Developers Guide
Content
Developer’s Guide to In‐Application Advertising
How developers today can make money off apps
34 Farnsworth St, 4th Floor Boston, MA 02210 617.314.9802 [email protected]
Contents
Introduction .................................................................................................................................................. 3 What are the different ways to earn money from apps? How does advertising fit into the picture? ......... 4 How is the mobile advertising industry currently structured? ..................................................................... 8 What are the different ways to earn money by going down the advertising route? What advertising model is the right choice? ................................................................................................ 9 Who are the major advertising players? .................................................................................................... 10 . What can learn you from other app developers and their experiences? ................................................... 12 Case study 1: Sit or Squat goes down sponsorship route ....................................................................... 12 Case study 2: Freemium and cross promotion ....................................................................................... 13 Case study 3: Better quality advertising by VideoEgg............................................................................. 15 How should you market your app? What should you do in the app store? ............................................... 16 What does the future hold? ........................................................................................................................ 17 How do you actually add advertising to your app? .................................................................................... 20 About Skyhook Wireless ............................................................................................................................. 22 Glossary ....................................................................................................................................................... 23 Company directory...................................................................................................................................... 24 Mobile Ad Networks ............................................................................................................................... 24 Ad Enablers ............................................................................................................................................. 30 Analytics Providers .................................................................................................................................. 35
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Introduction
Mobile applications are hot. Barely a week goes by without the opening of a new app store or a new download record being set. It’s no wonder that developers are flocking in the thousands to try to get a slice of the action. But as with any industry in the early stages of its development, there is still a lot of confusion about which business models work and which don’t. Developers must decide how they will monetize their apps as the industry matures and new opportunities to cash in arise. The focus of this white paper, in‐app advertising, is one of these new opportunities. It seems obvious that monetizing an app through advertising should be a lucrative option: Mobile phones, through their potential to deliver targeted content to engaged consumers 24/7 should be a great way for advertisers to promote their brands. Analysts predict that by 2014, $5.7bn will be spent annually on mobile advertising, about 1.5% of global advertising spending. 1 What proportion of this spending will be in‐app advertising as opposed to mobile web is still unclear. Due to its similarities with traditional web advertising, mobile web advertising is currently more developed and experiencing strong growth. 2 In this whitepaper, we will present our view on the state of the in‐app advertising market as it relates to the developer. To do this, we will answer the following questions that we feel are the most important for developers: • • • • • • • • What are the different ways to earn money from apps? How does advertising fit into the picture? How is the mobile advertising industry currently structured? What are the different ways to earn money by going down the advertising route? What advertising model is the right choice? Who are the major advertising players? What can you learn from other app developers and their experiences? How should you market your app? What should you do in the app store? What does the future hold? How do you actually add advertising to your app?
This white paper will make it easier for developers to create and increase revenue streams without taking away time from their day jobs of creating new applications and servicing their existing ones. Although there is no one‐size‐fits‐all answer in mobile advertising, this white paper will show the developer what options are available and which one is right for them.
1
http://www.marcomprofessional.com/posts/andrew.grill/mobile‐advertising‐bucks‐downward‐trend‐reaching‐ 5.7bn‐by‐2014‐says‐juniper/24574 2 http://www.mobiletechnews.com/info/2009/05/15/104343.html
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What are the different ways to earn money from apps? How does advertising fit into the picture?
There are currently 5 main business models for mobile phone apps. Each model can generate revenues in different ways: App Type Free Ideal Revenue Are there any subdivisions Examples Model of this app type? Apps available from Advertising Advertising can be in the Flixster app stores free of form of direct sponsorship charge by one brand or advertising provided by ad enablers or ad networks Free application with Revenue from n/a RunKeeper less functionality upgrades Free / accompanied by a RunKeeper Pro, paid app with GasBag / additional features GasBag Pro Applications that Revenues Differentiated by price, Tweetie charge per download from with higher value added through app store downloads apps at higher price points Apps that enhance Loss leader, n/a Bank of existing service or revenue America, product generated Facebook elsewhere Apps through which Profits from Can also be affiliate sales Shazam, you can buy a product sales or model Amazon, or service affiliate ShopSavvy commission Description
Freemium
Paid
Content extensions
Sales
For a developer, choosing a particular business model for their app is often a difficult decision. Broadly speaking, the decision comes down to whether to create a free or paid for application. With a paid app, volumes will be lower but the amount earned per download is known. With a free app, volumes will be higher which will also increase usage. If higher usage can be translated into large numbers of ad impressions within the app, a free app may generate more revenue than a paid app. Analytics provider Pinch Media suggests using segmentation to help make this decision: They segment app usage along two dimensions; by their length of usage (how long people will use the app for after they download it) and by the intensity of this usage (how frequent this usage is). Apps that score well on both of these dimensions, generally content apps like weather or news apps (but sometimes also games or utilities that generate a large number of app runs), are suitable for the free model due to the large number of lifetime ad impressions they generate. 4
At the other end of the scale are Gimmick apps (iFart or Moron test for example) that are generally only used a couple of times after being downloaded and are then quickly discarded. These apps are typically monetized via the paid model. Apps that only score highly on one the two dimensions are generally games (played intensely for a short space of time then discarded) and utilities (low intensity usage that lasts for a long time). Many developers use the paid or freemium model for these apps.
