Archive | June 2013

Raised $400,000 in Angel Funding

ThumbAd has raised $400,000 (May-13) to support growth in the Norwegian market, experiencing a 479% YoY growth in Mobile Advertising. The company is the owner of a successful and innovative Mobile Advertising Platform, and monetizes, adds value and delivers additional advertising revenue to Publishers, while offering a unique expertise for Advertisers in the Nordic’s.

YES - It Is Us_T-shirt

ThumbAd delivers better mobile Click-Through Rates by Contextual Relevancy and Real-Time Targeting, enabled by a solid partnership with cXense, a Red Herring Global Winner (2012). “Real time audience insight, targeting, and measurement play a key role in times where Mobile Ad Networks are squeezed by ad exchanges and programmatic buying systems” according to co-founder & CEO Tor Olav Haugen. “The way we add value to both publishers and advertisers is truly different and to the point, delivering a mix between display- and targeted ads”.

ThumbAd is currently in the market with a private offering Series A to support international expansion and growth, highlighting emerging markets. Technically and commercially the business is easily scalable, and has been proven as a preferred partner by both publishers and agencies in the Norwegian market.

The Nordic´s in a Nut-Shell

Entrepreneurial traditions 

  • Great test-bed when scaling proven successes to new markets
  • Successful international launches like Spotify & Skype
  • International publishers like Sanoma, Egmont, and Bonnier
  • International HQ´s of telecoms like Telenor and TeliaSonera

Huge Advertising Spending

  • The highest net ad spend per capita in the world
  • The Nordic’s is a large market and proportionally larger relative to its size
  • Facebook CPM Index 2012 Rank The Nordic´s On Top 5

Great Infrastructure

  • Unrivaled smartphone penetration
  • Broadband and internet access in nearly every home
  • Internet purchases by individuals index 155% compared with EU average


  • The 2012 Prosperity Index Rank The Nordic´s on Top 3
  • Average Income Is Approx. EURO 25,000
  • High Employment Rate

The Rise of Mobile Payments


The rise of mobiles as a payment device will likely provide a big boost for the mobile advertising market, as the possibilities for direct conversion of impression to consumer action will be enormously improved. Although the mobile payment industry has, so far, been hampered by a lack of coherent standard, with competing solutions such as NFC and more traditional card reader solutions, this may be about to change.

By 2017, the total value of global offline transactions facilitated by mobile devices will reach about $1.5 trillion, up from $120 billion in 2012. In the U.S., transaction value will rise to $244 billion in 2017, from $15 billion last year. – Business Intelligence

According to a recent Business Intelligence report, innovation from companies such as PayPal and Square (with Apple getting into the game as well), will make payments in participating merchants increasingly easier for the consumer, for example, via a system only requiring access to your mobile phone number and a PIN to complete a purchase.

Other factors affecting the popularity of mobile payments is a more relaxed attitude to possible security risks associated with it, likely also strengthened by a younger “mobile” generation becoming stronger economically as they enter the workforce.

The growth in U.S. mobile payments usage will outpace global growth rates as security fears fade away, particularly among younger demographics. – Business Intelligence

Other highlights of the report supporting the rise of mobile payments are:

  • Increasing smartphone penetration in major global economies.
  • The increased convenience, for merchants and consumers, of mobile payments services, which are nearing “convenience parity” with credit cards and cash.
  • The efforts of high-level competitors like PayPal, Square, and Apple in this space may lead to the killer mobile payments app that finally super-charges consumer adoption.

The trend of mobile payments is gaining momentum, and emphasizes the need for advertisers to be able to reach consumers at the right place in the right moment to influence their purchasing behavior, says Carl Åhslund, co-founder of ThumbAd. With our advanced targeting technology we give the advertisers the opportunity to do just this, and as mobile payments become more commonplace this will mean an even stronger correlation between call to action and actual purchase he continues. 

Advertisers pay a premium for location-enabled ad impressions

According to a recent report from Business Insider, location-enabled ads see a lift in CPMs, or cost per thousand impressions. Data from several mobile ad networks and ad exchanges tell the same story!

