The mobiThinking guide to mobile advertising networks 2013: Blind mobile ad networks

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SECTION 1: BLIND NETWORKS

Blind networks in a nutshell:

• Usually the largest in terms of publishers, advertisers and impressions. They serve a high volume of advertising to an extensive base of mostly independent mobile publishers (mobile sites and applications), supplemented by premium publishers’ unfilled inventory.
• Advertisers can not (usually) choose specific mobile sites.
• Plenty of options for targeting such as by country and content channels (news, sports etc).
• Performance advertising is the norm, paid for by cost per click (CPC) – this is for marketers who want an active response to their ads such as clicking through a banner to the advertiser’s site, click to download/call etc. The CPC varies with supply and demand, determined through a self-service auction system.
• Some blind networks also offer brand advertising, on a cost per thousand impressions (CPM) model – i.e. you pay X for every 1,000 devices that visit/download the page – this is for marketers that want exposure, maybe to create awareness of a new product.
• A few blind networks also offer cost-per-action (CPA) where advertisers specify the type of action they wish to achieve from mobile advertising and specify the price they are willing to pay for each conversion. For more information see: Affiliate and CPA networks.
• The cheapest option is run of network (RON) adverts (i.e. no targeting), which in some countries may start at US $0.01 CPC.
• Advertisers should expect a wealth of self-service tools that help you track and optimize your campaign in real time.
• Publishers receive a revenue share, perhaps 55-65% of what the advertiser pays.


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Mobile advertising network: BuzzCity

Type of network: Blind
Established: Network 2006; company 1999.
Main offices: Singapore (HQ); Mumbai, India; Bangkok, Thailand; Paris, France; London, UK; Johannesburg, South Africa; Los Angeles; USA, Jakarta; Indonesia; Kuala Lumpur, Malaysia.
Employees: 75.
Major shareholders: Naspers/MIH 36%; OWW Capital Partners (34%); BuzzCity management (15%).
Acquisitions: N/A.
Web: buzzcity.com.
Mobile Website: N/A.
Contact details: buzzcity.com/f/contactus.
Recent news:
• 2013: BuzzCity CEO on the rise and future of Africa’s mobile marketplace.
• 2013: BuzzCity improves techniques to increase effectiveness of click fraud detection.
• 2012: BuzzCity teams up with academics to safeguard ad quality.
Profile submitted by: KF Lai, CEO, BuzzCity. • Read this interview.
Last updated: May 2013.

Q1. Annual revenue/turnover: Band C) US $10-20 million.
Q2. Is the business profitable? Yes.
Q3. Publishers on network: Over 7,000 publishers. They are predominantly independent and mobile-focused; they include news and entertainment sites, mobile social networking and ad-supported download. BuzzCity manages media traffic for independent portals including Peperonity.mobi; eBuddy.mobi and various premium/carrier portals, including AIS, Thailand; Celcom, Malaysia; Airtel, India; Globe, Philippines, via syndication of entertainment content.
Q4. Advertisers on network: Over 1000 regular advertisers. These are predominantly mobile companies (70%), although campaigns by brand advertisers include MTN (ZA carrier) and Celcom (MY carrier), Air Asia, Sri Lankan Airlines, Malaysia Airlines, Toyota, Renault, Adidas, Puma, Reebok, Standard Bank (S Africa), Crédit Agricole (FR), Mutuelles de Mans Assurances (FR), Hewlett Packard, Nokia, BlackBerry.
Q5. Case studies: N/A.
Q6. Mobile ads served/ad impressions monthly: More than 20 billion ads served per month.
Q7. Unique mobile users that see ads: N/A.
Q8. Geographical coverage: 200 countries in total, with top countries being India (6bn impressions), Indonesia (2bn), USA (1bn), South Africa (700m) and UK (500m). For the most recent top 10 countries, with reach, ads served, minimum and recommended bid, handset, location and demographic information for each country, see: Campaign Planner.