You can quantify this effect using a simple formula: With a few basic bits of information about app usage and the likely ratio of free to paid downloads at your chosen price, you can make a good estimate as to how large your revenues will be with each model:
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The analysis shows that for an app that achieves average usage and download numbers 3 , you would need to be earning a CPM of $8.75 or more to generate more revenue from the free (ad supported) model than for the paid model. Currently, CPMs that are this high are very hard to achieve for the vast majority of developers. For apps that are more “sticky” (apps with frequent and repetitive usage) the required CPM goes down significantly: Pinch Media estimate that for top 10% of apps in terms of lifetime app runs (>45 lifetime app runs), a CPM of only $2.00 or less is needed – a figure that is already possible with today’s advertising rates. Equally, if the free / paid ratio you can achieve is much higher than 7.5 (that is for every paid for download, you could generate more than 7.5 downloads if the app was free), advertising will become more attractive. This is what developer Team iBokan 4 found out when they changed the price of their
3 4
http://www.slideshare.net/pinchmedia/iphone‐appstore‐secrets‐pinch‐media http://www.techcrunch.com/2009/03/22/should‐an‐iphone‐app‐developer‐charge‐or‐run‐ads‐galaxy‐impact‐ case‐study/
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Galaxy Impact game. They found that their free / paid ratio was closer to 400 which easily makes advertising the best choice. Putting this all together, we see an interesting picture emerging. On the face of it, the math tells us that the paid option would make more sense financially for many apps. However, this doesn’t take into account the ongoing evolution of in‐app advertising. To highlight why this is important, it’s worth drawing a comparison to the overall app market. Over the last year, since the opening of Apple’s app store in July 2008, there has been an explosion in app development. For many developers, it was initially a case of producing as many applications as possible and seeing what worked. As developers became more sophisticated, they started systematically experimenting with different business models, making small improvements and tweaks to enhance app performance. This has resulted in the emergence of specific hotspots of success like, for example, the freemium and cross‐promotion techniques covered in the second case study in this white paper. Over time, these hotspots will become formalized into best practices. In‐app advertising is following a very similar pattern. The large number of advertising players in the market today (which we will discuss in more detail in the following sections of this report) is comparable to the initial explosion of apps in the app store. Although the math covered in this section shows us that not every advertising approach will lead to immediate success, dismissing advertising completely would be a mistake. Being a part of the evolution of in‐app advertising may present you with a critical advantage (for example from accumulated experience or by developing relationships with key players) that you can leverage when the market matures. By forgoing some revenues now, you may put yourself in a stronger position going forward.
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How is the mobile advertising industry currently structured?
If you’re deciding to go down the advertising route, it pays to understand how current market structure. The industry is there to bring together advertisers, who are looking to promote their brands directly to consumers via their mobile phones, with developers, who are looking to earn additional revenues from their websites and applications. Between these two players lie advertising agencies, networks and enablers, all jostling for their share of the pie. It is not just the sheer number of players that makes this a complicated industry; the industry’s high rate of change and the number of different niches that exist within means the landscape is changing from one day to the next. The diagram below shows a high level diagram of the current structure. The roles of the different players within it are included:
Unsurprisingly, compared to more established sectors like web or print advertising, mobile advertising is significantly more fragmented. A large number of companies in this space have received venture capital funding and more established players from other sectors have entered as well. These individual companies may choose to participate within a certain industry niche. For example, some ad enablers choose to focus only on the mobile, application or operator spaces. Other companies may try to play multiple roles, for example many ad networks have their own ad servers but will also aggregate feeds from other ad networks to boost fill rates. 8
What are the different ways to earn money by going down the advertising route? What advertising model is the right choice?
As an app developer, you make money by displaying advertising on your applications. These advertising dollars flow to app developers via one of three routes, which we have labeled Sponsorship, Exclusive and Aggregation. These routes vary in the number of intermediaries between advertising agencies and developers, and the type of advertising that is involved. Here is the lowdown on each model and how well suited these models are for different types of developer: Model Description Sponsorship Developer has agreements directly with ad agency or brand to (generally) fully brand the application Developers with strong business and personal networks (needed to create contact with brands) • Higher CPMs possible • Allows for better integration of branding and app Exclusive Only one ad network feeds advertising to the app Aggregation Ad enabler aggregates feeds from multiple ad networks
Best suited for
Pros
Cons
Where can I find out more?
• Only suited apps that have good fit with a particular brand • Developing and managing relationships with brands is both difficult and time consuming Examples of branded apps can be found in a recent Advertising Age article 5
Developers looking for Smaller developers who are willing to compromise higher fill rates revenues for ease and speed OR larger developers with strong ad network relationships • Simple integration of • Simple integration of code code • Can quickly start earning • Generally better fill revenues in self‐ rates than for Exclusive registration • CPMs can be good for developers with strong relationship with ad network • Fill rates can be low • Often poor ad quality (only remnant Exclusive • Generally low CPMs for ads) and smaller developers correspondingly low CPMs
Smaato white paper describes how Aggregation works 6
5 6
http://adage.com/digitalnext/article?article_id=136622 http://www.smaato.com/
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Who are the major advertising players?
