SEO Werkt!

Listerine took no hostages in its latest campaign in Hong Kong. A flipbook at first sight might seem like an old-style approach. But if when you flip the pages the beautiful girl sends you a kiss that smells like onions, I’m sure you’re gonna be pretty surprised. A perfect combination of experience & coupon marketing that generated an incredible redemption rate.

The coupon on the back of the flipbook offered people a free bottle of Listerine, and 66% of those who were exposed to the smelly message claimed the free sample.

via PSFK

David Lynch recently caused a stir with a coffee commercial. Now, he's moving on to stronger stuff, Dom Pérignon, by designed some special, limited-edition labels for the champagne. Lynch spent two days in a darkroom in California photographing the original Dom Pérignon and Dom Pérignon Rosé bottles with all sorts of funky lighting around them—then designed the labels off those photos. Thus, they have a ghostly luminescence to them—classy but with the undercurrent of unease for which the director is famous. "The worlds of Dom Pérignon and the one of David Lynch have many points in common: mystery, intensity, commitment, time, the constant reinvention of the self, and above all, absolute faith in the power of creation," the brand says on its website. More images, and some videos, after the jump. Via Applied Arts.

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Ever had a spray bottle that you couldn’t get that last bit of juice out of? It’s annoying, and it’s a waste. Thankfully, Instructables user DIYHacksAndHowTos shows off a cheap and simple method to make a spray bottle work regardless of which position you hold it in. More »

The ubiquity of handsets and tablets may have helped mobile gain the attention of top brands and agencies, but it’s the impact of its advertising that is securing its place in the advertising mix. As shown by Medialets’ recently published mobile ad benchmarks, mobile rich media advertising in particular is proving to deliver exceptional metrics — the kind of numbers that can make even digital advertising blush.
   
Of course, mobile’s buzz-worthy performance isn’t guaranteed just because you have allocated budget to the smaller screen. Success requires a well orchestrated campaign — a smart media plan, thoughtful creative, battle-tested mobile-ready ad technology, and, last but not least, the right approach to measurement. 

To ensure you’re on the most direct path to mobile success, we’ve rounded up some best practices to keep in mind as you embark on your next (or first) mobile rich media campaign.

Establish key performance metrics early on

You can’t measure your campaign until after it starts running, but that does not mean you should wait to define your measurement strategy. Key performance metrics will inform every step of your campaign execution, particularly creative. Define them in the earliest stages of your campaign — during planning and buying — and ensure that every person involved in the execution understands what those metrics are. When KPIs are established and universally understood, you’ll be better positioned to execute a campaign that will meet your goals.

Know what can be measured

Mobile rich media advertising is exceptionally measurable, providing standard metrics such as impressions, click-through rate, engagement rate, and every interaction within the creative. It’s important to understand what metrics are available to you and how those metrics may differ based on the technology or ad formats you choose. For example, if you’re running an expanding banner, will expand rate be measured? Or, will you be able to measure the percent of users that completed all or part of the videos in your ad? Can you measure what products are most often tapped on in your gallery? Find out what reporting is available to you to tell the story of your ad’s success. And, per step one above, do it early on in the campaign for best results.

Seek out consistent, cross-platform metrics

It’s no secret that the mobile landscape is complex. Different operating systems and versions, device types (like handsets and tablets), and properties (like mobile apps and websites) introduce variables that can make ad creation, serving, and measurement tricky. But don’t fight fragmentation with fragmentation; when you choose different solutions to accommodate different mobile devices, you end up with a different set of metrics for each segment. Spare yourself the nightmare of conflicting spreadsheets and seek out a solution that can provide one set of metrics for your campaigns across devices, operating systems, mobile sites, apps, and so on. 

Don’t rely solely on click-through as a success metric

Click-through is a valuable metric, but it shouldn’t be the singular focus of your campaign performance. Rich media ads enable users to perform a host of different actions that bring value to the brand experience. A successful measurement strategy makes it possible for you to share the details on not just whether or not an impression generated a click-through to a landing page, but also the nature, depth, and length of time a user was engaged by the creative. If you’re only reporting on click-through, you miss out on the opportunity to tell a more interesting, comprehensive story.

Embrace engagement rate

Engagement rate, the “power metric” of mobile rich media, measures whether or not an impression generated a desired action. The beauty of engagement rate is that the desired action could be anything that happens in the ad, from playing a video to tapping an image gallery or shaking the device. For example, a recent ad for Johnny Walker Blue Label ran on The New York Times invited users to digitally engrave a bottle for Father’s Day. (Users could then order that engraved bottle as a gift.) Another recent campaign for Mazda CX-5 prompted users to slide to “x-ray” the vehicle. In each case, when a user performed the core action — digitally engraving the bottle or sliding to x-ray the vehicle — an engagement was counted. In this way, engagement rate provides a standard metric by which to measure non-standard activity, making it easier to get a high-level view into the success of a creative and compare performance across different creatives.

Mobile rich media ads may be the new kid on the block, but that doesn’t mean that its measurement should be daunting. By following these basic practices, you’ll be better positioned not only to succeed in mobile rich media advertising, but also to share the story of that success.

Elena Perez is director of marketing at Medialets.

On Twitter? Follow iMedia Connection at @iMediaTweet.

“Success speedometer” image via Shutterstock.

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Pouring liquid soap into a pump dispenser to refill it is often messy, and it’s hard to get those last drops of soap sticking to the bottom of the bottle. America’s Test Kitchen suggests a neat solution: use a chopstick to make the soap flow down more easily. More »

One popular childhood project for many of us was building a crystal radio, but those radios still required a battery to run. MAKE Projects has come up with a newer version of this crystal radio that you can build with a bottle and no power source at all. More »

In the latest episode of mediabistroTV’s “Elevator Pitch,” host Alan Meckler meets with Yago Amerlinck Huerta, whose startup, Wyst, gives users the ability to send a digital message in a bottle from their iPhones.

For more videos, check out our YouTube channel and follow us on Twitter: @mediabistroTV

New Career Opportunities Daily: The best jobs in media.

Yes, IKEA the makers of futon beds and all things cheap and stylish have introduced a new line of beverages to their cafeterias. That’s right, beer! Öl Mörk Lager AKA Dark Lager Beer is only available in the UK at £1.75 ($2.74) per 12-ounce bottle. People have been suprisingly pleased with it though, scoring above average ratings on Untappd.

But the same can’t be said for Öl Ljus Lager, the regular lager, with one reviewer stating “Beer from a bottle that tastes like cheap beer from a can.” Yikes!

Ikea is selling its own beer at its retail stores in Britain, because manufacturing furniture, gross meatballs and entire suburbs wasn't enough to satisfy its Norse megalomania. They call the in-house beer Öl Mörk Lager, and so far the reviews match what people often say about Ikea furniture—they were pleasantly surprised. If it ever comes to American stores, I hope Ikea honors one of its trademarks by requiring drinkers to open each bottle with an Allen wrench.