Mobile is one of the fastest growing advertising platforms ever and the uptake of smartphones by the buying public continues at an unprecedented rate. Recent research from Ipsos indicates that UK smartphone ownership in 2011 jumped from 30% in January/February to 45% in September/October. And according to the IAB, mobile advertising spend in the UK grew on a like-for-like basis by 157% in 2011. This growth could be even greater if conflicts in reported results between mobile publishers and ad servers could be reduced to the minimal levels that are common in desktop advertising.

Launch the campaign
Published
November 2012
Topics

The Story

Mobile is one of the fastest growing advertising platforms ever and the uptake of smartphones by the buying public continues at an unprecedented rate. Recent research from Ipsos indicates that UK smartphone ownership in 2011 jumped from 30% in January/February to 45% in September/October. And according to the IAB, mobile advertising spend in the UK grew on a like-for-like basis by 157% in 2011. This growth could be even greater if conflicts in reported results between mobile publishers and ad servers could be reduced to the minimal levels that are common in desktop advertising.

Through the campaign, Manning Gottlieb OMD not only aimed to achieve brand engagement that could be measured through numbers of video views, but also to improve tracking and reduce statistical discrepancies in reporting. Ad creatives consisted of the Renault ZE television spot embedded as a YouTube video player in a tap-to-expand unit. DoubleClick Studio was used to build and assemble the ads in HTML5 and to implement tracking code in the raw files. The ads were trafficked in DoubleClick for Advertisers (DFA) and served on a targeted basis across Google’s AdMob network.

The Technology

The Results

In the month-long campaign, 8.6% of users who viewed the expanded panel tapped through to the Renault site, while advertising on the AdMob network generated 25% of UK views for the Renault ZE YouTube commercial. “That was something I was very impressed by,” says Mark Halliday. “Streaming the ad via YouTube into the ad format increased the number of views in YouTube overall. That’s a very effective way that we can use rich media in future.” Thanks to tight integration, the campaign also brought together the ad serving side and the publishing side of the business.

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team members working on this project

Launch Date Dec. 21, 2012