Case Study: T-Mobile Austria achieves 600K+ views and 1.42% CTR to boost mobile audience awareness with Millennial Media

Millennial Media selected by T-Mobile Austria to drive mobile audience awareness for new tele.ring taris

Millennial Media partnered with T‑Mobile Austria to raise awareness for new tele.ring mobile tariffs and to ensure mobile was fully integrated with a MediaCom-created cross‑media campaign (TV, online and print). The challenge was to reach and engage 14–49 year olds—including users on competitor networks—while delivering a seamless experience that boosted brand awareness and drove conversions.

Using its app reach and targeting capabilities, Millennial Media served interactive, native-rich ads on apps popular with the target demo, inviting taps on a vibrating button that expanded to a full‑page interstitial and routed users to a mobile‑optimized tariff and ordering site. The campaign delivered 600,000+ views, an overall CTR of 1.42% (vs. the telecoms vertical average of 0.76%) and top CTRs exceeding 2% on Android and tablet devices.

T-Mobile