Proportion of advertising that is…
Q9. Blind v premium advertising: 95:5. BuzzCity is predominantly a blind network, with a limited portfolio of premium publishers available on a transparent basis.
Q10. Mobile Web v mobile applications: 40:60.
Q11. CPC (performance) v CPM (brand): 95:5.
Q12. Own network v third party networks: 100% BuzzCity network.

Q13. Specialism by publisher or demographic: All publishers, though majority are mobile-only services. The audience is primarily users whose experience of the internet is via mobiles.
Q14. Options for targeting adverts: Specific content channels (including brand-safe white listed channels), countries, devices, platforms/OS, app vs web plus other advanced features including PubID, site targeting (for premium sites).
Q15. Tools to help advertisers optimize/track campaign:
Campaign Planner shows trends in markets, demographics of mobile Web users and handsets (see above).
• The (self-service) ad server highlights banners with a high CTR and allows ‘on-the-fly’ changes to targeting sets.
• A conversion tracker which shows which campaigns yield better ROIs.
Q16. Cost range for advertiser: Prices are set by the BuzzCity market place. Prepaid advertisers must fund their account with a minimum of US $20.00 via PayPal or Credit Card on the website; postpaid customers are subject to a credit check. For untargeted campaigns: average CPC across network is US $0.04; for current recommended bids per country see Campaign Planner.
Q17. Estimated ROI for advertiser: Click through rates (CTR) vary by country, typically from 0.5% to 2%.
Q18. Remuneration for publishers: Publishers get 65% of placement.
Q19. Fill rate: The BuzzCity ad network currently runs on a 100% fill rate.
Q20. Protection for publishers: Publishers can choose which advertisers/banners they want to appear on their pages. The support team approves all ads from advertisers for appropriate content.
Q21. Tools for publishers: Fully-featured self-service platform. Publishers choose which pages to place ads on; graphical or text banners; and set a minimum preferred bid. Publishers also have a range of integration options available.
Q22. Special relationships with telcos, portals etc: N/A.
Q23. Agencies or other intermediary clients: N/A.
Q24. Links to research: BuzzCity research reports.
Q25. Main competitors: Other networks with similar media development capabilities.
Q26. Membership of industry associations:
Mobile Marketing Association (MMA).
Mobile Entertainment Forum (MEF).
Q27. Industry accreditations and awards:
National Infocomm Authority Award Winner (2008): Most Innovative Infocomm Service for myGamma.
Future Mobile Awards (2008): Silver award for myGamma.
Mobile Content Awards (2008)
Global Mobile Awards (2008): Best Mobile Social Network for myGamma.
GSMA Asia Mobile Awards (2007): Best Mobile Social Network for myGamma.
Red Herring Asia 100 (2006)
Q28. Key differentiation: a) Strength and expertise in fragmented, non-homogenous emerging markets: Across Africa, India and SE Asia, BuzzCity has a 30-50% market share; In LATAM and Middle East, BuzzCity has a 10-15% market share; b) Transparency: BuzzCity does not buy-in traffic from outside our its own publisher network, and has best-in-class click fraud protection mechanisms; c) Insights: regular research reports across several demographic and market sectors; d) Audience development ; e) SDK’s with ad wrapper facilitate in-game & in-app advertising and revenue generation for developer partners.


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Mobile advertising network: LeadBolt

Type of network: Blind (focused on in-app advertising, with CPA advertising available).
Established: 2010.
Main offices: Sydney, Australia (HQ); Los Angeles, USA.
Employees: 21.
Major shareholders: The company is privately held and self-funded.
Acquisitions: N/A.
Web: leadbolt.com. Mobile Web: leadbolt.com/m.
Contact details: Support (at) leadbolt.com.
Recent news:
• April 2012: LeadBolt releases Marmalade compatibility library.
• March 2012: Leadbolt joins mobile commerce standard initiative.
• February 2012: LeadBolt introduces app advertising icon.
• February 2012: LeadBolt’s launches Basic4android compatibility library.
Profile submitted by: Dale Carr, CEO, LeadBolt
Last updated: April 2012.

