With thanks to: Mobyaffiliates
Job opportunities: Mobile Advertising Sales
Sales Director Europe – needed for our mobile advertising performance network ubiyoo, to work with Europe’s leading full service mobile solution provider, YOC Group. UK based with oversees travel. Full job specification is available on request.
Mobile advertising sales managers, positions available in the UK, Germany and Spain.
Please contact me for further details.
Submitted by Editor on 7 May, 2010 – 12:45.
It has taken just five months for mobile advertising to go from a trickle of coverage in the mainstream media to a feeding frenzy. Since Google announced its plan to buy mobile ad network AdMob for US$750 million AdMob for US$750 millionin November, national papers and newswires (in the US particularly) have clambered over each other to report the latest rumor, speculation and hearsay, followed by innumerable me-too pieces in trade journals and blogs.
This is manna from heaven for the wider mobile business – mobile publishers, mobile agencies, as well as the mobile advertising networks, which have all been fighting for years to get a fairer share of marketing and advertising budgets. The more coverage mobile advertising gets in the business pages more recognition it deserves with the business press and, thus, brands and creative agencies. This is all thanks to Google, Apple, the FTC and a soap-opera-like story line that’s got the media hooked.
“Anything that brings more money into the mobile ad ecosystem is a good thing,” said Ilicco Elia, head of consumer mobile, Reuters, when asked his opinion on Apple’s iAds, “I look forward to seeing the case studies from and statistics on the effectiveness of these campaigns. This should grab the interest of brands and get them thinking more about mobile advertising… It’s all a good thing.”
Before we delve into why this is good news, let’s get some things into perspective. In true soap-opera style we have four cliffhangers. We’ll give you the facts you draw your own conclusions.
1) Should the FTC stop Google buying AdMob?
• We know from Google that the Federal Trade Commission (FTC) has been investigating its acquisition of AdMob. Everything else reported has been unattributed rumor and speculation.
• Mobile advertising is a nascent business – estimates for global mobile advertising expenditure in 2009 ranged from US$1.4 billion to $7.5 billion (see the Mobile Stats Compendium for details) – but it is expected to grow fast (maybe even faster now it’s mainstream news).
• This market is served partly by mobile ad networks. There are dozens of them, serving different geographies and different types of publishers and advertisers.
• No one really knows the market share of any ad network, because they do not reveal revenues (… but all the FTC has to do is ask, surely? So it’s surprising that it’s not been put to bed yet).
• AdMob claims to serve ads to 18,000 mobile Websites and applications. This might sound a large number (and is widely misunderstood) but AdMob is a mass-market, blind network (many networks are not, please see Mobile Ad Network Guide for definitions and profiles). This means: a) publishers could be tiny, b) deals will not be exclusive to AdMob c) ads are mostly cost-per-click (CPC), so advertisers don’t pay anything unless the user interacts.
Get it in perspective: AdMob has only a small fraction of global mobile sites. No one knows how many mobile sites there are exactly, but this will give you an indication: there are 15,000 official sites on NTT Docomo’s i-mode service Japan – that’s one operator portal in one country …albeit the biggest portal, probably (See this Mobile Guide to Japan for details).
Why it matters: the FTC needs to put this to bed. So much press coverage of a) AdMob and b) talk of market dominance will not help advertisers or publishers to make an informed decision about what mobile ad network is best for their business. Meanwhile Google and AdMob are caught in limbo.
What the mainstream press is saying:
• Google’s AdMob purchase said to be opposed by U.S. FTC staff (Bloomberg)
• FTC decision in Google’s AdMob deal imminent (San Francisco Chronicle)
• What people are telling the FTC about Google-AdMob (Round up by Google blog)
2) Should advertisers pay US$1 million to advertise on Apple’s iAds?
• Despite the media hype, iAd but doesn’t exist yet (only announced). These are adverts that appear in applications downloaded to Apple mobile devices from the vendor’s App Store. The revenue from the ads will be shared 60:40 between the app owner and Apple (some ad networks take more than this, by the way). The backbone to iAds is provided byQuattro Wireless, a mobile ad network that became part of Apple in January 2010, two months after Google bought AdMob.
• Many ad networks offer in-application services already (AdMob is probably best known for it), but Apple’s ads will be jazzier, and appear to be closely tied to the upcoming Apple operating system.
• The US$1 million price tag has not been announced officially, it was reported in The Wall Street Journal following an Apple sales pitch to potential advertisers.
