DPAC 2010 Best Mobile Advertising Network Innovation Finalist: Zumobi Networks
publication date: Nov 29, 2010
The Zumobi Network Brand: BrandBlast mobile advertising technology Executives Involved in The Campaign: Brenda Walker, Managing Publisher and VP of Marketing Brief:BrandBlast is The Zumobi Network’s innovative, cross-platform solution for monetizing mobile content. Utilizing proprietary rich media app-within-an-app advertising technology, Zumobi partners with top media properties to run mobile ad campaigns across all of the major smartphone platforms: iPhone, iPod touch, iPad and Android. The BrandBlast advertising technology offers publishers and brands much more than the typical banner ad experience; it ensures user engagement, exclusivity, rich media, and trusted content. A BrandBlast ad campaign features expandable units that drive users to the in-app BrandBlast microsite. This microsite provides a highly engaging app-within-an-app experience for users that can include videos, photo galleries, store locators, surveys, response forms and “click to” actions such as calling, SMS and mapping. The key to the BrandBlast advertising campaigns is contextual relevance to the app that the brand is sponsoring. The advertisements maintain the same high quality look, feel and graphics that the user experiences in the app itself. Only one ad campaign is run in each app, allowing exclusity for brands and Zumobi’s postion as publishing partner with top media properties enables brands to pick and choose which apps, and their corresponding audiences, they wish to engage with. The results and feedback from BrandBlast advertisements show that the technology is spot on with mobile user, brand, and publisher preferences. So far, Zumobi has seen great measurable success with BrandBlast campaigns on the iPhone and iPod touch, with average click through rates of higher than 3 percent as compared to those rates of banner ads, which typically range from .5 to 1.5 percent. In a featured case study on Mercedes Benz advertising in the iPhone MOTOR TREND app, Zumobi measured 40,000+ visits to the Mercedes Benz microsite over 5 weeks and click-through rates as high was 5%. Having recently launched BrandBlast for Android, Zumobi foresees that they will see similar successes on the growing and maturing Android platform. Overall, The Zumobi Network utilizes its publishing relationships with premium media properties and its expertise in marketing mobile apps to create and place high-quality, targeted advertisements in top performing apps. Link to Your Creative Materials: http://www.zumobi.com |
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