Mobile Conversations 2008: Revving up the Land Rover for success

The first case study of the day at Mobile Conversations 2008, held in Mumbai on Friday, was presented by Zubair Jandali, head, international business development, AdMob, a US based mobile advertising network.

Jandali started by explaining why the mobile medium holds so much appeal for advertisers. He said a mobile campaign gives a brand the potential to reach out to more than three million users and to create strong brand recall.

He talked about AdMob and said it serves around 400 million ads and reaches out to millions of users every month in India. Its clients here include AOL, Maxim, My Space, Hi5 and Hungama.com.

The campaign was targeted at high net worth consumers who browse the Internet on the mobile. It was launched with the objectives of generating a buzz around the SUV, building purchase considerations among its target audience, and driving traffic to its retailers. The campaign was carried out on various mobile ad networks in the US such as Jumpstart, Nokia’s Enpocket and AdMob.

AdMob used its Apple Iphone targeting technology to carry out the campaign on iPhones; a combination of text link ads, graphical banner ads and a mobile site called RRSMobile.com was used. (RRS stands for Range Rover Sports.) The campaign was carried out during April-June 2008.

Banner ads were offered to users to find a dealer, download wallpapers and watch videos of the Range Rover Sports. The site enabled users to watch videos and allowed them to download customised wallpapers with the SUV in the colour of their choice. They could also visit the photo gallery on the website.

Users could enter their zip code to locate their closest dealers. They could fill in their email ID to ask for a brochure of the SUV. And they could click a contact number to register for a test drive.

AdMob served a total 2,70,30,393 text and banner ads through its network, out of which 1,54,476 ads got clicks. The mobile site registered 2,48,000 visitors, out of which 1,80,709 visitors were generated from the AdMob network. Around 45,000 videos, highlighting the features of the SUV, were viewed. The photo gallery section registered more than 1,28,000 views with close to 23,000 wallpaper downloads.

The site received more than 5,000 requests for dealer details, out of which 68 per cent requests were routed through the AdMob network. Around 800 visitors asked for brochures, of which almost 60 per cent came via AdMob. Around 1,106 calls were made to register for a test drive of the SUV.

AdMob, which is currently present in the international markets, plans to set up an office in India in the third quarter of this financial year.

Mobile Conversations was presented by afaqs! in association with MyToday. mKhoj was an associate sponsor.

The Bengaluru session of Mobile Conversations 2008 will take place on Friday, September 26.