As mobile video finally starts heating up, Jumptap sees an opportunity for some players to lock up that emerging ad space. So the company is making an aggressive move to do just that.
Jumptap today will begin selling mobile video ads as part of its growing advertising network. Executives at Jumptap contend that the addition of video provides the company with a distinct advantage in the still emerging space.
“We want to be the one-stop solution for mobile,” said Paran Johar, CMO of Jumptap. “We are the only ones that offer this holistic solution. Publishers can now come to one party to monetize their mobile content. And we can meet all advertisers’ needs.”
According to Johar, despite the attention placed on Google’s recently finalized acquisition of mobile ad network AdMob, as well as Apple’s deal for Quattro, neither company can claim much traction in mobile video. (See also: "The Others - Mobile Advertising Is More Than Apple and Google.")
And while that sector was virtually dormant in the U.S. just a few years ago, it’s grown exponentially since the iPhone and similar devices took hold. According to Jumptap, the audience for mobile streaming has surged by 57 percent over the last year, reaching 17.6 million users and counting.
Thus, Jumptap is positioning itself to lead in this market. Johar said the company can offer advertisers a range of ad placements, including in-stream and pre-roll videos, along with interstitials that appear within mobile applications. The key is to offer buyers flexibility, without the complications often associated with mobile advertising.
“We’re going to try and make it easier,” said Johar. “We don't want people to feel like mobile is hard to buy.”