Closer gives higher CTRThe possibilities for location-based services on mobile go beyond consumer-facing apps, it applies for mobile web as well. According to Tor Olav Haugen, co-founder of, their local advertising solution are regarded as one of many possible targeting facilities.  The advertiser can enable local features as a part of a premium reach strategy for both national and local advertisers. “Allowing our advertisers utilizing a mix in targeting and reach improves performance substantially”, according to Haugen. “We can clearly see that this strategy outperform competing services, most importantly it applies for both national and local advertisers!”

Key findings in the report;

  • Location-enabled mobile ads have generated excitement for their effectiveness and the impressive prices they command. Many mobile ad trading platforms are reporting triple-digit increases in location-enabled impressions.
  • Location-based features have turned out to be great for boosting engagement
  • Local data can connect hundreds of thousands of small and medium- sized businesses to the mobile economy, via mobile search and other strategies.

ThumbAd Strengthens Leadership Team to Support Growth

Oslo/Norway – (June 13, 2013) – announced the hiring of Olivia Mackenzie Pollard. She will be responsible for AdOps & Traffic management, to facilitate the achievement of the target revenue budget with existing and new partners by assisting the product- and service development to identify the optimal offering.

Olivia Pollard

“Olivia will play a key role in optimizing ThumbAd´s Mobile AdNetwork, we are privileged having someone of Olivia’s background and expertise on board,” said Tor Olav Haugen, co-founder & CEO of ThumbAd. “Olivia will contribute growing our business aligned with Publisher need and truly monetize mobile inventory differently beneficial for Advertisers,” said Mr. Haugen.

Olivia Mackenzie Pollard was Account Manager for Specific Media for 2 years, and before that Executive Account Director in SpotXchange, then one of the largest global marketplace of video ad inventory. She has 5 years experience in a variety of key positions in the online media space. Ms. Pollard earned Bachelor of Science in Business Administration from University of Denver, with a major in Marketing.

ThumbAd is the owner of a successful and innovative Mobile Advertising Platform. The company monetizes, add value and deliver additional advertising revenue to Publishers, and offer a unique expertise for Advertisers in the Nordic´s. The Company delivers Better Mobile Click-Through Rates by Contextual Relevancy and Real-Time Targeting.

The company’s web site at contains additional information. ThumbAd has office in Oslo, Hong Kong, and Moscow. For more information please

Luxury brands turn to Mobile – Consumers increasingly positive

ImageThe summer of 2013 is increasingly looking as a break-through period for the mobile advertising market, with increasingly sophisticated targeting methods and the warmer summer months meaning more people will be out of the house and relying on their mobile devices.

In particular, advanced geo-targeting technology and context-related advertising, although still in a relatively early stage, is gaining increasing attraction from advertisers. High-end luxury brands are one of the potential benefactors of these new advertising methods.

“This is the leading edge of advertising technology”, commented Dan Schwartz, cofounder and chief operating officer of RUN, New York, in a recent interview with Luxury Daily.

Luxury Daily continued to explain that high-end brands may have a special interest in highly targeted advertising as it enables them to bring relevant customers, who are already in the area, to their retail location, without using discounts or sales which risk diluting the brand.

A recent report released by InMobi, also revealed some exciting new data about consumer behavior and response to mobile marketing. In a their study, “Multi-Screening: The Who, What and When For Marketers”, which included over 15,000 mobile web users across 14 markets, close to 50% of the participants said that mobile impacted in-store purchase. This is a clear confirmation of the importance and influence of reaching customers at the right time and place.

The survey also revealed that:

  • 46% of consumers were influenced by mobile to buy via their devices
  • 67% said their mobile device gave them better options about a purchase, and 69% said their mobile helped them find something nearby.

In support of the idea that consumers are getting more used to exposure to advertising on their mobiles, as well as improvements in the way ads are presented and targeted, almost a third of the surveyed consumers expressed they were more comfortable with mobile ads and found them useful. This trend will bring new possibilities and incentives for marketers to connect mobile and other marketing channels in a bid to increase overall advertising efficiency.