Mojiva Blog

Mobile State of the Industry survey results announced

noreply@blogger.com (Jessica Attanasio) — Tue, 16 Mar 2010 08:00:32 PDT

Last week at digiday:MOBILE, Dave presented the findings of a survey that was conducted in conjunction with DM2PRO.com. The survey, entitled the "Mobile State of the Industry" polled thousands of digital marketing and media professionals, with nearly 1,000 responding.

The results of the survey showed an overall predicted uptick in mobile budgets for 2010, among other findings. To see Dave's presentation of the survey results at digiday, check out the video on DM2PRO's web site.

To read the press release that we put out this morning on the survey, continue reading.

Survey of Digital Marketing Industry Projects Hike in Mobile Ad Spending

Mobile State of the Industry Survey Conducted by DM2PRO.com and Mojiva

NEW YORK--(BUSINESS WIRE)--A survey of nearly 1,000 agencies, brand advertisers and publishers suggests that 2010 could be a break-out year for mobile advertising, but that publishers are struggling to participate in the upside of the latest media ad boom.

DM2PRO.com, in collaboration with Mojiva, polled tens of thousands of digital marketing and media professionals who subscribe to digiday:DAILY or have attended digiday conferences. The 985 respondents represent brands, agencies, publishers and technology innovators who comprise the digital advertising industry.

The following are some of the most significant findings of the survey:

Agencies: When asked to compare individual average client mobile ad budgets in 2009 with budgeted spending in 2010, client spending was pegged at $143,000 on average last year and $260,000 this year. This represents an 80 percent increase in spending. Asked to estimate a specific percentage by which their client spending would increase, respondents projected a more modest 65 percent jump for 2010.

Brands: Respondents predict that 2010 mobile advertising spending will more than double in aggregate, from an average budget of $269,000 in 2009 to $679,744 in 2010. Asked, “By what percent will your mobile marketing increase this year from last year,” the most popular choice for these brand managers (at 23 percent) was between 10 percent and 20 percent. The next most popular choices were less than 5 percent increase, but the same number of managers predicted an increase of at least double and in some cases more than triple their 2009 mobile spending. Some 10 percent said their mobile budgets would more likely decline.

Publishers: Most mobile publishers support their efforts with advertising (49 percent) or advertising and subscription sales (30.6 percent). More than 67 percent of publishers sell mobile separately, but for an overlapping 65 percent, mobile can be either bundled or included as a value-add in other media sales. However, only 25 percent of mobile publishers sell out more than half their inventory.

Well more than half of publishers (58.1 percent) participate in a mobile ad network, and ad networks contribute nearly 60 percent of publishers’ ad sales. When comparing return on investment, 71 percent of publishers say their return for mobile advertising is higher from internal ad sales than it is from a mobile ad network. Another 18 percent say mobile ad sales are comparable and 10.6 percent say mobile ad network ROI is higher.

Influx: The flow of first-time mobile marketers continues, with more than 20 percent of non-mobile marketers who responded predicting that they’ll spend more than 10 percent of their total 2010 marketing budgets on mobile. As for where they’ll get the money to take the plunge, 32 percent of these marketers say it will be “incremental spending,” while the next most popular choice of funding was from online budgets at 26 percent.

To learn more about our results, email Mojiva at stateofmobile2010@mojiva.com or DM2PRO.com publisher, Melinda Gipson at Melinda@dm2media.com.

Mojiva serves 10 billionth ad

noreply@blogger.com (Kate Berg) — Fri, 12 Mar 2010 14:15:23 PST

March came in like a lion for us this year! As we move closer to our 2nd year anniversary as a company in May, we are excited to announce that Mojiva just passed the 10 billion mark on ads served. The milestones continues to accelerate, as our growth as an ad network is exponential. We're looking forward to a busy month and year to come!

the Rubicon Project launches mobile initiative with mOcean Mobile

noreply@blogger.com (Jessica Attanasio) — Mon, 08 Mar 2010 08:12:01 PST

As Kate mentioned last week, Mojiva and mOcean Mobile are out in L.A. today for the digiday:MOBILE conference. And as promised, we have news to share.

the Rubicon Project, a digital advertising technology and data company, has partnered with mOcean Mobile to launch a mobile advertising initiative called REVV for mobile. Using the mOcean Mobile platform, REVV for mobile will allow premium Web publishers to monetize their mobile inventory.

Dave Gwozdz had this to say about the partnership:

"The release of REVV for mobile is a giant leap forward in the maturity of the mobile medium, as it will bring a needed level of ad serving efficiency,” said Dave Gwozdz, CEO of Mojiva, Inc., parent company of mOcean Mobile. “the Rubicon Project is an important monetization partner to many top publishers and mOcean Mobile is excited to be a part of their move toward mobile ad optimization.”

To read the press release announcing REVV for mobile, click here. And if you're interested in reading more, Mobile Marketer did a great write up this morning, which you can see here.

Next up...digiday:MOBILE in L.A.

noreply@blogger.com (Kate Berg) — Thu, 04 Mar 2010 12:52:22 PST

Ahh, the spring. Melting snow, budding flowers...and lots of conferences and trade shows. Okay, it's not technically spring yet, but on Monday, several members of the Mojiva and mOcean Mobile teams will be out in Los Angeles for the digiday:MOBILE show.

