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Thursday 14 March 2013

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asyJet chooses quick ads to ensure continued success
At the heart of all(prenominal) campaigns success has been the unrivalled popularity of desktop-based explore using Google. Still, in spite of desktop traffic remaining high, OMD began to influence a rapidly expanding UK audience using Google on high-end devices such(prenominal) as the iPhone, Android phones and the Palm Pre, all of which give exercisingrs to the full internet browsers. Not only this, but the latest figures predicted mobile internet adoption would leap to 39% among European consumers by 2014 and mobile would be at least twice the sizing of desktop-based internet. It seemed clear that OMD should start developing an legal mobile dodge for the airline. The data proved that mobile search could be an effective channel for advertisers, says Spence.
Stitson adds: This was a chance to establish a secure business case for funding mobile activity.
Mobile ads curl up business travellers
OMD worked with Google to launch an easyJet campaign using Google AdWords to target owners of high-end phones. It meant easyJet appeared at the top of the paid-for listings whenever users searched Google on their smartphones with certain keywords.

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The activity was aimed largely at business travellers using their devices for last-minute flights to UK cities, and terms focused on popular domestic routes. OMD expected participants to be regular flyers, so the ads linked to the main easyJet.com website rather than to a site designed for mobile users. It believed that this audience would cope better with navigating the website on a mobile device.
The results of the promotion were tracked by DoubleClicks scare away for Advertisers technology. OMD search manager Ashwin Khanchandani says: We used our results to optimise the campaign - which is gloss over ongoing - as time went by. Our findings suggest that the people who use Google for search on their mobiles also use Google on their desktops. Its safe to say that brands will need to include paid-for search on...If you want to get a full essay, order it on our website: Ordercustompaper.com



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