In Search of the Most Effective Ad Campaigns
There are now just three weeks left to get your entries in for our 2012 Effective Mobile Marketing Awards - yesterday we called for apps, and today we're doing a shout out for the best mobile advertising campaigns.
Mobile advertising has grown like stink over the last year - not just in terms of budget but the increasing sophistication of assets too. Rich media mobile advertising enables brands to tell stories to consumers, just as they would online or even on TV. We want to encourage the mob ad fraternity to come forward and enter their best campaigns, so we can recognise just how far mobile advertising has come in recent years.
Last year, the winner in this category was Fetch Media and Sony Columbia Music's work on the launch of Calvin Harris' single Bounce, featuring Kelis. The HTML5 banner ad used rich animation which lead to two calls to action: watch the video, or buy the song. The campaign objective was to drive radio play and sales, to establish the track as a big summer hit – and it succeeded, pushing the single straight into Radio 1's A List and to No. 2 in the charts. Impressive, and even more so when you consider that mobile was the only channel used to promote this release. The ad generated more than 8m impressions within 10 days, with 30 per cent of those watching video or clicking through to buy the song on iTunes.
If you think you've got a campaign up your sleeve which could beat that, this is your chance. Just head over to the Awards website now for details, and download the Entry Form. Remember, there’s no entry fee, and you can enter as many times as you have campaigns worth sharing. We look forward to seeing what you've got to offer.