Here is an overview of the major players in the mobile applications advertising space and the primary area they play in:
Deciding which advertising company to go with is not an easy task. As a developer, you need to have a good understanding of what different providers can offer you before you can make this decision. Here is a framework for making this decision:
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What can learn you from other app developers and their experiences?
During the research we conducted for this white paper, we saw a number of interesting cases that helped shed some light on how different developers were monetizing their applications. Here are the most insightful cases: Case study 1: Sit or Squat goes down sponsorship route Sit or Squat is a free iPhone and Blackberry app (as well as a website) that helps users find public restrooms all over the world. Sit or Squat’s database contains over 60k restrooms (with reviews and opening hours) and the app displays the toilets closest to the user’s location on a map. Densebrain, Sit or Squat’s developers, thought during development that the perfect advertiser for the app would be a premium toilet paper brand, like Proctor & Gamble‐owned Charmin. However, during their launch they in turn used AdMob and Quattro as their advertising provider as a temporary solution while they worked in the background to put the Sponsorship model into practice. Leveraging their personal networks and relationships, they managed to get a meeting with Publicis, holders of the P&G advertising account. Although Publicis liked the idea of partnering with Sit or Squat, it took a couple of months of conversation before significant progress was made. Because the Sit or Squat app was so was so new and relatively unproven, Densebrain found it initially difficult to convince the advertisers that this app would get the large number of users that P&G was looking for. To make this deal work, Densebrain needed to build a number of capabilities outside of those of a typical developer: Firstly, Densebrain needed client services capabilities to handle relationships with P&G’s marketing team, media agency and media buyer. Secondly, they needed ad serving ability and analytics tools: Densebrain developed these in house using OpenX as their starting point. P&G require biweekly reporting including number of ads served, downloads and unique users. The ability to generate this information, which P&G uses to quantify the effectiveness of their ad spending, was hugely important in being able to make this deal happen. For more information, contact Densebrain’s Jonathan Glanz. 7
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[email protected].
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Case study 2: Freemium and cross promotion In a twist on the traditional free / paid decision, many developers are going down the Freemium route: They offer an app with basic functionality for free, while charging a premium for advanced or special features by also having a paid app. RunKeeper, the fitness tracking app for the iPhone, uses this strategy. RunKeeper Free offers tracking for your fitness activities, including duration, distance, pace and path traveled on a map. RunKeeper Pro, which is available for $9.99 has additional features including audio cues and training workouts (ability to create time‐ based and distance‐based interval workouts through your headphones). It also runs advertising free (as opposed to the free version which has some limited advertising). RunKeeper’s strategy is to create a large pool of free users, and convert them to paid users over time by launching additional features in the Pro version. The RunKeeper developers periodically send emails to the free users explaining the latest changes to the Pro version. It has been reported that conversion rates of around 9% can be achieved with this strategy. 8 A different approach is the one taken by Viximo, a leading provider of virtual goods monetization solutions and the developer of VixML, a platform for quickly and easily developing iPhone applications. Viximo uses the space that would normally have been taken up by advertisements within their apps to cross promote other applications. In fact, they go one step further: Viximo releases simple (and no doubt quick to develop) free apps, like AppShake, a novelty app that generates funny ideas for iPhone applications. In these apps they then cross promote their paid apps. Using the free app as a loss leader generates much higher sales at the back end than the incremental revenues that would come from replacing the cross promotion with advertising in the free app:
8
http://www.mobilecrunch.com/2009/07/30/iphone‐devs‐litefree‐mobile‐apps‐really‐pay‐off/
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Cross promotion is becoming so prominent that many app developers are actually buying advertisements in other apps. With much of this advertising being conducted using cheap CPC adverts, there is little risk to the developer. In these instances, the developer may chose to buy advertising that will be displayed on only certain phones or versions of operating systems that are able to run the application that the developer is trying to promote. This is the most frequent use of targeting available today.
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Case study 3: Better quality advertising by VideoEgg One common complaint from developers is that the majority of ads are low quality and do not take advantage of the unique capabilities of a smartphone. There are a number of companies trying to change this. In March 2009, there was considerable coverage of the launch of the Dockers’ shakeable ad featuring dancer Dufon, a freestyle dance expressionist from a Seattle group “Circle of Fire,” dancing around the screen wearing Dockers Khakis. Advertising like this creates a huge buzz, but is not cheap to create and is therefore only suited to very large campaigns. A more interesting solution for many advertisers and developers is AdFrames by VideoEgg. AdFrames is a smaller teaser ad, similar to a banner ad. When the user engages with it (by tapping on the ad), the ad opens up to full page. In this full page view, the user can watch the brands video or trailers. The quality of the creative is leagues above most things out there today. For example, the videos often feature celebrities (like Ashton Kutcher in recent Nikon ads). See AdFrames in apps like NewToy’s Chess with Friends or Naan Studios’ Twitterfon. VideoEgg offers the ads on a cost per engagement (CPE) basis.
