A mobile advertising campaign using a full page overlay format for Duracell’s new product resulted in increased awareness, purchase intent and ad recall.

1. seamless
SUCCESS STORIES
seamless, part of the mobilike group, is the proprietary technology platform which enhances mobile
advertising capabilities of premium publishers. seamless enables publishers to monetize their mobile
applications without disrupting the user experience, while allowing advertisers to reach the right
audience through sensor driven targeting. seamless offers unique native advertising features that
support publishers in maximizing revenue, ensuring the mobile industry’s highest fill rates.
Duracell is right there
when you need them
DuracellleveragedseamlessTargetSense™totargetsmartphoneuserswithlow
batteries
Targeting:BatteryLevel
Format:FullPageOverlay
Action:InteractiveMap
Campaignbackground:
Oneofthebiggestproblemsforsmartphoneusersistheirphone’sshortbatterylife.
Asaresult,manyusers,especiallythosewhospendalotoftimeoutsidethehome,
runoutofbatteryfrequently.Inordertosolvethisproblem,Duracellintroducedanew
innovativeproduct,theDuracellportableUSBcharger.
Campaignmechanismandstrategy:
Duracelldecidedtousemobileadvertisingasthemainmarketingstrategyto
introducetheirnewproduct.Thefirststepwastheimplementationofseamless’
uniquetargetingtechnology,TargetSense™.WithitsSDKcodeintegration,seamless
wasthefirstplatformabletotargetbatterylevelsasapartofanad.Here’showit
works:whenauser’sbatteryleveldropsbelow20%,abannerappears,informingthe
useraboutDuracell’snewandinnovativeportableUSBcharger.
Result:
Attheendofthecampaign,thisuniquetargetingtechnologyachieved73%better
CTRthanaverage.Tomeasurethecampaign’seffectivenessasurveywasconducted.
Morethan38,000exposedandnon-exposedparticipantsrespondedtothesurvey
andanimpressive70%oftheexposedgrouprecalledtheads.Similarly,theproduct
awarenesswas134%higheramongtheexposedthanthenon-exposedgroups.Lastly,
thepurchaseintentoftheexposedgroupwas112%higherthanthenon-exposed.