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Mojiva serves 2 billionth mobile ad

Last week, Mojiva served its 2 billionth mobile ad, after hitting the 1 billion ads-served mark about 6 weeks earlier.

Mojiva recently unveiled the Mojiva Premium Network, which helps mobile marketers to deliver targeted ads that reach audiences on various mobile Web destinations, including local NBC sites, the Minneapolis Star Tribune, iSports and HopStop. Publishers that are using Mojiva's white-label service also include 4Info, Intercasting Corp., Mofuse and M3.

"The speed with which we hit this milestone shows that even in a tough economic climate, brands of all kinds are waking up to the importance of mobile in their advertising mix," said Dave Gwozdz, CEO of Mojiva, New York, and one of the founding members of DoubleClick. "It also shows that Mojiva's model is working.

"We've simplified the medium with our self-serve model, but are also continuing to evolve and expand our service offerings based on our customers' needs," he said.

Founded in May 2008, Mojiva is backed by Bertelsmann Digital Media Investments.

Mojiva's partners include Bango, Billing Revolution, kannuu, MoVoxx and Tekora.

Mojiva claims to have more than 800 active mobile campaigns ranging from small companies to major brand advertisers with global ad agencies.

"We support MMA-sanctioned ad formats, and currently folks are still getting the most bang from the traditional text and banner ads; that's where the most traffic is," Mr. Gwozdz said. "iPhone campaigns are beginning to grow, and video-based ads, including pre-roll, post-rolls, interstitials, etcetera, are being talked about, but there still isn't a ton of demand there.

"Mojiva's white-label platform also allows for advanced marketing, such as click-to-call and conversion tracking," he said. "We've just announced an advanced m-commerce technology partnerships which will also allow for one-click transactions"

The platform also has intelligent device capability targeting, for example iPhone click-to-audio or video.

The Mojiva Premium Network is comprised of mobile publishers in several content categories such as news, sports, entertainment, weather, technology, finance and automotive.

In addition, the same targeting, measurement and reporting tools that advertisers are currently using on Mojiva's self-serve network are also available through the Premium Network.

With the launch of its Premium Network, Mojiva expanded from a self-service mobile ad platform to include more detailed site-specific knowledge.

"Most mobile publishers have no tools to organize and sell the growing ad inventory that they have -- no targeting tools, no yield management insight and lackluster reporting capabilities," Mr. Gwozdz said.

"Mojiva has done a great job in developing these tools and now, by making them available to mobile publishers, will facilitate rapid progress in the ease with which mobile advertising in bought and sold," he said.

Mojiva's Premium Network features targeting by location, carrier, device type, time of day, type of content, keywords and more.

Mojiva's creative tools let advertisers build mobile landing pages, text ads or banner ads in a variety of sizes and formats.

Mojiva provides real-time statistics that give marketers up-to-the-minute data on various aspects of campaign performance, including click-through rate, impressions, cost and daily averages, which are analyzed and documented through customizable reports.

Mojiva's biggest competitors are mobile ad networks such as AdMob, Millennial Media and Quattro Wireless.

However, many companies run mobile campaigns via multiple networks simultaneously, and Mojiva's White Label Solution lets companies manage all of their campaigns across different networks through Mojiva's platform.

"Mojiva's analytics and targeting capabilities are two strengths that we feel differentiate us from the crowd," Mr. Gwozdz said. "Our White Label Solution allows publishers to manage their mobile campaigns with a more streamlined process, and under their own brand, which is very unique.

"And our Premium Network links top-tier advertisers with top-tier publishers, increasing efficiency and value on both sides of the equation," he said. "Overall, we are working to solve challenges across the mobile marketing ecosystem with a strict focus on maximizing advertiser ROI and increasing publisher revenue."

Mojiva is taking a realistic view of the current economic climate as it positions for growth.

"If you look outside, the current state of mobile advertising is a scary place to some degree," Mr. Gwozdz said. "I would not say that the ad market in general is rosy.

"However, the mobile market will continue to grow and fare better than most other mediums," he said. "It's not a secret that mobile usage and smartphones are growing and having a platform that makes adverting to users easy will let many mobile publishers tap into this potential."