Pontiac’s campaign promoting its G8 GXP sedan on Maxim’s mobile properties saw 32 percent engagement from users, according to a JumpTap-sponsored Mobile Marketer webinar.
The campaign resulted in a 12 percent increase in the number of unique visitors to Pontiac’s mobile site. Twenty percent of Maxim mobile users downloaded a Pontiac wallpaper.
“Maxim readers surpass 16 million domestically, and its readership’s demographic profile overlaps nicely with Pontiac’s target demographic for its sporty brand,” said Konny Zsigo, president/CEO of WDA. “Pontiac is looking for males that are likely to want to purchase automobiles, and the concept of the using Maxim content to attract these consumers was a nice fit.
“On one side you have Maxim, a great men’s publisher, and Pontiac is Maxim’s customer, so WDA’s role was to help Maxim deliver a mobile portion of that campaign,” Mr. Zsigo said. “The approach was not just to put up a banner ad and have people click through to a download site, but also provide end-users with pieces of content they could download and actually experience.”
Sponsored by mobile ad network JumpTap, the hour-long pay-per-click mobile performance-focused webinar featured the WDA’s Mr. Zsigo, Brennan Hayden, vice president of WDA, and Lara Mehanna, director of product management for JumpTap.
The executives discussed the value of mobile pay-per-click and why companies can’t afford to wait to launch mobile campaigns.
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