The i-ad at work

For high net worth customers, Land Rover partnered with AdMob.

Its resulting campaign targeted smartphone users and took advantage of AdMob's new ad unit, exclusive to the iPhone (see video), which has a store-locator in the banner itself.

Of those who clicked on the Land Rover mobile ad, 23 percent of customers responded to at least one call-to-action on the landing page: 88 percent watched the video, 9 percent entered zip codes, and 3 percent used the click-2-call action.

Since late October, the Land Rover campaign registered 400,000 impressions on the iPhone, with 1,100 users entering their zip codes.

AdMob in turn worked with Mediaedge: CIA to define targeting parameters to reach a desired segment, using a combination of mobile context, sites and devices.