Ford mobile ads reach 1M consumers, achieve 20 percent CTR
Ford Motor Co.?s mobile idle-screen advertising campaign to drive consumer interest in the 2010 Ford Taurus achieved an average click-through rate of 20 percent.
The automaker tapped Mobile Posse for the campaign, which ran during November and December. Ford ran a national campaign promoting the launch of the redesigned Taurus, reaching more than 1 million of Mobile Posse?s opted-in base of mobile consumers across 210 designated market areas (DMAs).
"Mobile Posse's active idle screen advertising inventory is ideal for marketing advanced consumer goods, like Ford's all-new Taurus,? said Jon Jackson, founder/CEO, Mobile Posse, McLean, VA.
?Our unique technology allows us to deliver graphical, multi-page mobile ads that truly showcase innovative design and technology on the mobile phone," he said.
Automotive industry giant Ford Motor Co. manufactures and distributes automobiles across six continents. The company's automotive brands include Ford, Lincoln, Mercury and Volvo, and it provides financial services through Ford Motor Credit Co.
Ford did not respond in time for press.
Team Detroit is a joint venture comprised of WPP?s Detroit-based agencies, including JWT, Y&R, Wunderman, Ogilvy and Mindshare.
Mobile Posse Inc. is a provider of mobile marketing and CRM service focusing on the idle screen of mobile devices.
Consumers opt-in to Mobile Posse?s free service to receive information and discount offers from national and regional brands.
Idle-screen messages are delivered only when the phone is not in use, generating higher consumer response rates and click-through rates, according to the company.
Teen idle (screen)
Technology-savvy consumers increasingly rely on their mobile phones to learn about, research and express interest in new products.
Ford's target demographic for the Taurus is U.S. consumers ages 35-54.
With the launch of the 2010 Ford Taurus, Ford needed to effectively reach the vehicle?s target market via the mobile device in a way that complimented its existing mobile initiatives and its traditional media buys.
Ford?s mobile idle-screen advertising campaign was designed to spur consumer awareness and interest in the new Ford Taurus sedan.
Full-color, full-screen creative showcased the exterior design of the vehicle and highlighted select engineering and interior features, including the available 365-HP Ecoboost V6 engine, radar-enabled technologies and massaging seats.
Average CTR for the campaign was 20 percent. Nearly half of Mobile Posse?s unique users clicked on a Ford ad during the campaign.
The campaign was the first by an automotive manufacturer to include Mobile Posse?s idle-screen click-to-mobile-Web functionality, which lets consumers launch a complementary mobile Web site with a single click.
After viewing the Ford Taurus ad, Mobile Posse users were invited to visit Ford?s mobile Web site to find a local dealer.
Nearly 20 percent of users that viewed a click-to-mobile-Web ad elected to view the site.
The mobile site used in conjunction with this campaign can be reached at http://taurus.qwapi.com. Ford's full mobile Web site is at http://m.fordvehicles.com.
Mobile ads drive sales leads
The nature of Mobile Posse's mobile idle-screen advertising inventory allowed Ford to showcase the design and features of the all-new Taurus with eye-catching creative outside of banner ads within mobile browser.
Mobile Posse's interactive calls-to-action, including ?click-to-mobile-Web,? also allowed Ford to generate sales leads by directing users to the Taurus mobile Web site, where consumers could view product demonstration videos, locate a dealer and further educate themselves on product features.
Mobile consumers were invited to contact their local Ford dealer for more information.
The campaign ran nationally across Mobile Posse's carrier network. Mobile Posse is presently deployed with Verizon Wireless, Alltel Wireless, Cricket Communications, MetroPCS and Revol Wireless.
?The flexibility of our platform allows these complex mobile advertising campaigns to be quickly and easily deployed, usually in less than a week," Mr. Jackson said.