Adfonic Launches Mobile Ad Exchange

Adfonic has announced the release of its mobile advertising exchange of the same name. Adfonic will enable advertisers and agencies to bid for advertising on mobile sites and applications, creating a new revenue stream for mobile publishers. Adfonics self-service global mobile advertising platform will address the advertising communitys increased demands for more sophisticated mobile campaign management and maximise the earning potential for a new generation of mobile Internet sites and applications worldwide.
Adfonic says that advertisers and publishers will benefit from the most advanced targeting capabilities in the market, detailed web-based real-time reporting and analytics, and an intuitive user experience.
We are creating a transparent marketplace for advertisers to buy mobile inventory using a bidding model which will keep costs low whilst protecting their brand, says CEO Victor Malachard. Mobile has the potential to be the most powerful channel in the marketing mix. Our goal is to turn that potential into reality.
Adfonic says its campaign management tools have been designed from the ground up to allow advertisers and agencies to connect with their desired audiences. Targeting options include location, device, mobile operators, demographics and day-time parting Web 2.0-style tag approach further helps advertisers reach a contextually relevant set of publishers, who in turn benefit from increased earning potential.
Harry Dewhirst, operations Director at mobile media planning and buying agency RingRing Media, has welcomed the launch of Adfonic. He told Mobile Marketing Magazine:
I think Adfonic is a great startup. They have already been in to demo the platform to the Account Management team at RingRing and we were all very impressed. In terms of functionality, its right up there with Admob. The blind network space is competitive, but providing they get quality publishers within their network, which Im sure they will, then the advertisers (and agencies) will follow. RingRing Media are already planning some campaigns with Adfonic and look forward to great success.
Mick Rigby, Chairan of media agency Yodel, also feels the company has a decent offering. He told us:
The founders each have excellent mobile pedigree and have done an awful lot of research on other mobile ad networks prior to launching Adfonic, so hopefully it will live up to its billing as having the most advanced targeting capabilities and bringing something new to the mobile ad market.
The risk they take is becoming a me too to the likes of Admob and BuzzCity who are already established. The key to their success will be the publisher partnerships they manage to establish. To really get Yodel excited theyll need to get on board the big consistent traffic sits as well as some of the premium publishers that arent currently in blind networks.
Their targeting capabilities, especially the daypart and the keyword tagging, do offer something that well find really useful. Lower CPCs are beneficial to the advertiser but are only worth the money if the click turns into a conversion; better targeting tools will allow agencies to focus on the right audiences and help optimise the campaign conversions.”
The Adfonic platform will serve display advertising to mobile sites and applications at launch, and publishers and advertisers can create an account for free in minutes here.
The interface is designed for companies ranging from larger brands and established mobile destinations to bloggers and small developers seeking to monetise or drive traffic to their sites and iPhone applications.
The three co-founders of Adfonic Victor Malachard, CEO; Wesley Biggs, CTO; and Paul Childs, CMO collectively bring 40 years of mobile marketing, mobile technology and start-up experience to their roles. Adfonics says the company is founded on the principles of trust, openness, flexibility, innovation and continuous improvement, which it says are essential elements for the development of a vibrant mobile community.