Home  › Marketing › Local
cox-capitalone2

McDonald's and Capital One Test Cox Mobile Ads

  |  May 2, 2012   |  Comments

Local media firm launches division with three dedicated mobile salespeople.

McDonald's and Capital One are among the national brands running campaigns aimed at local audiences through a new mobile division of Cox Digital Solutions. The local media firm, which has launched the division with three dedicated mobile salespeople, offers rich media units that can be dynamically generated to include geographically tailored ad messages and coupons.

"We're particularly focused on dynamic ads or database driven ads," said Leif Welch, general manager of CDS Mobile.

cox-capitalone1The mobile arm extends Cox's online network, comprised of inventory from local news media firms like Gannett, Tribune, McClatchy and Belo, into the mobile realm. "We're leveraging what we already do online," said Welch. Advertisers can target using geo-fencing, latitude and longitude points, radius, device, carrier and day-part.

"Mobile has some very unique nuances in terms of how mobile is bought and sold," he said. "There are unique user behaviors in terms of mobile always being on and really local."

McDonald’s and Capital One are running campaigns now across all digital platforms including mobile. "I expect that early on the bulk of our revenue will be tied to our dedicated mobile sales team.... They will be going after bigger budgets there," said Welch. The McDonald's campaign will run through December.

At this stage, advertisers interested in buying cross-platform are typically asking for 10 to 15 percent of campaigns to be in mobile environments, and buying through Cox Digital's 20-person sales staff. "It's more of an up-sell so the dollars tend to be smaller," he said.

While advertisers can buy online and mobile together, measurement of cross media campaigns remains a challenge. "It's difficult to identify a user online and then find them again in mobile," said Welch. "We're going to be probably announcing some tests in the coming months on how we're approaching that."

The company also expects to offer a real-time automated platform for mobile ad buying, expanding on its current online RTB service.

Note: The story originally stated that McDonald’s and Capital One were running mobile-only camapigns.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...