Old Navy is targeting Pandora listeners and increasing its summer sales via a mobile initiative that includes audio and banner ads that drive consumers to its mobile site, as well as in-store locations.

The company is running mobile and audio ads within Pandora?s iPhone application. The company is promoting its summer collection.

?Every brand should be testing mobile campaigns, and learning how to deliver specific messages to specific consumers, based on where their exact location,? said Wilson Kerr, Brookline, MA-based location-based services consultant. 

?As with real estate, smart retailers are discovering that the three biggest drivers of tracked, mobile advertising are location, location, location,? he said.

Mr. Kerr is not affiliated with Old Navy. He commented based on his expertise on the subject.

Old Navy did not respond to press inquiries.

Summer fun
The mobile campaign features audio ads that talk about Old Navy?s summer collection.

When consumers click on the mobile ad they are redirected to a mobile landing page that features the company?s summer products for the whole family.

Additionally, users can find the nearest Old Navy location or sign in to their account.

Via the mobile landing page, consumers can also shop by category such as women?s, men?s, maternity and baby.

Consumers can also shop other brands such as The Gap, Banana Republic, Piperlime and Athleta via the mobile ad.

Mobile ads
Mobile ads are an effective way for Old Navy to reach consumers.

Users have their mobile devices on hand no matter where they are.

In addition, running a mobile banner ad within Pandora helps reach a company?s desired audience.

?Since mobile ads can be targeted to consumers by real time proximity to specific Old Navy stores, there is an unlimited level of targeting that can occur,? Mr. Kerr said.

?By linking such ads to store locators and their mcommerce site, old Navy gives mobile consumers the ability to convert purchases so they instantly capitalize on the intent to purchase, if the consumer is not able to visit a store,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York