AD2ONE launches location-targeted ad campaign with EA SPORTS

Mobsta, the mobile division at AD2ONE, has partnered with EA SPORTS to launch a location-targeted ad campaign for its FIFA 14 game.

The nationwide campaign, which runs until October 19th across location enabled apps on iOS and Android devices, will target over 400 Premier League and UK-based Champions League games, as well as England’s World Cup qualifiers against Montenegro and Poland on October 11th and 15th.

The functionality allows the banner ad to expand into an HTML5 video overlay, which will pull in the advert for the new FIFA 14 game as well as giving users the option to buy the game.

The campaign runs using Smartfence technology, which works in a similar way to geo-fencing. Smartfences can target an area between 50 metres to 100 kilometres wide, and using the Mob-Geo algorithm, the fence will then adapt its shape and delivery of inventory based on responses from consumers within this area.

“Mobsta’s unique capabilities to target the core FIFA 14 football fan audience with a dynamic message based on the match they are attending is key to the success of the mobile tier of our strategy,” said Caroline Simpson, manager, TED@MediaCom.

“Time targeting aligned with the hyperlocal targeting and the ability to support this with video based rich media ensures that we will be engaging with the target market at key times and with unparalleled relevance.”