With a reach of over one bil­lion devices and with over 270 mil­lion of those devices based in the US, mobile ad cam­paign spe­cial­ists Moji­va have decid­ed to tar­get ads just at tablets.

There are around 40 mil­lion tablets in the US at present, and ana­lysts pre­dict that one third of adults in Amer­i­ca will own a tablet device by 2016. These fig­ures are borne out by Mojiva’s own data, which shows that their prod­ucts have appeared on 40 mil­lion tablet devices so far, a sharp rise from only three mil­lion in Jan­u­ary 2011, and 25 mil­lion in Jan­u­ary 2012.

The com­pa­ny state that it has expe­ri­enced a 20-fold increase in 20 months — from 119 mil­lion ad requests in Jan­u­ary 2011 to 2.13 bil­lion per month in August 2012. So it seems Moji­va may have made a cute move in set­ting aside resources to aim pure­ly at tablet users.

Mobile Strat­e­gy Specialists

Moji­va spe­cialis­es in devel­op­ing inno­v­a­tive mobile adver­tis­ing cam­paigns and mon­e­ti­za­tion strate­gies for pub­lish­ers, agen­cies and adver­tis­ers across the globe. They part­ner with com­pa­nies who are experts in cre­at­ing media-rich con­tent and their board of direc­tors reads like a who’s who of top media and tech­nol­o­gy names. It includes Forbes CEO Mike Perlis, Blake Mod­er­sitz­ki, Man­ag­ing Direc­tor at Pelion Ven­ture Part­ners and William J. Wyn­per­le and Mike Lasalle, Part­ners at Sham­rock Cap­i­tal Advi­sors. With this cal­i­bre of advi­sor the clients of Moji­va should feel they’re in pret­ty safe hands.

This lat­est announce­ment con­cerns the launch – into the rel­a­tive­ly vir­gin world of mobile adver­tis­ing – of Moji­va Tab, an adver­tis­ing net­work whose prod­ucts will only be avail­able to tablet users.

Diverg­ing markets

As already men­tioned, Mojiva’s net­work cur­rent­ly cov­ers around a bil­lion devices, which itself rep­re­sents about 8,000 apps and tablet pub­lish­ers and the com­pa­ny will not be ditch­ing the mobile adver­tis­ing just yet. Although the Moji­va point­ed out that this lat­est move shows how the two mar­kets are diverg­ing and how tablet use is devel­op­ing its own unique usage traits com­plete­ly inde­pen­dent of smartphones.

Moji­va CEO David Gwozdz said: “Buy­ers can still pur­chase smart­phone cam­paigns from Moji­va, but the dif­fer­ence with Moji­va Tab is that there will ded­i­cat­ed resources devel­op­ing pack­ages, secur­ing new pub­lish­ers and app con­tent in the tablet space. This will be a more sophis­ti­cat­ed way of buy­ing cam­paigns on both platforms.”

Inter­est­ing­ly, rather than fol­low­ing Apple’s lead and focus­ing on one brand, Moji­va will be cre­at­ing con­tent for all tablet brands.

A Bet­ter Medi­um for Mobile Advertising

Gwozdz and the Moji­va team believe that tablets offer a much bet­ter plat­form for the media rich con­tent offered by Mojiva’s type of adver­tis­ing. They are the num­ber one device for video, read­ing and all oth­er types of view­ing includ­ing sport and TV shows. It only seems nat­ur­al then that tablets have their own, ded­i­cat­ed adver­tis­ing ser­vice. The larg­er screen size of a tablet gen­er­al­ly means that adver­tise­ments viewed in this way have a high­er CPM and for the time being at least, ad buy­ers will be able to tap into that by offer­ing prod­ucts specif­i­cal­ly designed for tablet devices.

What’s more, since 2011 Moji­va have been sup­ply­ing Microsoft with dis­play adver­tis­ing across its net­works. When Microsoft rolls out Win­dows 8, and a tablet using the oper­at­ing sys­tem, Moji­va will def­i­nite­ly be one to watch.