MADS Network of Premium Mobile Publishers Experiences Triple-digit Growth in 2010

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MADS’ network of premium publishers and operators has experienced triple-digit growth of ad impressions and total advertising inventory on branded content in 2010. The world’s biggest brands clearly discovered mobile advertising as 44% of the Interbrand top-100 brands ran campaigns on the advertising inventory of MADS’ network of premium publishers and mobile operators since 2009. These numbers all point to a strong growth of premium mobile advertising on branded content.

We will continue to see high growth in premium advertising targeted at branded content. New rich media mobile advertising formats, such as Expandable Ads and Splash Ads will drive new advertisers to the mobile channel" says Ashu Mathua, CEO

MADS’ network of premium publishers and operators has experienced triple-digit growth of ad impressions and total advertising inventory on branded content in 2010. The world’s biggest brands clearly discovered mobile advertising as 44% of the Interbrand top-100 brands ran campaigns on the advertising inventory of MADS’ network of premium publishers and mobile operators since 2009. These numbers all point to a strong growth of premium mobile advertising on branded content.

Growth of total mobile reach from all publishers and operators using the MADS ONE ad server nearly quadrupled with a growth of 389% from 360 million monthly impressions in December 2009 to 1.4 billion mobile ad impressions in December 2010. Geographical coverage of these publishers and operators increased to more than 50 markets worldwide.

MADS connected new premium publishers, expanding total reach and geographical reach. Advertising inventory in MADS’ top 10 countries increased 305% in 2010. Advertising revenues increased from EUR 1.7 million per month in December 2009 to EUR 4.2 million in December 2010.

44% of the Interbrand top-100 brands have advertised on the advertising inventory of MADS’ network of premium publishers and mobile operators since 2009. This shows more and more leading brands include mobile into their media mix. Top brands now using mobile into their media mix include Coca Cola, McDonalds, NOKIA, Hewlett-Packard, Toyota, Mercedes-Benz, H&M, HSBC, Nike and Adidas.

MADS will continue to see high growth in premium advertising targeted at branded content. New rich media mobile advertising formats such as Expandable Ads and Splash Ads will drive new advertisers to the mobile channel. Superior targeting and ever-growing reach will lure bigger budgets from the world’s leading brands to mobile”, says Ashu Mathura, CEO at MADS. “Publisher interest in monetizing mobile reach through blind ad networks is decreasing as eCPM rates are very low. Instead, they are gearing up to attract premium advertisers which yield up to 100 times higher eCPM rates”, adds Jasper de Vreugt, Direct of Sales.

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