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Release: Land Rover Leverages Mobile Advertising In Partnership with AdMob to Reach High-Net Set on iPhones

(LOS ANGELES, Calif.) – Land Rover and AdMob announced a highly targeted mobile advertising campaign designed to reach high net worth customers browsing the mobile web. Land Rover’s campaign utilizes AdMob’s new custom targeting to reach consumers based on mobile-specific factors as well as specific devices, bringing mobile marketing to a new level.

The Land Rover campaign is also the first to use AdMob’s iPhone ad unit to reach high net worth individuals. The Land Rover iPhone ad has a 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.

Of those users who clicked on the Land Rover advertisement, 23% 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.

In a recent AdAge article, Mariana Solano, advertising-communications manager for Land Rover North America, said Land Rover initially began to use mobile marketing for branding purposes, but quickly realized its direct-response potential. Therefore, when the time came to launch the Range Rover Sport, it aimed to reach its affluent target consumer through Blackberries, Treos and iPhones. Thus far, the campaign has received 2.5 million impressions, with a higher click-through-rate of 0.3% on the iPhone than the average 0.22% for the entire campaign. The Land Rover campaign, which has been running since late October, has registered 400,000 impressions on the iPhone with 1,100 users entering their zip codes. According to Ms. Solano: “That’s excellent results – that’s significant.”

“Land Rover wanted to reach a specific target audience to promote the Range Rover Sport,” said Joao Machado, Online Associate Media Director Mediaedge:CIA . “AdMob brought targeting and the tools to help us engage the right users on their mobile phones.”

AdMob worked with interactive agency Mediaedge: CIA to define targeting parameters to reach a desired segment using a combination of mobile context, sites and devices. AdMob’s proprietary targeting technology leverages data collected from billions of ads served to optimize mobile ad serving. AdMob’s targeting approach was validated by primary on-phone research conducted with mobile research firm M:Metrics in Q3 2007.

“Mediaedge and Land Rover challenged AdMob to reach a specific customer set with valuable functionality to leverage the context of the mobile phone.” said Tony Nethercutt, Vice President Sales for AdMob. “This campaign demonstrates the power of mobile marketing to engage the customer in a highly interactive and personal way.”

AdMob worked with Unicast to power a custom mobile website landing page 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

The Land Rover campaign is part of a broader campaign across TV and the web. The mobile ads will run through the end of 2007.


15.12.2007   
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