• The WSJ also reported that Apple is planning to charge $0.01 each time an advert is seen – that’s cost per thousand impressions (CPM) of US$10 – and $2 each time a user interacts (i.e. CPC). Comparing this to price ranges for networks profiled in the Mobile Ad Network Guide, $10 CPM is middling; but CPC usually ranges from pennies to US$0.50 at highest. But this is the first time mobiThinking has heard of any network charging for both CPM and CPC at the same time.
The question for advertisers is: how big is the audience for my ads?
• App Store applications only work on Apple devices. What we know:
a) Apple sold 25.1 million phones globally in 2009. This sounds impressive, but is only about 2 percent of handsets or 14 percent of smartphones.
b) We are told there are now 200,000 apps on the Apple App Store. This sounds impressive until you learn that the fifth most popular App was installed by 51.5 percent of App Store users, while number 1,000 was installed by just 1.75 percent (according to AppsFire in November).
• What we don’t know:
a) How many iPhone owners use applications from the App Store regularly?
b) How many people view applications from the App Store on a daily basis?
The question for advertisers is: will my ad appear in the most popular apps most relevant my brand.
Get it in perspective: it costs US$330,000 to advertise for three days on NTT Docomo’s i-menu – that’s the front page of the busiest mobile portal in Japan – this page is seen by 15 million visitors per day. (See this interview with D2 Communications’ president Akihisa Fujita
The question for advertisers is (assuming the US$1 million price tag on iAds is true): what can Apple’s in-app advertising offer that’s three times as good as the prime real estate on NTT DoCoMo’s portal?
Why it matters: the joker here is the Apple factor.
• The big question is how many column inches will the first iAd advertisers receive, in all those media reports on Apple, when iAds actually launch.
• Meanwhile Apple’s price tag makes all other mobile ad players look extremely cost effective.
• See comments from leading mobile ad networks YOC and Jumptap below.
3) Are Google and Apple at war?
It has been widely reported that Google and Apple are at war. Let’s assume ‘war’ is a tabloid term for ‘competition’, because this really isn’t a matter of life and death. Although you shouldn’t expect either side to stamp it out this warmongering as it means lots of fantastic free publicity.
• Apple and AdMob have both bought mobile ad networks… but so did Microsoft, AOL and Nokia previously.
• We’re told that Apple planned to buy AdMob before Google stepped in. So what? There are half a dozen independent mobile ad networks in the US, alone. Quattro was part of Apple within two months (and according to rumors cost substantially less).
• Apple and Google both make smartphones… but RIM and Nokia sell more. In 2009 Nokia smartphones outsold Apple’s almost 3:1 and all smartphones with Google’s Android operating system almost 12:1. Note: that’s just smartphones, in total handsets, Nokia outsold Apple 17:1 and outsold Android 64:1. (see Mobile Stats Compendium for details)
• Google and Apple’s mobile strategies are different. Google has mobile search, mobile Web sites, search advertising and banner advertising, all targeted at all handset users (replicating its online businesses). Apple has mobile applications and music download store only available for Apple handsets, and now will sell advertising within them. (Note: like all ad networks Quattro focused primarily on advertising on mobile Web sites, but it is unclear how this sits with Apple’s app-centric business.)
• Apple’s purchase of Quattro and now (reported) plans to charge $1 million for iAds just make Google’s defense against the FTC even stronger.
Why it matters: But this phony war (the real story is that they might compete a bit in some bits of their businesses – big deal) distorts the facts, it inflates the importance of Google and Apple and AdMob and Quattro and the big picture has been lost.
The warmongering media:
The war between Apple and Google has just begun (New York Times)
Google is now Apple’s greatest enemy: here’s why (Mashable)
Is Eric Schmidt just too nice to beat Apple? (San Francisco Chronicle/Business insider)
4) Will the FTC investigate Apple?
• The latest plot twist emerged this week as rumors surfaced that the FTC might investigate Apple. This is (and will no doubt remain) unverified by the FTC or Apple.
• Apple’s mobile business is presently only focused on its own handsets, which has a much smaller market share than hype would suggest (see stats above). It is not interested in the innumerable mobile sites visited by iPhone users, because unlike Google, Microsoft, Nokia, Yahoo etc it has no mobile Web presence. It is only interested in the applications users download from its App Store, for which it takes a 30 percent cut of revenues (which will be supplemented if it can take 40 percent of any advertising therein). Note: Western portals and app stores take a much larger percentage of revenues than in Japan – the NTT Docomo i-mode portal charges publishers 10 percent (see the Japan Mobile Guide for more details).
• Recent changes to Apple’s rules (already tighter than most application stores) have been interpreted by the commentators in the media as Apple trying to exert greater control over this niche market of applications – and the ads therein – for Apple handsets, allegedly to the detriment of other handsets, other ad networks and developers. And thus, it is claimed, it is now drawing the eye of scrutiny from the regulators.
