» Inmobi says it’s the world’s largest independent mobile ad network. It now serves 16.7 billion impression and reaches 179 million users in 108 countries. Inmobi is obviously up against some stiff competition – especially now that Google and Apple have decided to carve up the mobile ad space. In response Inmobi has launched a global $2 million dollar fund to attract developers onto its ad network platform. The fund basically subsidises Inmobi’s split in any ad revenue earned by the publisher. It will give developers participating in the Inmobi World Developer Fund a 100% cut – and that split will remain until the $2 million dollar fund is spent. Inmobi is looking to target perspective iPad, iPhone and Android developers with the new initiative. [InMobi]
Apple announced this week that it has already secured $60 million dollars in iAd campaigns, with the likes of Nissan, Best Buy and Disney being some of the initial brands to try out the new mobile ad platform. Some commnetators think Jobs lost the run of himself when he predicted that Apple would own half the US mobile ad market by 2011. The mobile ad market in the US is currently about $3.8 billion dollars – with SMS accounting for the bulk of that at $3.2 billion dollars. Mobile ad display only generates about $253 million dollars. It’s likely that Jobs was referring to this ad market segment when preaching his message to the Apple faithful. It is clear from this confident prediction that Apple is looking to lock down its platform very soon.
I would love to sit in on a Google strategy meeting some morning. It would be an education. As you watch all media becoming more digital, you can see the company encroaching on all fronts. Last week could be an important week for Google’s mobile and tv ad strategy. There were a number of big announcements at this year’s Google I/O event, but the most eye-catching was the launch of Google TV. Google TV is looking to bring the web into the living room, and is partnering Sony to bring the new product to the masses. What I found interesting about this announcement was that Google TV is being built on the Android OS. This timed nicely with the FTC approval of the $750 million dollar Admob deal. It is the biggest mobile ad network globally, and it will fit nicely into ad strategy for Google TV. Android apps will run on the new platform, and you would assume that mobile advertising will be served across all web properties running on Google TV. If that is the case, think of the mass market that Google will have the potential of monetising. The global TV ad spend is worth hundreds of billions of euro. If it gets any traction in the TV market, it could be a huge revenue stream for Google. The Admob purchase seems even more important now with the release of this new product.
» Apple has become a little delusional about the new iAd platform. Apparently they are looking for $1 million dollars for initial ad campaigns on the iPhone and iPod Touch through its new ad network. Apple is betting that brands will be stupid enough to cough up that kind of money to be associated with the new Apple initiative. I would say that Apple has lost the run of itself, given that most brands are not budgeting that kind of spend for mobile advertising (especially in UK and Europe). The other problem is that Apple only reaches a small proportion of the handset market globally, but the thinking here is that advertisers can access a highly desired demographic – and given that they’ve bought the iphone in the first place probably means they are highly susceptible to branding. The campaigns are likely to be costed on CPV (charged around one cent per view) and CPC (around two dollars). Sixty per cent of the revenue will be given to developers while the remaining amount will go to Apple. These costs seem to be associated with brand advertising. No mention of location-based targeting, which Apple has prohibited developers from using for in iphone advertising. Apple is intent on keeping tight controls over its wall garden. Expect Apple to concoct some half-baked excuse to kick off rival ad nets in the near future. In the meantime I’m going to develop a bunch of apps to get a cut of this new lucrative revenue stream. [WSJ]
Microsoft Advertising has appealed to advertisers to adopt the CPEX (Cost Per Exposure) model for brand campaigns and reserve the click and the impression for their DR media spend. The call was backed up by a study carried out in conjunction with Eyeblaster. The report showed that the greater the “dwell” time spent on an ad, the more positive a user reacts towards a brand after seeing it. [AOP]
Apple unveiled its new ad platform yesterday. The iAd platform is looking to help developers monetise their free apps. Apple will give app developers 60% of any sales. Apple is looking to stand out from the other big players in the mobile ad market – notable Admob – by delivering more rich media ads within participating apps. But will developers allow themselves to be exclusively locked into the Apple advertising offering? Will be interesting to see how Apple deals with rival ad nets looking to grab market share among app developers? [Business Insider]
AdAudience is now live. The new audience network is a collaboration between five of the biggest publishers in the German market – namely, G+J Electronic Media Sales, IP Germany, SevenOne Media and Tomorrow Focus. AdAudience is being headed up by Frank Herold, formerly Director of Sales at IP Interactive Germany, and its sales team is now bringing its offering to market. Doubtless other big European publishers will be looking on with interest to see how the new partnership works out. [AdAudience]
» eBuddy, a leading mobile and online IM specialist, has announcend a new partnership with global mobile ad network, Inmobi. The one year agreement is thought to be a seven-figure deal, which suggests there are some guarantees on inventory. Inmobi’s previous deal with eBuddy, announced in November of last year, covered twelve countries, including the UK, Ireland, France, Spain, Italy, South Africa, Australia and India – but it is not known if the new arrangement covers these markets. The partnership was announced by Onno Bakker at the recent Plugg event. eBuddy is one of the biggest IM providers on mobile and has an estimated nine million unique users a month. [The Next Web]
» Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]
Mobclix Offers Audience Profiles To Ad Network Partners
Mobclix, the largest mobile ad exchange for the Iphone ad market, has announced it will re-sell audience profiles to its ad networks partners. The move will allow agencies and advertisers to better target specific audiences through the Mobclix exchange. The demographic segments will be provided from Nielsen’s PRIZM and ConneXions programs. Read more about this story here.
