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BizReport : Mobile Marketing : January 18, 2012

Jivox, Greystripe: Mobile space growing quickly

The mobile space is exploding - and not just in the consumer base. Advertisers are increasingly looking to mobile options to engage on the go consumers with content. From video to written content, subscription bases are expanding and advertisers are looking for brand-safe ad options to improve campaign ROI. Two announcements underline the importance of mobile for content.

by Kristina Knight

First, Jivox reports they've increased revenue 100% (Year over Year) thanks to both publisher and agency demand for interactive video ads.

"Online video has reached an inflection point and advertisers are now looking to take it to the next level with more interactive and engaging video ads that reach consumers on multiple screens," said Diaz Nesamoney, CEO of Jivox. "Historically, the technological hurdles of creating and delivering interactive ads on more than one screen have been difficult for publishers and brands. Our platform makes it easy to deliver ads that engage and extend consumer dialogue in real-time and across multiple screens, as such we expect adoption to continue to rapidly increase."

According to the company they created 12,000 interactive video ads in 2011 across multiple screens; they added publishers including Budget Travel, New York Daily, Readers Digest and YuMe.

In another move that demonstrates just how quickly the mobile space is evolving, Greystripe has announced nine new hires and four new office openings. Greystripe, a division of ValueClick, has shown strong growth over the past year; the brand-focused mobile ad network is adding to its staff. New hires include Brian Pearlman, formerly of Millennial Media, Ryan Bleich, formerly of AOL, and Matt Sexton, formerly of RadiumOne.

2011 marked the launch of two new ad formats from the network: the mobile video and AdBoosters units. According to company information half of those served Greystripe video ads watched the full clip; click-thru rates range from 1% to 3%.

Tags: Greystripe, Jivox, mobile ad formats, mobile consumption, mobile marketing, mobile trends

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