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Local Publishers – Why Not Unite?

According to statistics from KIA-index (week 42-13), 22.5% of all page views now comes from Mobile. In Sweden, as elsewhere, monetizing mobile audience in an urgent matter to Publishers! The ThumbAd model is to sell available publisher inventory to advertisers seeking to target a broad audience across multiple sites. Why?

Source; KIA-index

Source; KIA-index on Mobile pageviews in Sweden

These are some of the problems Publishers are facing;

  1. Rough time monetizing on the current market situation where mobil traffic explodes. 25-30% of the traffic comes from mobile, hence 5-7% of the revenues
  2. Low/limited ad inventory (capacity) on mobile when comparing with PC
  3. Low price per impression (eCPM)
  4. Can not meet Advertisers/Agencies requirement to target audience on mobile, like PC

There are ​​some important lessons learned when dealing with Media Agency and Advertiser problems;

  1. Complicated and time consuming to purchase and place advertising across multiple sites
  2. Single Publisher sites often becomes to small in reach and volume/budgets
  3. Can not influence banner sizes and functionality
  4. Can not see a clear Return On Investment, incentivizes low payment
  5. Can not target their audience like they can do on PC

ThumbAd believes in combining Reach (short-term) & Targeting (long-term) for mobile campaigns. This allows media agencies to deliver high value for its advertisers and they are easily able to increase their budgets on mobile / tablet within the hour. ThumbAd adds value to Publishers due to new revenues delivered as a result of solving the above mentioned problems for Publishers and Advertisers!

Distribution-sv

Swedish market to illustrate Problems and Solutions!

To shortly summarize how ThumbAd solve these problems!

  1. Bridging the gap from day one matching advertiser and publisher expectations when requiring high volume, reach and real time targeting across multiple sites
  2. Delivering ads smarter, hence requiring less impressions to prove results due to targeting
  3. Price steps when advertiser select Targeting Ads allows publisher to get a premium and substantial lift in price points (eCPM) when comparing with market terms, hence advertiser can spend their marketing dollars more wisely to achieve ROI
  4. ThumbAd effectively introduce a new advertising product to the market in which individual publishers cannot offer by themselves as a standalone;
    • Cross site advertising purchase and publishing
    • Rich targeting capabilities based upon user-profiles
    • Combined this improves ROI and therefor eCPM

The market leader often becomes King in the local market. Also the big ones like Google & Facebook take their “fair share”, as it´s easy and straight forward to place ads the get reach within a high percentage in the population.

In order to truly become a credible option to the market leader and international players, Publishers should Unite by choosing a partner that can solve the problems; Today!

Mobile Search & Ads Goes Hand in Hand

Marketers spent $2.8 billion in 2012 on mobile search ads, compared with $1.6 billion in 2011 and $0.7 billion in 2010. Growth rates have slowed significantly, down from 195% in 2010 to 127% in 2011 to 68% in 2012. Google still dominates the market with gross revenue of $2,166 million, and a gross market share of 79%.

IDC’s U.S. recently published a mobile advertising report with some interesting findings;

  • Strong growth in mobile advertising spending in the United States continues, even if annual growth rates continue to decline: the market grew by 88% in 2012 (down from 125% in 2011) to a total of $4.5 billion (up from $2.4 billion in 2011). Mobile market share within all digital advertising reached 11% in 2012, up from 7% in 2011. For 2013, IDC expects a growth rate of 55–65%, with spending coming in around $7 billion, for the United States.
  • Mobile display advertising has increased its market share of total mobile spending by no less than 8 percentage points to 39%, versus 61% for search ads, in 2012. Mobile display ads attracted $1.7 billion in 2012 compared with $0.7 billion in 2011. Growth rates have picked up again in 2012 after a dip in 2011. They were at 134% in 2010, 118% in 2011, and 132% in 2012.

Source: Google/Nielsen Life360 Mobile Search Moments

  • Among mobile publishers selling display advertising, Facebook was the number 1 company in 2012 ($234 million gross revenue), followed by Pandora ($229 million) with Twitter coming in third ($117 million). In the ad network segment, not much has changed. Google still holds the top spot ($243 million). One change is that Millennial Media ($151 million) has taken over Apple ($125 million) to claim the number 2 spot. Jumptap remains number 4 ($90 million).

