• GUIDE HOME • BLIND NETWORKS • PREMIUM BLIND NETWORKS • PREMIUM NETWORKS • LOCAL AD NETWORKS • AFFILIATE AND CPA NETWORKS •
SECTION 2: PREMIUM BLIND NETWORKS
- DMG * New: June 2013*
- Hands * Updated: March 2013*
- Hunt Mobile Ads * Updated: June 2012*
- Millennial Media * Updated: January 2012 *
- Greystripe * Updated: April 2011 *
- Madhouse * Updated: August 2010 *
- Jumptap * Updated: May 2010 *
Premium blind networks in a nutshell:
• Higher proportion of premium publishers (i.e. mobile sites of well-known brands, like newspapers, broadcasters or operator portals), than blind networks, some on exclusive relationships.
• Attract more brand advertising, paid for 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 who want exposure, perhaps to create awareness of a new product. Costs vary considerably – campaigns targeted at top-tier inventory can be as high as US$20 CPM.
• Plenty of advertising will still be blind or semi-blind (i.e. targeted at a channel), but for a premium price you may be able to buy a specific spot on a site of your choice.
• Performance advertising is also available – and sometimes search advertising (based on key words) – paid for by cost per click (CPC). This is for marketers who want an active response to ads e.g. clicking through a banner to the advertiser’s site, click to download/call etc. The price of CPC varies with supply and demand, determined usually in a self-service auction. The cheapest option is run of network (RON) adverts (i.e. no targeting), which in some countries may start at US$0.05 – US$0.10 CPC.
• Some networks offer cost per action/acquisition (CPA) – where the advertiser only pays if the customer clicks through and then buys, signs up etc – or cost per download (CPD) for companies advertising mobile content/apps.
• Advertisers should expect a mix of self-service and direct sales and support and a wealth of targeting options.
• Publishers should expect to receive a majority share of advertising revenue – percentages are often negotiated on a case-by-case basis.
Mobile advertising network: DMG
Type of network: Premium blind networks.
Established: 2008.
Main offices: Raanana, Israel (HQ).
Employees: 130+.
Major shareholders: DMG is wholly-owned subsidiary of DSNR Group.
Acquisitions: N/A.
Web: dsnrmg.com/mobile.
Mobile Web: N/A.
Contact details: Yeela (AT) dsnrmg.com.
Recent news:
• 2013: DMG Launches Traffiliate for Mobile with Enhanced Targeting and Post Click Optimization.
• 2013: DMG Triples Sales for Ubisoft’s the Settler Game in 3 Months.
• 2012: Five-minute interview: Inbar Chap, DMG.
• 2012: DMG introduces anti click fraud for mobile advertising.
• More news: here.
Profile submitted by: Yeela Tamari, DMG.
Last updated: May 2013.
Q1. Annual revenue/turnover: Band D (US $20-50 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: Over 3000 publishers categorized into more than 37 different verticals. Examples: N/A.
Q4. Advertisers on network: Over 200 direct advertisers and app advertisers (+ 40 agencies). Direct advertisers include: Gameloft, B!, (Buongiorno), Mobster, Ubisoft, eDreams. Branding campaigns from agencies clients include: Mazda, eBay, Kindle, Nike, Ferrari.
Q5. Case studies: Gameloft; Buongiorno.
Q6. Mobile ads served or page impressions monthly: 10 billion mobile impressions per month, delivering 100 million page views of landing pages.
Q7. Unique mobile users that see ads: Network reaches 2.5 billion unique users per month.
Q8. Geographical coverage: Italy (32%); France (11%); UK (12%); Netherlands (10%); Mexico (10%); United States (10%); Taiwan (7%); Turkey (7%); Argentina (7%); Thailand (4%).
Proportion of advertising that is…
Q9. Blind v premium advertising: 80:20.
Q10. Mobile Web v mobile applications: 50:50.
Q11. CPC (performance) v CPM (brand): 90:10.
Q12. Own network v third party networks: N/A.
