techcrunch reporting:
It’s not just startups that are trying to push what’s possible with
mobile advertising — the Gap recently completed an ad campaign combining
traditional transit ads with geo-fencing technology.
Here’s how the campaign worked: The Gap worked with out-of-home ad company Titan
to place ads at bus stops and other transit locations in New York, San
Francisco, and Chicago. Then Titan created geofences around the ads,
which activated the mobile part of the campaign for people who were
nearby. In other words, you might see a Gap ad at a bus station, then
while you’re waiting for the bus to arrive, you open up Words With
Friends, which serves another ad, this time with a coupon for $10 off a
$50 purchase. (If the app is running in the background, the ad could
still deliver if you open the app within two hours of leaving the area.)
Chris Gayton, Gap’s senior director of media and brand engagement,
says the campaign was a good way to “close the loop” by giving someone
incentive to come into the store right after Gap has delivered its big,
colorful brand message. And the results are promising. Gap and Titan say
the campaign, which ran from Feb 20 to March 6, delivered 2.5 million
impressions, with a 0.93 percent clickthrough rate. (San Francisco did
the best, with a 1.17 percent CTR.) That’s pretty good compared to a
standard mobile clickthrough rate of 0.2 percent.
http://techcrunch.com/2012/03/11/gap-geofence-campaign/?utm_source=Street+Fight+List&utm_campaign=96e3ff481f-Street_Fight_Daily3_12_2012&utm_medium=email
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