Software company SAP AG is running banner display ads on the mobile sites of 11 business and technology publishers such as CBS, Gizmodo and CNN.

The banner ads have click-to-WAP functionality that brings consumers who click on the ad to SAP's mobile landing page, where there are five videos featuring business experts and SAP video ads. SAP's target demographic is early-adopter business executives and decision-makers who travel often and access the Web via their mobile devices.

"The mobile campaign is intended to address the growing consumer demand to access content via a variety of mobile devices wherever and whenever they need it," said Costanza Tedesco, vice president of global advertising and branding at SAP, Newtown Square, PA.

"In addition to aligning with relevant business and news properties, SAP is also reaching our target via travel and lifestyle sites," he said. "SAP's core demographic consists of C-level executives that influence decisions regarding the purchase of business software.

"For this tech-savvy target, staying connected is critical to their company's livelihood and mobile devices help them accomplish this connectivity."

SAP is the largest European software enterprise, with headquarters in Walldorf, Germany. It is best known for its SAP Enterprise Resource Planning, or ERP, software.

Mindshare, the global media agency of record for SAP, considers any and all mobile ad networks or site partnerships and selects those that are most appropriate based on the engagement level needed to meet SAP's specific objectives.

Mindshare develops the media plans that deliver the creative platform to the SAP target audience.

Quattro Wireless served the banners ads across its network of publishers and created the mobile landing page.

Ogilvy is the global agency of record for SAP brand-awareness advertising.

This year, SAP worked with Ogilvy to launch a new communications platform, Clear New World.

"This platform addresses why it is important for businesses today to operate with greater clarity and transparency and is supported by an array of communication tactics, including brand advertising, demand generation, sales support, events and partner enablement," Mr. Tedesco said.

"The Clear New World campaign is delivering business and thought-leader content via print, online banners, search and out-of-home tactics to reach our target within the course of their typical day and in ways that are consistent with their media consumption habits," he said.

Given the nature of its product and its target demographic, mobile advertising was a no-brainer for SAP.

"It was natural to include mobile vehicles that we know our target is using to access content on the go," Mr. Tedesco said.

"Ultimately, synergies created across various platforms help to enhance SAP brand awareness, recall and perception and demonstrate SAP's commitment to adopt leading-edge technology solutions," he said.

SAP's mobile campaign consists of mobile banners, as well as a mobile-friendly landing site that can be accessed by clicking on the mobile banners or directly via the campaign vanity URL http://sap.com/clear that appears in print and out-of-home advertising.

"Like the traditional campaign landing site, the mobile site includes rich-video content for video-enabled devices, customer success stories and whitepapers that support the target's understanding of the benefits of operating with clarity and transparency," Mr. Tedesco said.