We've got a lot going on at the show. First, Dave Gwozdz will be presenting the results of the "State of the Industry in Mobile" study that we recently conducted with DM2PRO.com. We got responses from nearly 1,000 digital media and marketing executives about their strategic and spending goals, best practices and more. The survey results provide some fascinating insights into what is working now—and what's to come in mobile marketing.

Later in the day, Dave will also be participating in a panel on "Redefining A Cluttered App Market." The panel will be discussing things like acheiveing ROI from 'appvertising', and what the future really holds for the app.

Last but not least, mOcean Mobile will be announcing an exciting partnership in conjunction with the show, so stay tuned to the blog because we'll have the press release up for you first thing Monday morning.

If you're going to be at the show, make sure to stop by our booth and say hello!

Thoughts from Mojiva execs on MWC

noreply@blogger.com (Kate Berg) — Thu, 18 Feb 2010 11:27:32 PST

With Mobile World Congress quickly starting to wrap up, I spoke with our CEO, Dave Gwozdz, and co-founder, Dan Goikhman, about their experience this year versus last year. Here's what they had to say.

Dave:

This year's Mobile World Congress is much better than last year for Mojiva, mainly because we have had an entire year on the ground as a company and were able to set up some great meetings prior to the event. Our booth is bigger and better, and the traffic has been solid. We've had a very busy and very productive week.

Dan:

The main difference this year is that people know us. Because of that, we can have deeper conversations about partnerships, ongoing campaigns and relationships of all kinds. Last year, the industry was less mature, and we were new, so we spent a lot of our time introducing people to who we are, and what we do. It's been a really good show overall.

Update and photos from Mobile World Congress

noreply@blogger.com (Kate Berg) — Thu, 18 Feb 2010 09:05:39 PST

As expected, we've been running around all week at Mobile World Congress. Our special event on Monday night was a huge success. We brought executives from Disney, eBay, Polar Mobile and others on a guided bus tour around the city--complete with Cava (Spanish sparkling wine) and local beer. We ended our evening with an amazing meal at La Flauta (the Flute), which offers typical Spanish tapas. Plate after plate of delicious food came! A great night in Barcelona and a chance to enjoy the unique hospitality of this city.

Here are a few pictures I've managed to snap in the past few days.

Dave chatting with our booth neighbor.

The view from the top of the Fira.

The beautiful fountain at Fira.

Live from MWC: Announcing MAST for Apps

noreply@blogger.com (Kate Berg) — Tue, 16 Feb 2010 08:15:16 PST

Hello from Barcelona! We're keeping extremely busy here, but I wanted to take a minute to share some news. After introducing our platform for mobile applications back in October, we are now excited to announce that mOcean Mobile's MAST for Apps is now in live beta period. MAST for Apps is the first and only comprehensive ad management platform built for mobile applications, and allows developers to monetize and market their apps.

We're really excited about this platform, and have gotten great feedback on it so far. If you're interested in trying out MAST for Apps for yourself, head over to mOcean Mobile's Web site to sign up.

To see the full press release, read more.

mOcean Mobile Announces Industry’s First Comprehensive Ad Management Platform for Mobile Apps

MAST for Apps enables developers to monetize and market their apps

BARCELONA, Spain--Today mOcean Mobile, the leading mobile advertising platform, announced that it has launched a free mobile ad serving platform for iPhone and other smart phone application developers, called MAST for Apps. The first and only comprehensive ad management platform built for mobile applications, MAST for Apps enables developers to monetize their apps by selling and managing their own mobile ad space. MAST for Apps is now available in a live beta period.

“With the massive growth of smart phone devices, and the recent announcement of the iPad and other tablet devices, mobile applications are becoming more prevalent than ever. And developers are looking for new ways to capitalize on this trend,” says Dave Gwozdz, CEO of mOcean Mobile, a wholly owned subsidiary of Mojiva, Inc. “MAST for Apps will help any size developer increase their profits, by allowing them to manage their own ad inventory, and by giving them access to the same set of tools that up to this point only Web publishers have had. This is a huge step forward for app monetization.”

The MAST for Apps platform incorporates a full suite of features, including enhanced targeting, real-time reporting and analytics, conversion tracking, yield optimization, and rich media support. After the beta period, mOcean Mobile will be adding several features to the platform, including a searchable directory of apps, across multiple platforms. In addition, a cross-marketing program will be available, allowing developers to drive inbound traffic and downloads for their apps. The MAST for Apps ad serving system is available for all major mobile development platforms, including the iPhone App Store, Android Market, Nokia Ovi Store, Palm Pre App Catalog, Windows Marketplace for Mobile, and BlackBerry App World.

Demos of MAST for Apps will be available at mOcean Mobile’s booth (#7B34) at Mobile World Congress.

ABOUT MOCEAN MOBILE

mOcean Mobile is the leading independent mobile advertising platform, currently managing billions of ads for mobile Web sites and applications. mOcean Mobile gives publishers and brand marketers of any size everything they need to efficiently run and profit from mobile advertising campaigns. Featuring a complete set of tools, techniques and analytics, mOcean Mobile makes it easy for publishers to monetize their content. mOcean Mobile is a wholly owned subsidiary of Mojiva, Inc. Based in New York City, the company can be found on the Web at www.mOceanmobile.com.