Q1. Annual revenue/turnover: Band C (US $10-20 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: Over 10,000. Publishers include: Dolphin Browser; MyYearBook.
Q4. Advertisers on network: Over 1,000. Advertisers include: Amobee, NgMoco.
Q5. Case studies: N/A.
Q6. Mobile ads served/ad impressions monthly: Over 1 billion.
Q7. Unique mobile users that see ads: N/A.
Q8. Geographical coverage: 128 Countries including US, South America, Canada, Europe, Asia, Australia, Africa.


Video: an introduction to types of mobile ad formats from LeadBolt. The profile continues below.


Proportion of advertising that is…
Q9. Blind v premium advertising: 100% blind network.
Q10. Mobile Web v mobile applications: 5:95.
Q11. CPC (performance) v CPM (brand) v CPA (cost per action/installation): 75:0:25.
Q12. Specialism by publisher or demographic: Andriod and iPhone apps.
Q13. Options for targeting ads: Location, category, content type, device manufacturer, device model, device OS, placement type, carrier, connection type, offer type.
Q14. Tools to help advertisers optimize/track campaign: Real-time reporting, optimization option, split testing, auto optimization, language optimization, landing page optimization parameters.
Q15. Cost range for advertiser: Minimum CPC US $0.05.
Q16. Estimated ROI for advertiser: Click-through rate (CTR) varies with type of ad, can be as high as 5-10%.
Q17. Remuneration for publishers: Publisher receives 60-90%.
Q18. Fill rate: In the US, 95%.
Q19. Protection for publishers: Publishers choose which ad category they’re prepared to accept. Support team approves all ads from advertisers for appropriate content.
Q20. Tools for publishers: Fully-featured self-managed publisher portal including ad control and configuration, reporting, account information and FAQ.
Q21. Special relationships with agencies, telcos, portals etc: Yes, several agencies.
Q22. Agencies or other intermediary clients? Nexage, Fetch, Amobee.
Q23. Main competitors: Google, InMobi, Millenial Media and other ad networks.
Q24. Membership of industry associations, industry accreditations or awards: Awards:
Premier NSW Export Award 2011 Finalist, Innovation.
ActionCOACH My Business Awards 2011 Finalist, Startup.
SMART 100 Readers’ Choice Award 2011 Winner.
Cool Company Awards 2011 Finalist, Online Business.
Q25. Key differentiation:
• Unique focus on premium ad types;
• Most diverse range of ad types in industry to monetize the entire app usage cycle;
• Advanced, real-time, self serve, user friendly advertiser and publisher portals;
• Customer service;
• High eCPM (Effective cost per thousand impressions).


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Mobile advertising network: InMobi (formally mKhoj)

Type of network: Blind
Established: 2007
Main offices: Bangalore, India (HQ); San Francisco, New York, USA; London, UK; Singapore; Sydney, Australia; and Nairobi, Kenya.
Employees: Over 400.
Major shareholders: Private company backed by venture capital from Softbank Corp (US $200 million); and Sherpalo Ventures, Kleiner Perkins Caufield and Byers ($15.1 million).
Acquisitions: Sprout (August 2011).
Mobile enabled site: inmobi.com
Contact details: contact form or email: info(at)inmobi.com.
Recent news:
• August 2011: InMobi introduces HTML5 rich media ads with Sprout acquisition.
• September 2011: SoftBank Corp invests US $200 million in InMobi.
• June 2011: InMobi and Cooliris launch World’s first mobile 3D ad campaign.
• May 2011: InMobi launches SmartPay global mobile payments.
• More news: here.
Last updated: January 2012.

