Mobile ad network Admoda has announced that it is to focus purely on ad campaigns for mobile-related brands such as mobile entertainment companies, mobile content companies, operators, and handset manufacturers. This seemingly bold strategy, the company says, is a slap in the face for those in the mobile advertising space who seem to judge the potential success of the sector only on whether or not non-mobile brands will be interested.
Everyone is asking the question: When are the non-mobile brands coming on board? says Admoda, but the company believes that the question ignores the fact that the mobile content and services market is already a billion dollar global industry. According to figures from iSuppli Corp, mobile content and entertainment alone was worth a reported $16.3 billion (8.4 billion) in 2006, and this is predicted to rise to $35.3 billion by 2011.
Mobile companies deserve to be taken seriously, says Admoda, as they are the ones with the track record of understanding the industry, and building profitable businesses. Admoda has decided to leave it to others to chase the non-mobile brands, and focus on servicing companies who are already in the mobile space.  Admoda believe that with its focused business model and correct pricing structure, it can capture a considerable portion of this sectors mobile advertising budgets.
With our experience in the mobile industry, it makes perfect sense for us to focus purely on this sector says Terry Jackson, CEO of MobVision, the company behind Admoda. Our strategy is straightforward. To deliver high volumes of targeted traffic for mobile focussed companies across the mobile Internet. We believe that by focusing only on the mobile sector, we will be able to really zero-in on what is required to deliver successful ad campaigns for this industry.
Admoda says it will be working closely with key industry figures to ensure its offering meets advertisers and publishers expectations. In addition, over the coming months, Admoda will be extending its business model to include some new unique mobile advertising modules, which it believes will cement its  position as the number one ad network for mobile-related companies.
Admoda points out that it will not turn away business from non-mobile brands, but says it will not get involved in RFPs and pitches to such companies.