Europe is a vital, exciting and high-value market for mobile advertising. Over the past year AdMob has strengthened its presence in the UK; BuzzCity has set up in Paris; Adfonic has launched in the UK. On top of that 3rd Screen, Nokia Ads and Yahoo are all strategically placed in London, Berlin or Hamburg to capture Europe.
But the market still is in its early stages and information from dynamic media company RingRing shouting out amazing ad growth and sales on the mobile web.. Indian mobile advertising player MKhoj that has now rebranded as InMobi is entering the scene?
InMobi? MKhoj?
InMobi has received about USD 6 million in funding and has offices in the US and India. The company has claimed some impressive growth in mobile over the past year. We have written about InMobi extensively see here.
But its figures and growth has been questioned.
For example: MKHOJ now InMobi says:
Key Results
- Within one week of the campaign, the Cricket Nirvana mobile site started averaging an incremental 72% page views per day.- Within three months of the launch, Cricket Nirvana is already at eight million page views per month
- The campaign recorded an average CTR of 1.58% with a peak CTR of 3.58% even through the off- season.
But competitors from the largest mobile ad networks say:
1. 72% of 8 million page views = 5,760,000 clicks required.
@ $0.03 cents a click this campaign must have cost a cool $172,000 per month for Cricket Nirvana.For 5,760,000 clicks @ 1.58% CTR rate, mkhoj must have delivered more than 300m ads..wow.
Guys – Either this was the mobile ad deal of the century or plain bull shit. I dont know a single admob advertiser who has had this budget..!!
You can find more comments here – but there is a lot more scrutiny in Europe and results and fingers must be clear.
What we think?
I think Europe is tough. If InMobi can partner with enablers like Smaato in Europe it can get into a pool of inventory networks for players. Without local language sales in France and Germany or Spain it will be hard to compete. JumpTap famously left Europe last year and Amobee, Velti and Out There Media all have a footprint.
But as previous sponsors of GoMo News we do wish them well and huge success! Plus the new website looks great.
Dear Bena,
Thanks for bringing this up again. When this argument had been made several months ago we had ignored it as we felt the wrong math and misinterpretation was obvious. However let us clarify the issues with the analysis you have presented in your article
a. The 72% and the 8 million page views cannot be multiplied. 72% was
the number of incremental page views being generated on average due to the campaign, while 8 million is the number of total monthly page views being generated at the end of the three month campaign.
b. As a result, this makes the numbers of clicks derived (5.76 million)
entirely inaccurate.
c. The same applies to the budget of $172,000 “per month”. The case
study clearly mentions that 8 million page views were “within 3 months”. So clearly the $172,000 per month is a misinterpretation.
d. Perhaps the most glaringly inaccurate assumption is that one click
equals one page view. While we obviously cannot reveal client data, suffice to say that one consumer generates well more than one page view.
Hope that helps clarify. We are happy to answer any further questions you may have.