• Ironically, Apple has been a victim of its own hype. With the help of the media (nationals included), Apple has encouraged lots of companies to focus development and marketing efforts on applications for its handsets (often neglecting all users of other phones). Accruing 200,000 applications for one mobile platform is a remarkable achievement (even if most are flops, see above) and it is going to get you noticed, especially if you play tough.
• The FTC story originated in the New York Post which alleges that the Department of Justice and FTC are negotiating over which watchdog will launch an inquiry into Apple’s new policy that requires software developers to only use Apple’s programming tools to write applications for Apple platforms, rather than programming tools that make applications more easily portable to competing platforms e.g. Nokia, Research In Motion, Microsoft and Google.
• Apple is also at loggerheads with Adobe over its plan to ban the Flash programming language from Apple products – this recently led to a public diatribe from the Apple CEO.
• Reuters reports that developers have raised competition concerns over iAds. Apple’s new agreement with developers prohibits data about app usage to be transmitted to outside analytics companies. Rival ad networks, such as AdMob, rely on these statistics to determine how successful an online ad is in reaching its targeted audience. So, the article argues, the new rules could create an unequal playing field for ad networks competing against Apple’s.
Why it matters: On the one hand talk of regulatory scrutiny makes Apple’s App business look all the more important. On the other hand the mainstream media may start to explore the merits of investing mobile development and marketing funds in one single platform, rather than focusing on a more all-encompassing mobile strategy.
The beauty of the mobile ad soap opera
Whatever our quibbles with how the story is reported, the big picture is that mobile advertising is now mainstream and as long as the soap opera keeps the media hooked, it should stay that way. Without the expensive-sounding acquisitions (it’s amazing to think that Google only announced its planned purchase of AdMob in November), then Apple’s posturing on mobile advertising, the threat of FTC intervention in Google and now possibly in Apple, it’s difficult to see the business press taking any notice of mobile advertising – the figures alone aren’t big enough to get them excited…yet (expect the forecasts be rewritten this year).
This is the perfect case of: all publicity is good publicity. The more the mainstream press covers mobile advertising, the more brands and their creative agencies will take notice.
Christian Louca, Managing Director UK, YOC:
‘Apple certainly is setting the bar high for its new mobile advertising business – US$1million is a massive increase on what advertising executives are currently spending on mobile. I can see what Steve Jobs’ thinking is – Apple is an aspirational brand and their pricing is reflective of the exclusivity of the experience. In some ways I admire their attitude and their confidence that they don’t need to mess around with smaller budgets because of the strength of the Apple name and the kudos that the iPhone has in the market, but clearly that’s not how the majority of players in this space can or should work. It’s certainly not how we run things at YOC, where $1million could get an advertiser significantly more reach and value for money across our extensive network!
I also wonder how many brands will be willing to pay such a heavy premium to target iPhone users. While Apple has sold an impressive amount of iPhones globally, in terms of overall mobile users the platform still accounts for a very small fraction of the market, making it an extremely expensive and limited way to target consumers – especially when you consider that it has recently been reported that Android has overtaken the iPhone in terms of data usage for the first time in North America. This is a trend that I predict will continue on Android and other open platforms, representing a far more wide-reaching opportunity to target mobile users with cross-platform campaigns. The in-app advertising format touted by Apple also discounts a vast array of other highly effective mobile advertising formats such as search, which is a clear traffic driver across the YOC network, presenting brands with great opportunities to target consumers in a tailored and relevant way.
There is no denying that the iPhone is an exciting platform and that Apple has helped to show the industry what can be achieved in terms of rich and immersive user experiences. But when looking at the bigger picture, Apple represents only a small segment of the global mobile ecosystem.’
“What makes mobile advertising “hot” is not necessarily the platform, handset, or OS. Those may contribute to the initial “sexiness” factor. However, long-term advertisers are looking for ROI and publishers are looking for a higher yield of their mobile inventory. Many elements contribute to advertiser ROI, including relevance of advertising and creative. Our approach to relevance is rooted in our vision for the future of mobile advertising based on ‘consumer intelligence’. This strategy of consumer intelligence allows users to manage their own profile so that we can present them with more relevant ads based on their interests. In conjunction with this, our strategy for creative and rich media is the most open in the industry, allowing an advertiser to integrate whatever rich media provider they choose to use into our network.
Our pricing for mobile media is simple and based on either CPM or CPC, not both. By having an additional charge above a CPC, an advertiser is essentially paying twice for the media the second time without knowing how much until the campaign ends.”
(Reuters) – Software developers expect a windfall in ad revenue from games and other applications they are designing for the iPad, but Apple Inc’s (AAPL.O) push into mobile advertising is raising some industry hackles.
