AdMob helps drive downloads of woZZon Android app with city level geo-targeted campaign

We've been doing some work in the UK to promote the woZZon mobile application to Android users that highlights how geo-targeting can provide great returns for advertisers. WoZZon is one of the UK's largest events listings database, providing information on films, theatre, concerts, exhibitions, comedy, clubs, dance, opera, family days out and community events.

To demonstrate woZZon's insight into local events across the UK, woZZon teamed up with digital agency Yodel to develop a location-based mobile advertising campaign running on popular Android applications on our network. Together, we created geo-targeted regional banner ads offering city-specific messages for users in seven major UK cities. For example – ‘Free app for movies in London’ or 'Fancy a day out in Manchester?'

For Android users outside of these cities, a slightly more generic banner ad was displayed, such as ‘Free app for local concerts'. To find out more about the woZZon application and to download it, users simply had to click on the banner and they were taken directly through to the download page.

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This highly-targeted location-based approach meant that woZZon was able to identify areas across the UK where the app was particularly popular and focus its ad spend accordingly. Taking this geo-located approach also helped to increase downloads significantly. The localised ads were found to generate CTR and CTD rates that were 85 percent higher than those achieved by the more generic nationwide ads.

Before the launch of the mobile advertising campaign, the woZZon app was 89th in the Android UK download charts. Once the campaign kicked off, the app quickly jumped up to 11th in the travel download chart. It remained in the Top 15 throughout the course of the month. As a result, woZZon is experiencing more than double the amount of daily downloads than prior to the launch of the campaign. To learn more about woZZon, please download the full case study pdf.

Posted by Matt Brocklehurst, Google Mobile Ads Marketing Team

AdMob helps drive downloads of woZZon Android app with city level geo-targeted campaign
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