Retail case studies in mobile advertising from the Shop.org Summit

This week we had the opportunity to host a panel discussion with John Seebeck, VP of eBusiness at Crate and Barrel and John Lazarchic, VP, e-Commerce at PETCO at the Shop.org Summit in Dallas, Texas.  Brendon Kraham, Team Manager of Mobile Display Ads for the Retail & Tech verticals, moderated the panel.  Both Crate and Barrel and PETCO recently ran their first mobile advertising campaign on the AdMob network. 

The session topic was “Retail Case Studies in Mobile Advertising” and focused on the process of getting started with mobile advertising and results of the Crate and Barrel and PETCO campaigns. The panel drove a great conversation around things to consider when developing a mobile advertising strategy. We’ve included insights from the session below as well as creative examples from both campaigns.
 

Campaign Highlights
Crate and Barrel ran a CPM campaign to drive mobile visitors to their mobile website from smartphone, iPod touch and iPad devices.

• iPad CPM ads drove a 15% CTR for Crate and Barrel. 
• Overall CTR for Crate and Barrel CPM campaign was 3.48%, substantially higher than their average for online display.
  

Crate and Barrel CPM Canvas Ad (banner ad expands to canvas)

PETCO utilized both CPC and CPM ads to drive mobile traffic to a coupon offer on a newly created mobile landing page built for the offer.

• PETCO’s hybrid CPC/CPM campaign drove coupon redemption rate of 4.6%. 
• In-store coupon redemptions outnumbered online by 5 to 1 for PETCO’s $10 off $50 purchase coupon offer, showing the power of driving in-store traffic via mobile advertising.

PETCO banner ad leads to landing page for coupon opt-in

Getting Started on Mobile: Mobile Web v. Applications

• Both Crate and Barrel and PETCO are focusing on the mobile web first, with the possibility of developing applications for specific operating systems in the future. 
• PETCO expects the cost of developing a mobile website will be more than made up by increases in mobile conversion rates. 
• Crate and Barrel already has a mobile optimized site and is considering enhancing this experience through applications, particularly for iPad.

Setting Mobile Goals

• PETCO is very ROI focused and excited about the opportunity around both driving traffic to physical store locations and online purchases. 
• Crate and Barrel had both purchase and branding goals around this initial mobile advertising campaign. The strong CTR they saw on mobile makes them feel enthusiastic about measuring additional activities in the future.

Lessons Learned

• Implement and test measurement tools in order to track against mobile goals. 
• Important to consider ease of conversion on mobile and limit barriers to conversion by providing best possible experience to mobile users.

Big thanks to John Seebeck and John Lazarchic for sharing their experiences. We are excited to continue helping our retail customers connect with their desired audience on mobile.

Posted by Vicky Homan, Google Mobile Ads Marketing Team  

Retail case studies in mobile advertising from the Shop.org Summit
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