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.
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.