AdColony, the mobile advertising startup that promises to deliver the best and sharpest mobile video ads on the planet, has hit a major milestone, which anyone with experience of media jobs in mobile Adland will agree is worth celebrating: its gross revenue run rate has now reached the $100 million mark.
What’s so spectacular about AdColony’s progress is not simply that it was only founded in 2011, but that its revenue for 2013 was a walloping four times that achieved in 2012. Those razor-sharp, instant-play videos with zero loading times are clearly catching on.
OK, this is gross revenue, which means that partners and publishers have yet to take their cut but most people familiar with the world of mobile advertising agencies will still concede that it’s a pretty impressive performance even so.
The startup’s proprietary ‘InstantPlay’ technology reliably zaps those infuriating load-up delays that bedeviled mobile videos of yore, and the high-quality images it produces are devoid of choppiness and unwanted freeze-frames. The ads it creates include “cards” which appear after tailor-made calls to action, such as Facebook “Like” requests and ‘click-to-buy’ buttons.
The AdColony network now reaches in excess of 150 million unique visitors across the world (publishers involved include ABC News, A&E Networks, Supercell and Flixster). No wonder it’s been able to open offices in New York, San Francisco, Los Angeles and Seattle. This platform is going places, especially as more and more consumers take to viewing their ads on mobile devices.
TechCrunch journalist Anthony Ha recently spoke with AdColony’s CEO, Will Kassoy, and asked about the company’s future directions in the light of its impressive growth. Kassoy told him that the company is already focusing on a few big trends, amongst them the growing interest in synchronizing mobile and TV ads. To this end, AdColony is using data showing the degree of overlap between the two audiences and by using the rising phenomenon of co-viewing/social TV apps.
But as advertisers become savvier about the importance of attribution, AdColony is also offering data designed to assist them “take advantage of all the streams in media”, Kassoy said. The other big area AdColony is concentrating on, he added, is assisting social app developers to bring top-quality video ads into their news feeds.