The company is running the mobile campaign within People’s mobile site. The retail giant has used mobile advertising in the past to drive in-store traffic, as well as increase mobile sales.

“The Target mobile ad is very creative with the fall colors and graphics to encourage viewers to click once they they see the fashions on the models,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The banner itself could give a more defined action other than click-to-expand, although the curiosity level of the ad could also be a positive for avid Target shoppers, less known brands might have a more difficult time if consumers weren’t aware of who they were, but with a brand like Target, there is a knowledge of product for most consumers and may drive the click-through numbers they are seeking in placing the ad.”

Mr. Troutman is not affiliated with Target. She commented based on her expertise on the subject.

On target
Target is running a mobile banner ad that reads “Falling for Fall. Tap to expand.”

When consumers tap on the mobile ad, the page expands to show several models gradually “falling” while wearing the season’s latest looks including bold blazers, printed tops and animal spots.

From there, consumers are encouraged to tap on the “Shop Fall” button where they are redirected to the company’s mobile-optimized site.

The campaign not only lets consumers shop the latest looks, as well as browse other categories, but consumers can also download the Company’s iPhone app.

By using rich media, Target is able to make its mobile campaign more interactive, and visually pleasing.

Mobile advertising is smart for the company, especially when its end goal is to have consumers buy products via their handsets.

Past efforts
Target is no stranger to mobile and has used the medium quite a bit over the past few years.

Earlier this year, the company put mobile at the core of its back-to-school campaign and encouraged consumers to use its mobile app to find helpful resources, promotions and design inspirations (see story).

Most recently, Target ramped up its holiday efforts with a QR code initiative that let consumers scan the mobile bar codes featured on several products in-store and buy the items via their smartphones (see story).

“Maintaining the attention of the consumer through the process with less clicks and quick rewards for the their time is the key to a successful mobile ad campaign,” Ms. Troutman said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York