Buongiorno launches vanilla mobile advertising network

Last year, the digital marketing and advertising agency of Buongiorno re-branded as B!Digital – with a goal of combining all the on-line and mobile marketing services from the company. Today, B!Digital has announced the launch of it’s very own mobile advertising network – B!mobile.

What’s the story?

B!mobile is a fairly standard banner advertising network. It adheres closely to the standards created by the MMA for display advertising – you can see the selection of ad formats available below:

These banners can be served either on mobile websites or in applications. Where and when the banners themselves are published can targeted by operator, OS and device, and there’s a pretty good reporting suite – it also allows you to make changes during the run of the campaign.

Buongiorno is a global brand – so B!mobile has grouped all of its advertising partners under geographic headings. So a publisher can choose to target advertisers in Europe, for example, or South Africa.

What we think?

This is the most incredibly straightforward mobile advertising launch I’ve seen in a long time. B!mobile makes no bones about what it does – display advertising, and nothing else. Whether or not display advertising is actually effective on mobile has yet to be proven, unfortunately. For such a huge company, with such a wide partners base, I kind of expected something a bit more daring. Then again, I imagine the size of Buongiorno is actually a limiting factor here. In order to create a product that appeals to the largest number of publishers as possible, B!mobile has to go for the lowest common denominator. And banner advertising really is the lowest common denominator.