JumpTap introduces pay-per-click mobile ad marketplace
April 15, 2009
A Moblyng banner ad on MSNBC Mobile
JumpTap has debuted tapMatch, a pay-per-click performance mobile ad marketplace.
Marketers using tapMatch can bid on keywords and categories to run advertisements that appear on mobile Web pages, above search results and applications including the iPhone.
"Given the current economic conditions, we think there was a strong need for a premium mobile marketplace that was fully transparent for both advertiser and publisher," said Paran Johar, New York-based chief marketing officer of JumpTap.
"Right now, most advertisers are very ROI-sensitive, so this is the … platform to text mobile advertising," he said.
Per JumpTap, tapMatch builds audience profiles from multiple sources such as search queries, context and click-through history. Such data helps match relevant ad messages to mobile consumers.
Paran Johar is chief marketing officer of JumpTap
TapMatch users can target by keywords, categories, location, demographics, publisher, wireless carrier and mobile handsets including the Apple iPhone and BlackBerry models.
The company claims to have designed an interface that makes it easy to start an ad campaign, upload text and graphical banner ads and configure and manage targeting options.
Users can also track campaign performance and generate reports.
Ads are priced and served by auction. As is the practice with paid search ads, advertisers pay only when consumers click on their ads.
JumpTap said ads can run across categories including automotive, careers, finance, fitness and health, with help from keyword search parameters.
Beta users include WDA, a search engine marketing agency; mobile game specialist Glu Mobile; and interactive shop Deep Focus.
JumpTap claims its twist on pay-per-click mobile advertising is different from others in the same space.
For example, mobile ad network AdMob offers a contextual ad marketplace for the United States. Google's AdSense program is also a player in the pay-per-click marketplace.
"Ours is really about monetizing our search technology to drive relevance," Mr. Johar said.
"It's not about serving billions and billions of impressions," he said. "It's not the number of impressions you serve, it's about the impressions you make with your consumer."