Mobile over-delivers on branding

At Google’s Think Mobile Event last month, brands and agencies had a chance to reflect on recent successes they’ve had with mobile advertising. Jared Hopfer, Associate Director from Mobext, the mobile marketing arm of MPG and Media Contacts, shared his observations with us that day.

In the video below, Mr. Hopfer recounts how he worked with Google’s AdMob team to execute a mobile branding strategy for Volvo Cars of North America. To build excitement around the launch of Volvo’s S60 sedan, Mobext relied heavily on mobile interactive video ads. The campaign delivered significant brand lift and users spent a minute on average interacting with the video ads, akin to two 30-second spots.

As it turned out, the program became a pivotal point in how Volvo and Mobext used mobile advertising. Before the campaign, they viewed mobile primarily as a direct response channel to drive visitors to dealerships. In light of their recent successes, both agency and advertiser now see mobile as a branding mainstay and have added mobile to several upcoming branding and engagement programs. For more details on their story, download the full case study.

Posted by Ben Chung, Google Mobile Ads Marketing Team

Mobile over-delivers on branding
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