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Volvo mobile ad campaign results in 88pc increase in purchase intent

A Volvo cross-platform mobile ad campaign promoting the S60 model saw a 3.91 percent click-through rate. 

Volvo and its mobile agency, Mobext,worked with AdMob to develop the rich media advertising initiative. Volvo included a video interstitial and a mobile Web site as part of the rich-media experience.

?The interactive video ads encouraged deep consumer engagement and higher response rates compared to other media running during this same time,? said Linda Gangeri, manager of national advertising, at Volvo, Rockleigh, NJ. ?With the proliferation of smartphone devices, this is an area that we'll continue to invest in and expect to see continued growth."

Here is Volvo?s video interstitial:

Campaign results
Volvo?s cross-platform campaign saw CTRs of 3.91 percent, and after the campaign, users expressed a 240 percent increase in brand favorability.

Additionally, the campaign resulted in an 88 percent increase in purchase intent and a 78 percent increase in recommendation intent. 

According to AdMob, this campaign changed the way the carmaker has approached mobile marketing, in general. 

AdMob growth
AdMob claims its growth is a reflection of its advertisers? and publishers? success with mobile display advertising. 

The mobile ad network now receives more than 2 billion ad requests per day. This represents an increase of more than four times in the last 12 months.

Nine countries in the AdMob network generated more than one billion monthly ad requests in December, up from one country just a year ago.

More than half of AdMob's top 50 brand advertising campaigns in December used the AdMob interstitial ad unit.

Ad impressions for AdMob grew more than 500 percent in the past year. There are now over 50,000 publishers in the AdMob network that support their mobile businesses with mobile advertising.

Hundreds of mobile publishers, including Angry Birds, are earning more than $100,000 per month from AdMob ads.

?That display campaigns like Volvo?s, sophisticated by desktop standards, are now running on mobile, is a very significant development, and reminds us how much progress mobile advertising has made,? said Jason Spero, director of mobile at Google-owned AdMob, San Mateo, CA. 

?It also inspires us to keep innovating; no matter how far mobile advertising has come, we?ve still only scratched the surface,? he said.