The National Breast Cancer Foundation is using mobile in-app ads as part of an integrated multichannel campaign to raise awareness for the early detection of breast cancer.

The in-app ads are part of an integrated multichannel campaign that is appearing across Gannett?s multi-media network. The ads are appearing in USA Today?s mobile and iPad apps.

?When people go to use a USA Today app, we know they are in the information gathering mode,? said Susan Morales, director of marketing for the National Breast Cancer Foundation.

?As we get the message out about early detection, this is a great venue, while they are in the information gathering mode, to click on the ad and learn how yearly detection can save lives,? she said.

The ads will either drive viewers to an early detection awareness site or to the iTunes App Store, where users can download the National Breast Cancer Foundation?s Beyond the Shock app for the iPhone and iPad.

Multichannel effort
This is the third year that the National Breast Cancer Foundation is working with Gannett to deliver a month-long, multichannel advertising campaign in support of Breast Cancer awareness month.

The in-app ads encourage viewers to participate in the National Breast Cancer Foundation?s 30 Day Early Detection Challenge.

"You are seeing more nonprofits looking at the mobile channel and incorporating mobile into their mobile strategy, whether it is within apps or using some of the newer technologies, like 2D bar codes,? said Douglas Gardner, president and CEO of Jump Market Strategies, Rockville, MD.

?What is noteworthy about what the Breast Cancer folks are doing is that they are doing this within an app that this tied to a publication that reaches a demographic that is more likely to be supporters of nonprofits,? he said.

?Advertising across a breadth of apps is not the right strategy for nonprofits because you could wind up on apps for a very young audience that is not thinking about nonprofits.?

Mr. Gardner is not affiliated with the National Breast Cancer Foundation or Gannett and spoke as someone with experience in nonprofits' mobile strategies.

In addition to the in-app ads, the effort also includes digital home page ads on USAToday.com, ad placements adjacent to the new health vertical ?Your Life,? and messaging within Gannett?s new ?Cutting Edge? TV series.

?Nonprofits are looking to integrate mobile with their digital strategies,? Mr. Gardner said.

?It is not so much that are looking at a specific channel, it is more that they are taking a holistic view and integrating mobile with their overall digital marketing strategy,? he said.

This gives nonprofits the opportunity to maximize efficiencies as they look to reach constituents in the ways that they want to be reached.

?Mobile, while not the driving force, is a very important channel for us,? the National Breast Cancer Foundation's Ms. Morales said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York