Suprise Win for Porsche with Mobile Ads
Nobody thinks Porsche’s are cheap. By and large to most people in this economy, they aren’t. What Porsche has been fighting is the notion that they are unimaginably so expensive. A notion that might be over emphasized by the fact that most of the 911 models come in over $90,000.
But what Porsche did was target mobile phone users, typically young and tech savvy users with ads on Weather.com and various Yahoo sites. The result? 22% of Porsches ad generated traffic was from mobile ads.
At least in terms of metrics it was a success.Where the metrics show is in the click-through rate. It averaged 6 times higher than Porsche’s non-mobile efforts. Personally, generating significant click through rates for ANY mobile campaign is grounds for celebration.
What do the mobile results mean though?
The campaign, which targeted smartphone users on Weather.com and Yahoo properties including news, finance and sports, represented about 10% of the total digital budget, which allocated 70% to online display ads and 20% to search. The cost-per-click was up to four times less compared with online. Mr. Pryor said one reason search did not yield better results may be because Porsche is an aspirational brand and some may be seeking it out as they’re randomly surfing. The buying intent of mobile users seeking out Porsche, on the other hand, tends to be more immediate.
Simply put, it costs Porsche lest and potentially generates better results to advertise on mobile sites. David Pryor, Porsche Cars North America’s VP-marketing also noted that the traffic volume spiked on weakens, suggesting to him that buyers were out shopping for cars and doing research.
Advertising Age: Mobile Effort Gets More to Say ‘I Can’ Purchase a Porsche