Q1. Annual revenue/turnover: Band E (US $50-100 million).
Q2. Is the business profitable? N/A (InMobi is unable to disclose this information, but it does believe firmly that mobile is in the “investment” stages and any other strategy is sub-optimal for achieving the full market potential of the company).
Q3. Publishers on network: Over 10,000 publishers on the network. Publishers include: Disney, Nestle, P&G, Nike, Nokia, Unilever, Samsung, Nissan, Dell, Yamaha, BlackBerry, Intel, Coca Cola, Sony Ericsson, eBay, ngmoco.
Q4. Advertisers on network: Over 2,000 advertisers on the network generating over 10,000 campaigns. Advertisers include: FOX, Zynga, ngmoco, Ask.com, Google, glu, eHow, photobucket, ebuddy, NFL, Opera Software, Citysearch, ROVIO, newtoy, GetJar.
Q5. Case studies: here.
Q6. Mobile ads served/ad impressions monthly: 50.4 billion (September 2011).
Q7. Unique mobile users that see ads: Network reaches 340 million consumers.
Q8. Geographical coverage : Top 10 countries by ad impressions in September 2011: India 23%; USA 12%; Indonesia 8%; Japan 4%; Canada 4%; Vietnam 3%; UK 3%; South Africa 2%; Nigeria 1.196 2%; Saudi Arabia 2%.


Video: InMobi Mobile Media Consumption Research Q4 2011.


Proportion of advertising that is…
Q9. Blind v premium advertising: 100% blind network. Advertisers can target groups of sites or categories of content, but cannot select a specific site.
Q10. Mobile Web v mobile applications: 83:17.
Q11. CPC (performance) v CPM (brand): 90:10.
Q12. Specialism by publisher or demographic: InMobi is an independent broad based network covering 10,000 devices globally.
Q13. Options for targeting ads: a) OS/device/carrier; b) Content & category; d) Demographic; e) Geo-location; f) Time of day; g) Custom persona.
Q14. Tools to help advertisers optimize/track campaign: InMobi Analytics is based on world-class tracking and optimization technology, providing detailed reporting on the campaign to the advertiser. This data is also used to improve ad serving performance in real-time with an automated feedback loop.
Q15. Cost range for advertiser: US $0.02 – $1.00.
Q16. Estimated ROI for advertiser: CTR varies dramatically, but generally ranges from 0.5% to 2%.
Q17. Remuneration for publishers: InMobi’s standard revenue share is 60% to publishers, 40% InMobi. Developers are able to get up to 75% through InMobi’s World Developer Fund initiative by integrating its SDK.
Q18. Fill rate: InMobi does not release fill rates, but currently most countries are inventory constrained. Premium publishers and developers will run close to 100% in the current market.
Q19. Protection for publishers: Full protection is available. InMobi offers detailed filtering by brand, content type, and even a manual review process if needed. InMobi also has rigid guidelines and a formal ad review process to confirm accuracy from advertisers.
Q20. Tools for publishers: InMobi offers full control to publishers with detailed filtering and reporting options. Publishers also have a range of integration options from API to SDK depending on the content type.
Q21. Special relationships with agencies, telcos, portals etc: InMobi has a multi-million dollar partnership with Amobee. Through its mobile payments product SmartPay, InMobi has carrier billing ties to 40 telcos in 8 countries. It has joint marketing agreements with GetJar, Sega, Box.net, Vodafone, Ansca Mobile, Cooliris and Papaya Mobile.
Q22. Links to research: Mobile advertising reportsMedia kitsConsumer reportsWhite papers (all require registration to view).
Q23. Main competitors: Google Mobile.
Q24. Industry associations or industry accreditations:
Mobile Marketing Association (MMA) global member and platinum sponsor, serving on the global board and regional boards and on multiple committees including measurement and analytics, research, privacy and creative guidelines.
Mobile Entertainment Forum (MEF) global member and global research partner; executives serves on Europe and Asia board.
Interactive Advertising Bureau (IAB) global member; serving on multiple committees including measurement and analytics, research, privacy and creative guidelines.
Q25. Industry awards:
MMA Global Mobile Marketing Awards EMEA Regional Winner; Innovation.
The Mobi Awards 2011 Best Mobile Ad Network.
AlwaysOn Global 250, 2011.
Q26. Key differentiation: 1) InMobi is the world’s largest independent mobile ad network, delivering massive global reach with local market expertise to brands and agencies in Europe, America, Asia Pacific and Africa. 2) Consumers enjoy immersive, engaging creative experiences through InMobi’s technology on 10,000+ devices around the world both in-app and on mobile web. These experiences range from high reach and frequency display ads to engaging rich media to truly innovative 3D advertising available exclusively on InMobi’s network. 3) InMobi Analytics not only tracks and reports the success of mobile advertising campaigns in depth, but also uses the data in real-time to improve the ad serving process.


