Garanti Bank Used Code to Hypertarget Mobile Campaigns
Jamie Danielle Munro — March 22, 2014 — Marketing
References: vimeo & creativecriminals
Garanti Bank used a genius idea and already existing technology to hyper-target specific people to download their banking app.
Many times certain mobile campaigns are not targeted enough, with ads shown to users who already have the app, for example. Garanti, however, went in and adjusted a line of code to effect Turkey's popular news apps where its ads were seen. If mobile phones detected that the Garanti Bank app was already on the users device, the ad would not show up. If the app was not detected, a pop-up could be seen where users could click on it and be taken to a spot to download the product.
The campaign was a huge success, with over 500 downloads a day, with an overall result of being ten times more effective too.
Many times certain mobile campaigns are not targeted enough, with ads shown to users who already have the app, for example. Garanti, however, went in and adjusted a line of code to effect Turkey's popular news apps where its ads were seen. If mobile phones detected that the Garanti Bank app was already on the users device, the ad would not show up. If the app was not detected, a pop-up could be seen where users could click on it and be taken to a spot to download the product.
The campaign was a huge success, with over 500 downloads a day, with an overall result of being ten times more effective too.
Trend Themes
1. Hyper-targeted Mobile Campaigns - Using existing technology to tailor ads to specific individuals can increase campaign effectiveness.
2. In-app Detection - Implementing code to detect whether a specific app is already on a user's device can optimize ad targeting.
3. Pop-up Conversion Strategies - Using pop-up ads to prompt users to download a product can result in increased app downloads.
Industry Implications
1. Banking - Banks can utilize hyper-targeted mobile campaigns to enhance customer acquisition and engagement.
2. Advertising - The advertising industry can benefit from in-app detection technology to improve ad personalization and targeting.
3. Mobile App Development - Implementing effective pop-up conversion strategies can help drive app downloads and user acquisition.
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