A clever mobile ad campaign commandeered by AdTheorent and Proof Advertising is showing impressive results, indeed.
Today MAW was given exclusive access by the NYC-based companies to mid-campaign results for “Be a Part of the Scene in San Antonio” mobile advertising campaign. The goal of the summer-long campaign is to drive awareness about San Antonio and encourage travelers to visit.
Developed for the San Antonio Convention & Visitors Bureau, the campaign features a high impact rich media unit that allows consumers to experience San Antonio via mobile devices through an interactive “selfie” ad feature.
What AdTheorent and Proof Advertising devised is unique user experience that’s returning superior engagement data.
“The user experience flows from an initial rich media banner that opens into a full page rich media unit showcasing a video of San Antonio attractions along with two calls to action: ‘Snap your San Antonio Selfie’ and ‘visit SanAntonio.com,’” according to the data release provided to MAW. “Each time a user taps the ‘selfie’ button, he or she is able to take a photo or use a pre-existing selfie from the phone’s library to be inserted into one of four unique scenes, three of which are San Antonio attractions and the fourth is a humorous dinosaur head image.”
Best of all, users can share their customized San Antonio-themed selfies on social media via pre-populated Facebook and Twitter messages, posting the image as is or choosing to edit the copy before sharing. Users are also welcome to save the images to their device library for later sharing.
“The primary goal for the campaign is to drive secondary actions and engagement within the ad unit, including travel intent actions as well as social sharing,” notes the release. “AdTheorent uses its predictive targeting capabilities to target only users predisposed to take those actions.”
How’s it working?
Now at mid-point, CTR is strong (60 percent higher than industry average) and secondary engagement even stronger at 67 percent. That’s about six times the industry average of 11.5 percent.
Engagement is high, with consumers spending an average of 102 seconds with the rich media unit — significantly higher than the industry average of 13.2 seconds.
AdTheorent and Proof Advertising are also watching the data on secondary actions. That data is also impressive.
Of the users who took a secondary action within the unit, 7 percent completed the final step of sharing socially or saving the selfie images that the user created within the rich media unit.
Indeed, users are completing actions that signal travel planning and research. So far, the campaign has yielded a 3.86 percent “intent to travel” conversion rate — vastly outstripping the industry average of .3 percent.
The client can see the results, too. Signals of “intent to travel” include key actions on the VisitSanAntonio.com site, including “browse and book” page visits, leisure guide requests, mobile app conversions, and “go” button clicks which are made after inputting travel dates.
So far, everything’s coming up roses for this campaign — yellow ones, of course.
On Tuesday morning, after reviewing all the data above and more, MAW spoke exclusively with Anthony Iacovone, CEO of AdTheorent.
So what can mobile advertisers take away from this particular case study as a guiding example for their future efforts?
“Mobile is most effective when clear business goals drive the mobile tactics,” Iacovone tells MAW. “The primary goal for this campaign was to drive secondary actions and engagement within the RM ad unit, including travel intent actions as well as social sharing. The secondary engagement statistics for this campaign are exceedingly high, as is the time spent by users within the Rich Media unit (102 seconds). These results show the importance of creating a compelling experience and then pairing that experience with superior targeting methods.”
Iacovone believes that rich media “will continue to play an increasingly important role in the future of mobile advertising.”
“Rich media facilitates the delivery of a brand experience that can be highly engaging to the properly targeted consumer,” he adds. “ As more and more marketers experience the benefits of rich media — including meaningful time spent within the unit and — more dollars will continue to shift into this arena. As targeting practices become more refined, it is equally important to ensure that the user experience meshes with the expectations of the target user.”