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Toyota, HP rich-media ad campaigns exceed 4pc CTR

Toyota and Hewlett-Packard ran mobile video and rich-media advertising campaigns that averaged click-through rates exceeding 4 percent.

GoldSpot Media, a provider of interactive rich-media and video advertising for mobile Web and applications, and Taptap Networks, which claims to be Spain?s leading mobile advertising network, have now generated more than 2.5 million impressions for consumer brands including its newest clients, Toyota and HP. Almost 10 percent of consumers exposed to the ads clicked to expand to full screen to view the video, per GoldSpot.

?This stems from the objectives of the brands to reach out to affluent consumers in Spain, specifically smartphones users,? said Srini Dharmaji, founder/CEO of GoldSpot Media, Sunnyvale, CA. ?Mobile video adoption has not really taken off there, so to do pure-play rich media campaigns, what the brands are really skeptical about is how many people have actually seen mobile video ads.

?These are not video ad campaigns that ran as preroll?they ran opportunistically to create the type of brand engagement they were looking for, moving away from context-centric advertising to consumer-centric advertisements,? he said.

?This shows what we can do to create a brand impression on consumers with undivided attention on mobile phones.?

Using its miSpot platform, which lets advertisers to build and launch an ad across all smartphones and tablets, GoldSpot Media has also powered targeted campaigns for Audi, Toshiba and Kia Motors.

Toyota launches mobile rich-media campaign
Toyota launched two mobile campaigns in support of the Auris and Verso car models that incorporated clickable video, banners and interstitial ad placements with the first use of a mobile Web landing page in Spain, according to GoldSpot.

Running rich-media and mobile video ad units, Toyota was able to capture consumer interaction time averaging approximately 10 seconds per user.

Working with GoldSpot and Taptap Networks, Toyota was able to tailor their mobile advertising campaigns to target consumers.

The Auris campaign targeted a younger demographic of men and women ages 18-35, while the Verso campaign aimed for consumers ages 30-55.

Running on applications such as As.com, CincoDias.com and 20Minutos, the mobile campaigns delivered more than 300,000 total impressions, per GoldSpot.

Toyota?s goals included getting consumers to check out the features of the cars, find the closest dealer and schedule a test drive.

HP uses mobile to promote printers
To advertise its new HP OfficeJet Pro printer, HP teamed up with Taptap Networks and GoldSpot Media to develop a mobile campaign that combined traditional ad formats with clickable video.

Targeting tech-savvy men and women ages 18-45, the campaign ran on native applications on the iPhone between December and January.

In this time, the campaign generated more than 400,000 total impressions with user engagement averaging just over 10 seconds, per GoldSpot.

With an eye towards the computer and tablet products it has coming to market, HP asked consumers to take a brief survey within the mobile ad unit to gauge how they rank versus competitors and collect user feedback on its brand image.

?Most of these start in-app while users are trying to access the content and the content is floating in the background,? Mr. Dharmaji said. ?The video ad launches while the app is loading in the background so we are not impacting the user experience negatively.

?Users can tap the video control panel to make it full screen from floating in the lower third, and they can also interact with the brand?s microsite,? he said. ?What we have seen is that the average ad view times have been pretty high, one video is 12 seconds and the other one is 15 seconds, and we?ve seen an average view time of 10 seconds, which is pretty good for mobile video.

?CTRs are ranging from 4 and 8 percent?consumers that expand the ad?and the campaigns consistently achieve more than 4 percent clicking-through to a microsite.?

Final Take
HP campaign