Medialets

The race between iOS and Android may be exciting for the average spectator, but it can be daunting for advertisers that want to reach smartphone and tablet subscribers without getting bogged down in the nuances of operating systems.

That perceived complexity that leads some advertisers to conclude static ads provide the only path to scale for mobile campaigns when in fact there’s no need to sacrifice impact for reach in mobile. Today it is entirely possible to deliver rich, compelling creative without exponential effort, additional platforms and disparate metrics.

The Toyota “Picks of the Week” campaign, recently launched on Yahoo! Fantasy Football, offers a strong example of a cross-platform mobile execution. Enabled by Medialets and executed in partnership with Yahoo! and Saatchi & Saatchi, the campaign is currently running in Yahoo! Fantasy Football’s iPad, iPhone and Android apps.

“Yahoo! is the leader in Fantasy Football, and a significant proportion of Yahoo! Fantasy Football traffic occurs on Mobile devices,” said Brian Morel, Mobile Director at Yahoo! “The ability to effectively engage users across mobile platforms with rich ads is instrumental to the success of a branding campaign.”

The fact that the campaign is cross-platform did not limit the creativity of the execution. Toyota’s “Picks of the Week” offers a rich experience, initiating as an animated banner that the user can expand to access a Yahoo! content feed, specifically the “Picks of the Week”. The integration of content from the app provides a meaningful experience for the consumer, increased value for the brand and maintains the integrity of Yahoo! – all while maintaining a consistent look, feel and experience across iPhone, iPad and Android.

Morel added, “The Toyota “Picks of the Week” rich media ad unit is additive to the Fantasy Football experience and ensures brand engagement with Yahoo! Fantasy Football, and the Toyota brand, regardless of the device a user chooses to use.”

And, because the campaign was enabled by Medialets, success can be easily measured with a consistent set of the industry’s deepest, most robust metrics.

To view this and other mobile rich media creatives, visit our online showcase.

To learn more about Medialets and cross-platform mobile campaigns, contact us.