La Quinta Inns & Suites See Strong ROI with Mobile Advertising

Mobile Marketing Campaign Generates More than $6 for Every $1 Spent

For the last several years, the mobile industry talked about the opportunity for mobile advertising and the medium’s ability to help brands engage their target demographic with the right message, in the right place at the right time.  Now, brands from all major categories are thinking of mobile as an integral part of their overall advertising campaigns and turning to us to navigate the mobile adverting marketplace.

In the second half of last year, La Quinta Inns & Suites partnered with us to include mobile banner ads as part of their summer broadcast campaign. The goal was to drive increased traffic to both La Quinta’s mobile and PC Web sites, generate bookings and raise call volume to dedicated 800 numbers.

Driving bookings through various calls of action on mobile

Banner ads across Yahoo!’s mobile homepage, Weather and Driving Directions properties generated several million impressions. However, impressions are never enough.

As with any campaign, delivering meaningful ROI is a key metric.  In order to effectively track the mobile ROI, La Quinta partnered with Polaris Research to quantify the impact of the campaign and found it generated more than $6.00 for every dollar spent on the campaign.

Additionally, the research revealed that Yahoo! mobile banners and offline advertising generated significant synergies, suggesting that the mobile medium should be closely coordinated with offline media including TV, Radio, Print, and Magazines.

ROI across all media and tactics

Mobile advertising is expected to grow rapidly over the next few years and many more brands will integrate mobile into their overall marketing mix.

Best,

David Katz
Vice President, Yahoo! Mobile North America