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Case Study: Pet Food Maker Locates Engaged Mobile Users

Geographic targeting captures the most engaged mobile device users




Overview

A large manufacturer of pet food launched a mobile component for its weight loss system using PlayTime Media. The pet food maker wanted to advertise the ease, convenience, and effectiveness of its program, which includes pre-measured portions and a simple feeding guide. The goal was to encourage pet owners to learn more about pet nutrition and download a coupon for the pet weight loss system.



Execution

A 1:14 minute video was inserted into mobile device placements targeting users in sixteen metropolitan cities across the United States. At the top of the unit was an overlay banner which, when clicked, redirected viewers to the brand’s microsite. There, viewers could read additional information on pet nutrition and print a discount coupon.


Results

Mobile device viewers captured through geo-targeting were more engaged in the brand’s video ad. Click-through rate to the microsite (5.2%) outperformed the benchmark and nearly doubled that of mobile units not implementing geographic targeting. The boost geo-targeting provides is significant, considering the low conversion rate typically seen in mobile viewers.




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