Apple said last month that its new advertising network, dubbed iAd, will sell display advertisements within the software applications, or apps, for the iPhone and iPad, and aims to improve their quality and relevance to consumers.
But in its new agreement with developers, Apple prohibits data about app usage to be transmitted to outside analytics companies. Rival ad networks, such as Google Inc’s, rely on those analyses to determine how successful an online ad is in reaching its targeted audience.
Thus, the new rules could create a unequal playing field for ad networks competing against Apple’s, some app developers say.
Because of that, iAd is drawing interest from U.S. competition regulators, according to one developer, who said the Federal Trade Commission has asked him specifically about Apple’s ad network.
“They asked about the sharing of information with third parties,” said the developer, who spoke on condition of anonymity. He said the FTC did not indicate whether it planned to pursue an inquiry.
Apple and the FTC declined to comment. The iAd network is not the only piece of Apple’s mobile platform generating scrutiny. Regulators are considering an inquiry into whether Apple violates antitrust law by requiring that its tools be used to write applications for the iPad and iPhone, a source familiar with the matter said on Monday.
Paran Johar, chief marketing officer of rival mobile ad network Jumptap, said he saw huge promise for mobile advertising in the iPad, but he was critical of Apple’s approach to ads.
“The problem with the iPad and the iPhone is that Apple is taking its traditional approach of being a closed system,” he said.
THE IPAD OPPORTUNITY
Research group Gartner expects the mobile advertising market to rise 78 percent to $1.6 billion in 2010.
Many app developers see the iPad as an opportunity to generate ad sales: although the tablet is not a go-everywhere device in the same way as the iPhone, its 9.7-inch screen means ads can be more advanced and more appealing.
When it introduced iAd last month, Apple said it had the potential to make 1 billion ad impressions a day on its mobile devices, which number in the tens of millions.
Although Apple has played down the financial prospects for the network, Broadpoint AmTech analyst Brian Marshall has estimated iAd could generate more than $2 billion in annual revenue for Apple when it is fully deployed.
Apple will sell and host the ads, putting it in direct competition with Google and others. App developers would pocket 60 percent of the ad revenue.
“Whoever offers the best ad experience is who we’ll go with,” said Shravan Goli, president of Dictionary.com, in an interview in April. The company’s app has been downloaded 6.5 million times on the iPhone, and 75,000 times on the iPad.
“There is a concern in terms of the access to data and how much insight marketers can get,” he said.
Startup developer Pinger found success on the iPhone, and believes the iPad will expand that opportunity. It charges for its Textfree app and also sells ads within its other apps.
Pinger co-founder Joe Sipher said he expects the ad-supported part of his business to surpass paid downloads, and said he was “agnostic” when it comes which ad network the company worked with.
“There’s a huge amount of potential for the iPad in advertising, having the bigger screen real estate really enables new things,” Sipher said.
“What Apple is starting to do with iAd, if they can make the ad more attractive, then we’re for it,” he said.
Apple sold more than 1 million iPads in less than a month after launch. Developers have already created more than 5,000 apps specifically for the tablet, which can also run the vast majority of the 200,000 apps available for the iPhone.
Some vendors are charging much more for their iPad apps, and the device seems tailor-made for game makers and media companies. Electronic Arts (ERTS.O) is charging $10 for its Scrabble iPad app, twice what it charges on the iPhone.
But developers of some apps that made a lot of sense on the iPhone — a communications device that travels everywhere — will have to change them significantly to appeal to users of the iPad, which is more of a couch-and-coffee-shop device.
“It’s different, whereas the iPhone is for utility, the iPad is about content consumption,” Jumptap’s Johar said.
(Reporting by Gabriel Madway, additional reporting by Diane Bartz, editing by Tiffany Wu andDerek Caney)
11 March 2010 | Posted By, Gareth Willmer
Apple has the tools to succeed in the mobile ad arena, but will face established rivals and may need to adapt culturally to make the most of the opportunity
Mobile ad revenue totalled £28.6m in the UK in 2008, nearly double the previous year. Having enjoyed enormous success with apps, Apple is poised to move into the fast-growing ad market with its purchase in January of Quattro Wireless for a reported $275m.
Apple won’t comment on its plans but signalled its intentions in the EMEA region by recruiting two executives early last month: Theo Theodorou and Todd Tran, who have significant experience in mobile ads.
Andy Wasef, emerging platforms director at media agency MEC Interaction, says Apple is looking to bolster Quattro Wireless’s standing in the UK and Europe and could then look at how to integrate its services. He expects Apple’s strategy to become clearer in the next few weeks, which could include monetising some of the free content on iTunes and establishing a revenue-share model with newspapers and magazines on the iPad. Industry players also expect Apple to make strong moves into the location-based ad market.