Karsten Weide, Vice President of Media & Entertainment at IDC.

Networks, especially independent ones, are entering a difficult phase, in which, with an ever smaller share of revenue, they’ll have to compete with publishers, which will only grow in strength.

Tor Olav Haugen, CEO in ThumbAd.com;

Networks must rethink their approach vs Publishers and Advertisers. Without delivering added value at eCPM, Ad Inventory or CTR I´m afraid many Ad Networks will loose market-shares. ThumbAd has a proven model to meet the supply and demand in the market adding substantial value to both Publisher and Advertiser.

About

ThumbAd.com 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. The Company delivers Better Mobile Click Through Rates by Contextual Relevancy and Real Time Targeting.
The company’s web site contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.

Mobile Advertising Grows So Fast…

Web advertising dollars are transitioning from desktop to mobile much more quickly than previously anticipated — and that has eMarketer boosting its 2013 mobile-advertising forecast. According to the firm, U.S. mobile advertising will be a $7.29 billion industry in 2013, $100 million more than eMarketer projected in December 2012.

4-2-13-us-mobile-ad-spendMarketers to Spend $100 Million More on Mobile Than Previously Projected, according to AdAge [complete article].

About

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 contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.

Mobile Outlook 2013

Mobile-first Will Be The Major Buzzword

The outlook for mobile advertising, marketing and media gets brighter by the year. Expect another stellar year as brands, retailers and agencies place marketing dollars where the eyeballs are: mobile – according to Mobile Marketer.

Thanks to innovation and technology, brand advertising dollars will stream into mobile. Furthermore, industry experts predict mobile advertising will break-free from tiny banners that are more often than not clicked by mistake to large beautiful ads in context. Mobile creative is not at its best. Marketers must first focus on what they are trying to achieve, make the creative as visually pleasing as possible and offer consumers a more interactive experience.

Coming from a situation where Q4-2012 was a record quarter, representing more than a two-times increase in impressions and revenue to publishers compared to any other quarter in 2012. This reflects the magnitude of marketing and advertising spend during this quarter, associated with the seasonal impact of holiday shopping, this according to Opera.

Average CTR by Country by Velti

velti.com

Velti’s ‘State of Mobile Advertising 2012: Year in Review’ report delivers insight into trends in the mobile advertising market during 2012.

International mobile sales and mobile ad impressions continue to grow rapidly, especially in emerging economies, which also show the highest click-through rates (CTR). Among apps, games continue to lead all categories in both popularity and impressions served, though photography is growing quickly.

Berg Insight estimated that mobile ads and marketing comprised a €3.8 billion (U.S. $5 billion) market in 2011, dominated by Google’s AdMob and Apple’s iAd platforms. But Berg is predicting that numbers will grow by a factor of 5 into a €19.7 billion market in 2017. In the UK, the Internet Advertising Bureau UK (IAB) said the sector grew by 132% to £181.5 million in the first half of 2012 to account for 7% of digital ad spend.

This trend is reflected in the activities of the market’s more forward-looking agencies, for example M&C Saatchi’s mobile division (from their trend and Insight report March 2013).

About

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 http://www.thumbad.com contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.

ThumbAd Welcomes You To Team Up!

ThumbAd – Hello World!

ThumbAd monetize, add value and deliver additional advertising revenue to Publishers, and offer a unique expertise for Advertisers! 

Image

  • Advertising at the best and most popular mobile sites and apps
  • Delivering highly targeted Location Based Services to Small & Mid-sized Advertisers
  • Creative Ad formats, features and functionalities at fixed costs

Specialties

Mobile Advertising, Real Time Targeting, Geography & Locations, Contextual Relevancy, Add Value to Publisher, Improved CTR, Real Time Analytic, Big data

Mobile Advertising Delivered Differently!

Targeted Ads

– Ads are trigged and placed on mobile sites and apps based on digital footprints in real time.

Local Ads:

– Ads are trigged and placed on mobile sites and apps in defined geographical zones.

Display Ads:

– Ads are placed on mobile sites and in apps with rich-media formats like Banner, NetBoard, MegaBoard

About 

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 www.thumbad.com contains additional information. ThumbAd has office in Oslo, Stockholm, Turku, Moscow and Irvine. For more information please JoinUs@ThumbAd.com.