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BizReport : Advertising archives : November 02, 2011

Announcements underscore interest in, value of online, mobile ads

As more screens are introduced to consumers lives marketers are trying to find more engaging ways to interact. Three announcements may help brands move more into the online and mobile spaces.

by Kristina Knight

First up, Pontiflex is releasing a first for mobile brands - a signup ad platform for tablets. The AppLeads platform will make it simpler for brands to move into tablet advertising by monetizing apps, and because it's a signup program, consumers have opted in to receive the messages. The ads are optimized based on the device to which they'll be delivered; for smartphones three relevant ads will be served and for tablets six ads will be served.

Meanwhile, BlueKai reports they've tripled net revenue (Year over Year) thanks to the fast adoption rate of data purchasing and data driven metrics. Their platform allows ad agencies and marketers to manage audience analytics to help push the performance rate of online ads. As the Internet has become more fragmented, data analysis has become more important.

"Marketers and agencies over the past year have increasingly turned to data-driven technology and solutions to help them make better targeting and media decisions," said Omar Tawakol, CEO, BlueKai. "We're meeting this demand by offering the marketplace technology that makes audience targeting, management and analysis as ubiquitous as turning on a light switch. The growth in our revenue, customer adoption, strategic partner integrations and engineering team makes this all possible."

Finally, Jivox has closed a B round of funding, $8.2 million. Their interactive video ad platform has been getting more interest from advertisers looking for more ways to engage with increasingly online and mobile consumers. eMarketer estimates the US mobile ad spend will surpass $1 billion by year's end.

"The industry is at a tipping point as advertisers now understand the need for more engaging and creative interactive ads that reach viewers on multiple screens and across social channels," said Diaz Nesamoney, CEO and founder of Jivox. "This strategic investment will allow us to accelerate the rapid adoption of our interactive video advertising platform, which we designed to solve technology complexities of delivering creative and innovative online video ads at scale and on any screen."

Tags: ad measurement, advertising metrics, BlueKai, Jivox, mobile advertising, mobile options, mobile screens, online advertising, Pontiflex

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