Ford’s 11,000 cars sold highlights potential of mobile advertising

As smartphone and tablet users, we spend a lot of our time trying to avoid the display ads that often crowd our mobile screens. Just look at the recent stir that was caused when Amazon revealed that all new members of the Kindle Fire family of tablets would feature “special offers” as a default part of the user experience.  For the retailer, the built-in display ads are a means of subsidizing tablet pricing. For the consumer, they can be a real nuisance.

Taking our inherent dislike of mobile advertising into account, it is easy to see how one might write off display ads in apps and on the mobile web as inefficient and unsuccessful. But consider a figure provided by Ford: for Q1 of this year, the auto maker says the sale of some 11,000 cars can be traced directly to the influence of ads within a smartphone browser. The number is a mere fraction of the total number of cars Ford sold in Q1, and even if the figure remained steady for the remainder of the year it would only account for a drop in the proverbial bucket, but it highlights the potential of mobile ads, specifically highly targeted ads.

Simon Wajcenberg, CEO of Clash Group, sese the mobile device as a means of consolidating the research that normally goes into purchasing a new car. Typically, a TV commercial would get a potential buyer interested in a specific model of car. That potential buyer would head to the internet to research the car. The buyer would then likely phone local dealerships to get a better idea of what was available.

With targeted smartphone ads, the entire process can center on a single device. In the case of Ford, ads geared towards males were placed on mobile sites such as ESPN. Once the seed is planted, a consumer can research vehicles directly on their phone and dial out to dealerships just as easily. Better yet, they can locate a dealership on Google Maps and drive over to see the car in person.

Most have a misconception that display ads are not succeeding if users are not clicking on them to be redirected to sponsored content. This model may work for lower value items, but the example of Ford demonstrates how display ads can work to push big-ticket purchases as well. It’s a definitive shift in the way consumers conduct their shopping. 11,000 cars might not seem like much, but that’s 11,000 cars that may not have been sold 10 years ago.

 

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  • CarlosFontesJr

    Ford and Android! My favorite!

  • Go Hawkeyes

    If I click that Ford ad in my mobile browser can I have a discount coupon for a Ford GT?

    Ford really needs to bring that beast back again.

  • scoter man1

    Well damn, they must have some seriously convincing ads. IMHO, ford is way overpriced right now. Pretty much any car they have is over 30k.

  • http://wyldtek.com/ wyldtek

    If I were to buy a Ford it would be because of their advertising on the TWIT network.

  • ORITGuy

    How many of those mobile ads were clicking by people already thinking of buying a Ford?

    • ari_free

      There’s a difference between thinking about it and making sure you end up with it

  • http://www.facebook.com/people/John-Spencer-Mead/508355625 John Spencer Mead

    Idk what you’re talking about scoter man… I just got a 2012Fusion SEL for 23.5k… Even the Taurus starts at under 30k.

    • Go Hawkeyes

      V6?

      I got a black on black Fusion SEL AWD V6 with all the options in 2010. Love it. I paid $24k which was a hell of a deal. I love the looks of the redesigned 2013 Fusion but Ford has done away with the V6 in it.