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How should you market your app? What should you do in the app store?
These questions have been discussed extensively online and we have collected a few of the best ideas here. After all, what is the point of optimizing your advertising if you don’t have a marketing or app store strategy? Here they are: • iCombat 9 , Pocket Gamer 10 and Pinch Media 11 all have comprehensive discussions on marketing you app – the first two are specifically written for Games but many of the rules apply to other types of apps also Blackberrycool.com has an extensive discussion 12 on basic points to note around picking a price point and optimizing search, drawing considerably on a Wall Street Journal article on the subject 13 Ars Technica has some useful information 14 on the Apple approval process App Advice has a few tips on optimizing search and general ways you can game an app store 15 Flurry, the analytics provider, has some great discussions on different strategies to increase revenues in its blogs section 16
•
• • •
9
http://www.icombatgame.com/2009/04/06/marketing‐your‐app‐is‐more‐important‐than‐you‐think/ http://www.pocketgamer.biz/r/PG.Biz/feature.asp?c=11907 11 http://www.tuaw.com/2009/02/20/the‐keys‐to‐app‐store‐success‐courtesy‐of‐pinch‐media/ 12 http://www.blackberrycool.com/2009/07/lessons‐learned‐from‐app‐store‐to‐help‐sell‐your‐software/ 13 http://blogs.wsj.com/digits/2009/07/14/getting‐noticed‐on‐the‐iphone‐app‐store/ 14 http://arstechnica.com/apple/guides/2009/03/app‐store‐lessons‐navigating‐apple‐reviewer‐pitfalls.ars 15 http://appadvice.com/appnn/2009/03/app‐store‐insider‐developer‐tricks/ 16 http://blog.flurry.com/
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What does the future hold?
During our research for this white paper, we uncovered some interesting facts. In a poll of developers we asked them to rank the attributes that were most important to them in terms of in‐app advertising. The most important factors came out largely as expected, with developers not willing to compromise on “user experience” for advertising dollars.
At the other end of the scale, developers ranked CPM and fill rate as their least important factors. This is because many developers just don’t believe that they can make money from in‐app advertising yet, so all the more intangible qualities that affect how their app performs are more important than a few more cents of revenue. This finding is sure to be of interest to ad providers, who often base their developer marketing campaigns on pushing exactly CPM and fill rate. As they continue to experiment with in‐app advertising and best practices begin to emerge, developers will no doubt start putting more emphasis on revenues. But we are still in the early stages of the in‐app advertising evolution and this has yet to emerge as a trend.
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Much of the evidence shows that from a pure short‐term financial perspective, in‐app advertising is not yet the best choice for every app and every developer. However, this does not mean that these developers should avoid in‐app advertising. Choosing to experiment with advertising now can be seen as a long‐term investment, that has the potential to pay back handsomely when the technology and market matures. The top developers are already learning how to earn thousands of dollars a day from advertising. 17 With the rapid growth in smartphone penetration, improved quality of advertising, increased interest of brands and better use of targeting, the revenue generating power of mobile advertising will grow. Our research shows that it is exactly targeting (especially by location) that developers are most excited about for the future:
17
http://www.businessinsider.com/some‐iphone‐apps‐making‐money‐from‐ads‐2009‐5
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Despite this, to our knowledge no ad network is currently using significant amount of targeting: Instead, when signing up with ad networks, developers are asked to classify their apps by type and this information is then used to selectively serve ads. Incidentally, there is also a huge volume of ads that don’t even use this information and are instead sent everywhere. This will surely change over time, and indeed, some ad enablers are building in functionality that allows apps to pass on various types of information (including demographic or location info) to them. With this ability to show very specific adverts to the user, response rates and CPMs will surely rise. Perhaps it is this technology that will take advertising from the experimental phase to one where success is more widespread.
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How do you actually add advertising to your app?