PRESS RESOURCES

Press contact: Jessica Attanasio, Jessica@GregoryFCA.com
mOcean Web site: http://www.moceanmobile.com
Mojiva Web site: http://www.mojiva.com
Mojiva Blog: http://blog.mojiva.com/

DEMO ACCOUNTS AVAILABLE to press and bloggers.

See you in Barcelona!

noreply@blogger.com (Kate Berg) — Thu, 11 Feb 2010 09:37:38 PST

Later today, I'll be heading out to Barcelona for Mobile World Congress, with several other folks from Mojiva and mOcean Mobile. We're really looking forward to seeing what this year has to bring, as the mobile industry has seen quite a bit of change since last year's conference.

The schedule at events like this is always crazy, but I'll do my best to get some posts up on the blog during and after MWC. And if you're going to be in Barcelona, stop by and visit us in Hall 7 ("Planet App") at booth #7B34. We'll be giving demos of our latest ad serving, targeting and reporting features, and might even have some strong refreshments available (can you say vodka luge?) in honor of the Olympics!

News Over Wireless chooses the mOcean Mobile platform

noreply@blogger.com (Jessica Attanasio) — Wed, 03 Feb 2010 11:07:18 PST

Since the launch of mOcean Mobile in September of last year, the platform has been growing rapidly. Today we're excited to announce that News Over Wireless, who powers the mobile Web sites of many major television affiliates, has chosen mOcean Mobile's MAST for Publishers platform to serve mobile ads on the sites in its network.

Dave Gwozdz had this to say, as part of the announcement:

“We’re very excited that News Over Wireless has joined the growing list of mOcean Mobile platform customers. As the audience for mobile news and information continues to grow, the opportunity for local advertising grows along with it—and demands a solution that is built specifically for the demands of mobile.”

To see the full announcement that went out this afternoon, read more.

News Over Wireless Selects mOcean Mobile as Its Local Mobile Ad Platform

Move helps enhance local ad serving capabilities

NEW YORK—February 3, 2010—Today, mOcean Mobile announced that its MAST for Publishers platform has been selected to power the local mobile advertising serving for News Over Wireless. The deal with mOcean Mobile will improve News Over Wireless’s ability to serve locally sold mobile advertising inventory across its network of over 140 television stations.

The mOcean Mobile platform allows the News Over Wireless network, which includes ABC, CBS, FOX and NBC affiliates, as well as independent television stations, to monetize their mobile sites more efficiently. The platform enables locally targeted mobile advertisements, including rich media and video. The company has integrated the mOcean Mobile platform with its content management system to provide a robust solution for its partners. Local advertising is being served across News Over Wireless’s mobile Web sites and iPhone apps, and will be added to future platforms currently under development.

“Teaming up with mOcean Mobile continues our commitment to providing our affiliates with the best possible advertising solutions,” says Sam Matheny, News Over Wireless General Manager. “This is a dynamic market, and the mOcean Mobile solution builds on our ability to deliver advertising that is fast, relevant, and reliable for our affiliates and the end users across several platforms.”

Dave Gwozdz, CEO of Mojiva, Inc., says: “We’re very excited that News Over Wireless has joined the growing list of mOcean Mobile platform customers. As the audience for mobile news and information continues to grow, the opportunity for local advertising grows along with it—and demands a solution that is built specifically for the demands of mobile.”

mOcean Mobile’s MAST for Publishers is a mobile ad serving, yield management, and reporting solution for owners of mobile content. The platform allows publishers to sell their own advertising, manage third-party sellers, or both, helping to generate maximum ad revenue.

ABOUT MOCEAN MOBILE

mOcean Mobile is the leading independent mobile advertising platform, currently managing billions of ads for mobile Web sites and applications. mOcean Mobile gives publishers and brand marketers of any size everything they need to efficiently run and profit from mobile advertising campaigns. Featuring a complete set of tools, techniques and analytics, mOcean Mobile makes it easy for publishers to monetize their content. Based in New York City, the company can be found on the Web at www.mOceanMobile.com.

ABOUT NEWS OVER WIRELESS

News Over Wireless (NOW) is part of CBC New Media Group, LLC, a division of Capitol Broadcasting Company. NOW currently partners with more than 140 local and national media companies and is a leading provider of advertising–supported mobile web sites, subscription–based premium applications, video channels and iPhone applications. For more information, visit www.NewsOverWireless.com.

PRESS RESOURCES

Press contact: Jessica Attanasio, Jessica@GregoryFCA.com
mOcean Web site: www.moceanmobile.com
Mojiva Web site: www.mojiva.com

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Targeting ads on the iPad and other tablet devices

noreply@blogger.com (Dan Goikhman) — Fri, 29 Jan 2010 10:35:53 PST

With the exciting announcement this week of Apple's new iPad tablet, the mobile industry has been handed yet another platform to reach consumers. There's no question that these new tablet products will only serve as another boost to our industry.

At Mojiva, we are always adding new SDKs to our arsenal and making sure that advertisers on our network can target as many devices as possible. In continuing with that trend, we have just announced that Mojiva has expanded its ad network to support advertising on not only the iPad, but also the HP Slate, Amazon Kindle and Dell Mini 5.