David Fieldhouse, mobile manager at media agency MediaCom, believes Apple will develop the world’s largest in-app mobile ad service, a strategy that appears to make sense if the company wants to secure ad revenues on the back of sales from its App Store. It recently announced the App Store had seen more than 3bn apps downloaded in less than 18 months, with more than 100,000 on offer.
Fieldhouse says creative opportunities for in-app ads are growing as the industry moves from static banners to other formats, such as clickable video.
Apple’s move into advertising may also help it maintain a competitive edge as the rest of the mobile industry attempts to regain the initiative in the app market. At February’s Mobile World Congress in Barcelona, industry body the GSMA unveiled a joint move by 24 global operators and three vendors to build an open platform to deliver apps to mobile users.
Meanwhile, industry players say Apple has the raw materials to succeed in the mobile ad market. Fieldhouse says the Apple brand carries an “enormous amount of equity”, while the company has the reach and devices to make a success of the mobile ad market.
Christian Louca, MD of mobile ad company YOC, says, “By buying Quattro, Apple has an opportunity to integrate hardware, software, content and advertising. In that sense, it’s playing to the strengths of the iPhone.”
Media agencies and publishers point out Apple already has billing mechanisms in place and a large amount of user data that could prove valuable, such as information on location and lifestyle. “Could it use this data to generate more personalised ad impressions?” asks Ilicco Elia, head of mobile at Reuters Consumer Publishing, warning it’ll have to be careful about how it uses any data for personalised advertising.
It’s difficult to assess the potential impact of Apple’s entry into the mobile ad market because the company is keeping its cards close to its chest. “It’s traditionally a very secretive company,” says Fieldhouse. “To engage with media and ad agencies, it’ll have to be more collaborative and share information earlier so we can communicate opportunities to our clients.” MediaCom is already in discussions with Apple and Fieldhouse says early signs are the company does want to collaborate.
Meanwhile, some commentators from the ad industry warn any attempts by Apple to exert too much control over the market could backfire. Many have referred to a recent blog post on its developer forum in which the company warned it will reject apps primarily aimed at serving users with location-based ads. Apple said the move is to protect the user experience, but others see it as an effort to take control of the location-based ad market and that Apple could use its dominance to squeeze out other ad providers. It may also be a concern that Google is already trialling location-based ads with US advertisers.
“If Apple wants the iPhone to continue to be a key device for advertisers, it can’t build barriers between itself and the ad networks,” says Louca. “It needs to work with the industry to keep pushing the medium as well as the message. The iPhone is just one device in a global market; brands expect reach as well as quality in campaigns.”
In addition, Apple will need to think about how much control it wants in partnerships with publishers. Andrew Nicholls, partnerships and mobile manager at Dennis Publishing, says publishers like to have control over the advertisers they use and the ad costs they charge. “Will publishers still be able to sell sponsored apps or does Quattro want a slice?” he asks.
A further challenge for Apple is that it will be up against established players such as 4th Screen, Yahoo and YOC in the UK, where companies have already built relationships with planners and buyers and where Quattro Wireless is a largely unknown company. In addition, Apple will have to contend with Google, which purchased mobile ad network AdMob for $750m in November.
With recent acquisitions reflecting growing momentum for mobile ads, 4th Screen MD Mark Slade is hopeful 2010 will bring significant growth. But he tempers this, saying, “There are many people in the market with bullish expectations,” adding that it’s inadvisable to get too excited about short-term upturns.
This guide profiles 15 of the most important mobile ad networks. This section looks at six leading premium networks.
SECTION 3: PREMIUM NETWORKS
Premium networks in a nutshell:
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Key partners include carriers such as Verizon Wireless (US), Bouygues Telecom (France) and independent publishers such as MSNBC, CNBC and Fox Sports. Microsoft mobile sites include: MSN, Windows Live Messenger, Windows Live Hotmail and the Bing search engine.
Q3. Advertisers on network: N/A
Q4. Mobile ads served or page impressions: Nearly 2 billion monthly page impressions and growing.
Q5. Unique mobile users that see ads: Over 32 million monthly unique mobile users for both mobile search and display.
Q6. Geographical coverage: US (largest market), Canada, UK, France, Spain, Italy, Germany, Sweden, Denmark, Belgium, Netherlands and Norway.
Q7. Specialism by publisher or demographic: Advertisers can purchase mobile media on a guaranteed or bided basis across premium branded sites including Microsoft properties, Verizon Wireless, MSNBC, CNBC and Fox Sports. A select portion of Microsoft’s partner inventory is available for semi-blind/channel advertising.
