Online ad exchanges Advertising.com and Traffic Marketplace will begin including mobile ads in their inventory through newly inked deals with Mobclix, a mobile ad exchange.
Users of the ad networks are not only getting new mobile inventory, but also will be able to buy both online and mobile ads from one source, according to Krishna Subramanian, Mobclix co-founder.
The deal provides for integration of Mobclix's campaign reporting and analytical tools with the two networks’ existing performance reports.
Mobclix currently pulls in mobile banner and app inventory from JumpTap, Mojiva and VideoEgg, among others, according to MocoNews, with iPhone apps making up the vast majority of Mobclix's inventory.
The iPhone inventory alone could position the deal for success as advertisers continue to seek out platforms that package emerging media inventory that makes their lives easier, a Clickz.com article on the deals concludes.
Confusing iPhone Decisions
For all the popularity and buzz surrounding the iPhone, app advertising on those devices can confound brand marketers because the market is still relatively small.
"iPhone has created a kind of irrational hysteria among brand marketers," Patrick Moorhead, director of emerging media at Razorfish, told Clickz.com. iPhone app advertising is "too small and too new for us to really worry about…Media buyers don't have a lot of time to hunt and peck around for little niche opportunities," he said.
Mobclix hopes its new tie-ups hope will make these media buyers' lives easier, and that such partnerships and mergers will grow as mobile computing comes to dominate the industry.
This growth trend was the focus of a recent Morgan Stanley report that surprised the industry with its bullish projections. Calling it the next major industry cycle, the report said mobile computing will "surprise to upside" for years to come.
A recent study by Hipcricket supports the notion that mobile advertising has yet to come into its own. It found that 83% of US mobile-phone owners surveyed say their favorite brand has yet to market to them via their mobile phone, even though 37% say they would be interested in participating in a mobile customer loyalty program from a brand they trust.