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Adidas, H&M, Ford see stellar results with mobile banner ads

Hotshot brands Adidas, H&M and Ford are running mobile advertising campaigns within carrier Tele2's mobile portal in Sweden.

Click-through-rates for these high-profile campaigns on Tele2's Swedish portal have ranged from 2-6 percent and a recent campaign showed that in terms of cost per click, mobile advertising was five times more effective compared to traditional web banner advertising.

"Tele2 started in 2008 with a mobile advertising pilot, which became a multi-country commercial deployment in early 2009," said Ashu Mathura, founder/CEO and of MADS, Amsterdam, the Netherlands.

"Tele2, like Vodafone, Orange, etcetera, wanted to start earning money by selling ad spaces to advertisers," he said. "In the end, it's all about ARPU and making it higher.

"Tele2 offers advertising space on-portal, but also in SMS notifications messages."

Tele2 is playing an active role in enabling, pushing and facilitating an integrated mobile ad eco-system, combining multiple carriers, publishers and advertisers in their European markets.

Tele2's partner to commercialize its mobile ad inventory is Adiento, the mobile advertising sales network of Swedish mobile ad agency Mobiento.

Mobile advertising technology provider MADS is powering mobile advertising for Tele2 operations in Sweden, Norway, the Netherlands, Estonia, Latvia, Lithuania, Croatia and Russia.

Adidas
Adidas promoted an Adidas Football mobile game on the Tele2 portal, which includes an Adidas store locator.

Adidas is currently running a mobile video campaign on the Tele2 portal, which revolves around the daily life of famous Swedish soccer player Johan Elmander. Mobiento has recently rolled out this campaign in both Sweden and Denmark.

H&M
Apparel retailer H&M has been working with ad agency Mobiento for several years, which in turn collaborated with Tele2 and MADS for various mobile campaigns.

H&M's cross-media campaign to promote the Matthew Williamson Collection included TV, outdoor and mobile elements.

A separate H&M mobile advertising campaign spearheaded by Mobiento, offered consumers discount vouchers and invitations to pre-sales events.

Ford
Ford tapped MADS for a cross-platform campaign that included TV4 Sweden and Tele2 to promote the new Ford Fiesta model.

The campaign was aimed at getting as many consumers as possible to the mobile site, which showed the features and images of the Fiesta.

Visitors to the mobile site could leave their ZIP-code to receive the address of the nearest Ford dealership.

Targeting and other capabilities
Other brands running ads on the Tele2 portal are Snickers, Coca-Cola, Discovery Channel, McDonald's, LG and EA.

As for mobile ad formats, brands are primarily deploying MMA-standard banners and SMS text ads on Tele2's wireless network.

MADS claims that mobile advertising targeted based on gender, age and city of living results in significantly higher response and click-through rates compared to traditional online advertising.

The MADS One full product suite includes One for Operators, to create, manage and monetize mobile inventory; One for Agencies, to plan, book and optimize campaigns; and One for Advertisers, to track real-time campaign performance analytics and reports.

MADS One cover various mobile channels such as mobile Internet, SMS and MMS push/insert, mobile video, mobile games and applications, idle screen and ringback tones.

MADS currently processes more than 400 million ad requests per month in Europe and partners with more than 150 carriers and publishers across 18 countries.

"We provide Tele2 with the software solutions to make it all possible, connecting the ecosystem together," Mr. Mathura said.