For more on our announcement and the benefits of these new devices for mobile advertising, read more.

Mojiva Announces Industry’s First Ad Network for iPad and Other Tablet Devices

NEW YORK--Today Mojiva announced that it has expanded its mobile advertising network to support advertising on the newly announced Apple iPad, as well as other e-readers, netbooks, and tablet platforms. Advertisers will soon have the ability to place their ads on this new generation of mobile devices, targeting a growing mobile audience.

“Increasingly, consumers are making the transition to spending more time on the mobile Web than on traditional laptops or desktop computers. These new tablets will only help to further that trend, and create yet another medium for publishers and advertisers to reach people on the go.”

The larger format screens of these devices will allow advertisers to create a rich experience for those interacting with their campaigns. Advertisers will have access to advanced analytics that go beyond impressions and clicks, and through to engagement with specific ads and functions within them, increasing their ROI. In addition, content publishers and application developers will be able to take advantage of the larger format to begin experimenting with new ad types, sizes and placements, which is expected to result in higher payouts.

“The introduction of the iPad will undoubtedly have a major impact on the mobile marketing industry,” says Dave Gwozdz, CEO of Mojiva. “Increasingly, consumers are making the transition to spending more time on the mobile Web than on traditional laptops or desktop computers. These new tablets will only help to further that trend, and create yet another medium for publishers and advertisers to reach people on the go.”

In February, the Mojiva network will have self-serve advertising and publishing capability to target not only the iPad, but the HP Slate, Amazon Kindle and Dell Mini 5 as well. The network will continue to add support for new devices that are debuted throughout the year. All developer SDKs will be available at: http://developer.mojiva.com. Currently, SDKs are available for the Android, iPhone, and BlackBerry platforms.

Calling all software developers!

noreply@blogger.com (Jessica Attanasio) — Wed, 20 Jan 2010 11:35:06 PST

mOcean Mobile is currently looking for a a top notch Jr. Software Developer. We are looking for an A+ player with a successful track record of solving complex technical issues in complex distributed environments. You will have customer interaction and support responsibilities, so customer service attitude and excellent communication skills are as important as technical skills. We prefer someone who has extensive troubleshooting technical experience and has worked with ad serving platforms.

The position will entail:

Front-end development in PHP5/AJAX
Working with high performance back-end applications
Java programming
PHP programming
Working with PostgreSQL databases
Customer interaction, writing

Application Requirements:

Only local candidates will be considered. Not accepting third party candidates for this position. A Green Card or U.S. Citizenship is required for this position.

2+ years in web or desktop applications development preferably in the mobile, advertising or Web 2.0 domain
Proven experience in working with highly scalable solutions that received high traffic or maintained a significantly large user base
Proven technical support experience
B.A./B.S. in Computer Science, Engineering or a related technical field

Skill Set Required:

Languages: PHP, HTML/JavaScript/CSS/AJAX
Databases: MySQL, PostgreSQL
Tools: TRAC bugtracker, Helpdesk systems (Kayako)

For more information, or to submit your resume, please send an email to careers@moceanmobile.com.

Apple's big move

noreply@blogger.com (Dave Gwozdz) — Wed, 06 Jan 2010 14:14:36 PST

With the big acquisition of Quattro by Apple this week, all eyes are on the mobile industry once again. Here's my take.

Apple placing such a bet on the mobile ad network space is a clear indicator that the table is set for broad scale ad-supported mobile web and apps.

My guess is that with all of the data Apple has on customers—both in the mobile and online space—they will raise the bar on ad relevance. Now the real question is: Is the underlying technology simple enough for marketers at both the big brand and local level to allow for even greater advertiser adoption? Can Apple, or anyone, deliver on the promise of more effective and relevant ad messages for marketers to a degree that supports app developers and mobile publishers?

I'd love to hear your thoughts on the deal.

Mojiva ad network adds Opera Mini targeting

noreply@blogger.com (Krish Arvapally) — Mon, 28 Dec 2009 12:31:07 PST

As noted on TechCrunch last week, the Opera Mini browser has seen massive growth over the past year. From November 2008 to November 2009, the number of Opera Mini users jumped by more than 154% and the number of page views have increased by 231%.

In response to this increased demand, we have added Opera Mini targeting to the Mojiva ad network's self-serve UI. Advertisers on the Mojiva network will now have the option to focus on users of this fast growing browser.

Mobile Marketer's Mobile Women to Watch 2010

noreply@blogger.com (Jessica Attanasio) — Thu, 17 Dec 2009 06:11:57 PST

This week, Mobile Marketer put out its first "Mobile Women to Watch" guide, spotlighting women who are making a difference in mobile advertising, marketing and media. Among those women is Mojiva's own Kate Berg, whose profile talks about challenges and goals of her career, as well as the role of women in mobile.

To read about Kate and the other women who were chosen for 2010, check out the full guide here.

Congratulations, Kate!

Talking mobile with TheStreet.com

noreply@blogger.com (Jessica Attanasio) — Mon, 28 Dec 2009 08:58:03 PST

Last week, Dave spoke with TheStreet.com's Gregg Greenberg, for his daily podcast, "The Real Story." They talked about the latest and greatest going on with Mojiva, as well as what's been happening in the mobile industry as a whole. And for those of you closing following the M&A rumors since the Google/AdMob deal, Dave addressed his thoughts on that as well.

