Cadillac mobile-ad experiment reveals value of interactivity

05/1/2013 | Mobile Marketer

Cadillac achieved a high 2.38% click-thru rate with the best performing of several mobile test ads for its new ATS model. Interactive elements helped improve the ads' click count. "Because of the engagement of the ad unit even prior to the click you are getting something from it that a lot of other ones you are not going to get that. ... Our outcome from this really shows that we were really drawing the actual user in to the ad unit that was sitting there," said Katherine Herb, director of sales at GoldSpot Media, worked on the campaign.

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