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Unilever's mobile display ads for its Wish-Bone Italian salad dressing drew an 87 percent purchase intent lift for a spring campaign that recently wrapped, according to the company, which cited a total of 757 consumers surveyed by comScore.
Wish-Bone's marketing team had first dibs on testing Solve Media's newly expanded "type-in" mobile ad network, which, starting today for all advertisers, will involve a reach that not only includes mobile Web publishers but also mobile apps. The type-in system works like a traditional captcha, though it replaces the randomly generated letters and numbers typically seen on digital devices with paid brand advertising.