Thursday, September 19, 2013

New Mobile Captcha Ad Network Delivers for Unilever

An 87% lift in purchase intent was Unilever's result from testing a newly expanded "type-in" mobile ad network for its Wish-Bone Italian salad dressing, reported the company, citing a total of 757 consumers surveyed by comScore. Wish-Bone's marketing team was the first to test Solve Media's expanded "type-in" mobile ad network that not only includes mobile Web publishers but also mobile apps. The type-in system works like a traditional captcha but replaces the randomly generated letters and numbers typically seen on digital devices with paid brand advertising. Wish-Bone ran full-screen interstitial ads involving a simple captcha call-to-action, such as "please enter: Sassy." After the mobile consumers typed in the message, they could see the publisher's content, and Unilever was charged a fee. The promos were placed with mostly female-focused news/content providers, including AOL properties, Bauer titles, Meredith sites, Internet Brands' online publications,Vertical Scope networks, and music service Songza. With Songza, Unilever offered 24 hours of ad-free music for engaging with the ad. For more detail, see the Adweek story: http://www.adweek.com/news/technology/unilever-mobile-effort-garners-87-purchase-intent-lift-150514

Tuesday, September 17, 2013

Remarketing Expands Impact of YouTube Video Ads

If you run a video ad campaign on YouTube, don't miss the opportunity to create a remarketing campaign! It can generate added exposure and engagement with your target audience. YouTube’s TrueView advertising program offers video remarketing tools, also known as remessaging or retargeting, that enable advertisers to build a prospect list and bring viewers back to a video marketing message. With remarketing, the advertiser has the opportunity to show text or display ads to promote a video based on the audience member's past interactions with the video. For a presentation on how to leverage your YouTube ad reach, see the Target Marketing magazine blog post by Gary Hennerberg at http://www.targetmarketingmag.com/blog/video-advertising-remarketing-direct-marketers