Q8. Options for targeting adverts: Targeting capabilities include device, demographic (gender, age, household income), geographic and behavior.
Q9. Tools to help advertisers optimize/track campaign: For mobile display, Microsoft offers day parting, day of the week, frequency capping, third-party impression and click tracking, as well as content, level and ad placement level optimization tools. For mobile search, Microsoft offers targeting by day parting, day of the week, as well as leverage keyword/match-type/bid suggestion tools to enhance the ROI of campaigns.
Q10. Pricing models: Advertisers can purchase mobile media either on a CPM or CPC basis depending on their campaign needs and objective. Microsoft also selectively offers advertisers the option to purchase mobile media on a CPA basis.
Q11. Cost range for advertiser: N/A
Q12. Estimated ROI for advertiser: N/A
Q13. Remuneration for publishers: N/A
Q14. Protection for publishers: N/A
Q15. Key differentiation: Microsoft Mobile Advertising is uniquely positioned to help advertisers reach millions of consumers across mobile display and search. In the US Microsoft can connect brands to nearly half the mobile Web audience with an integrated experience across mobile, PC and gaming. Combining mobile MSN and Bing with partners such as Verizon Wireless, Microsoft helps drive extraordinary results for advertisers by leveraging uniquely actionable audience insights harnessed across multiple screens.
Q16. Contact details: US contact form; UK contact form.
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Over 196 publishers. UK publishers include: Telegraph Media Group, The Guardian, PC Advisor, 3 UK, MacWorld and Flirtomatic. French publishers include Le Monde and Météo 123. Spanish publishers include El Mundo and El Pais. German publishers include Handelsblatt and Zeit. Italian publishers include Gazetta dello Sport.
Q3. Advertisers on network: Advertisers include SAP, Vodafone, Mercedes, Opel, Walt Disney and Coca-Cola.
Q4. Mobile ads served or page impressions: The YOC network has over 500 million monthly page impressions.
Q5. Unique mobile users that see ads: 35 million unique mobile users.
Q6. Geographical coverage: 50 percent of the YOC network is in the UK, followed by Germany, Austria, Italy and France.
Q7. Specialism by publisher or demographic: YOC works publishers across all sectors including national newspapers, business and financial, information sites, sports, entertainment and technology
Q8. Options for targeting adverts: Targeting options including age, gender, device and geographical targeting.
Q9. Tools to help advertisers optimize/track campaign: Q10. Pricing models: Advertisers receive daily reports and analysis from a dedicated campaign manager.
Q11. Cost range for advertiser: N/A
Q12. Estimated ROI for advertiser: N/A
Q13. Remuneration for publishers: N/A
Q14. Protection for publishers: Publishers can refuse inappropriate advertisers.
Q15. Key differentiation: The YOC Group is Europe’s largest premium off-portal mobile advertising network. Our customers include international top brands, media houses, Internet portals, mobile phone service providers and banks. YOC has experience developing and operating more than 400 mobile portals in Europe, as well as planning mobile marketing and advertising campaigns for a range of blue-chip brands.
Q16. Contact details: Christian Louca, Christian.louca(at)yoc.com
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: 52 premium publishers including three top Brazilian newspapers: O Globo, Estadao, Folha; Rolling Stone Brazil, Caras Magazine, Webmotors, Guia da Semana, IDG Now, Nintendo World, Valor, Meio & Mensagem.
Q3. Advertisers on network: International advertisers include Unilever (Rexona, Clear), Mitsubishi, GM and DHL Logistics; local advertisers include Loterias da Caixa and INPG.
Q4. Mobile ads served or page impressions: N/A
Q5. Unique mobile users that see ads: N/A
Q6. Geographical coverage: All of Brazil, however mobile Web traffic is concentrated in SE Brazil; and around major cities such as Sao Paulo, Rio de Janeiro, Minas Gerais, Espirito Santo, Brasilia and Goiania.
Q7. Specialism by publisher or demographic: Hands focuses on well-known publishers with strong commercial appeal. Between them publishers cover all channels including news, games, business, beauty, celebrities, price comparison, cinema and sports. Although the Brazilian market is huge, people are still learning how to use mobile Web; also the mobile audience is often people from high society – it’s a unique market.
Q8. Options for targeting adverts: Hands target ads by sex, age, interest, channels and particular publishers. Hands works closely with publishers in order to better understand audience behavior and pitch interesting ads at the readers.
Q9. Tools to help advertisers optimize/track campaign: Reports are available as frequently as the advertiser requires. Some advertisers also use tags. To help optimize the campaigns, Hands will also develop 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.