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Mobile advertising network: Madvertise

Type of network: Blind.
Specialization: Europe, particularly strong in German-speaking countries.
Established: 2008.
Main offices: Berlin, Germany.
Employees: over 30 (growing to 75 by the end of 2011).
Major shareholders: Team Europe Ventures (Seed Investor and Series A Investor); Earlybird Venture Capital (Series A Investor); Investitionsbank Berlin (IBB) .
Acquisitions: N/A.
Web: madvertise.de.
Mobile Web: N/A.
Contact details: pr(at)madvertise.de.
Recent news:
• 2011: Madvertise Developer Fund gives publishers 100% of ad revenue.
• 2011: madvertise brings rich-media ads to German smartphones.
• 2010: katAPPult service guarantees a top 25 place across Europe for apps.
• 2010: Madvertise secures series A funding.
Profile submitted by: Carsten Frien, CEO, Madvertise. • Read this interview.
Last updated: March 2011.

Q1. Annual revenue/turnover: Band A (US $1-5 million).
Q2. Is the business profitable? N/A.
Q3. Publishers on network: Over 500.
Q4. Advertisers on network: Around 80% of all mobile advertisers, including Ford, Continental, TUI and Foot Locker (see these case studies).
Q5. Mobile ads served/ad impressions monthly:
700 Million page impressions.
Q6. Unique mobile users that see ads: N/A.
Q7. Geographical coverage: Germany, Austria, Switzerland 60%, rest of EU 40%.

Proportion of advertising that is…
Q8. Blind v premium advertising: 100% blind network.
Q9. Mobile Web v mobile applications: 50:50.
Q10. CPC (performance) v CPM (brand): 80:20.
Q11. Specialism by publisher or demographic: Traditionally Madvertise focused on German-speaking publishers/countries, now covers whole of EU.
Q12. Options for targeting adverts: Mobile handset (manufacturer, model, operating system); audience demographic; content channels (finances, automobile, entertainment, news, sports, travel, business, technology); time (day of week, time of day); location (country, city, zip code specifications); frequency (capping); access technology (WIFI, operator network).
Q13. Tools to help advertisers optimize/track campaign: Full control over ad campaigns served; real-time reporting.
Q14. Cost range for advertiser: Minimum ad spend of €2,500 (US $3,532).
Q15. Estimated ROI for advertiser: N/A.
Q16. Remuneration for publishers: The usual revenue split is 60:40. However Madvertise is currently running the €5 million (US $7.07 million) Madvertise development fund which grants 100% of ad revenues to publisher (mobile Web or app), until the fund is used up or February 2012. Thereafter the revenue split is 60:40.
Q17. Fill rate: N/A.
Q18. Protection for publishers: N/A.
Q19. Tools for publishers: N/A.
Q20. Membership of industry associations, industry accreditations or awards: Members of Bundesverband Digitale Wirtschaft (BVDW).
Q21. Main competitors: On the international level, Google AdMob and Apple iAd (was Quattro Wireless) have a similar business model, but neither are particularly well-established in European markets, yet.
Q22. Key differentiation: With the help of the unique “KatAPPult” service, Madvertise guarantees to catapult application into the top 25 in the respective category and country, in the Apple App Store, maximizing download and monetization potentialities.
The Madvertise mobile-only ad server is hand built by German engineers, this make it the “BMW of mobile ad servers” and ensures that all campaigns are fast and efficient. Also, our technology team can implement innovative targeting and campaign features with a high degree of flexibility, which allows Madvertise to remain ahead of developments in the mobile advertising business.