Q13. Specialism by publisher or demographic: N/A.
Q14. Options for targeting ads: Targeting by carrier, operating system, device manufacturer/model, publisher, geography, browser and connection type.
Q15. Tools to help advertisers optimize/track campaign: Using patent-pending technology, DMG’s Traffiliate for Mobile automatically analyzes hundreds of mobile variables – including: Carriers, OS, Device Make and Model, Publishers, Geo, Browser, and connection type – to find the best match to its advertisers to ensure the highest conversion rate.
Q16. Cost range for advertiser: cost range N/A. Advertisers pay the average price for each publisher’s traffic. Advertisers must fund their account with a minimum of US $10,000 per geography.
Q17. Estimated ROI for advertiser: CTR N/A. DMG optimizes the campaign towards the CPA goal/targets set by the advertiser.
Q18. Remuneration for publishers: Publishers receive 50-60% of ad spend.
Q19. Fill rate: Approximately 60% fill rate from direct advertisers; remnant can easily be filled via mediation partners (other ad networks).
Q20. Protection for publishers: Publishers can control all ads displayed on their sites or apps via the publisher UI. DMG gives publishers visibility of country and platform targeted by the campaigns.
Q21. Tools for publishers: SDK V 2.0 for iOS and Android, including support for rich media (MRAID), UDID alternatives and full-page ad units. Multiple integration options, including server API, real-time bidding (RTB) and sample code. Full technical documentation on Developer wiki. Publisher APIs offer full flexibility over the type of ads requested and the way they are returned, for example XML, URL encoded or raw XHTML.
Q22. Special relationships with telcos, portals etc: N/A.
Q23. Agencies or other intermediary clients: N/A.
Q24. Links to research: N/A.
Q25. Main competitors: N/A.
Q26. Membership of industry associations: Mobile Marketing
Association.
Q27. Industry accreditations and awards: N/A.
Q28. Key differentiation: Traffiliate for Mobile is a unique technology which provides real time measurement, evaluation, and optimization of the entire mobile advertising value chain, enabling advertisers to focus on best-performing channels for maximum ROI.
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Mobile advertising network: Hands
Type of network: Premium blind (including blind and premium advertising).
Established: 1999.
Main offices: São Paulo (HQ) and Rio De Janeiro, Brazil.
Employees: 14.
Major shareholders: 100 percent owned by Pontomobi following acquisition in December 2011.
Acquisitions: N/A.
Web: hands.com.br.
Mobile Web: m.hands.com.br.
Contact details: Advertisers: Eduardo Fleury, fleury(AT)hands.com.br; • Publishers, developers and ad networks: Zaza Sales, zaza(AT)pontomobi.com.br.
Recent news:
• December 2011: Pontomobi acquires Hands.
Notes: Hands is a Brazilian mobile ad network for more than 100 premium publishers in Brazil and more across Latin America. Hands also designs, develops and operates mobile sites.
Profile submitted by: Eduardo Fleury, general director, Hands.
Last updated: March 2013.
Q1. Annual revenue/turnover: Band B ($US5-10 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: over 100 premium publishers, including top Brazilian publishers: O Globo, Folha, Lance; Rolling Stone Brazil, MTV Brazil, Guia da Semana, iG, Oi, Claro, Valor Econômico, O Dia, Cineclick.
Q4. Advertisers on network: Number of advertisers N/A. • International advertisers include Coca-Cola, Unilever, Mitsubishi, GM and Danone • Local advertisers include Caixa, Correios, Petrobras, Itaú and Cyrela.
Q5. Case studies: here.
Q6. Mobile ads served or page impressions monthly: Over 530 million impressions on the Hands Premium Ad Network and 1 billion impressions in the Hands Performance Ad network.
Q7. Unique mobile users that see ads: N/A.
Q8. Geographical coverage: Latin America, mostly Brazil.
Proportion of advertising that is…
Q9. Blind v premium advertising: 30:70
Q10. Mobile Web v mobile applications: 70:30.