If you skip to the 16:00 mark on the podcast, you can get right to the portion with Dave. Enjoy!

Let the 2010 conferences begin!

noreply@blogger.com (Jessica Attanasio) — Wed, 09 Dec 2009 14:07:20 PST

After a busy fall season filled with quite a few industry conferences, Mojiva is starting to look toward events in 2010. To kick things off, Branden Claisse, Mojiva's Director of Business Development, will be speaking on a panel at Mediabistro's Web 3.0 Conference being held January 26-27th in Santa Clara, CA.

Here's some info on the event:

The emergence of a new era of technologies, collectively known as Web 3.0, provides a strategically significant opportunity to make businesses run better. Also known as the semantic web or linked data, web 3.0 is a web in which data is linked to allow for more meaningful, actionable insight to be extracted. At the conference, we will explore how companies are using these technologies today, and should be using them tomorrow, for significant bottom line impact in areas like marketing, corporate information management, publishing, search, customer service, and personal productivity.

Branden will be participating in a roundtable discussion about how semantic technology impacts advertising. Should be an interesting topic! If you're interested in attending the event, you can use discount code W3SPKR to save 20% on registration. Click here to register: www.web3event.com.

Looking for a job? Mojiva is hiring!

noreply@blogger.com (Kate Berg) — Mon, 07 Dec 2009 14:20:15 PST

To keep up with the rapid growth Mojiva has seen over the past year, we are currently looking for creative, motivated individuals to add to our team. We are hiring for the following positions in Manhattan:

Account Managers: This entry level sales support role will expose the candidate to the mobile ad sales process. A great first step to aspiring sales talent! Learn the mobile marketing industry, work directly with the Mojiva sales teams, and interface with clients. Strong organizational and analytical skills a must. College degree is a prerequisite.

Ad Operations: This critical role is a great way to learn about digital ad serving technology. Analyze brand advertising campaigns and work with marketers to optimize their ad performance. Troubleshooting and intuition skills are required. A desire to learn about mobile marketing technology is also required. College degree is a prerequisite.

For more information, you can see the full job posting here or contact us directly at careers@mojiva.com. We look forward to hearing from you!

Make sure to put the Palm Pixi on your gift list

noreply@blogger.com (Dave Gwozdz) — Fri, 20 Nov 2009 12:38:02 PST

I saw some incredible news today that got me thinking of the upcoming holidays. In an effort to grab the attention of those feature phone users looking to make the leap to their first smartphone this holiday season, Amazon has priced the Palm Pixi at $24.99. If anyone doubted the explosion of mobile web usage, this is some irrefutable evidence that the mobile web is set for some extremely fast growth. More users will be consuming more content at a more rapid pace then earlier predictions. Naturally, this content will be largely ad supported, and Mojiva will do its part to make sure marketers reach their customers.

The Pixi , while not the most fully loaded smartphone on the block, is a 3G-enabled smartphone nonetheless, with intuitive Palm webOS platform; touchscreen and full QWERTY keyboard; easy integration with Google and Facebook; GPS; Sprint TV enabled; Bluetooth; and provides access to personal and corporate email.

Amazon also has the Palm Pre listed at $79.

This pricing is a huge breakthrough and will lower the barrier to entry for many other smartphones. Basically, this is the start of mobile web and apps for the masses, which is great for the mobile advertising industry.

It got me thinking--as Thanksgiving nears and we get ready to eat our way through the holiday season, what else might you be able to get on Amazon for the same price?

Well, a 3-pack of Beer Nuts to watch the Lions and Cowboys lose on Thursday, for one.

An apron to strap on as you cook your turkey is also tempting at the same price.

And while we are enjoying the festive holiday season, perhaps we should keep an eye on the waistline...here's one to help you with that!

Frankly, I think the Pixi is a little more interesting.

Google/AdMob deal validates the mobile advertising industry

noreply@blogger.com (Dave Gwozdz) — Tue, 10 Nov 2009 08:50:37 PST

In a statement yesterday, I said that, “the news that Google acquired mobile advertising player AdMob for $750 million confirms the legitimacy of the mobile advertising industry, and overcomes any skepticism of whether small screens can offer big opportunities to reach mobile consumers.” For several quarters now, we have seen a continual rise in the number of mobile web publishers and app developers who are spending more time circling around how to monetize their mobile content. At the same time, ad spending is spreading out between both big brand advertisers and long tail mom and pop businesses, as it seems the entire marketing community is seeing the opportunity to engage with mobile users.

So what else does Google’s purchase of AdMob mean? To me, it solidifies our thought here at Mojiva that the mobile medium is broadly working for advertisers and publishers. Mojiva has had the benefit of starting at a time and place where the mobile web and apps were just beginning to get consumer usage, and are now the core of mobile advertising. If we continue to provide precise targeting (down to the keyword) at scale, analytics and real time reporting across some of the most popular mobile content on the globe, in addition to top level service, we will be in a great position to help marketers and publishers grow as we do the same.

