Case Study |Citrix Online

Citrix Online uses mobile to target Multi-Tasking Parents and Entrepreneurs

About Citrix Online Citrix Online is a multinational corporation founded in 1989, that provides server and desktop virtualization, networking, softwareas-a-service (SaaS) and cloud computing technologies including Xen open source products. Citrix Online currently services over 230,000 organizations worldwide.

About Mediasmith Mediasmith is an independent, awardwinning digital advertising media agency, with expertise in media strategy, planning, execution and metrics, and has always been a leader in the evolving advertising media landscape. We service clients directly or partner with creative agencies to architect campaigns integrating traditional advertising, digital media, search, and emerging platforms. We have embraced the web since 1995. For more information, visit www.mediasmith.com.

Situation: Citrix Online Service Division a leading provider of cloud-based collaboration, access and support services, partnered with Mediasmith, to launch its award-winning GoToMyPC app for the iPad in March 2011. The app allows users to remotely access their desktop files, programs and networks from their iPads. The objective of the marketing program was to reach a specific “on the go” audience who would benefit from having a secure way to access to their desktop files and applications from their iPad device. The goal of the campaign was to drive app downloads while generating trial registrations. Solution: Through extensive target research conducted with Medismith a “multi-tasking parent” and the entrepreneur profile was identified as an ‘on the go’ consumer that would respond positively to the GoToMyPC value proposition. After honing in on their interests and media consumption behavior, advertising on mobile devices was uncovered as a unique opportunity to reach this audience. The approach taken included Citrix and Mediasmith partnering with Google’s AdMob network. Leveraging Google Admob’s significant app user base and robust app-promotion capabilities to not only reach the audience and drive downloads of the app, but to also deliver key insights to improve results. Leveraging the GoToMyPC website for trials, Citrix dedicated a focused advertising investment with the Google Display Network. Leveraging its precision in targeting at the device and keyword level, Citrix was able to efficiently target the most relevant audiences. Citrix customized call-to-actions for each initiative to clearly communicate the value proposition, delivering on the promise through a connected landing environment experience.

AdMob click-to-download app for tablets

Results: Driving App Installs and Ranking AdMob proved extremely efficient in driving downloads of the Citrix GoToMyPC for iPad app. Cost per download was less than 10% of the estimated value of the estimated customer lifetime value.

Google Display Network The Google Display Network (GDN) has more than 1 million premium and niche sites and provides access to premium placements through the DoubleClick Ad Exchange. Featuring best-in-class contextual targeting powered by Google search technology, the GDN offers a powerful suite of targeting tools.

The GoToMyPC for iPad app was vaulted to a higher App Store ranking, achieving additional downloads by virtue of its heightened visibility. During the campaign, GoToMyPC for iPad remained in the top three in the Free Business category ranking. Post campaign, the Citrix Online app has stayed among the top five in the App Store’s Free Business category. Driving Product Trials The Google Display Network exceeded expectations in driving trial registrations on the GoToMyPC website. Device targeting yielded significant efficiencies, leading to CPAs that were 40% less than other internal benchmarks. Citrix contextually-targeted ad on Google Display Network

About AdMob

In May 2010 Google acquired AdMob, a leading mobile advertising network that serves billions of mobile banner and text ads a month across a wide range of leading mobile websites and applications. AdMob helps advertisers connect with a relevant audience of consumers on mobile devices and gives publishers the ability to effectively monetize their mobile traffic. Visit www.admob.com for more information.

“We are pleased with the initial outcome of this campaign and work that Medismith and Google provided to tailor it specifically for our target audience. Accessing your Mac or PC from your mobile device is a huge benefit for today’s busy professional. Building awareness on the mobile device helped drive downloads and product trials” - Janelle Raney, Citrix Online

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