Q11. CPC (performance) v CPM (brand): 70:30.
Q12. Specialism by publisher or demographic:Hands focuses on well-known publishers with strong commercial appeal. Publishers cover many clusters including news, games, business, beauty, celebrities, services, cinema and sports. Impressions are concentrated on regions with higher demographic concentration, such as São Paulo and Rio de Janeiro in Brazil.
Q13. Options for targeting ads: Ads can be targeted by sex, age, clusters, region, platform, devices. Hands works closely with publishers in order to better understand audience behavior and pitch interesting ads at the readers. Rich media and Special Projects (a higher interaction and more customized project with publishers) are also available.
Q14. Tools to help advertisers optimize/track campaign: Reports are available as frequently as the advertiser requires and also online. Advertisers can use click tracking tags. To help optimize the campaigns, Hands also develops a landing page (if the advertiser hasn’t one already). Features such as click-to-call, click-to-video, click-to-email are all available.
Q15. Cost range for advertiser: This varies according to how many impressions/clicks the advertiser buys, the chosen cluster and targeting options. Each advertiser deal is negotiated on a case-by-case basis. The CPM cost ranges from US$2 to $20, depending on segmentation and CPC ranges from US$0.20 to $1.00.
Q16. Estimated ROI for advertiser: CTR varies greatly depending on the campaign. The average CTR is 1 to 5 percent for mobile banners and for rich media campaigns range from 10 to 20 percent.
Q17. Remuneration for publishers: The revenue for the publishers ranges from 40 percent to 70 percent according to negotiation and the team responsible for the sale (which can be from Hands or from the publisher)
Q18. Fill rate: The fill relate depends a lot on the size of publishers inventory and price negotiation possibilities. It ranges from 5 percent to 60 percent.
Q19. Protection for publishers: Hands’ close relationship with each publisher means they always know which advertisers are being shown in their mobile inventory. They can always refuse an advertiser and set price range limitations.
Q20. Tools for publishers: N/A.
Q21. Special relationships with agencies, telcos, portals etc: Hands has strong relationship with all major ad agencies in Brazil, telcos and with portals such as Yahoo, iG, Terra and Uol.
Q22. Agencies or other intermediary clients? N/A.
Q23. Main competitors: Other ad networks with similar business models.
Q24. Industry associations, industry accreditations or awards: Member of Mobile Marketing Association (MMA); Interactive Advertising Bureau (IAB) Brazil .
Q25. Key differentiation: Hands and Pontomobi’s expertise in mobility within the Brazilian market, coupled with the close and profitable relationship with the publishers and ad agencies. Hands’ experience extends beyond managing mobile ads, to developing mobile sites. Hands has also developed a proprietary platform that adapts one single version of mobile site to all the devices of the market. Hands and Pontomobi are continually sharing trends, news, user behavior and best practices to help educate agencies, advertisers and publishers.
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Mobile advertising network: Hunt Mobile Ads
Type of network: Premium blind (including blind and premium advertising).
Established: June 2010.
Main offices: Buenos Aires, Argentina (HQ); Mexico City, Mexico; Sao Paulo, Brazil; Miami, US.
Employees: 30.
Major shareholders: N/A (private investors).
Acquisitions: N/A.
Web: huntmads.com.
Mobile Web: m.huntmads.com; huntmads.mobi.
Contact details: info[at]huntmads.com (Buenos Aires, Argentina).
Profile submitted by: Luciana Martinez Plastina, Communications Manager.
Last updated: June 2012
Q1. Annual revenue/turnover: Band C (US $10-20 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: Over 100 publishers, including: Trillonario, Accuweather, E-Buddy, Ciudad.com, USA Today, ESPN, CNBC, Publimetro, Yahoo, TV Azteca, MTV and USA Today.
Q4. Advertisers on network: In any given month, there are several brand advertisers on the network, including Cartoon Network, Visa, Mastercard, Samsung, LG, Colgate, Movistar, Mc Donald’s, Nextel, Terra, SonyXperia, Jet, Mobile Streams, Remesas USA, Trillonario, Zed, Adidas, Nissan, Mexico, Turner and Reebok.
