Victoria’s Secret is running mobile commerce-enabled ads that let consumers shop directly from their handsets no matter where they are.

The company is promoting its line of Pink panties with a promotion that entices users to tap on the ad. The ads are running within Us Weekly’s mobile site.

“This is the right way to execute a mobile ad campaign by giving consumers an easy path of minimal clicks to a purchase of the item advertised,” said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with Victoria’s Secret. She commented based on her expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

Prime placement
Victoria’s Secret is running two different ads that promote the retailer’s panties.

In one campaign, the ads appear along the top of the screen and overlap with the US Weekly logo, which makes the ad look similar to editorial content.

The ad reads, “Get cheeky in our new pick-up panties.”

Once consumers tap on the ad they are redirected to the company’s landing page where they can shop the promotion.

Additionally, consumers can also browse the products by viewing different styles and colors.

Victoria’s Secret is also alerting users whether or not a certain product is in stock.

The company is running another set of mobile banner ads with Us Weekly’s mobile site that let users either watch a video that promotes the Pink line or shop the collection.

The Victoria’s Secret banner ads

Quick access
The Victoria’s Secret ads are an example of a sophisticated ad campaign because it leads users to a specific page inside the mobile site, which helps drive sales.

Victoria’s Secret has been ramping up its mobile advertising efforts by testing geotargeted and click-to-download ads.

For example, the company recently ran a location-based ad campaign to promote its line of NFL products by showing users where the nearest location was (see story).

By linking to a commerce-enabled mobile site, Victoria’s Secret is able to bolster mobile sales.

Additionally, by giving consumers inventory information before they check-out on the site, it helps speed up the buying process.

The mobile site also includes a click-to-call feature that lets users call to place orders, which is a smart move because it gives consumers choices.

“Mobile is where the consumers are and it is a critical marketing extension for all advertising within a retailer,” Ms. Troutman said.

“Every retailer should have started a strategy for mobile and ensure that this strategy is combined with overall marketing efforts for the company,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York