IDG attempts to seize high ground in mobile marketing

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Two years ago International Data Group introduced its Amplify ad unit, which enabled users to share the ad and its message with their cohorts on Facebook, LinkedIn and other social sites. The launch was the start of a big push by IDG to help tech marketers take advantage of social media. Now IDG is wading into mobile with the debut of its Mobile@IDG program, which offers a dozen products and services to help marketers reach customers and prospects via smartphones and tablets. “Mobile devices are selling in large numbers around the world, and an IDG Global Solutions survey earlier this year found more than two-thirds of the respondents in 16 countries say they use smart-phones and 70% use them regularly to access the Web and use mobile applications,” Matthew Yorke, president of IDG Global Solutions, said in a statement. Mobile@IDG services include mobile sponsorships of IDG media sites; mobile “partnerzones” in which marketer content is co-branded near relevant IDG content on smartphones and tablets; and rich-media units placed in iPad magazines. IDG said marketers such as Hewlett-Packard Co. and Siemens IT have already used Mobile@IDG offerings in Europe. HP's imaging and printing group and its agency, OMG (part of Omnicom Media Group), use a partnerzone that features IDG editorial and HP white papers, case studies and videos. “With over 20,000 downloads of the app and a very high average CTR of 1.46%, the campaign has clearly shown HP's success in producing media firsts in this sector,” Autumn Martin, head of digital at OMG, said in a statement.
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