Mobile campaign boosts store traffic at Ace Hardware

New York City Consumers who viewed an Ace Hardware mobile campaign in the week leading up to Memorial Day were 30% more likely to have visited an Ace retail outlet than those who didn't, according to mobile ad provider Mobile Posse in a MediaPost News report.

The Ace campaign, handled by Horizon Media, was designed to drive people to Ace Hardware stores for Memorial Day sales on select items.

The company's platform delivers information and advertising to the idle screens of mobile phones. Customers opt-in to receive content such as weather, local gas prices and trivia, along with discounts and special offers from retailers, restaurants and other local businesses.

Average click-through rates for the effort, which featured two ads and a seven-day sponsorship of weather forecasts, was 18%. That is within the 15%-to-20% click-through rate that campaigns using Mobile Posse’s platform typically generate, the provider said. It is also much higher than click-throughs for ordinary mobile display ads, which usually run 1% to 3%, according to Mobile Posse.