The process for adding advertising to your app varies slightly between different providers, but the general steps are: a) Create an account with the ad provider: Including information about your company and your contact details b) Add information about your application: To aide in targeting, ad providers ask you to provide info about the type of application you are monetizing c) Change the advertising options: Most ad providers allow you to opt out of serving ads with particular keywords or from a particular domain. This is useful if you don’t want to show advertising of a particular type in your app. d) Download and integrate SDK: Generally the SDKs are small and easy to integrate. Ad providers often have lots of information to help you do the integration (including forums and step‐by‐step guides). The basic way the SDK works is to request an ad each time the relevant app page is shown on the user’s device. As part of this request, the developer can attach specific location or demographic information. Here is some sample code (taken from Quattro’s mobile web code) that shows how this is done in practice: Code added to <head> sections of your web page <script src="http://ad.qwapi.com/adserver//js/ad_api.js"></script> Code added to the spots on the page where ads should be displayed <script> var qwAd_vars = { pid: "xxxxxxxxxxxxxxxxxxxxxxx", // Publisher Id sid: "Test‐fxsys0c3", // Site Id test: 0 // Test Mode 0‐OFF 1‐ON }; // Adding Geographic targeting information // One or more of the following geo parameters may be used //var geo_params = { // dma: "232", // DMA code for the specific location // area: "781", // Area code of the location // zip: "13232", // Zip code of the location // mdn: "13454444534" // Mobile destination number of the device //}; // Adding Demographic targeting information // One or more of the following dem may be used //var dem_params = { // g: "f", // Gender. Must be f or m 20
// age: "4", // Can be range such as 20‐35 // hhi: "4", // House hold income. See document for details // edu: "2", // Education level. See document for details // eth: "4" // Ethnicity. See document for details //}; //qwAd_vars.geo = encodeParams(geo_params); //qwAd_vars.dem = encodeParams(dem_params); qwAd("http://ad.qwapi.com/adserver//render.jsp",qwAd_vars); </script> e) Test installation: Before you go live, you can test that the advertising is working as expected. f) Submit your app for approval: Most ad providers will need to approve your app and its suitability. There are some ad providers (for example AdMob) who skip this step and allow self registration. g) Go live: Upload your app with the fully integrated SDK and start earning money h) Reporting: It may be useful to install some type of analytics SDK to better understand how people are using your application and to monitor your revenues. This service is sometimes provided by the ad provider or by a specialist analytics provider. Here is an example from the analytics provider Flurry:
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About Skyhook Wireless
Skyhook Wireless has pioneered the development of the first hybrid positioning system to fully leverage Wi‐Fi, GPS and cell towers delivering precise location data supporting the growing market for location‐ based services (LBS). Skyhook's publicly available SDK allows developers to quickly and easily start location‐enabling their applications. Founded in 2003, Skyhook Wireless has pioneered the development of the first hybrid positioning system to fully leverage Wi‐Fi, GPS and cell towers delivering precise location data supporting the growing market for location‐based services. Skyhook's hybrid positioning system XPS requires no new hardware, works indoors and outdoors, provides an instant location and is more accurate than current technologies in congested downtown areas. Skyhook Wireless is headquartered in Boston, MA, and is privately held. Investors include RRE Ventures, Bain Capital Ventures, Intel Capital and CommonAngels. For more information visit http://www.skyhookwireless.com/, send an email to [email protected] or call 617‐314‐9802.
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Glossary
CPM (Cost Per Thousand) ‐ Online advertising pricing model, where the advertiser pays on the basis of impressions. CPM refers to the cost per thousand (“per mille”) impressions of a particular advertisement. CPA (Cost Per Action) ‐ Online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement. CPC (Cost Per Click) ‐ Online advertising pricing model, where the advertiser pays for each specified click on a particular advertisement. CPT (Cost Per Time) ‐ Online advertising pricing model, where the advertiser pays for an advertisement to be placed in a particular location for a set amount of time. eCPA (effective Cost Per Action) ‐ A way to measure the effectiveness of a publisher's inventory being sold via a CPM, CPC, or CPT basis. In other words, the eCPA tells the publisher what they would have received if they sold the advertising inventory on a CPA basis (instead of a CP, CPC, or CPT basis). eCPM (effective Cost Per Thousand) – A way to measure the effectiveness of a publisher's inventory being sold via a CPA, CPC, or CPT basis. In other words, the eCPM tells the publisher what they would have received if they sold the advertising inventory on a CPM basis (instead of a CPA, CPC, or CPT basis). Fill Rate – The percentage of inventory that an ad network or ad enabler is able to fill with advertisements
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Company directory
Mobile Ad Networks AdMob 60 East Third Ave San Mateo CA 94401 USA +1.650.931.3956 Publisher / Developer link http://www.admob.com/home/register/ What they say about themselves: AdMob is the worlds largest and highest quality mobile advertising marketplace, serving more than 2.5 billion high quality mobile banner and text ads per month. Founded in January 2006, AdMob allows advertisers to reach their customers on the mobile web and enables publishers to increase the value of their mobile sites. AdMob offers both advertisers and publishers the ability to leverage targeted and personalized advertising in more than 160 countries. Sample AdMob customers include Coca Cola, P&G, Adidas, MSN, Paramount Pictures, Reuters, MTV and many more. AdMob serves ads for over 4000 mobile web sites including CBS, Weather Underground, Maxim and Peperonity.
Appssavvy Publisher / Developer link http://www.appssavvy.com/contact What they say about themselves: appssavvy is a direct sales team for the social media space. The company backed by TRUE Ventures, Scott Kurnit, founder of About.com and The New York Times Company, connects hundreds of social media applications with leading brands and agencies. Appssavvy provides advertisers with contextually‐ relevant targeted media opportunities reaching an audience of hundreds of millions unique online consumers enjoying social media applications. Developers generate significant revenues through appssavvy's integrated sponsorship capabilities for brands and agencies.
