Car giants to spend a combined $1.6 million on mobile ads in 2009.
AdMob says it's been hired to run the campaigns on its US network. It's a huge vote of confidence in the medium, and an indication that the relative affordability of mobile - typically between 10 and 20 per cent of digital spend - may protect it from the economic downturn.Joao Machado, digital group director at Mindshare, the agency of record for Jaguar and Land Rover, told AdAge: "It goes back to performance. Mobile performed from a direct-marketing perspective, so with that in mind, it was easier to rationalize growth even in the climate we're in."
Jaguar and Land Rover first advertised in the channel in 2007, but the reasons for advertising have changed. "When we started in mobile, we thought it was going to be an awareness tool, but it turned out to be more of a direct-response tool," Machado said.
This is Admob's biggest deal to date. It typically runs single campaigns with a price tag between $50,000 to $100,000.
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