American automobile brand Dodge leveraged mobile to entice a new generation of Dodge Dart consumers in a bid by using retargeted video advertisements that resulted in increased brand awareness and increased traffic to its Web site.
The car manufacturer partnered up with mobile app-tech company Tapjoy to present its Rich Media ad units and Marquee Videos to complete over 700,000 ad engagements and boost brand awareness by 37%.
Dodge ran ads via Marquee Videos and retargeted users that watched the videos with qualified offers to promote the 2015 Dart automobile.
“Rewarded advertising on mobile is emerging as a great solution for brands because it works so well,” said Peter Dille, chief marketing officer of Tapjoy, San Francisco. “A lot of mobile ad formats are under fire because they are not particularly innovative and frankly, consumers find most mobile ads interruptive and annoying.”
“That’s a nice way of saying they don’t work at all. What’s different about our rewarded mobile advertising solution is the consumer actually chooses to engage with advertising because in exchange, they know they’ll receive content in their app.
“And that leads to unparalleled engagement metrics and increased brand affinity for our advertising partners. The key to doing it well is having the ads appear at contextually relevant moments in the app experience.”
Many of Tapjoy’s advertising models offer rewards such as virtual currency and premium content in exchange for interacting with targeted ads. Dodge included this feature in their campaign.
Forrester Research conducted a 2014 study that showed consumers appreciate brands that offer content for their apps, and prefer choosing ads to watch. 74% of participants also claimed that they are willing to share information in exchange for rewards, with in-app rewards most common.
“Mobile is incredibly important for automotive companies to reach consumers,” Mr. Dille said. “Auto purchasers go through a very complex process of awareness, consideration and intent before they ultimately make a purchase, and there is no other medium quite like mobile that can directly affect every step of that process along the way.
“In fact, that process continues on the lot as consumers use their smartphones to research competitive makes and models and, of course, pricing. So not only can an automotive advertiser get their brand in front of the right consumer at the right time and help influence their perceptions, but they can also provide a custom quote and help consumers find a dealer nearby who has the exact car they are looking for.
“Mobile has become an indispensable part of the marketing mix for automotive and we’re excited to demonstrate the power of rewarded advertising to improve results, as we’ve seen in our work with Dodge,” he said.
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at firstname.lastname@example.org for a free consultation.