Brands and advertisers spent 150 per cent more on mobile ad display prices over the course of the London Olympics Games, research from M&C Saatchi Mobile has found, with news and sports websites seeing the majority of this.
The research discovered that over 50 per cent of ads used location to specifically target those in London – over 100 per cent higher than usual – with visitors to the Olympic Park area in Stratford being specifically targeted.
The location based ads included money-off deals, relevant download opportunities, and other promotional offers.
James Hilton, M&C Saatchi Mobile CEO, said: “The London 2012 Games had been labelled the ‘Social Media Olympics’ – however, mobile online media is also playing its part, which has given brands and advertisers a key opportunity to engage with consumers via their mobile phone.
“Whether it’s watching live streaming of events, catching up on medal-winning highlights, or reading the latest news from the Olympic Park, UK consumers have used their mobiles to stay on top of all the action at London 2012.
“Mobile advertising has given brands and companies an intelligent and highly segmented channel to reach consumers. Our data shows that brands and advertisers are prepared to invest in granular mobile campaigns that utilise platform and device type, location and time to reach consumers - ahead of the competition.”
It was found that the top five spikes in RTB-based mobile ad display rates came from: the Opening Ceremony; GB Super Saturday 4th; the Closing Ceremony; the100m Men's Final; and Wiggins cycling.