Rich media advertisements on the iPad are delivering high levels of user engagement, according to campaign metrics from textPlus, PointRoll and AdMarvel. textPlus, an ad-supported mobile application that allows free unlimited texting over WiFi and on the iPad, was among an exclusive group to debut optimized apps for the iPad launch in April. It partnered with PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. and the leading provider of digital marketing solutions, to create the first iPad ads for leading advertisers.
Campaigns that ran the first four weeks after the iPad launch delivered average interaction times across advertisers of 30 seconds, and as high as 53 seconds for one advertiser. Time spent with each ad correlated with the amount of content included in the ads. In addition, interaction rates (measuring the number of people tapping to expand and engaging with the ads, as a percentage of impressions) ranged from .9% to 1.5% in the first month of the campaign, up to 6 times the benchmark for comparable click-to-expand ads on the desktop. In addition, 67% of users who viewed a video component of the ad in the app watched it all the way through, compared to 53% completion rate for desktop. These findings show that the iPad can be a successful supplement to a 360-degree campaign across devices to strengthen and further lift audience engagement.
The partnership leveraged existing online brand campaigns built by PointRoll and optimized them for the iPad. For Ford, textPlus and PointRoll extended the Lincoln MKS campaign into a full-screen click-to-expand advertisement utilizing the large iPad canvas to create an unprecedented advertising experience. Video and an interactive image gallery enabled users to engage directly with the brand. Users were also able to interact with the landing page right within the ad itself. See the demo here.
“The ability to engage so effectively with our target consumers on the iPad has been terrific,” said Scott Kelly, Ford’s Digital Marketing Manager. “The combination of PointRoll’s sophisticated technology and the highly interactive nature of the textPlus app has allowed us to extend our presence into another powerful channel. We were happy to be among the first advertisers on the iPad, especially considering none of us had even seen the device before we launched these campaigns.”
“Our rich media iPad app ad banners expand to fill the entire iPad canvas, engaging users in a way that standard ads just can’t. It’s a totally unique consumer experience that really enables advertisers to engage with their customers,” said Polly Lieberman, Vice President of Advertising Sales for textPlus.
“PointRoll is committed to delivering engagement no matter what the device, and the iPad touch screen gives marketers an opportunity to truly make an impression,” said Jason Tafler, CEO of PointRoll. “Our clients are seeing unprecedented levels of interaction, which is giving the entire industry an opportunity to rethink how they engage with consumers. And marketers can view mobile and tablet metrics alongside their other campaign metrics, allowing them to get a holistic view of how campaigns are performing across media.”
PointRoll and textPlus implemented the campaign with mutual partner AdMarvel Inc., using AdMarvel’s mobile advertising SDK for iPad. The parties will continue to work together to produce rich media ads for textPlus on the iPad and other devices.
AdMarvel (admarvel.com) makes mobile advertising work by enabling mobile developers, publishers and carriers to easily source, provision, manage and track advertising from virtually any ad network or direct sourced advertising inventory. As the leading trusted third party in mobile advertising, AdMarvel works with mobile publishers, developers, carriers, ad networks, agencies and advertisers to optimize advertising inventory and revenue. AdMarvel services work across mobile web, WAP, SMS/MMS and in-application and video modalities. AdMarvel is a wholly owned subsidiary of Opera Software ASA.
textPlus brings ad-supported real texting and group texting to the iPad, iPhone, iPod touch and Android phones through both its mobile application and permanent short code, 60611. textPlus is carrier and Mobile Marketing Association (MMA) compliant and enables seamless interaction between textPlus application users and their friends using regular text messaging (SMS).
The textPlus app for iPad allows users to text to any text-enabled phone in the U.S. and Canada, as well as to text from app to app anywhere in the world, for free. textPlus is the first texting app to allow one-to-one, group and Community texting in a chatroom-like environment using reply-all functionality. Multiple participants participate in a conversation, and can chime in at any point. To date, textPlus has been downloaded over 6.5 million times, and within in its network, over two billion messages are sent each month.
For more information, please visit textPlus.com, or text GOGII to 60611.
textPlus media contact: Margaret Sullivan / E: msullivan[.]groupsjr.com / P: 646-833-0205
PointRoll (pointroll.com), a wholly-owned subsidiary of Gannett Co., Inc. (gannett.com), is the leading provider of digital marketing services and technology. PointRoll enables advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile, and social campaigns. Delivering both the art and science of the digital engagement, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. Evolving beyond the banner, PointRoll allows marketers to find consumers wherever they are across any digital platform and deliver a relevant and engaging brand or direct response experience, dramatically improving ad effectiveness. Serving more than 350 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers measurable online advertising campaign results.