SECTION 2: PREMIUM BLIND NETWORKS

• Millennial Media * NEW *
• Jumptap
• Madhouse
• Quattro Wireless
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Premium blind networks in a nutshell:

Higher proportion of premium publishers (i.e. mobile sites of well-known brands, like newspapers, broadcasters or operator portals), than blind networks, some on exclusive relationships.

Attract more brand advertising, paid for on a cost per thousand impressions (CPM) model – i.e. you pay X for every 1,000 devices that visit/download the page. This is for marketers who want exposure, perhaps to create awareness of a new product. Costs vary considerably – campaigns targeted at top-tier inventory can be as high as US$20 CPM.

A lot of advertising will still be blind or semi-blind (i.e. targeted at a channel), but for a premium price you may be able to buy a specific spot on a site of your choice.

Performance advertising is also available – and sometimes search advertising (based on key words) – paid for by cost per click (CPC). This is for marketers who want an active response to ads e.g. clicking through a banner to the advertiser’s site, click to download/call etc. CPC varies with supply and demand, determined usually in a self-service auction. The cheapest option is run of network (RON) adverts (i.e. no targeting), which in some countries may start at US$0.05 - US$0.10 CPC.

Some networks offer cost per action/acquisition (CPA) – where the advertiser only pays if the customer clicks through and then buys, signs up etc.

Advertisers should expect a mix of self-service and direct sales and support and a wealth of targeting options.

Publishers should expect to receive a majority share of advertising revenue – percentages are often negotiated on a case-by-case basis.

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Mobile advertising network: Millennial Media
Type of network: Premium blind
Established: 2006
HQ: Baltimore, MD, USA
Other offices: London, UK; Chicago, New York, Los Angeles, San Francisco, USA.
Employees: 60+
Thanks to: Erin (Mack) McKelvey, VP marketing, Millennial Media
Last updated: December 2009

Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: The network includes thousands of sites, but 80 percent of impressions come from Nielsen’s top 100 sites. All major US-based media conglomerates use Millennial. Publishers include Time Warner, MTVN, CBS, Disney, Fox, MLB, ABC, MySpace, Accuweather. Millennial doesn’t chase exclusive publisher agreements, believing it’s best for publishers to use multiple ad networks.
Q3. Advertisers on network: Around 300 advertisers on the network (70 percent brand, 30 percent performance) in any given month. Brand advertisers include Coca-Cola, McDonald’s, Gucci and Electronic Arts. Millennial works with every major movie studio in the US, helping to make entertainment the top vertical (by revenue) on the network.
Q4. Mobile ads served or page impressions: 7.3 billion monthly impressions globally, of which 6.4 billion impressions come from US consumers.
Q5. Unique mobile users that see ads: According to Nielsen (October 2009), Millennial has a potential reach of 53 million or 80 percent of the 66.9 million unique mobile users in the US – which is concurrent with company data.
Q6. Geographical coverage: USA (85 percent) and Europe.
Q7. Specialism by publisher or demographic: Millennial's network has the largest potential reach in US according to Nielsen, with the deepest coverage over all types of publishers and demographics.
Q8. Options for targeting adverts: Audience targeting: Millennial can uniquely identify a user across all sites on the network – they are grouped into audiences, based on their observed behaviors on sites, participation and review of click-stream data, so campaigns can be targeted at specific audiences. (Millennial discloses these techniques, with an opt-out in accordance with the Self-Regulatory Principles for Online Behavioral Advertising, July 2009). Advertisers can also do Run of Network (RON) campaigns or target by channel, custom subnet, takeover, network blocks or demographic. There is also targeting via geography, carrier, handset model/manufacturer/operating system, handset features, age of device, time of day, location, Wi-Fi, etc.
Q9. Tools to help advertisers optimize/track campaign: Proprietary optimization technology, with a world class delivery team of analysts. Integration with third-party reporting tools: Atlas, DoubleClick DART, Eyeblaster, EyeWonder, PointRoll.
Q10. Pricing models: CPM for brand advertising (about 70 percent of business); CPC for performance ads (30 percent).
Q11. Cost range for advertiser: CPM cost varies from US$2 and US$15 depending on a number of factors.
Q12. Estimated ROI for advertiser: ROI depends on the advertiser’s campaign goals.
Q13. Remuneration for publishers: Publisher remuneration is on average over 50 percent.
Q14. Protection for publishers: Publishers can implement whatever business rules fit their model. The self-service platform, Decktrade, has a privacy policy that details our restrictions, including obscenity, pornography, violence, etc.
Q15. Tools for publishers: Millennial’s UMPIRE solution provides mediation services for clients who want to accept campaigns from Jumptap, Nokia, Quattro Wireless, Ringleader Digital and DoubleClick, alongside ads from Millennial.
Q15. Key differentiation: Millennial focuses on brand advertisers. The extensive reach of the network enables advertisers to target scalable audiences that in some segments rivals online in terms of size. Having the highest-quality advertisers attracts publishers. Alongside targeting options, Millennial’s proprietary unique user identification and management technology means advertisers can control reach and how often users see an ad. The monthly Scorecard for Mobile Advertising Reach and Targeting (SMART) report provides brand advertisers with insights into targeting and engagement campaign data.
Q16. Contact details: marketingmobi@millennialmedia.com

