Mobile advertising is still just a small part of the online advertising market, but the rise of devices capable of web browsing and using apps are helping it grow up fast. As one sign of maturation, we’re seeing more companies developing specialised services around the medium: among them, xAD is growing its business in local mobile ads and Mpire is rolling out new metrics to better track how mobile ads perform.
xAD. Today xAD announced an acquisition that points to some consolidation in the local mobile advertising market. It has bought the remaining assets, the direct-to-consumer business and mobile web properties, of another local media company, go2 Media. Financial terms of the deal were not disclosed.
xAD, which picked up $4 million in funding in October 2010, says that the go2 purchase will bring 3 million more users to its advertising platform. xAD already says it is the U.S.’s largest local mobile advertising network, with some 1 million advertisers and serving 200 million mobile ads per month, partnering with companies like Millennial Media and all major wireless carriers to provide local inventory.
Meanwhile, this marks the end of go2 as a standalone company: the company had already sold its ad-serving technology business to Calgary, Canada-based Poynt last month for $450,000.
Mpire’s new metrics. The new product, AdXPose, is offered as a cloud-based solution and builds on some of the guidelines released by the IAB and the MMA last week, laying out standards for measuring mobile advertising and marketing campaigns. This is something that the industry has long been calling out for — as a way of helping drive more trust and ad spend in mobile.
The service, still in beta, is being used by “large agencies and networks,” according to Ryan Polley, SVP of strategic development at Mpire; Admeld, the digital ad platform that counts companies like Pandora, the New York Post, and IDG as clients, is the first named customer. “Since there is a premium CPM attached to mobile today, and traditionally very little transparency around inventory, verification and optimization are gaining a lot of traction,” he tells mocoNews.
The technology is implemented at the mobile ad server level, he says, and collects advertising event data in real time, transparently, at the impression level. The technology can be used to target ads to particular mobile device types or browsers, and it can be used to prevent ads from appearing next to certain types of mobile content. In addition, the AdXpose solution also provides verification on placement, geo, and mobile browser and operating system type, among other metrics. Clients can manage their preferences, whitelists/blacklists, and more, via our online portal, our API, or custom integrations within their own tools.
Overall, though, while mobile advertising is growing, it is still a small part of the bigger advertising market. Enders Analysis in January projected that mobile advertising will account for just four percent of all online advertising in one market, the UK, in 2011. But by 2015, mobile advertising will account for 9.5 percent of all online ads. That equates to a value of £419 million ($648 million) and represents an explosion in growth from Enders’ figures for 2009: £46 million ($71 million).