Q5. Case studies: Reebok; McDonald’s; Samsung; Colgate; LG.
Q6. Mobile ads served or page impressions monthly: 4 billion impressions.
Q7. Unique mobile users that see ads: Network reaches 40 million unique users.
Q8. Geographical coverage:Latin America and the US Hispanic market.
Proportion of advertising that is…
Q9. Blind v premium advertising: 70:30.
Q10. Mobile Web v mobile applications: 70:30.
Q11. CPC (performance) v CPM (brand) v CPA (results): 30:50:20.
Q12. Specialism by publisher or demographic: Spanish and Portuguese language publishers in Latin America and US.
Q13. Options for targeting ads: the exclusive HUNT targeting technology, enables the following consumer targeting options: demographic audience; geography/country; carrier/mobile operator; phones/OS/brand/manufacturer; applications/sites; time of day/day of week; location based; WiFi; frequency.
Q14. Tools to help advertisers optimize/track campaign: Click and conversion tracking and online bidding system.
Q15. Cost range for advertiser: Minimum US$5,000 investment.
Q16. Estimated ROI for advertiser: Depends on the advertiser’s campaign goals. Q17. Remuneration for publishers: Publishers receive 50 to 60% of ad spend.
Q18. Fill rate: 92 percent in May 2012.
Q19. Protection for publishers: Publishers can request to protect their inventory from inappropriate ads. HUNT Mobile Ads welcomes campaigns from all advertisers, but will only run those campaigns on inventory which has expressed their approval.
Q20. Tools for publishers: Ad serving, ad optimization, analytics, design, landing-page generation.
Q21. Special relationships with agencies, telcos, portals etc: N/A.
Q22. Agencies or other intermediary clients? Agency customers include Carat, Starcom, Mindshare, Mediacom, Mobext, PulpoMedia, Havas Digital, Media8, HispanicGroup, Ogilvy, Ariadna.
Q23. Main competitors: N/A.
Q24. Industry associations, industry accreditations or awards: Members of mobile marketing association (MMA); Interactive Advertising Bureau (IAB).
Q25. Key differentiation: HUNT is the only mobile advertising network dedicated to the US Hispanic and Latin American market, offering both premium and performance inventory.
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Mobile advertising network: Millennial Media
Type of network: Premium blind (including blind and premium).
Established: May, 2006.
Main offices: Baltimore, USA (HQ), London, UK; New York, Los Angeles, San Francisco, Chicago, Atlanta, USA.
Employees: over 90.
Major shareholders: Millennial is a privately held company backed by VC investment of US$38 million to date, investors include Bessemer Venture Partners, Columbia Capital, Charles River Ventures and Acta Wireless.
Acquisitions: TapMetrics, a mobile analytics firm in February 2010.
Web: millennialmedia.com; Mobile Web: m.millennialmedia.com.
Contact details: marketing(at)millennialmedia.com
Recent news:
• January 2012: Millennial Media announces plan to float on US stock exchange.
• June 2010: Millennial President and CEO, Paul Palmieri named Ernst & Young Technology Entrepreneur of the Year.
• November 2009: Millennial Media raises US $16 million in Series C funding led by New Enterprise Associates (NEA).
Profile submitted by: Erin (Mack) McKelvey, SVP of Marketing, Millennial Media.
Last updated: January 2012, to include new stats from S-1 statement to the SEC, prior to IPO.
Q1. Annual revenue/turnover: Band E (US $50-100 million).
Q2. Is the business profitable? No.
Q3. Publishers on network: Millennial Media’s mobile ad network includes thousands of sites, but 80% of the company’s overall impressions come from Nielsen’s top 100 sites. All major US-based media conglomerates use Millennial. Publishers include MTVN, Disney Fox, MLB, ABC, MySpace, Accuweather, Time Warner, and CBS. The top publishers are attracted by the highest-quality advertisers. Millennial also has a vibrant developer community across all major operating systems.
