![]() ![]() We’re looking at other ways to deliver advertising, whether that’s messaging those users directly on behalf of brands, or focusing on how they interact with Twitter or Facebook. Introducing an ad unit like this means we can take advantage of something that already existed in the online world. What everybody hears is that mobile’s interesting, but there’s not a lot of time, resources, or energy allocated to it. When we’re thinking about the digital buys, where so much of the focus has been in the online world, we can take a that’s already part of an online buy and independently leverage that in mobile. We’ve got larger ad units available - there’s now a 300 x 250 ad unit. The buys and the ad units that we’re working on, they consist of a blend of static banner images and some expandable rich media ad units. The application is not dependent on somebody else’s third party and that’s allowed us to leverage multiple rich media vendors on Pinger. A lot of our buys have been standard banner engagements. JS: We price in line with what most folks on the mobile side are doing. How do brands work with you? Who are the buyers, and what targeting and pricing options are available? But for Disney and for Universal Pictures and for Paramount, you’ve got great opportunities because we can deliver an audience at scale that those same brands may go through a network and they don’t necessarily know what they’re getting. They’re spread out all over the country.īG: In an advertising context, that means that maybe we aren’t a good fit for a brand like BMW or Land Rover, who’ve done a lot of really interesting things in mobile. They’re split about 50/50, male and female. Most of our uses are between 13 and 24, a lot of young kids in high school and college kids who are addicted to texting. The engagement is high, the post-click activity is high compared against benchmarks… We’ve got something unique and different that a lot of other developers or publishers are struggling with day in and day out, and that’s how do you really build a scalable business. We end up getting good click rates and strong brands interested in us.īrian Gilbert: We’re very focused on delivering the right ad experience. When the user sends the message, it’s a perfect time for an ad because they’re waiting for the other person to respond, and so we have this moment that’s built into the system for them to look at the ad. The way the ads work is that most of them just sit at the bottom of your screen. We have over 25 million downloads, and we send a couple billion messages a month. As it turns out, people really like to text for free. Then they use that app to text for free over 3G or Wi-Fi. Joe Sipher: It’s texting and talking, free on a smartphone. The company has spent this year ramping up its direct sales efforts while honing its proprietary ad network mediation platform.ĪdExchanger spoke with Joe Sipher, Co-Founder, chief product and marketing officer, and Brian Gilbert, director of advertising & monetization. ![]() DAG Ventures, Deutsche Telekom, and T-ventures have also invested. It’s backed by Kleiner Perkins Caufield & Byers, which has a knack for picking winners with portfolio companies such as Amazon, Google, and Twitter. In December 2011, ComScore rated it third in daily usage minutes among iOS apps, ahead of Facebook and Twitter, and fifth in device installs. Free text and calling app Pinger is the biggest mobile app you’ve never heard of. ![]()
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