Q10. Pricing models: 100 percent CPM. Each advertiser deal is negotiated, there is no self-service marketplace common with blind and premium blind networks.
Q11. Cost range for advertiser: This varies according to how many impressions the advertiser buys. However CPM is on average US$20.
Q12. Estimated ROI for advertiser: CTR is always monitored, but varies greatly depending on the campaign.
Q13. Remuneration for publishers: Remuneration is based in how many impressions the publisher delivers. If a publisher delivers 50 percent of the impressions to a given campaign, it receives a proportional amount of money. It encourages all publishers on the network to keep thinking of ways to increase audience.
Q14. Protection for publishers: Hands’ close relationship with each publisher, means they always know which advertisers are interested in buying a space in their mobile site. They always refuse an ad, but this never happens. The publishers can also turn down an advertiser if they think the negotiated CPM is too low.
Q15. Key differentiation: Hands’ knowledge about mobility and the Brazilian market and our close and profitable relationship with the publishers. Hands isn’t just experienced in mobile ads, but also developing mobile Websites. Hands has also developed a proprietary platform and ad server that adapts one single version of mobile site to all the devices of the market. No matter what device you have, you can access the m-sites hosted at our platform and see them perfectly.
Q16. Contact details: Advertisers: Edison Maluf, emaluf(at)hands.com.br; publishers and partnerships: Joao Guilherme Franco, guilherme(at)hands.com.br; press: Mariana Oliveira, contato(at)hands.com.br.
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: over 75 publishers, representing over 100 sites and applications, including Accuweather, CBS, The New York Times, Tribune, Whitepages, and AOL’s owned/operated properties such as AOL, MapQuest, Moviefone.
Q3. Advertisers on network: Over 100 per year, including AT&T, Bank of America, Electronic Arts, Exxon, Ford, MGM Grand, P&G, Sony, Thumbplay.
Q4. Mobile ads served or page impressions: Over 1 billion page impressions per month.
Q5. Unique mobile users that see ads: 29 million unique viewers per month (Nielsen, June 2009)
Q6. Geographical coverage: Primarily focused on USA, with growing presence in Canada, UK and other countries.
Q7. Specialism by publisher or demographic: More than 20 channels offered, including audience-targeted packages such as Hispanic/Latino, African-American, and mobile mothers.
Q8. Options for targeting adverts: Full suite of targeting options, including device, browser, operating system, carrier, on/off-deck, geography, time-segment, content, and multiple demographic combinations.
Q9. Tools to help advertisers optimize/track campaign: Advertising.com’s mobile campaign management team manages and optimizes campaigns in consultation with advertisers. Standard self-service reports e.g. campaign pacing are available advertisers online.
Q10. Pricing models: All major pricing models supported, including CPM, CPC and CPA.
Q11. Cost range for advertiser: CPM ranges from US$5-US$25; CPC ranges from US$0.05-US$0.50; depending on campaign objectives and parameters.
Q12. Estimated ROI for advertiser: Varies by campaign objective.
Q13. Remuneration for publishers: Revenue shares are competitive and reflective of market, typically ranging between 50–70 percent.
Q14. Protection for publishers: Publishers can set acceptance criteria for industries, advertisers, type of advert and pricing, among other parameters. Publishers can also opt out of a specific campaign at any time.
Q15. Key differentiation: Expertise: Advertising.com’s unmatched expertise in building and operating advertising networks. Resources: AOL’s vast sales, product and engineering resources. Scale: approximately 50 percent reach of North American mobile Web. Flexibility: range of buying and participation options. Relevance: full suite of targeting solutions.
Q16. Contact details: For Advertisers: Phil Miano, sales director, advertising sales, Philip.Miano(at)corp.aol.com. For Publishers/partners: Kashif Ali, senior director, publisher services, Kashif.Ali(at)advertising.com.
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Nokia Interactive Advertising (NIA) focuses on advertising on Nokia services, such as Nokia.mobi and Nokia Internet Radio, and works with strategic partners, top-tier publishers and operators, such as RTL in Germany, Airtel in India and Sprint in USA.
Q3. Advertisers on network: In 2008 NIA ran almost 4,000 campaigns for over 350 brands including D&G, Ford, Universal, P&G and Sony Pictures.
Q4. Mobile ads served or page impressions: Over 5,000 different advertisements per month.
Q5. Unique mobile users that see ads: N/A
Q6. Geographical coverage: Americas, Europe, India, Southeast Asia, Middle East, Africa (in order of importance).
Q7. Specialism by publisher or demographic: Premium, top-name publishers and mobile sites and applications that come bundled on device.
