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是什么让移动定位广告停滞不前？

西毒 — Mon, 10 May 2010 13:39:33 +0000

今天，读写网移动峰会在加州山景城继续召开，与会者讨论了移动领域内的初创公司面临的机会，旨在找到尚未饱和或有待改进的移动市场。人们都认为基于地点的定位广告还没有取得重大突破，取得更大成功。那么定位广告平台面临的障碍有哪些呢？

显然小公司愿意为顾客在手机上提供交易，但困难在其它方面。实际上，从头开始开发一个广告平台是一个非常困难的过程，那些打算和报纸进行合作的公司或许也无法成功。正如一名与会者所言，让传统媒体公司接受新型数字广告非常困难。

导致移动广告进步缓慢的另一个原因是人们无法找到让用户积极参与广告的办法。这里就涉及到了主动广告和被动广告的问题。主动发出的定位推送广告会成为干扰信息，很快会被忽略；与会者认为公司应该让用户自己选择广告，比如通过foursquare的登记功能，或者手动浏览某个广告应用。

又一起移动广告公司收购案：千年媒体收购移动广告分析公司TapMetrics

西毒 — Wed, 24 Feb 2010 07:57:05 +0000

Although it has also been rumored to be an acquisition target, after the recent sales of AdMob to Google (GOOG) and Quattro Wireless to Apple (AAPL), mobile advertising firm Millennial Media is doing some buying of its own.

That would be its just announced acquisition of TapMetrics, a San Francisco-based mobile analytics firm.

Baltimore-based Millennial is one of the larger mobile ad networks in the U.S., but will surely need more scale in the current period of consolidation if it is to stay independent.

Millennial has raised just over $37 million in venture funding, including a $16 million round in November, from firms such as Bessemer Venture Partners, Columbia Capital, Charles River Ventures and New Enterprise Associates.

Terms of the transaction to buy TapMetrics–which has only raised a seed round–were not disclosed.

Here’s the official press release:

MILLENNIAL MEDIA ACQUIRES TAPMETRICS
Adds Deep Cross-Platform Mobile Analytics Capabilities to Existing Developer Program

SAN FRANCISCO, CA, and BALTIMORE, MD, February 23, 2009–Millennial Media, the largest independent mobile advertising network, announced today that it will acquire TapMetrics, a San Francisco-based mobile analytics firm, focused on application usage and behavior.

TapMetrics software suite provides detailed analytics to enable developers to better manage their application sales and revenue in a sleek, intuitive dashboard. By adding TapMetrics, Millennial Media will offer developers more capabilities across mobile platforms:

• Real-Time, Highly Detailed Analytics
• User Interaction Information
• Feature and Version Adoption
• Device Types
• Crash Reporting
• Competitive Ratings System
• Buzz Tracker & Reviews

“The market has recognized Millennial Media as the leader in mobile advertising. As a result of their deep commitment to advertisers, they deliver the best business partnership and monetization for mobile companies–particularly developers,” said Chris Brown, Co-Founder and CEO, TapMetrics. “What is exciting to us is that Millennial Media now has the only scalable solution for developers that doesn’t contain an operating system bias, making Millennial Media the natural partner for us.”

“When we raised our growth round of financing in November, we stated that we would make investments to accelerate our growth,” said Michael Avon, Executive Vice President and Chief Financial Officer, Millennial Media. “We are acquiring TapMetrics, because the company shares our approach to serve the needs of developers, regardless of mobile platform. In addition, TapMetrics’ data and analytics capabilities complement our company’s own focus and development plans. We continue to actively evaluate other potential acquisitions to further expand our business.”

Millennial Media operates the leading mobile advertising platform worldwide. Since adding $16M to its strong cash position in November, Millennial Media has expanded its offerings to key customer segments, to include OEM and platform partnerships that seek to access its strong base of developers and publishers. Additionally, Millennial Media’s employee base has grown by more than 20%, as it continues to expand operations in the U.S. and Europe.

On February 16, 2010, the company released other key 2009 year over year mobile advertising growth figures, including:

• Brand business grew 756%; Performance business grew 171%
• Average deal size increased 353%
• Non-U.S. impressions increased 175% year over year
• 357% increase in Apple OS impressions
• 90% increase in RIM OS impressions
• 81% reach of the Mobile Web users

For more information on growth statistics, please visit www.millennialmedia.com/research and download the full 2009 Year in Review.