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Google 1600 Amphitheatre Pkwy Mountain View CA 94043 USA +1.650.623‐4000 Publisher / Developer link http://www.google.com/ads/mobileapps/developerform.html What they say about themselves: Small screen, big opportunity. There are 405 million mobile internet users worldwide, according to Internet research firm eMarketer, and within four years this number is expected to double. Google mobile ads allow you to target this large and growing audience while theyre on the go. Customized to fit your needs * Reach Googles mobile search and content networks * Track impressions, clicks, and conversions * Target by country, language, and mobile carrier * Direct prospects to your business phone, your mobile site, or both * Build your own mobile site with AdWords Business Pages * Manage online and mobile AdWords campaigns from one account.
Jumptap 10 Canal Park, 5th Floor Cambridge MA 02141 USA +1.617.301.4550 Publisher / Developer link http://www.jumptap.com/sign‐up‐publishers What they say about themselves: Reaching over 140 million mobile subscribers through partnerships with 16 mobile operators and numerous content publishers, JumpTaps powerful search and advertising solutions benefit the whole mobile Internet ecosystem: JumpTap enables carriers to maintain a strong, sustainable position in the mobile marketing value chain, drives traffic and revenue opportunities to content publishers, and gives 25
advertisers access to targeted customers. Recently awarded the best advertising and marketing search engine award by Visiongain and selected by IDC as one of the 10 emerging mobile players to watch, JumpTap has developed the most comprehensive search and advertising solutions in the market. For more information, please visit www.jumptap.com.
Nokia 31 St James Avenue Boston MA 2116 USA +1.617.262.2742 Publisher / Developer link http://advertising.nokia.com/what‐we‐do/nokia‐media‐network/joining‐the‐network What they say about themselves: Nokia Interactive has an ambition for all consumers to have connected mobile devices with rich and valuable services supported by relevant and respectful advertising. The Nokia Media Network provides reach to millions of mobile consumers through advertising on more than 80 blue‐chip mobile publishers, operator partners and Nokia properties. Hundreds of top brands, including BMW and Paramount, advertise on the network and use Nokia Interactives award‐winning mobile marketing team to create end‐to‐end, high performance mobile experiences for their customers. To see mobile advertising in action go to http://nokiaads.mobi on any mobile device.
Millennial Media 2400 Boston Street, Factory Building, 3rd Floor Baltimore MD 21224 USA +1.410.522.8705 Publisher / Developer link http://www.millennialmedia.com/publishers/publishers_contactus.html 26
What they say about themselves: Millennial Media provides mobile advertising solutions to advertisers, publishers and mobile operators. Through our family of mobile ad products, technologies and services, we deliver mobile advertising campaigns and solutions for advertisers who are looking to this exciting new medium for reach, exposure and performance. We also provide a clear path for publishers and operators to access and optimize this new revenue opportunity. We have deep knowledge of both the mobile media and online advertising space, and offer services to benefit publishers, advertisers, and operators. We deliver results, and stand behind our commitment to the customer experience.
Mojiva Inc. 136 Baxter Street New York, NY 10013 USA +1.646. 862.6201 Publisher / Developer link http://www.mojiva.com/solutions/publisher/ What they say about themselves: Mojiva is a young and dynamic startup company with a mission to mobilize and help monetize all mobile content across the globe. A powerful yet simple‐to‐use self‐service Mobile Advertising Toolkit which makes it fantastically easy to create and deliver location based hyper‐targeted mobile ads.
Offerpal Media 161 Mission Falls Lane, Suite 100 Fremont CA 94539 USA +1.510.403.7300
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Publisher / Developer link http://onboard.offerpalmedia.com/ What they say about themselves: Offerpal Media is the first "Managed Offer Platform" for social applications, online communities and e‐ commerce sites. Our full‐service, turnkey advertising platform monetizes social publisher's traffic while generating high‐quality leads for advertisers. The platform is based on an innovative engagement‐ marketing model in which users earn points or virtual currencies by participating in unique advertising offers that are specially engineered for targeting, relevancy and maximum conversions. The company was founded in June, 2007, with the vision of providing a new technology platform for the social media marketplace. Utilizing the founders' many years of experience in online personalization, CPA advertising and robust optimization technologies, Offerpal has grown rapidly since its inception and now stands as the leader in social advertising and monetization
Quattro 260 Charles Street, 4th Floor Waltham MA 02453 USA +1.781.209.4030 Publisher / Developer link http://www.quattrowireless.com/success/publishers What they say about themselves: Quattro Wireless is North America's Best Performing Mobile Ad Network. Founded in 2006, Quattro Wireless is lead by a team of seasoned executives with years of experience in mobile, interactive advertising, and platform engineering. Third Screen 2 Oliver Street, 4th Floor Boston MA 02109 USA
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+1.617.531.6400 Publisher / Developer link http://www.thirdscreenmedia.com/contact‐us‐publisher.php What they say about themselves: Third Screen Media is Platform‐A’s mobile ad‐serving platform and network that enables advertising on mobile devices. Its mobile solutions link advertisers, publishers and carriers on a common platform to buy and sell mobile advertising. Offering one of the world’s most‐respected mobile advertising networks, Third Screen Media offers best‐in‐class content, including AOL’s popular consumer brands and mobile applications; the largest availability of carrier on‐deck mobile inventory; and a mobile network of more than 70 premium publishers representing 100+ sites. Customers and partners, including many of the world’s largest marketers, agencies and media companies, rely on Third Screen Media’s products and services to manage and optimize their mobile advertising campaigns.
