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Tapulous taps AdMob for in-app ad campaigns

AdMob has become the exclusive mobile display ad network for all Tapulous applications on the iPhone.

AdMob and Tapulous claim to have found a common vision among both companies to create and deliver engaging experiences for users. Tapulous, the creator of the ultra-popular Tap Tap Revenge application series, has more than 15 million downloads and 500 million games played to date.

?Both companies have a shared vision of creating rich ad experiences for users that are very specific to mobile,? said Aunkur Arya, director of business development at AdMob, San Mateo, CA.

?Tapulous has built a huge audience and a high quality experience on the iPhone,? he said. ?AdMob has built a robust advertising platform and suite of mobile ad units that complement this experience well.

?So our strategy is to continue to expand the base of advertisers we can bring to Tapulous and to bring new and richer ad experiences to iPhone users. Having visibility to allow for pre-selling is a big advantage as well.?

Tapulous is a developer of applications for the iPhone and Android platforms that has developed applications such as Tap Tap Revenge, Twinkle and Collage.

Founded in 2006, AdMob is a mobile advertising network created with the intention to enable mobile Web and media business.

AdMob claims that the partnership will yield new ad units built specifically for mobile.

In addition to working with AdMob as a publisher, Tapulous also intends to promote the launches of its upcoming application titles through the AdMob network.

?I think AdMob complements Tapulous in the same manner we do all of our premium partners,? Mr. Arya said. ?We bring incremental brand and performance advertiser relationships and generally get to do more creative selling when we're working together closely.?

Tapulous plans to use AdMob?s house-ads functionality to cross-promote applications within its network.

AdMob claims that Tapulous offers a great opportunity to monetize in-application purchases, letting users purchase additional songs and avatars inside the applications.

?For the last year, the iPhone space has been like the wild West,? said Andrew Lacy, chief operating officer at Tapulous, Palo Alto, CA. ?There are a lot of new players and the device and form factor is completely new so there is a learning process for which ad units will be compelling.

?What we?ve learned from the past year is that, just like on the Web, what iPhone users are looking for are ads that are engaging and draw them in in an interactive way,? he said. ?This lends itself to ad units based around video or interactive steps where the user feels engaged.

?The units we?re looking to roll out draw on what we?ve learned.?