The company is running the mobile  banner ads within Pandora’s iPhone app. The campaign features click-to-call features that let consumers book tickets straight from their mobile device.

“Using location to deliver mobile ads can prequalify consumers in a way that few other mediums can,” said Wilson Kerr, Boston-based location-based services consultant.

“For example, displaying actionable mobile ads only in cities where Cirque De Soleil has performances scheduled could dramatically increase response rates, or an even more interesting idea would be to run ads in proximity to locations like gymnastics centers nationwide or venues where shows similar in nature are being shown,” he said.

“This sort of ‘geographic prequalification’ can be tested and measured – and adjusted on the fly, since the click-throughs to the mobile site are actionable and the resulting conversions to commerce can be tracked in real time.”

Mr. Kerr is not affiliated with Cirque Du Soleil. He commented based on his expertise on the subject.

Book tickets
The Cirque Du Soleil ad reads: “Cirque Du Soleil. Live at MGM Grand.”

When consumers click on the mobile ad they are redirected to a mobile-optimized page that features the current show KA, which is currently playing at MGM Grand Las Vegas.

Consumers can book tickets by phone via the click-to-call feature.

Additionally, the mobile banner ad lets users view a trailer for KA.

Users can also learn more about the company and see how they can join the Cirque Club.

The Cirque Club offers users special discounts on tickets and merchandising, priority access to tickets, regular email updates based on their preferences and exclusive content.

Consumers can enter their email via the mobile-optimized page to become a Cirque Club member.

Consumers can learn more about the show

Consumers can book their tickets or watch a trailer

“If a mobile-specific 800 number is used, click-to-call is a very effective way to generate and track incremental mobile sales, since consumers may not be willing or able  to enter all the required information for a transaction at the time they click on the mobile ad,” Mr. Kerr said.

“Even though PayPal and others are rolling out Mobile Express Checkout, it is usual necessary to ‘thumb-type’ personal data into a mobile site if the shipping of merchandise is required,” he said.

“Click-to-call is fast, easy and comes with a personal touch in the form of a live personal at a call center – after all, these devices are called smartphones for a reason.”

Mobile ads
Running mobile banner ads within Pandora’s platform is a smart move for Cirque Du Soleil.

Consumers are constantly on the go and have their mobile devices on hand.

Giving them an option to buy tickets straight for their mobile device helps create that seamless experience for the consumer.

“Mobile ticketing poses unique complexities, as seating charts and other unique elements can be a challenge to the mobile conversion flow,” Mr. Kerr said. ‘That said, nearly every field in the mobile commerce area is experiencing dramatic growth.

“When combined with proximity-based mobile advertising – linked to mobile-optimized sites – and special offers for last minute seats, mobile ticketing is a very hot area,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York