VideoEgg 180 Townsend Street San Francisco CA 94107 USA +1.415.738.5100 Publisher / Developer link http://www.videoegg.com/contact/publisherapplication What they say about themselves: Everyday we deliver millions of impressions to users across leading social networking environments, video sites and gaming applications. We develop rich user profiles that enable advertisers to start with the right audience. Our unique video advertising formats and targeting approach deliver higher engagement rates for brands and more relevant ad experiences for consumers.
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Ad Enablers
4th Screen Advertising The Tower Building, 11 York Road, London SE1 7NX United Kingdom +44 (0) 870 235 4042 Publisher / Developer link http://www.4th‐screen.com/publishers.php What they say about themselves: 4th Screen Advertising launched in February 2006 and is the UK’s leading mobile advertising agency. We help mobile operators and WAP publisher’s monetise traffic to their portals through mobile advertising. We provide a single point of contact for media agencies and brands wishing to buy advertising inventory across a range of mobile internet sites. Our in‐house creative and technological teams provide advice, and solutions, to help publishers and brands optimise opportunities in mobile advertising. Our dedicated account management team work closely with our clients to plan and deliver effective campaigns with measurable revenue streams. 4th Screen Advertising is a sister company to Mobile Interactive Group, the UK’s leading multimedia mobile interactive services provider. Mobile Interactive Groups award winning technology, coupled with their creative thinking and mobile expertise support 4th Screen Advertising network of clients.
AdMarvel 1875 South Grant St., Suite 825 San Mateo CA 94407 USA +1.650.345.4456 Publisher / Developer link http://www.admarvel.com/admarvel‐sign‐up.php
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What they say about themselves: AdMarvel strives to make mobile advertising work better. Better transparency of results, simpler management of ad traffic and higher revenue return. Our suite of services are designed to put ad traffic owners in control of performance. We are not an ad network ‐ but we partner with ad networks to deliver better results for publishers. Checkout the AdMarvel suite to see what we can do for you. In addition to publishers, AdMarvel works with a broad range of players in the ad ecosystem to improve the performance of mobile advertising. Work with us to accelerate your business.
AdWhirl www.adwhirl.com Publisher / Developer link http://www.adwhirl.com/developers
Amobee Building 3, Chiswick Business Park, 566 Chiswick High Road London W4 5YA United Kingdom +44 (0) 20 8849 8867 Publisher / Developer link http://www.amobee.com/main/developers.htm What they say about themselves: Amobee offers the most comprehensive ad serving solution delivering advertising campaigns for brand building, direct response and lead generation across all mobile content helping operators generate significant new revenue streams from advertising while delivering a rich experience to wireless subscribers. Amobee Media Systems has built and designed the first ad‐serving solution 100% dedicated to mobile operators, allowing them to dynamically insert advertising impressions in all forms of mobile communication and content including: WAP Browsing, Video & Music, Messaging and Games. The insertions occur with full user consent and are made in a relevant, contextual and non‐intrusive manner, thus increasing the media value while giving users control over the engagement. Amobees media system is composed of an off‐line campaign management system and an on‐line ad‐server enabling the delivery 31
of relevant advertising impressions in all mobile services. This unique mobile advertising solution is designed around a distributed architecture allowing for maximum protection of end user data while maximizing advertising revenue. It has been designed from the ground up to integrate into the various mobile operator network components to allow for greater relevancy and delivery across all handsets, all formats and all networks. Greystripe 150 Executive Park Blvd. Ste. 3000 San Francisco CA 94134 USA +1.650.960.2389 Publisher / Developer link https://www.greystripe.com/register.php?product=publisher What they say about themselves: Greystripe is the worlds first and leading ad‐supported mobile games and applications distributor. Greystripes AdWRAP technology enables: publishers to gain advertising revenue by serving ads through their games; advertisers to reach a new mobile audience; and consumers to download great games for free. The AdWRAP system is protected by a broad array of patents pending and currently serves ads into more than 800 game titles from 100 publishers supporting over 1,000 handset models. Greystripe reaches millions of mobile game players through its online portal GameJump.com (http://www.gamejump.com/), through the mobile web (http://gjmp.tw), and through its over 45 AdWRAP Catalog Platform partners. Greystripe was named a Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.
Medialets Publisher / Developer link http://www.medialets.com/contact/ What they say about themselves: Make Dollars and Sense from Your Apps: Users vote with their attention, and brands pay top dollar for the highest engagement opportunities. Medialets’ advertising toolkit enables you to insert highly 32
configurable ad formats and a broad portfolio of ad inventory directly and unobtrusively into your app. You can feel confident that your apps will always contain the highest‐quality creative from the world’s most recognizable brands. We provide you with powerful toolkits that easily allow you to incorporate ads directly into your app and measure performance in a way that makes sense to you and adds value to users.