Millennial Media is headquartered in Baltimore, Maryland; and has offices in New York, Los Angeles, San Francisco, Chicago, Atlanta, and London. TapMetrics will continue to be based out of its San Francisco headquarters. Terms of the transaction were not disclosed.

谷歌苹果试图说服广告主增加移动广告投放

西毒 — Fri, 29 Jan 2010 14:35:09 +0000

苹果、谷歌等一些新创企业正视图说服广告主增加移动广告领域的支出。

移动广告主要指嵌入移动网络角落的小横幅广告或短信息广告。但移动广告市场规模仍然很小。

谷歌和苹果都在投资试图改变这一状况。谷歌去年11月斥资7.5亿美元收购移动广告公司AdMob，并很可能会在本周推出一种针对苹果iPhone等高端手机的搜索移动广告。

而苹果刚刚收购了移动广告公司Quattro Wireless。苹果CFO表示，收购Quattro主要是希望为苹果的应用开发商提供一种可提高应用相关收入的手段。不过他也并没有详细解释。

市场研究公司eMarketer的统计数据显示，相对于美国网络广告市场224亿美元的规模，移动广告2009年只有4.16亿美元，这还没有体现出所谓的巨大潜力。

同时，我们注意到1月29日，Google发布的一条新消息。

谷歌宣布将于近日启动其手机广告添加的新功能：点击通话。

这一新功能的推出标志着智能手机的手机广告现在囊括了一个可点击的号码，用户可以通过点击这一链接实现自动呼叫。

智能手机一般都能够识别电话号码并将其转化成为一个可点击的链接。而谷歌近日推出的功能有一新特性非常吸引眼球，那就是可以通过电话号码定位用户的位置，正如全球定位系统GPS的功能一般。这对于生意遍布全球各国的商人特别适用。

谷歌最近推出了搜索用户当前位置周围的事物的一次点击功能;而谷歌推出点击通话的功能再次印证了公司已经将其重心转移到了基于位置的广告功能的开发。

Opera收购移动广告公司AdMarvel

TT.Wan — Thu, 21 Jan 2010 06:50:52 +0000

Opera今天宣布，已达成协议将收购美国移动广告创业企业AdMarvel。

Opera将以800万美元现金完成这笔收购。如果未来24个月内AdMarvel能达到一定的财务目标，那么Opera还将支付1500万美元。

AdMarvel创立于2006年。该公司的服务帮助发行商和运营商获取、管理并跟踪来自任何广告网络的广告。该公司与多家移动发行商、开发商、运营商、广告网络、广告公司和广告主进行合作，对广告投放和广告营收进行优化。该公司的服务可用于移动互联网、WAP网络、短信和手机应用等领域。

AdMarvel此前名为Frengo。根据以往的数据，Frengo在过去几年中共融资800万美元，投资方包括Index Ventures、Khosla Ventures和Trilogy Equity Partnership等投资公司。

Opera首席执行官拉尔斯·博伊尔森(Lars Boilesen)表示，移动广告能带来长期的营收机遇。目前每月有5000万人通过Opera手机浏览器接入网络，与AdMarvel合并之后，Opera将在移动广告行业的发展过程中扮演重要角色。

Opera表示，收购AdMarvel将扩大该公司的产品线，为Opera品牌产品新增广告服务。移动广告行业近期已发生多笔收购，包括谷歌7.5亿美元收购AdMob，以及苹果2.75亿美元收购Quattro Wireless。

Google Mobile AdSense 已经替代 AdMob 占领 iPhone

TT.Wan — Sat, 05 Dec 2009 19:07:22 +0000

距离Google收购AdMob快1个月之时，有人已经发现iPhone AdMob广告里的logo已经换成Google了，动作好快。

Google以迂回战术全面渗透进iPhone，并成为众多免费应用的收入来源，不知道Apple是不是感觉有点不爽呢？

同时Google 抓紧时间部署HTML5的完善和开发，年底开始放弃已经用了两年的Gears服务，彻底解决爬虫爬不进去的地方，继续卖广告，