The Ritz-Carlton hotel chain is aiming to inspire travelers browsing the content on Condé Nast Traveler’s mobile Web site to engage with the hotelier and download its application. To ensure that the reader took notice of its effort, Ritz-Carlton took a dual approach by using a sidebar ad and a larger pop-up, both of which posed a question. Questions increase the likelihood of a click-through as they can create a dialogue with the target consumer. “When a campaign’s goal is intended to drive a specific action, the general recommendation is to create the most direct route to that action,” said Shuli Lowy, marketing director at Ping Mobile, Los Angeles. “Any added step will facilitate drop offs. If a brand is attempting to drive bookings, then the link should go directly to a booking page,” she said. “Consumers appreciate an alignment of an ad’s call to action with the suggested action on the landing page. Get the full story at Luxury Daily