Wrigley’s Orbit gum is expanding its digital marketing to include mobile video ads. The ads, which focus on how the gum can solve bad breath, is running inside E!’s iPhone app. It also includes mobile polls, social media and participation in a sweepstakes, Mobile Marketer reports.
Wrigley’s is among a surprisingly minority of brands trying out this ad channel.
Mobile Rich Media Shows Significant Growth
It is not that mobile advertisers are unaware of the benefits rich media ads: they are, according to Mojiva’s March 2012 report, which found that rich media campaigns have grown significantly of late. In fact, data from Mojiva’s analysis of its network activity shows rich media campaign impressions increasing 235% between November 2011 and January 2012.
However, despite this increase and the apparent benefits of rich media advertising, results from a ValueClick survey released in March 2012 show that among online advertisers planning to use mobile advertising in their marketing plans this year, standard display ads (94%) are the most prevalent form of advertising planned for use, followed by rich media (53%) and mobile video (40%).
Adfonic Launches Integrated Mobile Video Advertising
Still, that has not stopped ad networks and products from developing, perhaps in recognition that this format is poised for growth. One example is Adfonic, which just announced a new integrated mobile video advertising product, on which advertisers can buy mobile video campaigns across its global iOS and Android inventory.