The company is running mobile banner ads within Pandora’s iPhone app. Consumers can get offers and discounts and find the nearest location via the ad.

“As businesses continue to focus resources on mobile advertisements in an effort to drive traffic and attract new customers, it is essential that the pages consumers are directed to are fully optimized for mobile,” said Nick Taylor, CEO of Usablenet, New York.

IKEA is one of the largest home furnishings retailers worldwide, with more than 275 stores in 36 countries, including 35 in the United States.

Let’s shop
The mobile banner ad reads “Find your back-to-school style – see your local IKEA store.”

When consumers tap on the banner, they are redirected to a mobile landing page where they can save up to 20 percent on a kitchen right now.

Consumers can also find their back to college style, browse new lower prices, share their opinion on this month’s topic and sign up for IKEA text messages and email.

The mobile ad also gives users the option to find the nearest store location where they can go and buy the products they want.

Consumers also have the option of signing up to get IKEA’s catalog and participate in this month’s poll.

Database
The company is using the mobile banner ads as a way to increase email and SMS signups.

Via the ad, consumers can either choose yes or no on whether they would like to get a catalog, emails or text messages from the company.

This is not IKEA’s first foray into mobile.

In 2008, the company launched a mobile loyalty program to build a database of consumers interested in receiving discounts from the home furnishings retailer.

The text-to-enter loyalty program is a means for IKEA to start a dialogue with interested consumers. BCode is powering the texted discounts (see story).

“If businesses direct users to a non-optimized site after clicking on a mobile ad, it will lead to a poor user experience and can alienate many potential customers,” Mr. Taylor said.

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