Mobclix +1.650.319.8302 Publisher / Developer link http://developer.mobclix.com/user/signup What they say about themselves: We make mobile phone applications better with 15 lines of code in 15 mins. Mobclix is a complete mobile application platform focused on: Real‐time application analytics that give you business insights into your application, yield optimization and rich media advertising, and distribution and viral growth through social media. We help you transform your applications into businesses!
Ringleader 286 5th Avenue, 6th Floor New York NY 10001 USA +1.212.947.9800 Publisher / Developer link http://ringleaderdigital.com/our‐solutions/rld‐network‐manager What they say about themselves: Since it was first founded in 2005, Ringleader has focused on being the world’s premier ad serving solution provider, delivering the online equivalent of ad serving technology and functionality to the mobile and new media markets. In 2007, Ringleader launched Spark Digital — the industry’s first 3rd party mobile ad server (now known as RLD Spark Server™), the cornerstone of its carrier‐grade, highly 33
scalable ad‐serving platform. Today Ringleader exclusively licenses the RLD platform and its solutions to publishers, ad networks, agencies, brands and analytics companies as either a bundled solution or on an à‐la‐carte basis. Smaato Inc. 3 Lagoon Drive, Suite 170 Redwood Shores CA 94065 USA +1.650.286.1198 Publisher / Developer link http://www.smaato.com/applyforsdk What they say about themselves: Smaato Inc. is a leading mobile advertising technology company that provides the open mobile advertising platform called SOMA (Smaato Open Mobile Advertising) for developers, publishers, ad sales networks and operators. SOMA enables the delivery of targeted advertising to mobile phones within applications and for the mobile web. Additional features are: game wrapper ad technology; ad support for widgets, J2ME and all smartphone platforms including iPhone.
Tapjoy +1.650.450.9782 Publisher / Developer link http://www.tapjoy.com/developers.aspx What they say about themselves: Tapjoy provides a platform for developers to help improve their mobile apps and make them more profitable. Features of this platform include an Ad Optimizer, Virtual Goods Monetization System, Wagered Tournaments, Rankings and High Scores, Online Challenges, and more. In addition to our platform, Tapjoy has a subsidiary, TJ Games Studios, which builds mobile games. These games serve as a testbed for the Tapjoy platform and include titles such as TapDefense, TapSudoku, and TapWord on the iPhone and MisMisMatch and Coloroid for Android.
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Analytics Providers
Bango 5 Westbrook Centre Cambridge CB4 1YG United Kingdom +44 (0) 1223 472 777 Publisher / Developer link http://bango.com/products/analytics/default.aspx What they say about themselves: Bango has developed and deploys an open, global, infrastructure platform that enables content providers to market, sell and deliver their products and services directly to mobile phone users on all cellular networks through the mobile Internet. This "direct‐to‐consumer" channel operates alongside the carriers mobile content portals, enabling content providers to leverage their consumer marketing investments to drive revenue from mobile services. Leading mobile carriers including AT&T, Vodafone, Orange, Telefonica Moviles and O2 work with Bango to accelerate the growth of their direct‐to‐ consumer businesses. Content Providers use the Bango platform through integration partners, or can sign‐up directly at www.bango.com. Bango is based in Foster City, CA; New York; Cambridge, United Kingdom; Madrid; and Dusseldorf, Germany.
Flurry 282 2nd Street, Suite 202 San Francisco CA 94105 USA Publisher / Developer link http://dev.flurry.com/signup.do What they say about themselves: Flurry offers cutting‐edge analytics, deployment and monetization tools for mobile application developers. Its services platform is offered free to application developers allowing them to better save money, increase revenues and improve their products. Flurry's platform is built by developers for 35
developers, based on its pioneering experience as one the first developers to build, deploy and market direct‐to‐consumer applications. Flurry is venture‐backed and is based in San Francisco.
Localytics 727 Massachusetts Ave., 3rd Floor Cambridge, MA 02139 USA +1.617.418.4422 Publisher / Developer link http://analytics.localytics.com/register What they say about themselves: Localytics is a Boston‐based software company focused on giving mobile application developers the tools they need to improve their businesses. We bring a wealth of experience in building mobile applications and associated services and are leveraging this expertise to help drive the mobile app development community. Pinch Media 915 Broadway, Suite 607 New York NY 10010 USA Publisher / Developer link http://developer.pinchmedia.com/users/register What they say about themselves: Pinch Media helps mobile application developers grow their businesses and make more money through our best‐of‐breed analytics products. Since launching in April 2008, we've helped thousands of application developers make more informed decisions about revenue models and user experiences, and have provided the most detailed information available about the emerging mobile application ecosystem.
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Copyright 2009 Skyhook Wireless, Inc. 34 Farnsworth St., 4th Floor, Boston, MA 02210 USA. All rights reserved. 37
