MASTERCLASSING

Coca-Cola Goes Mobile

David Murphy

Mobile advertising marketplace Admob has teamed up with drinks company Coca-Cola to reach mobile users in more than 160 countries using AdMobs new click-to-video mobile ad technology. The ads include both graphical and text formats on mobile web pages and use AdMobs technology to target specific handsets with video capabilities. Ads deliver mobile web browsers to a Coca-Cola landing page
where they can view a Bottle Films short. 
The lack of a mobile website is a significant hurdle for many advertisers in participating in mobile marketing, says AdMob. The company is launching a suite of web-based landing page tools in response to demand from its advertiser community. The partnership with Coca-Cola is designed to beta test the new video functionality, in advance of a scale launch later this spring.
Coca-Cola is on the cutting edge in its use of new media to reach its customers, says AdMob CEO Omar Hamoui. Having Coca-Cola choose AdMob for this launch is a great validation of the AdMob Marketp2lace and mobile advertising in general.
Coca-Cola built the Bottle Films landing page using AdMobs tools to leverage click-to-video from a mobile web page. mywaves, which provides free mobile video  entertainment, delivers video to video-enabled handsets from AdMob landing pages. Cokes Bottle Films animated shorts are available on the Coca-Cola website.
Coke is eager to reach its customers on the mobile phone, as it is a highly personal device, says Tom Daly, Group Manager of Strategy & Planning for Coca-Cola. The AdMob Marketplace made it easy for us to engage our customers on carriers and handsets worldwide, using rich content from Cokes Bottle Films.

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