7-Eleven Inc., one of the leading convenience store chains, has achieved a 7.5 percent click-through rate in a mobile game pre-roll ad campaign.

The 7-Eleven campaign is running on a random variation of games on the Didmo ad-delivery platform network. With the new partnerships Didmo has allowed the 7-Eleven franchise to extend its ads to more games.

"Advertisers take advantage of full-screen ad formats with the ability to add functionality such as click-to-call, click-to-survey, et cetera," said Joseph Oliver, CEO of Didmo, San Jose, CA. "Additionally, they can track performance through a comprehensive campaign management platform.

"All of this, combined with an expanding library of free games to play, serves to further penetrate a consumer market looking for a variety of quality games to play in full, not in limited trials," he said.

Users get to try full-versions of games that are free for 24 hours and supported by advertising. The goal is for the ads not to interfere with the content experience.

The 7-Eleven campaign is running on a random variation of games on the Didmo network. With the new partnerships Didmo has allowed the 7-Eleven franchise to extend its ads to more games.

The technology works by wrapping the Didmo mobile client application around the mobile games. This powers 7-Eleven's four-second, full-screen advertisements shown before and after the content runs.

The ad asks gamers to sign up for free alerts and coupons for free coffee.

If users chose to click-through, they can opt-in for alerts.

7-Eleven has achieved a click-through rate between 5 percent and 10 percent for in-game advertising, as claimed by Didmo.

Didmo has already done campaigns for Activision, publisher of the "Guitar Hero III" game, promoting the launch of the Xbox console game, targeting mobile gamers (see story).

Also, Didmo has has added new distribution partnerships with mobile game developers and publishers Celander US, Kitmaker, OrangePixel, Smoco and ZGroup Mobile.

7-Eleven, 20th Century Fox, Jamster, Aftonbladet, Parlino and Super Saver Travel will advertise in the newly signed-up publishers' mobile games.

Seventy-three percent of Didmo users are 34 years old or younger, Mr. Oliver said. Also, 60 of users are ages 18-34. The gender distribution is 60 percent male.

"Didmo's content is focused on mobile games, meaning we hit a highly coveted demographic," Mr. Oliver said. "Mobile advertising works."

According to recent research from Mind Commerce and Gartner Inc., the mobile advertising market is projected to grow anywhere from $14.6 billion in 2011 to $19 billion in 2012.

In the near future, Didmo plans to launch other forms of content that will appeal to a more mature demographic.

"With Didmo you have more consumers downloading on a daily basis, more ad impressions, more purchases from satisfied consumers, new channels of revenue for everyone in the supply chain and everyone happy with the results," Mr. Oliver said.

"As we enter new markets, we look forward to adding more brand name advertisers to this list," he said.