Todacell, the off-portal mobile display ad network, has announced the formal launch of its proprietary ad flow management solution, which it says has a proven record of increasing campaign conversion rates and other results-based advertiser and publisher metrics.
The company has been developing the solution since March 2007, and has been working with mobile publishers since April 2009. This year, it has reached out selectively to publishers and advertisers, but is now launching the solution fully.
The ad flow management technology and methodology involves analyzing and then mapping a publishers ad inventory based on the publishers user data and the performance of ad campaigns on the publishers mobile website. This process, says Todacell, ensures a better match between publisher and advertiser, which results in better ad performance for advertisers according to their metrics of choice, be it conversions, sign-ups, or other key performance indicators. When there is a better match between the advertisers needs and the publishers users, the company notes, publishers benefit from greater ad revenue.
With mobile advertising media planners and direct advertisers complaining of blind campaigns running via mass ad networks, Todacell says it guarantees that mobile display ads will only appear on the websites of the publishers listed in the media planners insertion order.
As a pure-play mobile search engine, Taptu runs campaigns with multiple mobile ad networks, says Mark-Anthony Baker, Internet Traffic Manager at Taptu. Todacell is one of the few companies that are actually trying to better mobile marketing. By taking the time to target our advertising to the most relevant publishers, Todacell is bringing greater efficiency to mobile advertising, 
Forrester Research is predicting that mobile display advertising will increase from $391 million (243 million) in 2009 to $748 million in 2011, faster than any other digital advertising vehicle, thanks to the penetration of Smartphones. Todacell says that its conversion-focused mobile advertising solution is positioned to capitalize on the growing mobile display advertising opportunities.
Todacell recently secured a $1 million strategic investment from AfterDox, a group of investors comprised mostly of former executives from Amdocs. The company enables advertisers to reach 15 million mobile users via more than 10 targeted publishers, including Fring, MobiLuck, Mocospace and TuneWiki.
In online and mobile advertising, where better targeting is our raison dtre, size does not matter as much as the ability to efficiently and effectively target your advertisers desired users, says Todacell CEO, Moshe Vaknin. My competitors are focused on size, but were more interested in building an efficient mobile advertising network – one publisher at a time – to meet the needs of our growing pool of advertiser and agency partners.