Google: Renault drives mobile forward with the launch of Europe’s pioneering automotive third-party served rich media campaign

Renault Campaign

GOALS
• To overcome the mobile ad industry’s reporting discrepancies problem
• To record video views and facilitate brand engagement
APPROACH
• Designed tap-to-expand rich media creative
• Used DoubleClick Studio to build ad creative and implement tracking code
• Trafficked ads through DoubleClick for Advertisers (DFA)
• Launched a placement-targeted campaign on the AdMob network
RESULTS
• Tight integration between ad server and publisher achieved discrepancy in reported impressions of just 1.5%
• Google’s AdMob network advertising generated 25% of UK views for Renault’s YouTube commercial
• 8.6% of users who viewed expanded panel tapped through to the Renault site
 
“We want to demonstrate that mobile works and be able to compare it in a like-for-like way. More consistency in reporting will invariably lead to more budgets going into mobile.”
— Mark Halliday, Head of Mobile at Manning Gottlieb OMD