Q4. Advertisers on network: Millennial Media’s monthly customer retention rate averages between 80% and 90%; and in any given month, there are hundreds of brand advertisers on the network. Brand advertisers include Lexus, Coca-Cola, McDonald’s, Marriott, Mazda, and Gucci. Millennial works with every major movie studio in the US, which helps to make entertainment a top vertical (by revenue) on the network every quarter. The company has deep expertise and a customer base in consumer products (CPG), retail, restaurants and fast food, automotive, entertainment, pharmaceuticals, travel, education, finance, cause marketing, sports marketing, etc.
Q5. Mobile ads served or page impressions: 40 billion ad requests/impressions in December 2011.
Q6. Unique mobile users that see ads: In December 2011, the platform reached approximately 100 million unique mobile users in the United States and approximately 200 million users worldwide.
Q7. Geographical coverage: 90% of revenue comes from the USA.
Proportion of advertising that is…
Q8. Blind v premium advertising: N/A.
Q9. Mobile Web v mobile applications: N/A.
Q10. CPC (performance) v CPM (brand): 30:70.
Q11. Specialism by publisher or demographic:
Q12. Options for targeting adverts: Nearly 50% of Millennial Media’s mobile campaigns are audience targeted. Audience targeted campaigns include behavioral, custom audiences, demographic, and geographic. Millennial Media can also target via carrier/operator, handset model/manufacturer/operating system, handset features, age of device, time of day, location, Wi-Fi, etc.; and, the company can target campaigns broadly via Run of Network (RON) or channel.
Q13. Tools to help advertisers optimize/track campaign: Proprietary optimization technology, with a world class delivery team of analysts. Integration with third-party reporting tools: Atlas, DoubleClick DART, Eyeblaster, EyeWonder, PointRoll.
Q14. Cost range for advertiser: CPM cost varies from US$2 and US$15 depending on a number of factors.
Q15. Estimated ROI for advertiser: Depends on the advertiser’s campaign goals.
Q16. Remuneration for publishers: Publisher remuneration averages over 50%.
Q17. Fill rate: N/A
Q18. Protection for publishers: Publishers can implement whatever business rules fit their model. Millennial Media’s self-service platform, Decktrade, has a privacy policy that details our restrictions on obscenity, pornography, violence, etc.
Q19. Tools for publishers: Millennial Media’s UMPIRE solution provides mediation services for clients who want to accept campaigns from other third party networks, as well as, Millennial Media’s campaigns.
Q20. Industry associations, industry accreditations or awards: N/A
Q21. Main competitors: Google and Apple.
Q22. Key differentiation: First and foremost, Millennial focuses on brand advertisers. The extensive reach of the network enables advertisers to target scalable audiences that in some segments rivals online in terms of size. Utilizing Millennial Media’s unique ad serving technology, the company can also control reach and frequency of campaigns, on behalf of advertisers. The company’s monthly report Scorecard for Mobile Advertising Reach and Targeting (SMART) provides brand advertisers with insights into targeting and engagement campaign data. In 18 months SMART has been downloaded more than 10,000 times and is read by more than 5,000 brands, agencies, publishers, developers, operators etc. (It was a finalist for the Stevie Award for the Communications Program of the Year). In March 2010, Millennial Media decoupled the device, OS and handset, and application/developer tracking data, now publishing this information in the Mobile Mix: The Device Index each monthly. Intent on educating the marketplace on the opportunity within mobile, the company releases additional research based on client feedback and questions.
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Mobile advertising network: Greystripe
Type of network: Premium blind (including blind and premium).
Established: 2005.
Main offices: San Francisco (HQ), New York, Chicago, Los Angeles, Seattle, Detroit, United States.
Employees: 35.
Major shareholders: Greystripe is a division of ValueClick.
Contact details: here.
Recent news:
• April 2011: ValueClick Acquires Greystripe for US $70 million.