The mobile display space is experiencing a lot of activity: increased number of M&A deals; the emergence of new platforms; and increased competition in the market. Only yesterday Apple beefed up its mobile sales team in Europe, as it seeks to leverage the Quattro acquisition to grab more market share here.
Mobile display continues to be the headline grabber: Google, Apple, Amobee and Opera have all made significant acquisitions in the past couple of months to bolster their presence in the space. The market is due to grow significantly this year due mainly to the take-up in smartphone apps.
Exchanges and ad network optimisation are now emerging in mobile display. The latest mobile ad net optimisation service to be rolled here in Europe comes courtesy of Improve Digital. Janneke Niessen, COO of Improve Digital, took time this week to speak to ExchangWire.com about the new offering for European publishers.
» Inmobi says it’s the world’s largest independent mobile ad network. It now serves 16.7 billion impression and reaches 179 million users in 108 countries. Inmobi is obviously up against some stiff competition – especially now that Google and Apple have decided to carve up the mobile ad space. In response Inmobi has launched a global $2 million dollar fund to attract developers onto its ad network platform. The fund basically subsidises Inmobi’s split in any ad revenue earned by the publisher. It will give developers participating in the Inmobi World Developer Fund a 100% cut – and that split will remain until the $2 million dollar fund is spent. Inmobi is looking to target perspective iPad, iPhone and Android developers with the new initiative. [InMobi]
Apple announced this week that it has already secured $60 million dollars in iAd campaigns, with the likes of Nissan, Best Buy and Disney being some of the initial brands to try out the new mobile ad platform. Some commnetators think Jobs lost the run of himself when he predicted that Apple would own half the US mobile ad market by 2011. The mobile ad market in the US is currently about $3.8 billion dollars – with SMS accounting for the bulk of that at $3.2 billion dollars. Mobile ad display only generates about $253 million dollars. It’s likely that Jobs was referring to this ad market segment when preaching his message to the Apple faithful. It is clear from this confident prediction that Apple is looking to lock down its platform very soon. 
I would love to sit in on a Google strategy meeting some morning. It would be an education. As you watch all media becoming more digital, you can see the company encroaching on all fronts. Last week could be an important week for Google’s mobile and tv ad strategy. There were a number of big announcements at this year’s Google I/O event, but the most eye-catching was the launch of Google TV. Google TV is looking to bring the web into the living room, and is partnering Sony to bring the new product to the masses. What I found interesting about this announcement was that Google TV is being built on the Android OS. This timed nicely with the FTC approval of the $750 million dollar Admob deal. It is the biggest mobile ad network globally, and it will fit nicely into ad strategy for Google TV. Android apps will run on the new platform, and you would assume that mobile advertising will be served across all web properties running on Google TV. If that is the case, think of the mass market that Google will have the potential of monetising. The global TV ad spend is worth hundreds of billions of euro. If it gets any traction in the TV market, it could be a huge revenue stream for Google. The Admob purchase seems even more important now with the release of this new product. 
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» Leading UK video ad network, 