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Mobile advertising network: Admoda; Adultmoda

Type of network: Blind (but includes some premium advertising).
Established: 2006.
Main offices: London, UK; Mumbai, India.
Employees: Nine permanent staff, plus contractors, global resellers and affiliates.
Ownership: Admoda is privately owned. The founders decided from the start to fund the company from profit and avoid the need for outside investment.
Contact details: info(at)admoda.com; +44 8707 661 992
Recent news:
• July 2010: Admoda and Adultmoda double in size in 12 Months.
• September 2010: Admoda expands into Asia with India office.
Profile submitted by: Terry Jackson, CEO, Admoda.
Notes: Parent company MobVision runs two mobile ad networks a) Admoda targeted at family-friendly advertisers and publishers and b) Adultmoda advertisers and publishers that focus their services on those over the age of 18. The two networks are kept completely separate for brand protection purposes.
Last updated: September 2010.

Q1. Annual revenue/turnover: N/A.
Q2. Is the business profitable? Yes, for four years.
Q3. Publishers on network: Over 3,500. Please note Admoda/Adultmoda turn down 70% of sites that apply to join the network. The aim is to have the best quality publisher network possible thus giving a higher return for advertisers.
• Admoda publishers include: Hi5, Vodafone, AdMarvel, Smaato, eBuddy, Peperonity.
• Adultmoda publishers include: YouPorn, Peperonity, Fling, SexGoesMobile, WAAT.
Q4. Advertisers on network:
• Admoda advertisers include: Google, Nokia, Adidas, Gameloft, Buongiorno, MTV, Abphone, Zed, Dada, Twistbox, Hungama, Playphone, Fox Mobile.
• Adultmoda advertisers include: Brazzers, Reality Kings, TopBucks, Private, Pink Visual, PhoneErotica, Cherrymedia, Buongiorno, Fox Mobile, The Hun, iPorn.
Q5. Mobile ads served/ad impressions monthly: 7.5 billion mobile ads served per month, and growing fast.
Q6. Unique mobile users that see ads: N/A.
Q7. Geographical coverage: (Subject to regular change)
• Top 10 countries (in order) for Admoda: South Africa, Italy, USA, UK, India, Germany, Australia, Indonesia, Kenya and France.
• Top 10 countries (in order) for Adultmoda: USA, South Africa, UK, Germany, Italy, France, Spain, Australia, Netherlands and Norway.

Proportion of advertising that is… (N.B. these numbers change regularly).
Q8. Blind v premium advertising: 80:20.
Q9. Mobile Web v mobile applications: 80:20 to 90:10.
Q10. CPC v CPM: 95:5.
Q11. Specialism by publisher or demographic: Both Admoda and Adultmoda have a premium network of publishers, along with a highly targeted blind network. Even on the blind network 70% of publishers are rejected to maintain the highest quality of traffic. This delivers high returns leading to a 90% rebook rate from advertisers. Admoda specializes in providing highly targeted traffic for brands, agencies, and mobile content/entertainment companies. Adultmoda specializes in providing highly targeted traffic for Adult companies.
Q12. Options for targeting adverts: Targeting is available by channel, country, carrier, device, platform (e.g. iPhone, iPad, Android, Palm, Blackberry), device capabilities (e.g. video streaming). Other targeting options will be available when there is sufficient demand.
Q13. Tools to help advertisers optimize/track campaign: A Campaign Planner was launched in summer 2010 to provide all the information an Advertiser needs. Admoda/Adultmoda also provide advertisers with tips and tricks on how to get more traffic and optimize CTR; and provides straightforward clear metrics, minimum and average rates, country inventory etc through the client communication tools.
Q14. Pricing models: CPC or CPM.
Q15. Cost range for advertiser: This varies widely depending on the targeting options chosen.
Q16. Estimated ROI for advertiser: The CTR is 0.8%, but this varies substantially from country to country. (Subject to change)
Q17. Remuneration for publishers: 65 to 85% of revenue goes to the publisher.
Q18. Protection for publishers: Premium publishers can refuse advertisers.
Q19. Tools for publishers: New Publisher tools give a comprehensive breakdown, including average CTRs, eCPMs and CPCs for each country to help publishers get the highest return from their inventory. Publishers can drill down into the Top 10 countries, so can focus where they make the most money. Publishers can also log in at any time to see live statistics and latest earnings.
Q20. Key differentiation: Admoda and Adultmoda offer a two tier solution – our blind network and a premium network. They provide the highest revenue share to mobile publishers. They are the only mobile ad networks that handpick publishers to ensure high quality traffic. Industry leading support – a real person will get back to enquiries within one working day. Adultmoda is not only the biggest it is the only dedicated mobile ad network for the adult industry. The networks are beginning a program to educate Web companies in the opportunities mobile presents and how to get involved.