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Mobile advertising network: Jumptap
Type of network: Premium blind
Established: 2005
HQ: Cambridge (MA) USA.
Other offices: New York, USA; Israel; Spain; Sweden; Canada and Argentina.
Employees: Over 100.
Thanks to: Paran Johar, chief marketing officer, Jumptap
Last updated: September 2009

Q1. Annual revenue/turnover: N/A (However, revenue for first half 2009 surpassed 2008 annual revenue and Jumptap has seen a fourfold increase in Request for Proposal (RFP)s for Q3 and Q4, 2009).
Q2. Publishers on network: Over 200; including 16 carriers and Hearst Magazines, AT&T, Ask.com, E! Online, Forbes, MSNBC, MySpace, MocoSpace, NBA, Shazam and Sprint.
Q3. Advertisers on network: Over 150 premium and performance advertisers, including: Continental Airlines, Target, Bank of America, Best Buy, BMW, Hyundai, Ford, Coca-Cola, Sony, P&G, Home Depot and GameLoft.
Q4. Mobile ads served or page impressions: Jumptap serves 5.5 billion ad impressions per month.
Q5. Unique mobile users that see ads:Network reaches 40 million unique users.
Q6. Geographical coverage:USA (75 percent); Spain (15 percent); Scandinavia (10 percent) of business.
Q7. Specialism by publisher or demographic: Jumptap offers both branding and direct response advertising across premium inventory on mobile publishers, operator portals and in applications including iPhone, Blackberry and Android. Advertisers can focus on over 16 standard audience channels, including entertainment, sports, news, lifestyle, social networking and business in addition to customer-built targeted audiences.
Q8. Options for targeting adverts: Jumptap offers 64 different targeting options including: demographic, geographic location, carrier, on/off-deck (operator portal), device types and browser, time of day, day of week, content category and frequency controls. These targeting parameters are derived from multiple data courses, including contextual information and true carrier subscriber information. Premium brand advertising guarantees the ad will appear on certain sections of chosen site at the time specified.
Q9. Tools to help advertisers optimize/track campaign: Superior customer service, coupled with multiple tools for campaign management and reporting, including campaign and site reports, campaign pacing reports, data collection and management, conversion and click-stream, and customizable reports. There’s also a global team dedicated to maximizing customer ROI. Integration with third-party tools: Atlas, DoubleClick DART, Omniture, Eyeblaster, PointRoll.
Q10. Pricing models: CPM for premium/brand ads on the Jumptap premium ad network . Cost per click for performance (including keywords and categories) advertising – CPC is set through the self-service bid-based auction across the tapMatch marketplace. Cost per action/acquisition (CPA) pricing is also available.
Q11. Cost range for advertiser: This varies widely. Performance and run of network can be as low as US$0.05 CPC and premium can be as high as US$20 CPM.
Q12. Estimated ROI for advertiser: advertisers see average click-through rates (CTR) of 3–10 percent with some as high as 30–40 percent.
Q13. Remuneration for publishers: Percent splits are dependent on each individual contract.
Q14. Protection for publishers: Publishers set the guidelines for ads accepted on their sites. Jumptap’s editors constantly monitor ads to ensure the standards are upheld.
Q15. Key differentiation: Offers both a performance marketplace and premium ad network. Search heritage, advanced targeting technology and close relationships with 16 mobile operators that feeds mobile user data into the “True” Advanced Targeting platform. High quality inventory; carrier portals; premium publishers; transparency; no risk of questionable content.
Q16. Contact details: jumptap.com/contact

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Mobile advertising network: Madhouse
Type of network: Premium blind
Established: 2006.
HQ: Shanghai, China.
Other offices: Beijing and Guangzhou, China.
Employees: Over 100.
Thanks to: Joshua Maa, founder, CEO, Madhouse
Last updated: September 2009

Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: 1,000 publishers, with some exclusive partners. Publishers include Kong.net, Sohu, Sina, QQ, 3g.cn. Madhouse potentially reaches over 75 percent of China’s total mobile Internet traffic.
Q3. Advertisers on network: Over 50 leading brands and 20 advertising agencies (including exclusive mobile ad partner for GroupM, Aegis’ wwwins, and Dentsu’s &C). Brands include Nokia, Samsung, Intel, Microsoft, Nike, Pepsi, KFC, China Unicom, China Telecom, VW, Johnson&Johnson, Visa.
Q4. Mobile ads served or page impressions: Madhouse serves approaching 1 billion targeted ad impression per month.
Q5. Unique mobile users that see ads:over 88 million unique mobile users saw Madhouse ads in the first half of 2009.
Q6. Geographical coverage:100 percent focused on business in Mainland China.
Q7. Specialism by publisher or demographic: All publishers.
Q8. Options for targeting adverts: Precise delivery to target audiences by carrier time of day, day of week, geography, handset brand, model, pricing, feature (e.g. smart, music, game or female-oriented phone).
Q9. Tools to help advertisers optimize/track campaign: Tools analyze banner click through rate to prioritize banners with higher response rates. Advertisers can react promptly to market by adjusting and providing new creative inputs in real-time basis. mWebTracker is the first third-party mobile ad-tracking platform in China, allowing advertisers to track ads in real time and is free to customers.
Q10. Pricing models: Pricing models include fixed ad position/time, CPM, CPC and CPA.
Q11. Cost range for advertiser: Costs range from US$10,000 to US$500,000 per campaign, depending on campaign requirements, scale, complexity and level of targeting.
Q12. Estimated ROI for advertiser: This varies with campaigns and goals that may focus on brand awareness for new launch products or generating sales leads.
Q13. Remuneration for publishers: Publishers receive the majority share of ad revenue.
Q14. Protection for publishers: The MadServing platform allows publishers to approve advertisements targeted to their mobile sites and media.
Q15. Key differentiation: Madhouse is China’s largest and most intelligent mobile ad network. The MadServing platform serves ads to targeted audiences according to different targeting criteria; optimizes the campaign performance; and maximizes ROI by placing frequency caps on impressions, clicks and downloads for each unique visitor.
Q16. Contact details: +8621-61159760; info(at)madhouse-inc.com

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Mobile advertising network: Quattro Wireless
Established: 2006
HQ: Waltham, MA, USA
Other offices: New York, Los Angeles, San Francisco, Chicago, USA; and Toronto, Canada
Type of network: Premium blind
Thanks to: Lynn Tornabene, chief marketing officer, Quattro Wireless
Last updated: October 2009
Note: January 05 2010, Quattro announced that Apple had acquired the company. See mobiThinking comment.

Q1. Annual revenue/turnover: N/A
Q2. Publishers on network: Thousands of sites and applications. Exclusive sites and applications include: WHERE, NFL, NHL, Elle, The Onion, Edmonds, Car and Driver, Univision. Additional sites and applications include: The New York Times, Fandango, TMZ, CBS and CNET.
Q3. Advertisers on network: hundreds of campaigns running every week, including Volvo, P&G, Samsung, McDonald’s, Kmart, SAP, Sony, Microsoft, Disney, Lionsgate, Ford, Best Buy.
Q4. Mobile ads served or page impressions: 4 billion mobile ads served per month
Q5. Unique mobile users that see ads: Over 30 million
Q6. Geographical coverage:Quattro serves ads in nearly every country on the planet, but the majority are served in the United States.
Q7. Specialism by publisher or demographic: Focus on quality sites and applications with the best audience for advertisers, with the scale and reach to include CPC components in branding campaigns or meet direct response goals.
Q8. Options for targeting adverts: a) contextual: media type, channel, publisher; b) demographic: gender, age, ethnicity, education; c) location; d) mobile: carrier, device class, manufacturer, model, features, operating system, browser; e) frequency of exposure.
Q9. Tools to help advertisers optimize/track campaign: White-glove service: client services manager optimize ad campaigns and provide key insights. Self service, 24-hour access to real-time data; more than 15 reports campaign and site reports; detailed analysis by site, category, ad model, creative, carrier, channel etc. Integration with third-party tools: Atlas, DoubleClick DART, Omniture, Eyeblaster, PointRoll.
Q10. Pricing models: CPM for premium/brand ads; CPC for performance.
Q11. Cost range for advertiser: Varies depending on goals.
Q12. Estimated ROI for advertiser: N/A
Q13. Remuneration for publishers: N/A
Q14. Protection for publishers: Publishers can choose advertisers or types of advertisements to preclude.
Q15. Key differentiation: Broad global audience reach through exclusive premier publisher and other quality mobile Web and in-application served with attention-grabbing advertising from major brands and direct marketers. Proprietary mobile-specific targeting platform ensures right audience for each message. Consulting services for both advertisers and publishers.
Q16. Contact details: quattrowireless.com/contact

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