Analyst point of view: Transcript of podcast with Juniper's Dr. Windsor Holden

noreply@blogger.com (Kristy DelMuto) — Mon, 02 Nov 2009 12:56:38 PST

Earlier this month we posted a podcast with Dr. Windsor Holden, Principal Analyst from Juniper Research. If you prefer to read the transcript, we've posted it here.

For his view on why we'll see mobile ad spending get up to $2 billion by 2014, how the recession has impacted mobile advertising, and what brands, agencies, and network operators can do to get more value from mobile moving forward, expand this post for the podcast transcript.

http://blog.mojiva.com
PODCAST TRANSCRIPT
Dr. Windsor Holden, of Juniper Research
October 12, 2009

Kristy DelMuto: Hello, everyone, and welcome to today’s Mojiva Podcast. Today I’m joined by Dr. Windsor Holden, author of Mobile Advertising, Delivery Channels, Business Models and Forecasts 2009 to 2014. Dr. Holden is principal analyst with Juniper Research. He’s written extensively on mobile content, emerging telecoms markets and digital TV. He’s also a regular conference speaker and a former research fellow of the Institute of Communications Studies at the University of Leeds.

Today Dr. Holden is going to talk to us about his report which provides in-depth analysis and market forecast for the mobile advertising sector in the context of the global economic recession. The report discusses how advertising spend is increasingly moving towards below the line activities such as mobile ads, offering unparalleled opportunity for consumer engagement.

Thanks for joining us today, Dr. Holden.

Dr. Windsor Holden: Hi.

Kristy: So now, in your report, you predict a sharp increase in mobile advertising spend. You predicted that $500 million globally in 2009 will be spent and nearly $2 billion by 2014. That’s a pretty big jump in only five years time.

Dr. Holden: Okay, well let’s look at the overall market, the overall advertising market. I mean, even at 2014 I think the figure we’ve got projected is about $6 billion. That’s in itself only about 1.5% of total global ad spend. So in that respect, it will not be commanding a substantial proportion of the advertising market even then. But if we stick to the present at the time being, it’s still a very, very nascent medium. But what’s particularly interesting, over the past year or so you can look at the traditional channels for advertising are newspapers, magazines, TV channels, and you can see that the actual revenue from ad spend has decreased quite markedly. If you take the UK as an example, newspaper ad spend has declined by 12% in 2008. Magazine ad spend has declined about 10%. Only two forms of two distribution channels for advertising showed increases, and they were the Internet and the mobile phone.

Kristy: So do you predict, then, that there’s going to be a further decrease in print media and that’s what’s really going to cause this huge shift?

Dr. Holden: There’s two major factors negatively impacting on what we call traditional distribution channels. The first is fragmentation. If you take TV as an example… Many years, even in the last two years, there were a comparatively small number of TV channels. Now with the advent of cable, with the advent of satellite and increasingly with advent of TVR, there’s far more fragmentation, very few people are sitting down to watch a TV program live. That means less eyeballs for each advert, that means less interest on the part of the advertisers to use those particular traditional distribution channels. And the average advertising rates, as a result, have declined quite markedly.

The second factor to bring in here is the economic danger. Now, what that meant was the budgets were even lower than they had previously been anticipated, so that there was a smaller share which had to be divided among a much larger pie, if you like. So the result was that advertising venues fell even more. And even if you take the impact of the economic danger going forward we will see much more fragmentation, much less eyeballs per piece of traditional media content, and therefore you do have the shift away from reach to engage them with the audience, and that in particular is where mobile can succeed.

Kristy: Now, you predicted a jump from about $500 million to about $2 billion by 2014…

Dr. Holden: If you’re looking at overall mobile advertising in the current market, you might be looking at the particular channel within mobile the overall figures global mobile ad spend in 2008 was about $1 billion, eight or nine separates for channels within mobile, within those. Going forward to about 2014, the figure is about $6 billion worldwide.

Kristy: Okay. Now, a recent Gartner report on the same topic, they had a different projection here. They said here that they predicted that worldwide it’s going to grow 74% this year and this will bring it to $913.5 million. And then they predict that it will surpass $13 billion in just a few years by 2013. Compared to those numbers, why are yours so much more conservative?

Dr. Holden: If it does expand to the extent that Gartner thinks, then we’ll all be delighted, but there are lots of constraints on the market and while reach isn’t necessarily as important as it used to be, it’s still compelling from a lot of other sort of perspectives. Now, the problem is if you’re looking particularly at rich media content on the mobile, on the mobile Web in terms of a particular game that’s downloaded, the number of people looking at a particular advertisement is still negligible when you compare that to, say, a TV program on the prime time. Thus advertisers still have to be convinced of, if not the efficacy, at least of the need to spend a substantial budget in the mobile of a given campaign.

That’s why you still have in most countries ad hoc campaigns rather than, say, mobile campaigns run as an integrated part of a multimedia campaign, whereby you have the same message, the same campaign being broadcast over TV, Internet and mobile. They’re still dipping their toes into the water so that you’re not really at the point whereby they all have agreed to commit to a big budget, maybe one or two of them have but we haven’t seen a move on mass towards that point.

Kristy: And as you said, it’s all budget, budget, budget when it comes to those advertising campaigns, especially today with the current economic conditions that we’re in. So how would you say that the global recession has really impacted mobile advertising markets?

