NEW YORK, Sept. 11 /PRNewswire/ -- In an effort to evaluate the effectiveness of mobile marketing in branding for client Lenovo, Ogilvy's Digital Innovation Group partnered with Third Screen Media in a 4-week test program that achieved breakthrough results among mobile users.
The campaign, which was negotiated and bought through Neo@Ogilvy, Ogilvy's digital media company, documented an unprecedented high click-through rate of 6.66% against an industry average of 3%. In addition, Ogilvy found that aided brand awareness reflected an increase of 188% as a result of exposure to mobile media. The research study was crafted and analyzed by Neo@Ogilvy, in partnership with Third Screen Media and market research firm Kinesis.
The program was created to specifically reach Lenovo's target audience through WAP (Wireless Application Protocol) banners on selected sites on USA Today, CBS Sportsline, GO2 and others. Special offers on the banners would take consumers to a WAP site where they could elect to take a survey by entering a contest for a free phone upgrade.
"Because the mobile marketing space is still uncluttered, carefully targeted ads are able to achieve unbeatable click-through rates that are comparable to the early days of internet ads," said Maria Mandel, Executive Director, Digital Innovation Group at OgilvyInteractive. "Today the average online click through rate is .20%, so our 6.66% underscores the vast potential of mobile marketing in connecting with targeted consumers."
Not only did consumers actively engage in the media, but the campaign was successful in building brand awareness for Lenovo as the maker of the ThinkPad brand. Moreover, among consumers who were exposed to the mobile media and visited the WAP destination site, ThinkPad product recall increased by 74% and 156% respectively.
"As a technology company, it only makes sense for us to use the latest technology possible to build our brand," said Michael Piluso Worldwide Media Manager at Lenovo. "Mobile Marketing clearly represents a vital and growing part of the marketing mix and one in which will continue to garner serious consideration for future campaigns."
The test program ran through the month of June with over 1 million advertising impressions and over 1,300 consumers filled out the research survey. Powered by Third Screen Media technology, the survey and its comprehensive results represent a first for mobile advertising campaigns and will be used as a benchmark as brands actively pursue advertising opportunities on the mobile platform.
OgilvyInteractive
The Digital Innovation Group is a unit of The Ogilvy Group's OgilvyInteractive, and works across OgilvyOne and Neo to build out opportunities in emerging media and technology. It was formed in 2005 to manage the agency's initiatives in developing, creating and implementing new advertising solutions across mobile, gaming, broadband and other new media channels to meet growing client interest and demand in new forms of consumer connectivity.
Neo@Ogilvy
Neo@Ogilvy is a full-service digital and direct media company. It is part of OgilvyOne Worldwide, the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 110 offices in 56 countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. OgilvyOne Worldwide is a unit of The Ogilvy Group, which is part of WPP Group plc , one of the world's largest communications services groups.
Third Screen
About Third Screen Media
Third Screen Media (TSM) is a software and services company that enables advertising on mobile phones and wireless devices. For more information about Third Screen Media, visit http://www.thirdscreenmedia.com/.
