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iCircular Debuts - Just as Mobile Ad Fill Rates Start to Drop

The Associated Press and 40 newspapers have debuted a pilot mobile advertising project described at the start of the year.  Called iCircular, the service enhances newspapers’ advertising circulars with location-specific offers and interactive tools. It is rolling out to the mobile sites and apps of these 40 newspapers, which include the New York Daily News, Los Angeles Times, Chicago Tribune, The Philadelphia Inquirer, The Dallas Morning News, San Francisco Chronicle, The Boston Globe and The Atlanta Journal-Constitution.

The mobile advertising service will appear under a "Deals" section on each of these newspapers’ apps and mobile sites. It is kicking off with weekly sale ads will for 20 nationwide retailers, including jcpenney, Kohl’s Department Stores, Kmart , Macy’s, Staples, Target, Toys “R” Us, Walgreens and Walmart, as well as regional and local retailers, including supermarkets and electronics stores. [Go here for full list of advertisers and newspapers].

Smaato Reports Drop in Mobile Ad Fill Rate

The service is launching as Smaato reports the findings of its latest global mobile advertising quarterly metrics for Q2 2011. Overall worldwide fill rates continue to decline, was its main conclusion with the top 40 ad networks in the world showing a significant performance spread with fill rates ranging from 3% to 58%. Worldwide, the average ad network fill rate was 18% in Q2 2011, a 2% decline from the previous quarter and a 3% decline year on year. Much depends on how specialized the ad network is, with specialization yielding greater returns, with fill rates ranging widely from 23% to 58%.

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