DIGIDAY: MOBILE

Case Studies by Mojiva

INTRO TO MOJIVA

TWO CASE STUDIES

KEY TAKEAWAYS• Mojiva makes mobile adverting simple • Creative Units must evolve at same

rate as smartphone market penetration

• Contextual Keyword Targeting produces higher CTRs & Conversions

CW CASE STUDY

CW CASE STUDY

OVERVIEW• CW was formed in a partnership

between CBS and Warner Bros.• The New Melrose Place is an updated

version of the popular series that ran from 1992-1999

• The New Melrose Place series premiered on 9/8/2009

CAMPAIGN DETAILS• Ad Unit

• Trailers used to create excitement - drive anticipation and viewership

• Target: women, 18-34; smartphone users

• Success = Engagement

• Mojiva created, hosted, and served

RICH MEDIA: EXPANDABLE

RICH MEDIA: EXPANDABLE

Key Takeaways!

• Success = Engagement

• Engagement: 11% watched trailer

• Technical: Target audienceRan on native video playerPlayed quicklyReports: click to expand, contract, video,

landing page

GEVALIA CASE STUDY

GEVALIA OVERVIEW• Largest roaster in Scandinavia since 1853

• Family owned until 1971

• North American sales only via mail-order

• Introductory offer of a free coffeemaker

THE MOBILE CAMPAIGN• Mobile Strategy; Landing Page Builder

• RON v. RON w/ Contextual Keywords

• Targeting: Contextual Keywords– Coffee– Java– Café– Etc.

THE MOBILE CAMPAIGN

Key Takeaway• CTRs are higher for keyword targeted

campaigno 1068 clicks v. 2708 clickso 109% lift

• Conversion Rates were higher for keyword targeted campaignso 2.4% v 6.9% conversion rate (click to conv)o 188% lift

SUMMARY• Mojiva makes mobile adverting

simple • Get Creative with smartphone ad

units

• Get results with contextual keyword targeting and other …

THANK YOU!

Tim CroninVP, Business Development

Mojiva, Inc.cronin@mojiva.com