In the beginning of 2011, WWF’s marketing team noticed the boom in smartphone usage and decided to get in on the action early, by running a test campaign over one month on a selection of mobile networks.
Google’s mobile advertising or AdMob was one of several mobile networks WWF tried. One of the largest of its kind in the world, AdMob gives advertisers the opportunity to reach and interact with customers on the mobile web by placing ads within its network of apps. In Sweden, it reaches around 3 million unique devices through thousands of premium in-app placements.
AdMob very quickly stood out with its high reach, low cost per order and impressive number of orders. WWF liked the fact that AdMob enabled them to buy on a cost-per-click (CPC) basis and delivered the lowest CPC of all the test channels by a factor of seven.
At the end of the month-long trial, WWF decided to drop advertising on the other more expensive channels, but they continued to advertise on AdMob for the remaining four months of the year, increasing their mobile investment by 400%.
WWF continued to see good results during the months to follow, noticing that as investment increased, conversions increased too. At the end of the four-month campaign, mobile conversions had risen to represent almost 25% of WWF’s total conversions across all platforms. WWF’s next step was to triple their mobile investment as they put plans into place for the 2012. Not surprisingly, based on their success to date AdMob will continue to perform a key role in their approach.