Goal
Toshiba worked with the agency Mediaedge: CIA and AdMob to develop an engaging campaign to promote their laptops to consumers on the mobile phone. Toshiba’s overall goal for the campaign was to build purchase intent and to develop their positioning as the Laptop Expert.

Toshiba targeted tech-savvy consumers within the 30-day purchase funnel for the campaign. This was Toshiba’s first mobile ad campaign, and they wanted to see how efficiently they could reach mobile consumers and how engaged those consumers would be in the mobile medium.

Solution
AdMob ran graphical banner ads and text link ads targeted to tech-savvy consumers across select sites in its network, including AdMob’s Premium Sites, technofiles and business traveler bundles. Toshiba also leveraged AdMob’s rich media ad units for the iPhone as part of the campaign. The expandable canvas ads for the iPhone, the first in the industry, offered a unique way to reach and engage with iPhone users. The ads from AdMob drove traffic to Toshiba’s mobile micro-site that featured engaging content such as a FAQ section on laptops and a product gallery.

Results
Within one month:

• AdMob drove more than 40,000 users to Toshiba’s mobile micro-site where most users visited the product gallery.
• More than 1,000 iPhone users engaged with the industry-first rich media iPhone expandable canvas ad unit.

Based on the high engagement rates with the product gallery on their micro-site, Toshiba achieved their goal of reaching tech-savvy consumers within the 30-day purchase funnel. Toshiba is planning on running additional campaigns on AdMob in the future due to the success of this campaign.

AdMob delivered a full-service solution for Toshiba throughout the life of the campaign, including creative consultation and testing, media delivery, in-flight campaign optimization, and comprehensive reporting customized for the campaign.

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