Dr. Holden: Well, one thing that’s happened is that the markets didn’t train on as fast in 2008 and early 2009 as people were expecting. We scaled down our own forecast model as a result of this. And if you look, for example, at social networking on the mobile, 12 or 18 months ago people were convinced that advertising wasn’t the way to go, thereby a lot of concerns were offered for free and people were given free access to the sites.

Now, I think at that time it was believed that advertising alone would serve as a primary revenue stream. It’s become apparent that it isn’t going to be the case for quite a while. This is why business models have been amended to incorporate free new models where, okay, you’ve got the free access to the site at the start, but in addition to the advertiser you’ve got much greater reliance now on, say, pay for a virtual license. So you still are not paying for initial access, but you are reliant to a certain extent on the users buying a premium license rather than just on advertiser revenues.

Kristy: Right, right. Well, now, the talk today obviously is shifting towards we’re coming out of this recession, it’s ending, we’re bouncing back. What would your advice be for these brands, agencies and these network operators as they’re coming out of this recession? What strategies should they employ to get optimal success from their mobile ad campaigns?

Dr. Holden: In the first instance, you’ve got the terms to engage with the mobile industry. During the recession, it’s quite interesting. You almost had two distinct reactions from brands. The first was very willing to engage and they have engaged previous and prior to the recession. You saw them actually transfer quite a significant amount of their digital budget across to mobile. Then you’ve got the more conservative ones who maybe were more on the cautious more reluctant to engage in mobile and they just refused to dip their toes in the water during that period. Now, to those certain brands I would say look at the facts that you can engage with customers with mobile. The mobile device is incredibly personal. You can get highly-detailed instant analytics, highly-detailed response rates from the mobile. So, for goodness sake, engage with it. Have the confidence to have at the very least an initial ad hoc campaign and ideally integrate your campaigns across a variety of media to get the maximum success rate.

Kristy: Yeah, no one can deny that it’s huge.

Dr. Holden: Absolutely.

Kristy: Well, again, Dr. Holden, thank you so much for joining us today.

Dr. Holden: You’re very welcome.

Kristy: We appreciate the time and the expertise that you’ve offered today.

Dr. Holden: Thank you very much.

Kristy: Have a good one.

Dr. Holden: Same to you. Goodbye.

Trick or Treat

noreply@blogger.com (Kate Berg) — Fri, 30 Oct 2009 12:49:09 PDT

Last night was Mojiva's Halloween Haunt Night at the Loft and we had a great crowd with some entertaining costumes. Here are a few pictures from the evening, featuring our very own Krish Arvapally, Dan Goikhman, Denise Fiore and others.

Happy Halloween!

Hollywood here we come

noreply@blogger.com (Kristy DelMuto) — Wed, 21 Oct 2009 10:22:26 PDT

Mojiva is hitting the road again this week, this time to Hollywood! Well, not exactly, but our Director of Business Development and Media Sales, Branden Claisse, is sitting on a panel at Digital Hollywood tomorrow, October 22nd. It's called "Mobile and Broadband Apps, Hollywood Content, Advertising & Commerce" and will run from 2:15 p.m. to 3:30 p.m. Digital Hollywood is being held at The Loews Santa Monica Beach Hotel in Santa Monica, Calif.

The panel will bring together a mix of experts from mobile, broadband and entertainment, and be moderated by Elaine B. Coleman, Ph.D., Vice President of Strategy & Analysis, at Interpret, LLC. The group will examine issues such as:

Should online campaigns simply be extended to mobile?
The value of user engagement versus impressions, and how to measure it
How mobile apps are extending the mobile advertising business
Location-based applications and mobile search
How mobile apps are augmenting both entertainment and daily life, and how to enhance that experience

If you're at Digital Hollywood this week, come by for a listen. We'll report back afterwards.

Analyst point of view: Mobile ad predictions and the global recession, with Dr. Windsor Holden of Juniper Research

noreply@blogger.com (Jessica Attanasio) — Mon, 12 Oct 2009 11:27:22 PDT

Mobile advertising has become a hot research topic for the big analyst firms, but each has a different prediction for how much spending on mobile ads will grow in the next few years. A Gartner report recently projected that mobile ad spending worldwide will grow 74 percent this year to $913.5 million, and then surpass $13 billion in 2013.

However, back in June, Juniper Research issued "Mobile Advertising: Delivery Channels, Business Models & Forecasts 2009-2014” with a more conservative forecast of $500 million spent globally in 2009 and about $2 billion per year by 2014.

We wanted to understand why these forecasts can be so different, so we asked Dr. Windsor Holden, Principal Analyst with Juniper and author of their report, for insight. Dr. Holden has written extensively on mobile content, emerging telecoms markets and digital TV, and is a former Research Fellow of the Institute of Communication Studies, University of Leeds.

In the podcast below, Dr. Holden shares his view on what will cause a four-fold increase in mobile ad spending, and why analyst predictions differ so greatly. He also gives some perspective on how the global recession has impacted mobile advertising, and offers advice to brands, agencies, and network operators on how to derive optimal success from mobile advertising as economies start to turn around again. Hope you learn as much from Dr. Holden as we did.

