Tapjoy Gets into Targeted Video Advertising

It’s an innovative mobile video advertising platform that could help advertisers reach the consumer through engagement offered by Tapjoy’s extensive pay-for-performance ad marketplace.

Advertisers are constantly trying to make a strong impact in order to build their brands with the intent to create a strong reach from consumers. Tapjoy Videos is a new advertising product designed to combine online video commercials with the correct targeting and engaging capabilities. Tapjoy is launching the concept of a “mobile value exchange,” in which both the consumer and the advertiser receive something of value in the watching and playing of an advertising video.

It’s an innovative mobile video advertising platform that could help advertisers reach the consumer through engagement offered by Tapjoy’s extensive pay-for-performance ad marketplace.

“Video ads are expected to be one of the fastest growing segments of the mobile advertising industry, which according to Gartner is predicted to balloon to more than $20 billion by 2015,” said Mihir Shah, president and CEO of Tapjoy. “Clearly, advertisers are bullish on mobile video ads, and we help them reach more than 50 million people per day in a way that allows them to engage with their audiences in much deeper and more meaningful ways than TV ads ever could.”

With consumer audiences shifting media consumption from TV to more interactive forms of entertainment such as the Internet and mobile applications, many brands are reallocating budgets accordingly.

An eMarketer report predicts that US mobile ad spending will grow between 25 and 36 percent annually over the next three years; while traditional media ad spending will essentially remain flat. However, eMarketer also reports that only 38 percent of online videos are viewed to their completion, proving that true engagement can be hard to find, even in digital advertising.

Tapjoy Videos solves this challenge by allowing advertisers to sponsor content within popular applications, enabling consumers to unlock premium features or content in exchange for watching videos. This sponsorship establishes a unique value exchange in which the user gets a premium application content experience for viewing a video ad in its entirety and the advertiser receives the user’s attention for the duration of its message.

To further explain the process, consumers choose which ad they want to watch, and this self-selection process helps ensure the viewer is more interested and engaged in the video than when viewing an automatically generated pre-roll ad or similarly disruptive video ad.

Upon completion of the video, advertisers can give consumers further options to engage with their brand through actions such as following the company on Facebook or Twitter, forwarding the video to friends, or visiting the advertiser’s website and allowing consumers to make purchases directly through their mobile device.

These actions further increase the effectiveness of the ads and deepen user engagement on a one-to-one basis. The videos enable mobile application developers to generate incremental revenue by providing consumers with virtual currency as the value exchange for engaging with video ads.

So far, they have videos from Gap, Old Navy, Gamefly, eHarmony, Netflix, Intuit and Zynga. By virtual currency inside apps for consumers could be exchanged for level ups or weapon packs inside of a game, for access to premium content in a content app, or for additional minutes in a texting app — like Pinger’s.