Example of Mobile Marketing Working on AdMob
A number of small, medium and large advertisers are turning towards Facebook mobile as a way to get traffic to their brands. But how to do it?
One of the most effective ways we’ve found to make mobile advertising that works, is to produce a mobile application helping the user, while they are away from home. Advertisers need to ask themselves this; how can we help the user quickly when they are away from home?
This means that you’re providing real value to the user, while they don’t have all the computer resources they would have if they were at home. Facebook users are increasingly using Facebook mobile as a tool when they are out and about, to keep in touch with friends and to search for things they need while they are away.
Here’s a great example of an Acuvue tool from Johnson & Johnson. To increase end-user discovery and downloads of their eyeSuite application (which provided a number of easy-to-use tools for contact lens wearers and glass wearers) Johnson & Johnson retained AdMob to promote their eyeSuite application through CPM and CPC ads on the AdMob network (AdMob is now owned by Google). AdMob built a mobile campaign to target iPhone users, resulting in a large number of application downloads over a very short period.
Here’s how it worked: when a iPhone user saw the ad, they could click on it and download the application. Which would then lead them to the eyeSuite page and begin interfacing with the Acuvue brand’s features. Including; Eye Compare, a staring competition, finding an optometrist Wink & Blink, Mirror and a free trial.
This campaign improved Johnson & Johnson’s performance in the contact lens market and also gave them a huge boost in rank within the iPhone applications store. Consumers using the application could also download a trial voucher to test out the Acuvue brand in Australian stores.
Johnson & Johnson deemed the AdMob campaign a great success, and indicated that in their collaboration with AdMob they were able to reach the number 14 spot in health and fitness category, in the iPhone applications store. This could also easily be done with Facebook mobile.
Johnson & Johnson plans to use AdMob increasingly for future media buys as time goes forward. This is a great example of how an easy to use tool can help people when they are away from their homes. And provide them with useful tools on their sophisticated mobile phones. And steer them towards brands. Increasing brand loyalty and increasing sales.
Think about how you can incorporate this into your Facebook mobile strategy. By making useful tools for Facebook users they can use in the field. When done right, this form of advertising is some the most powerful Facebook advertising it’s possible to achieve in today’s market.