Introducing mOcean for Apps, a free mobile ad platform for app developers

noreply@blogger.com (Dave Gwozdz) — Tue, 06 Oct 2009 06:38:38 PDT

Last week we announced mOcean Mobile, the spin-off of our mobile platform into its own separate entity. In its initial offering, mOcean was available for publishers, advertisers and networks. Today, we are excited to announce mOcean for Apps, a free mobile ad serving platform for developers of applications for the iPhone and other smartphones.

This is the first time that app developers will have access to the same set of tools as major publishers, allowing them to monetize their apps by selling and managing their own mobile ad space. In addition, developers can take the funds they earn through advertising and use them to promote their own apps and increase downloads. mOcean for Apps will include SDKs for all major platforms, including the iPhone App Store, Android Market, Nokia Ovi Store, Palm Pre App Catalog, Windows Marketplace for Mobile and BlackBerry App World.

There's a lot of potential for marketing via mobile apps, but previously there haven't been any good solutions available to developers. Now, with mOcean for Apps they can solve two problems at once: earning money, and creating visibility for their apps--something currently difficult to do if you're not a major company or being featured on iTunes.

mOcean for Apps will be launched officially in November, but developers can start signing up now at the mOcean web site. The first 5000 apps to sign up will also receive preferential marketing treatment as part of a mOcean Mobile co-op marketing program that will help promote their apps.

To read the press release that we put out today with more info on mOcean for Apps, continue reading.

Free Mobile Ad Platform to Boost Profits and Increase Downloads for iPhone and All Major Apps

App developers will have access to self-serve mOcean Mobile platform, enabling them to monetize and promote their apps

NEW YORK CITY—October 6, 2009—Today mOcean Mobile, the mobile advertising platform recently launched by Mojiva Inc., announced that it has created a free mobile ad serving platform for iPhone and other smartphone application developers called mOcean for Apps. The ad management tool will be the first and only tool to enable developers to monetize their apps by selling and managing their own mobile ad space, and increase downloads by using a portion of their ad revenue to promote their applications. mOcean for Apps has an expected release date of November 2009.

“Smartphone application acceptance has hit critical mass,” said Dave Gwozdz, CEO of Mojiva, Inc. “Top tier publishers are starting to develop custom mobile apps, but don’t have the right tools to sell and manage their own advertising. At the same time, there are tens of thousands of apps from creative developers who have had no effective, affordable way to drive traffic, increase downloads and monetize their apps. With mOcean for Apps, any size developer will be able to increase their profits by having access to the same set of tools that up to this point only more established mobile publishers have had. Prior to this, the best an app publisher could hope for was to let an ad network provide basic ad fill. There are so many apps with an endemic ad base, but no way for these developers to tap into that base. This is a huge step forward for app monetization.”

The mOcean for Apps platform will allow mobile application developers to manage their own ad inventories with a full suite of features, including targeting, analytics, reporting and yield optimization. Developers will also be able to use part of their ad revenue to push promotions for their own applications back out to smartphone users, with the help of aggressive marketing incentives from mOcean Mobile, in order to drive inbound traffic and downloads for their app. In addition, developers can fill their own, unused inventory with a stream of ads from the top mobile ad networks by downloading an expanded set of SDKs. The mOcean for Apps ad serving system will be available for all major mobile development platforms, including the iPhone App Store, Android Market, Nokia Ovi Store, Palm Pre App Catalog, Windows Marketplace for Mobile and BlackBerry App World.

“Ninety-nine percent of applications fly below the radar. Unless you’re in the top 25, or being promoted on iTunes, it’s very hard for developers to drive traffic to their apps,” said Gwozdz. “We are offering a solution to this problem that will boost app downloads and provide a powerful marketing co-op program, while helping developers increase ad revenue at the same time.”

Use of mOcean for Apps will be free, with a premium version of the platform available for expanded yield optimization functionality. Developers can start signing up today at www.moceanmobile.com. The first 5000 applications/developers to sign up qualify for a mOcean Mobile co-op marketing program that will help promote their apps.

Case study: Slideshow on CW and Gevalia campaigns

noreply@blogger.com (Tim Cronin) — Wed, 30 Sep 2009 05:57:16 PDT

Earlier this month Dave wrote about the campaign we ran for The CW to promote the premiere of Melrose Place. It was a great example of how rich media can be used to advertise entertainment through mobile devices, most importantly at an affordable cost.

I presented the Melrose Place campaign along with a second case study on Gevalia, the purveyor of fine European coffees, at digiday:MOBILE this Fall and wanted to share my slides. This way, you can get a better idea of the goals for each campaign, the mobile ad strategies put in place, what the ads looked like, and of course the results.

Mobile Advertising Case Study: The CW, Gevalia and Mojiva

View more presentations from kristydelmuto.

From both projects, a key takeaway for us was that creative units must continue to evolve at the same rate as smartphone market penetration. Being able to create, host and serve an ad all through one resource saves advertisers significant costs and enables campaigns to be designed and running in no time. The mobile ad industry and the advertisers have a great opportunity here, but only if we can keep up with smartphone demand.

We were also able to dispell one the primary mobile myths we keep stressing: contextual keyword targeting does produce higher CTRs and conversions. Just ask Gevalia.

Hope you enjoy the slides.