• October 2010: Greystripe wins MOBI Award for best rich media ad network.
• September 2010: Greystripe launched rich media ads for the mobile Web.
Profile submitted by: Rayleen Hsu, Greystripe.
Last updated: April 2011, to add revenue/stats released following the acquisition.
Q1. Annual revenue/turnover: N/A. Band D (US 20-50 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: 2,500+, including IAC, College Humor, eVite, EA, GameHouse, Mobilityware.
Q4. Advertisers on network: Greystripe has worked with hundreds of premium brands including Best Buy, Axe, Universal Pictures, Gap, Kia, Lean Pockets, Navy, Yahoo, Target, Nikon, Buick, Burger King, Ragu and JC Penney.
Q5. Mobile ads served or page impressions: Billions.
Q6. Unique mobile users that see ads: 30+ Million unique monthly users.
Q7. Geographical coverage: Mostly United States.
Proportion of advertising that is…
Q8. Blind v premium advertising: N/A.
Q9. Mobile Web v mobile applications: Primarily mobile apps.
Q10. CPC (performance) v CPM (brand) v other: Greystripe charges primarily on a CPM basis. Also some CPC campaigns (mostly banners) and CPD (cost per download).
Q11. Specialism by publisher or demographic: Rich media ads for smartphones and tablets.
Q12. Options for targeting adverts: Age, Gender, Location, Device.
Q13. Tools to help advertisers optimize/track campaign: Atlas, DoubleClick DART, Eyeblaster, EyeWonder.
Q14. Cost range for advertiser: Greystripe’s prices range depending on ad format and targeting options, starting at $5K. Advertisers can launch high-end, custom Immersion ad campaigns with Greystripe for $35K.
Q15. Estimated ROI for advertiser: Greystripe ads outperform online norms across all brand metrics. Greystripe average brand awareness, likelihood to recommend brand and purchase intent outperform online averages by 350%, 300% and 50%, respectively. Greystripe CTR outperforms online ads by 10 to 20x.
Q16. Remuneration for publishers: Revenue share in line with industry best practices.
Q17. Fill rate: Nearly 100% for smartphone full screen ads.
Q18. Protection for publishers: Greystripe has strict guidelines for advertising content.
Q19. Tools for publishers: Expert support, online reporting.
Q20. Industry associations, industry accreditations or awards: Greystripe was named the MOBI Awards’ Best Mobile Rich Media Network in 2010, E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009, AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.
Q21. Main competitors: Apple iAd, Google AdMob.
Q22. Key differentiation: Greystripe’s proprietary Lightning Technology enables advertisers to develop an ad in standard Flash and have it delivered in HTML5 to iPad, iPhone, and all Android devices. Further, Greystripe’s Immersion Ads offer a custom, interactive experience to maximize consumer engagement and utilize multiple click options, accelerometer, audio, touch and more.
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Mobile advertising network: Madhouse
Type of network: Premium blind (including blind and premium).
Established: 2006.
Main offices: Shanghai, China (HQ); Beijing and Guangzhou, China.
Employees: Over 100.
Major shareholders: Madhouse is privately held and venture funded by TDF Capital, Gobi Partners, and JAFCO Asia. Strategic investors include D2 Communications Inc. and Nokia Growth Partners.
Contact details: +8621-61159760; info(at)madhouse-inc.com.
Recent news:
• May, 2010: Madhouse expands to Taiwan in strategic partnership with Far EasTone Telecommunications.
• August 2009: Madhouse launches mWebTracker, a third-party mobile advertising tracking service.
Profile submitted by: Joshua Maa, founder, CEO, Madhouse.
Last updated: August 2010.
Q1. Annual revenue/turnover: Band C ($US10-20 million). Currently Madhouse just operates in China.
Q2. Is the business profitable? N/A.
Q3. Publishers on network: 1,000 publishers, with some exclusive partners. Madhouse potentially reaches over 75% of China’s total mobile Internet traffic and covers all major mobile media types. Publishers include Sina, QQ, Sohu, Kong.net and Baidu.