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Mobile advertising network: Mojiva

Type of network: blind network (with some premium advertising).
Established: 2008.
Main offices: New York (HQ), Los Angeles, San Francisco, USA; London, UK.
Employees: 30.
Major shareholders: VC backers include: Pelion Venture Partners, Bertelsmann.
Web: mojiva.com; Mobile Web: wap.mojiva.com.
Contact details: info (AT) mojiva.com
Recent news:
• April 2010: Mojiva Raises US $7 Million in Series B Funding From UV Partners and Bertelsmann.
• June, 2010: Mojiva Expands to Europe.
Profile submitted by: Dave Gwozdz, CEO, Mojiva.
Last updated: September 2010.

Q1. Annual revenue/turnover: N/A
Q2. Is the business profitable? N/A
Q3. Publishers on network: Over 1800 and growing daily. These include: ABC, Univision, NBC Local News, The NFL, Motortrend.
Q4. Advertisers on network: Over 8,000 active campaigns, from advertisers that include: Ford Lincoln, Microsoft, Electronic Arts.
Q5. Mobile ads served/ad impressions monthly: Over 3 billion mobile ads and 740 million page impressions per month.
Q6. Unique mobile users that see ads: Network reaches 78 million in US and 319 million globally.
Q7. Geographical coverage: Mojiva ads are seen in 190 countries, but country breakdown is N/A

Proportion of advertising that is…
Q8. Blind v premium advertising: N/A.
Q9. Mobile Web v mobile applications: 82:18 (August 2010).
Q10. CPC v CPM: N/A.
Q11. Specialism by publisher or demographic: N/A.
Q12. Options for targeting adverts: Keywords, location, channels, handset, time of day, device, platform/operating system, device capabilities, WAP v app, mobile v Web.
Q13. Tools to help advertisers optimize/track campaign: Full access to Mojiva Business Intelligence tools.
Q14. Pricing models: Mojiva uses the self-service bid model.
Q15. Cost range for advertiser: N/A.
Q16. Estimated ROI for advertiser: Depends on the type of campaign.
Q17. Remuneration for publishers: publisher receives 60% of revenue.
Q18. Protection for publishers: Publishers have full control over categories of ad appearing on the site or can even accept/refuse a particular ad.
Q19. Tools for publishers: N/A.
Q20. Key differentiation: Robust technology, experienced and knowledgeable team members and detailed reporting and analytics.


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• What’s the best mobile ad network for you? 10 important questions to ask


Mobile advertising network: AdMob

Notes: AdMob was acquired by Google in May 2010. From September 2011, Google started to close down AdMob’s (pioneering) mobile Web advertising network. Today AdMob is focused solely on in-app advertising. As of April 2012, About AdMob still hadn’t been updated and the global impressions numbers proudly displayed on the AdMob home page presumably includes the data from the extinct mobile Web network.
Despite repeated requests, AdMob/Google has not updated this profile. So the profile has been deleted.


• Mobile ad network guide: HOME
• Mobile ad network guide: BLIND
• Mobile ad network guide: PREMIUM


Other guides in this series:

• Guide to mobile agencies
• Guide to mobile industry awards
• Guide to mobile ad networks
• Compendium of global mobile stats
• The insiders’ guides to world’s top mobile markets
• Guide to mobile events (with discounts)


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