Mercedes mobile ad campaign touts different models on same Web page

10/17/2013 | Luxury Daily

Mercedes-Benz USA is using a mobile advertisement placement strategy to determine which of its vehicle models is most likely to entice readers to click through. Readers of New York Magazine's fashion-oriented site The Cut will see Mercedes ads separately showing off the S-Class and C-Class models on the top, middle and bottom of a single page. "On one hand, the brand is competing against itself. If a user clicks on the ad for the Mercedes CLA model he or she will not click on the ad for the S-Class models, but on the other hand, serving two ads for one brand simultaneously provides a more powerful brand impact and allows for valuable A/B testing," Ping Mobile marketing director Shuli Lowy said.

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