Toy manufacturer Lego saw a 1.3 percent click-through-rate after running a series of mobile advertisements on Google?s mobile ad network, which  led consumers to a 30-second video.

The ads, which ran for Lego?s Singapore market, promoted the company?s line of Duplo toys. Two different types of advertisements were used with the campaign ? banner ads took users to either mobile-optimized site or a video.

"Lego used this campaign to effectively reach an audience on the go in a context - casual games - that has proven to be predominantly female," said Christian Cadeo, Singapore-based head of Google mobile ads for  Southeast Asia.

"They saw some exciting results, particularly with regards to engagement," he said.

?It?s hard to judge if Lego?s mobile campaigns were effective because there is a significant difference between the click-through rate and other engagement in this campaign,? said Tom Limongello, vice president of marketing at Crisp Media, New York.

Mobile lift
In addition to a 1.3 percent click-through-rate, Lego Singapore also saw a 1 percent click-through rate on banner ads that directed users to a mobile-optimized site.

"In this test campaign, an early foray into mobile, Lego understood that their target audience - moms - were becoming more digitally savvy, and increasingly engaged on mobile," Mr. Cadeo said.

When prompted to learn more about the products on the ad, 10.65 percent of users clicked to be taken to other pages.

?Hitting a button to go to another Web page that doesn?t immediately give a payoff,? Mr. Limongello said.

?Every time you ask someone to make a request, you lose people, which this data shows,? he said.

Instead, Mr. Limongello recommends brands try to keep consumers inside the ads with light and fun interactive features.

Engaged viewers
Despite the drop off between users, viewers watched the 30-second video clip in the ad for an average of 23 seconds, showing that users were connecting with the video.

?What?s interesting about this campaign is knowing if Lego wanted to target a specific demographic or if they wanted to just draw awareness to their products,? Mr. Limongello said.

Based on the campaign?s goal to promote its line of Duplo products, which have been around since 1969, it is fair to think Lego Singapore was trying to reach out to a specific demographic.

?If Lego was trying to target moms, a rich media campaign instead of click-through banner rates could have potentially lifted the rate of engagement,? Mr. Limongello said.