Mobile ad firm Jumptap has unveiled tapMatch, its pay-per-click (PPC) performance mobile ad marketplace. Brand and performance marketers bid on keywords and categories to run ads that appear on mobile web pages, above search results and in applications, including apps for the iPhone. Combined with the power of advanced search technology for contextual targeting, advertisers can maximize performance by reaching consumers searching for or browsing content.
To date, argues Jumptap, PPC marketplaces have been able to reach a wide audience, but with little to no targeting. The targeting intelligence that powers tapMatch builds audience profiles from multiple sources, including search queries, context, and clickthrough history, to match the most relevant ad messages to each mobile consumer. Advertisers maximize performance by targeting keywords, categories, location, demographics, mobile carrier, publisher and mobile handsets, including Blackberrys and the iPhone. Jumptap says the experiences of early testers of the tool show that reaching qualified mobile audiences with highly targeted, relevant ads elicits strong consumer engagement, increased clickthrough rates and higher conversions.
tapMatch is entirely geared towards performance advertising and delivers ROI beyond what our clients expect (in terms of) quality traffic, superior relevance, higher CTRs, conversion rates and profits, says Brennan Hayden, Vice President of WDA, a firm specializing in providing mobile performance advertising planning and execution. In addition, Jumptap listens to our needs and ideas, and it shows in the user interface, and in the excellent personal service we receive from their staff.
tapMatch grants easy entry into the rapidly-growing mobile advertising industry, says Jumptap. The intuitive interface makes it simple to start an ad campaign, upload text and graphical banner campaigns, configure and manage targeting options, track campaign performance and generate reports. Ads are priced and served by auction, and advertisers only pay when consumers click on their messages.
Ads run across a comprehensive set of categories, including automotive, careers, finance, fitness, and health, enhanced by keyword search parameters. In comparison to typical PPC marketplaces, the company says, buys in the JumpTap mobile marketplace elicit higher engagement and a higher return on investment, as premium branded content sites have a greater impact on key metrics such as increased clickthrough, awareness, consideration, and purchase intent than generic mobile ad networks.
Savvy marketers worldwide are moving their marketing spend to where it matters most – in front of mobile consumers seeking relevant content and immediate gratification, says Jumptap Chief Marketing Officer, Paran Johar. tapMatch is setting new standards for CTRs, conversions, and efficient cost per acquisition for advertisers worldwide. The mobile advertising market has reached a new phase of maturity where targeting is now essential and tapMatch uniquely delivers a system that best matches advertisers to their desired audience at their precise moment of intent.