Jumptap has added video ads to its premium mobile ad network. The company says this means it is the only network to offer all mobile advertising solutions, including search, display, rich media, video and in-app advertising, from one platform. Jumptap has also announced a technology partnership with iVdopia for pre-app interstitials, and with Limelight Networks for in-stream video, including pre-roll, mid-roll and post-roll. Both will launch at the end of the month.
The number of mobile video users in the US has grown by 57 per cent to 17.6m over the past year, driven largely by the growth of smartphones. According to Nielsen, US consumers currently spend an average of three hours and 37 minutes each month watching video on mobile phones. Mobile video ads deliver an emotionally engaging sight, sound and motion experience, which has been proven to dramatically increase ad awareness, message association, and purchase intent, says Jumptap. This presents advertisers with a significant opportunity to connect with consumers through an engaging, effective mobile advertising medium that drives deeper engagement and delivers higher ROI.
“The addition of video mobile advertising reinforces our commitment to deliver the most engaging experiences to mobile consumers, first through our ability to deliver the most relevant ads, and second, through the most innovative ad formats that foster interactivity and engagement,” says Jumptap CMO, Paran Johar. “This translates to giving advertisers the broadest array of creative and targeting options that deliver the highest ROI, which in turn delivers the highest yields to publishers.”
Jumptap’s premium ad network offers video ad inventory from premium publishers and applications, including Mobi TV, MSNBC, Best of YouTube, iBasketball, iBowl, Movie Challenge Lite, and MovieFX. Advertisers can reach audiences across a broad array of content categories including entertainment, utilities, games, music, news, sports, and a wide range of devices including Android, BlackBerry, iPhone, iPad, and iPod Touch. Jumptap also offers creative management and campaign analytics. The network delivers more than 50m monthly impressions. 
“Mobile video is coming into its own and is proving to be a valuable part of the marketing mix,” says Joy Liuzzo, senior director of marketing & mobile research at Insight Express. “The brand impacts we’re seeing in mobile video are on par with mobile internet and SMS, both of which are more established mediums. In particular, mobile video is showing a strong impact with brand favourability. With an increase of 13 percentage points, compared to 12 percentage points for mobile internet and seven percentage points for SMS, mobile video is demonstrating promise as a way to move the important brand favourability measure.”
There’s more information on Jumptap’s video ad solutions here.
