Integrated app discovery campaign enables tailored advertising
Mobile marketing agency Yodelmobile has announced the launch of a new app discovery campaign for Kobo, one of the largest e-reader businesses on the market. The app discovery campaign features banners and HTML5 advertising to drive smartphone, tablet and web users to download the Kobo app.
The global app discovery campaign launches this week, and is tailored to separate markets dependent on requirements. It will run across the web and mobile device platforms as part of Kobo’s strategy to become one of the largest e-reader providers globally.
Yodelmobile is managing all aspects of the promotion of the app, which runs alongside its existing promotional campaign for the Kobo eReader. Once the app has been downloaded, users are able to purchase eBooks and download over a million titles for free, which they can read on their Kobo eReader or any device on which they have downloaded the app.
“The key to this campaign is the complexity of the tracking,” explained Ijah Miller, Kobo Campaign Planner at Yodelmobile. “Because it’s fully integrated, it gives visibility into the app’s usage – who’s downloading it, who’s reading what, who’s buying books and what kind of books they are buying. This means that we can retarget advertising according to whether they are heavy or light readers, what they are reading or what device they are reading on. The advertising they receive is relevant to them and their areas of interest.”
Yodelmobile will be monitoring Kobo’s app store positioning and using data from the campaign to gain visibility into the number of apps downloaded, from which sites users were driven to the store and the demographics of who has downloaded it. The integrated tracking also gives full visibility on app usage – such as whether users are heavy readers, medium or light and when they have purchased a book – and Yodelmobile is able to change messaging to target readers with specific promotions or genres.
Kobo’s Head of Digital John Gareau commented, “We want to bring the best mobile e-reading service to as many people as possible. The Kobo apps allow you to read Kobo books on multiple mobile devices and you’re also able to continue reading on the web and the Kobo e-reader. Connectivity is key – picking up your book on whatever device you happen to be on at the time in order to carry on reading. Working with Yodelmobile was a crucial element to this strategy – we need to ensure that not only are people aware of the app but are also then subsequently being targeted with appropriate and relevant messaging to highlight new titles and make them aware of promotions.”
Mick Rigby, MD of Yodelmobile, added, “We’re really pleased to be continuing our global partnership with Kobo by providing them with a campaign that, although complex in its delivery, ensures tracking and targeted marketing from start to finish.”
Yodelmobile was appointed by Kobo to launch its eReader to the UK market in November 2011. In the UK, the Kobo eReader is sold through retailers including WH Smith, Asda, Tesco, Play, Dixons and Argos, and online.