Q4. Advertisers on network: Over 70 leading brands and 20 advertising agencies (including exclusive mobile ad partner for GroupM, Aegis’ wwwins, and Dentsu’s &C). Brands include Nokia, Samsung, Intel, Microsoft, Nike, Pepsi, KFC, China Unicom, China Telecom, VW, Johnson&Johnson and Visa.
Q5. Mobile ads served or page impressions: Madhouse serves almost 1 billion targeted ad impressions per month.
Q6. Unique mobile users that see ads: Over 150 million unique mobile users.
Q7. Geographical coverage: To date, Madhouse was focused 100 percent in Mainland China. But in May 2010, the company announced a strategic partnership with Far EasTone Telecommunications to set up an ad network in Taiwan.
Proportion of advertising that is…
Q8. Blind v premium advertising: Madhouse business is: 40% blind adverting (run-of-channel ad serving): 30% Premium advertising: 30% mobile marketing solution development (including interactive messaging platform, mobile website/app development, Bluetooth broadcasting, 2D barcode, mobile CRM, cross media integration, digital image recognition).
Q9. Mobile Web v mobile applications: 85% mobile Web: 10% mobile applications: 5% other (including MMS magazine).
Q10. CPC (performance) v CPM (brand): 50% CPC: 10% CPM: 40% other (including CPA, cost per day etc.).
Q11. Specialism by publisher or demographic: All types of publishers in China.
Q12. Options for targeting adverts: Precise delivery to target audiences by carrier, time of day, day of week, geography, handset brand, model, pricing, feature (e.g. smart, music, game or female-oriented phone).
Q13. Tools to help advertisers optimize/track campaign: Tools analyze banner click through rate to prioritize banners with higher response rates. Advertisers can react promptly to market by adjusting and providing new creative inputs in real-time basis. mWebTracker is the first third-party mobile ad-tracking platform in China, allowing advertisers to track ads in real time and is free for Madhouse customers.
Q14. Cost range for advertiser: Costs range from US$10,000 to US$500,000 per campaign, depending on campaign requirements, scale, complexity and targeting.
Q15. Estimated ROI for advertiser: This varies with campaigns and goals that may focus on brand awareness for new launch products or generating sales leads.
Q16. Remuneration for publishers: Publishers receive the majority share of ad revenue.
Q17. Fill rate: N/A.
Q18. Protection for publishers: The MadServing platform allows publishers to approve advertisements targeted to their mobile sites and media.
Q19. Tools for publishers: N/A.
Q20. Industry associations, industry accreditations or awards:
Q21. Main competitors: N/A.
Q22. Key differentiation: Madhouse is China’s largest and most intelligent mobile ad network. The MadServing platform is the only mobile ad serving platform in China that serves ads to targeted audiences according to different targeting criteria; optimizes the campaign performance; and maximizes ROI by placing frequency caps on impressions, clicks and downloads for each unique visitor.
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Mobile advertising network: Jumptap
Type of network: Premium blind (including blind and premium)
Established: 2005
HQ: Cambridge (MA) USA.
Other offices: New York, Los Angeles; Toronto; Israel.
Employees: Over 100.
Major shareholders: Alliance Bernstein, General Catalyst, SummerHill, Redpoint, Valhalla Partners and WPP
Thanks to: Paran Johar, chief marketing officer, Jumptap
Last updated: May 2010
Q1. Annual revenue/turnover and profitability: Group E ($US50-100 million) based on year-end projections.
Jumptap is a profitable business.
Q2. Publishers on network: Over 1000 premium sites, apps and carrier portals including AT&T, Ask.com, E! Online, Forbes, Fox, Hearst Magazines, MSNBC, Newsweek, People, MySpace, MocoSpace, NBA, Shazam, Sprint, TV Guide and Univision.
