Land Rover and AdMob announced a highly targeted mobile advertising campaign designed to reach high net worth customers browsing the mobile web.
The Land Rover campaign utilizes AdMob’s new custom targeting to reach consumers based on mobile-specific factors as well as specific devices.
This campaign is also the first to use AdMob’s iPhone ad unit, which has a Land Rover store locator in the banner ad itself. This allows mobile phone users to type in their zip code and see a map and directions to the nearest dealer.
23% of users who clicked on the Land Rover ad responded to at least one call-to-action on the landing page. 88% of those users watched the video, 9% entered their zip code to find a nearby Land Rover dealership and 3% used the click-2-call action, all of who were highly qualified leads.
Of the 3% who clicked to call through the advertisement, 50% of the calls lasted more than 30 seconds and 20% of the calls lasted for more than a minute.
AdMob worked with Unicast to power a custom mobile website landing page at http://mobile.unicast.com/rangerover/ for Land Rover’s six-week advertising campaign. Users will be able to:
- Stream or download a 15 second video of the 2007 Land Rover Sport driving experience
- Click to initiate a phone call from their mobile phone to schedule a test drive
- Enter their zip code into a dealer locator
Exciting stuff. Which affiliate programs will be first to take mobile campaigns to this level?