Old Navy has been using Pandora for a full-page and audio mobile ad that is designed to bring traffic into both the brick-and-mortar stores, but also their m-commerce website.
According to Marci Troutman, who is not affiliated with Old Navy, but who spoke on the topic due to her expertise as CEO of Atlanta-based Siteminis, an increasing number of businesses are discovering the potential of mobile advertising on music, news, and other popular sites as a way to spread the word about a promotion, a new product, or a holiday special.
Troutman added that as these ads go live, retailers such as Old Navy “will need to ensure that the click through experience is one that drives ROI and covers the cost of the mobile advertising.”
Old Navy was not responding to press inquiries on the subject of its recent mobile campaign.
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The current audio and mobile ads being run by Old Navy are to promote their graphic tees. By tapping the ad on their smartphones, consumers are redirected to the retailer’s m-commerce site, where they can view the product, as well as other items that are available throughout the holidays.
Furthermore, consumers can also use the mobile site to browse and shop other categories of products available at the site, such as men’s, women’s, children’s, and maternity clothing. The site also features a tool that allows consumers to locate the nearest store, so they can shop in person if they prefer.
Troutman believes that the best way to make sure that a consumer’s experience with promotion and products is productive is to build a specific landing page that provides both information and resources for making the purchase.