Q3. Advertisers on network: Over 500 premium and performance advertisers, including: Comcast, Target, GE, Bank of America, Best Buy, BMW, Mazda, Coca-Cola, Starbucks, Sony, P&G, Home Depot, Verizon, and GameLoft.
Q4. Mobile ads served or page impressions: Monthly, Jumptap serves: 900 million premium (CPM) display impressions and 8 billion performance (CPC) impressions.
Q5. Unique mobile users that see ads:Network reaches 63 million unique users.
Q6. Geographical coverage: USA 90%; 10% other.
Proportion of advertising that is…
Q7. Blind v premium advertising: 30:70
Q8. Mobile Web v mobile applications: 60:40
Q9. CPC v CPM: 40:60
Q10. Specialism by publisher or demographic: Jumptap offers both branding and direct response advertising across premium inventory on mobile publishers, operator portals and in applications including iPhone, Blackberry and Android. Advertisers can choose from both standard content channels including entertainment, sports, news, Hispanic, lifestyle, social networking and audience segments including soccer moms, auto intenders, movie goers, business travelers, in addition to custom-built targeted audiences.
Q11. Options for targeting adverts: Jumptap offers 64 different targeting options including: demographic, geographic location, carrier, on/off-deck (operator portal), device types and browser, time of day, day of week, content category and frequency controls. Premium brand advertising guarantees the ad will appear on certain sections of chosen site at the time specified.
Jumptap claims to have the most sophisticated mobile advertising technologies and algorithms and unparalleled access to data from partners, such as carriers, making it better able to accurately match a consumer’s interests with the right brand offering. The network is introducing consumer-managed profiles, which means users can disclose preferences to ensure they see more relevant ads.
Q12. Tools to help advertisers optimize/track campaign: Superior customer service, coupled with multiple tools for campaign management and reporting, including campaign and site reports, campaign pacing reports, data collection and management, conversion and click-stream, and customizable reports. There’s also a global team dedicated to maximizing customer ROI. Integration with third-party tools: Atlas, DoubleClick DART, Omniture, Eyeblaster, PointRoll.
Q13. Pricing models: Jumptap offers both self service, auction-based campaigns (where brand and performance marketers bid on categories and keywords to run ads that appear above search results and on mobile web pages and in applications) and premium managed campaigns. Advertisers can purchase CPM, CPC, CPA or a combination thereof.
Q14. Cost range for advertiser: This varies widely. Performance and run of network can be as low as US$0.05 CPC and premium can be as high as US$20 CPM.
Q15. Estimated ROI for advertiser: Average click-through rates (CTR) of 3–10%, best CTR is 30–40%.
Q16. Remuneration for publishers: % splits are dependent on each individual contract.
Q17. Protection for publishers: Every publisher, app developer and carrier can set their own policies and guidelines for what ads are acceptable on their sites. Jumptap’s editors are on call 24×7 approving and monitoring to ensure standards are upheld.
Q18. Tools for publishers: The tapLink platform is an ad optimization platform that allows publishers to manage inventory distribution to third-party ad networks, optimize yield across such networks, and provide the best performance for advertisers.
Q19. Key differentiation: Jumptap delivers the most relevant ads driven by its focus on consumer intelligence. This provides higher engagement, CTR and ROI for advertisers; and higher yields and fill rates for publishers. Jumptap is an open platform – supporting all devices, platforms, technologies (no matter how proprietary the handset). Jumptap offers both self-service and managed campaigns and claims to have the largest independent ad network with the broadest reach of unique users through premium mobile websites, carrier portals (representing over 80% of US Carriers) and apps.
Q20. Contact details: jumptap.com/contact
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Mobile advertising network: Quattro Wireless
Established: 2006
Type of network: Premium blind
Note: The Quattro cross-platform advertising network no longer exists. In January 2010, Quattro was acquired by Apple. In September 2010 Apple shut down Quattro in favor of the iAd advertising platform, which supplies advertising solely within applications that run on Apple’s proprietary mobile devices.
• mobiThinking invites Apple to submit a profile for iAd.
Last updated: October 2010.
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