Pre-launch Online Ad Campaigns Generate Impressive Reach
It’s logical to suppose that an ad campaign for a mobile smart phone would launch, in large part, online. Palm, in generating pre-launch buzz for its latest offering, the Palm Pre, and partner Sprint, with its Now Network, effectively used this strategy earlier this summer. According to comScore, YouTube ads were seen by at least 13 million consumers in one day. Did this viewership translate into higher sales?
comScore’s survey results indicate that the ad reach was about 63% male and 37% female. Further, the age group that received the most impressions was 18–24 at 37% of the total. However, the 35–44 year old group comprised 29% of the impressions. This bodes well for Palm as men in the 18–44 skew toward the most likely demographic to own smart phones. comScore’s survey data shows that traffic at sprint.com store locator sites jumped significantly as soon as the Palm Pre was available and analysts believe that trend predicts purchase intent.[Sources: comScore release, 7.17.09; Wired: Connecting to the Mobile Marketing Revolution, comScore, July 2009]