Continental Airlines mobile ads more effective than online

The airline’s agency partner, MediaVest, tapped MoVoxx and Quattro Wireless for the “Volver por un rato” campaign, which consumers could enter by texting a keyword to a short code or clicking on a WAP link within an SMS alert from Univision and other publishers. The contest let consumers enter to win a trip for two anywhere in the world, up to $2,500 worth of plane tickets, by submitting a video.Continental Airlines mobile ads were five-to-ten times more effective than online at generating responses from Hispanics, a demographic that tends to be heavy users of wireless devices.Nine times as many users visited the WAP site versus the wired Web site with similar media efforts in terms of banner ads driving traffic to each site. Because mobile is a less cluttered environment than the PC, mobile ads get much higher response rates.

Ads within SMS alerts were effective in driving Hispanics to Continental's WAP site