Q8. Options for targeting adverts: Demographics, location, handset type, and in the US by channels (e.g. auto, news, sports)
Q9. Tools to help advertisers optimize/track campaign: NA
Q10. Pricing models: Cost-per-thousand impressions (CPM), predominantly, being a premium network.
Q11. Cost range for advertiser: From US$15 to US$75 CPM, depending upon region, class of publisher and targeting selected.
Q12. Estimated ROI for advertiser: Click-through rates are very high across our network, resulting in a lot of media that is solidly booked by repeat customers. The most impressive, I remember was a campaign in India for the airline Garuda (the national airline of Indonesia) which achieved a 40 percent CTR.
Q13. Remuneration for publishers: N/A
Q14. Protection for publishers: Strict guidelines for the type of content from publishers and advertisers; so that major brands can be assured that their advertising does not appear next to inappropriate content and visa versa.
Q15. Key differentiation: Unrivalled ability to touch hundreds of millions of consumers across the globe. Almost 40 percent of mobiles sold are a Nokia, and with our major push into services we can offer more than just banners, with more integrated, immersive advertising that leverages contextual information, such as location.
Q16. Contact details: Nokia Interactive Advertising contact page andoffices; sales.interactive(at)nokia.com.
Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Major mobile operators in APAC, includingMaxis (largest mobile operator in Malaysia), StarHub, Singapore and True Move, Thailand. During 2010 Pudding expects network to be connected 10 major carriers in APAC.
Q3. Advertisers on network: 50 premium brands, including Fox, Warner, Nestle, Unilever, Citibank, HSBC, CIMB, Nokia, KFC and Buena Vista.
Q4. Mobile ads served or page impressions: 100 million page impressions per month and growing.
Q5. Unique mobile users that see ads: 60 million by end 2009.
Q6. Geographical coverage: Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam.
Q7. Specialism by publisher or demographic: Premium publishers – mobile operators and major mobile portals
Q8. Options for targeting adverts: Targeting by gender, age, language, income, location, handset, time of the day/week.
Q9. Tools to help advertisers optimize/track campaign: Online reporting tools available 24 hours.
Q10. Pricing models: CPM and CPC.
Q11. Cost range for advertiser: from US$2 to US$15 CPM, depending on country.
Q12. Estimated ROI for advertiser: Advertisers should expect a click through rate (CTR) between 0.3 to 7 percent.
Q13. Remuneration for publishers: N/A
Q14. Protection for publishers: No adult content. In Muslim countries: no gambling, alcohol.
Q15. Key differentiation: Strategy (premium inventory), our technology, our business model, our speed to market, our reach to consumers.
Q16. Contact details: Ariel Maislos, founder and CEO, Pudding Media, ariel.maislos(at)puddingmedia.com
Please see the full guide here:
Latest publisher innerActive joins to provide brands and advertisers with in-game and in application adverts
London, UK – 16 December 2009: Mobile marketing agency YOC today announced that monthly page impressions on its UK media network have increased by 41% since June 2009, resulting in more than 240 million page impressions being served each month. The company’s significant growth in the UK means that the YOC UK media network now represents almost half of YOC’s overall European media network which receives over 500 million monthly page impressions.
The latest addition to the UK media network is innerActive, an audience-publisher, aggregating mobile in-applications and in-games inventory across many developers and publishers, and directing it to premium ad sales partners. YOC will work with innerActive to provide brands and advertisers with in-game and in application adverts in over 50 ad-ready games available from various store fronts including Nokia Ovi, Fox Mobile, MTN, Vivid Games, Herocraft and C4M.
Since its launch in July 2008, YOC UK has signed a range of leading publishing houses, media companies and online portals to its media network. innerActive will sit alongside other publishers including 123play.com, GetJar, PC Advisor, Macworld, Pistonheads, What Car, Stuff.tv, Auto Car, Perez Hilton and Peperonity.
“To have increased the monthly page impressions on our UK media network by 41% is a fantastic achievement and a great high for YOC to end the year on,” said Christian Louca, UK Managing Director at YOC. “With us, advertisers can be certain that whoever they want to reach, whatever their target message and no matter what their chosen mechanism, they can get the very best value from their mobile spend.”
Ziv Elul, Co CEO and Founder at innerActive said of the partnership; “Joining YOC’s media network makes a lot of sense for us; bringing us into contact with a number of leading brands and advertisers. We can offer their advertising clients a deeply immersive and effective experience in the games and applications where the click-through rate is more than 3% and the audience consuming this content consists of 20-35 years old males (65%) and females (35%), tech-savvy with disposable income.”
Coverage in the press:
Mobile Marketing Magazine