Dive Brief: 

• A mobile ad campaign run by Enroll America, a group of nonprofits supporting the Affordable Care Act, was able to bring in over 53,000 uninsured leads.
• The mobile banner ad asked users "Why do you not have health insurance?" to encourage a response. Users could then click through to apply in the federal marketplace. 
• The effort was a pro-bono campaign supported by The Ad Council and Mindshare. 

Dive Insight: 

The campaign shows that with the right subject matter — in this case, the hot button topic of health insurance — and the proper execution, a mobile banner ad campaign can actually be quite successful. Many in the industry have lost faith in the mobile banner ad because of its limitations, but clearly, with the right strategy, any ad medium can be a success.