heartbreaker Push-Up Plunge Bar.?

When consumers tap on the banner ad, they are redirected to a mobile landing page where they can browse the new product, as well as the company?s other offerings.

?It is not necessary to take a consumer to a mobile website post banner tap,? Mr. Limongello said. ?With rich media formats in iPhone and Android apps, or Crisp's Adhesion for mobile Web, the advertiser can put both the call to action and the conversion directly into the ad unit.

?Even in the case of commerce it is possible to keep the user in the ad experience and control the navigation so that the brand can curate based not only on their product offering, but they can be more agile and tailor the experience to the time of year, month or day as well as geographic location,? he said.

?Of course, having a great mobile web experience is a plus, but for a particular campaign it's totally possible to let the ad do the heavy lifting.?

Mobile efforts
Victoria?s Secret is no stranger to mobile.

They have a mobile-optimized site and well as applications.

Running targeted mobile ads is a great step for the company.

Consumers are always on the go and they have their device on hand. When users see the mobile banner ad, they are more inclined to want to learn more about the products, as well as have an opportunity to shop straight from the ad.

?It would not be hard for a brand like Victoria's Secret to effectively tease the consumer with a new product offering and delivering that message via a mobile banner is the right time to get that user because they might be in a more impulsive mode of behavior and ready to try something new,? Mr. Limongello said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York