Fairfax Media Case Study: Zyrtec Mobile & Tablet

Posted by IAB Australia On February 15, 2013 Research & Resources

With the commencement of the spring hay-fever season, Zyrtec’s objective was, through its partnership with Weatherzone, to become the top-of-mind brand for spring and all year round allergy sufferers. Through high impact OTP placements across the Weatherzone mobile site along with banner sponsorship in the Weatherzone mobile and tablet apps across high-pollen days, the Zyrtec campaign generated high impact brand awareness of its products and significantly shifted purchase intention of the wider audience in general, but in particular its target audience. Research proved the effectiveness of contextually relevant advertising and reaffirmed mobile devices as a solid platform for future campaigns, with purchase intention increasing by as much as +49% points after exposure to the advertising.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.