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Tuesday, 28 June 2011

The mobiThinking guide to mobile advertising networks 2011: Premium blind networks


    Hunt Mobile Ads *
New: March 2011*
    Millennial Media * Updated: October 2010 *
    Greystripe * New: October 2010 *
    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 – %ages are often negotiated on a case-by-case basis.

Mobile advertising network: Hunt Mobile Ads

Type of network: Premium blind (including blind and premium advertising).
Established: June 2010.
Main offices: Headquartered in Buenos Aires, Argentina (HQ); Mexico City, Mexico; Sao Paulo, Brazil; Boston, US.
Employees: 20.
Major shareholders: N/A (private investors).
Acquisitions: N/A.
Web: huntmads.com.
Mobile Web: m.huntmads.com; huntmads.mobi.
Contact details: Gaston Bercun, gb(at)huntmads.com, Karen Murphy, km(at)huntmads.com.
Profile submitted by: Gaston Bercun, COO and Karen Murphy, Business Development, US.
Last updated: March 2011

Q1. Annual revenue/turnover: Band C (US $10-20 million).
Q2. Is the business profitable? Yes.
Q3. Publishers on network: Over 100 publishers, including MSN (Latam), La Nacion, TuSecreto, riverplate.com, infobae.com and eBuddy.
Q4. Advertisers on network: 20, including Cartoon Network, Visa, Mastercard, Samsung, MoviStar and Nextel.
Q4b) Agency customers/intermediaries: Starcom, Carat, Havas.
Q5. Mobile ads served or page impressions: 2 billion impressions.
Q6. Unique mobile users that see ads: Network reaches 40 million unique users.
Q7. Geographical coverage: Latin America and the US Hispanic market.
Proportion of advertising that is…
Q8. Blind v premium advertising: 70:30.
Q9. Mobile Web v mobile applications: 70:30.
Q10. CPC (performance) v CPM (brand) v CPA (results): 30:50:20.
Q11. Specialism by publisher or demographic: Spanish and Portuguese language publishers in Latin America and US.
Q12. Options for targeting adverts: Audience/demographic; geography/country; carrier/mobile operator; time of day; day of week; location-based ads; operator network or WiFi; and type of handset: brand, operating system, features or age of handset.
Q13. Tools to help advertisers optimize/track campaign: Click and conversion tracking and online bidding system.
Q14. Cost range for advertiser: Minimum US $5,000 investment.
Q15. Estimated ROI for advertiser: average CTR of 0.54%.
Q16. Remuneration for publishers: Publishers receive 50 to 60% of ad spend.
Q17. Fill rate: 92% (at time of writing).
Q18. 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.
Q19. Tools for publishers: Ad serving, ad optimization, analytics, design, landing-page generation.
Q20. Membership of industry associations, industry accreditations or awards: Members of mobile marketing association (MMA); Interactive Advertising Bureau (IAB).
Q21. Main competitors: N/A.
Q22. Key differentiation: Hunt is the only mobile advertising network dedicated to the US Hispanic and Latin American market, offering both premium and performance inventory.

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

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:
• 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: October 2010.

Q1. Annual revenue/turnover: N/A.
Q2. Is the business profitable? Not at this time.
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: Over 12 billion monthly impressions globally – 10 billion impressions from U.S. consumers.
Q6. Unique mobile users that see ads: According to Nielsen (June 2010), Millennial reaches more than 64M or 80% of the 79M unique mobile users on the U.S. mobile web.
Q7. Geographical coverage: USA (85%) and Europe (15%).
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. Membership of industry associations, industry accreditations or awards: N/A
Q21. Main competitors: N/A
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.

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

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: private company backed with VC funding from Incubic, Steamboat, Monitor, Peacock.
Contact details: here.
Recent news:
• 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: Katie Berk, Greystripe.
Last updated: October 2010.

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