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Kraft?s Philadelphia flaunts products through mobile ads, video

Kraft?s Philadelphia brand is running several different mobile advertising creatives and videos that feature meals consumers can make using the company?s products. 

Philadelphia is running the campaigns within Us Magazine?s mobile site. The mobile video and banner ads are powered by Kargo.

?For the Kraft Philly How-To video campaign, various assets were utilized in order to showcase the assortment of recipe options that are available to the consumer,? said Alexis Berger, vice president of sales Midwest at Kargo. 

?With an array of creative, it brings longevity to the campaign messaging and stronger engagement,? she said. ?That being said, contextual relevance is vital to this program, which in large was a key reason Kargo was selected, our premium publisher partners within our portfolio.? 

Driving awareness
The various mobile ads feature several recipes such as Slow Cooker Chicken Stew, Sassy Tailgate Sandwiches and Buffalo Chicken Dips.

Accompanying each mobile ad is a mobile video above it that features that individual dish.

Consumers are encouraged to tap on the ad to view the full recipe. From there, they are taken to Philadelphia?s Web site ? not a mobile-optimized page ? where they can print the recipe, rate it, add it to their recipe box and their shopping list.

Additionally, the page features products consumers need to make the meal, as well as instructions on how to make it.

User intent
The ad campaign is a great way for Philadelphia to drive brand awareness. However, it would have been more effective had the landing page been optimized for mobile devices.

Nonetheless, Philadelphia is proving that it is important for marketers to use a variety of channels such as mobile advertising and video to drive engagement.

Many times, a mobile banner ad is not enough and a video can help strengthen that campaign.

In addition, it is smart to use various mobile creative instead of simply just using one.

?Similar to what the market has seen with online video, mobile video presents an engaging user experience and a key window of opportunity for a brand to connect with its consumers,? Ms. Berger said. 

?Mobile video is proving to be a hot button,? she said. ?Being agnostic with various ad units, on a fully transparent basis, ensures effectiveness for Kargo and our partners." 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York