ADOTAS – Today, mobile social entertainment provider airG launched an ad targeting service specifically for mobile social advertising, with a set of 14 targeting parameters. That’s of particular interest to advertisers looking for a younger, mobile-reliant audience — airG’s stats cite 80 percent of its users as being between the ages of 18 and 34, about equally split between men and women, and ethnically diverse (30 percent white, 29 percent Latino and 21 percent African American); and the company says its users spend on average more than 77 minutes a day on airG, either playing social games, engaging in social media or in other ways communicating with each other.
According to airG, its platform is particularly strong for CPG brands, which it boasts have seen in some cases more than triple the standard click-throughs with airG Targeting; and quick service restaurant brands and movie studios, which have seen up to five times the standard click-throughs. But, as airG mobile marketing manager Omar Kaywan said in a recent phone conversation, “You need to build a case study to see if it works.” Red Bull Canada was willing to share stats around its results with airG Targeting, which it used, together with its partner Tagga Media, to promote its Red Bull Crashed Ice World Championship (that’s a downhill ice racing event in Quebec City). Red Bull was looking to target males in the 18 to 35 age range interested in winter sports and extreme sports, and because the brand was trying to reach Canadian users, it needed to target both English and French speakers. In the campaign, the brand chose to use a larger than normal ad unit. “The beauty of using mobile as a medium is you can see results in real time and make changes in real time,” Kaywan said. And the campaign resulted in a click-through rate of around 4 percent, with 10 percent of the event’s registrants signing up through mobile devices. “For Red Bull specifically, 28 percent of the attendees — and this is thousands and thousands and thousands of people — over 28 percent were engaging with mobile during the event, doing something with their mobile phone,” Kaywan added. That tidbit opens up an entirely different set of opportunities, of course — beyond driving people to an event, they’re still engaging with the same medium as the event transpires.