For a mobile advertiser like Jumptap, part of the key to success is reach. The more places it can publish an ad, the more reach it has. The more reach it has, the more attractive it is to advertisers. And today Jumptap is launching a $4 million fund (some might call it “a giveaway”) called Passport to Freedom, to entice more publishers and developers into carrying Jumptap ads.
What’s the story?
The goal of Jumptap is to be the most comprehensive advertising agency in mobile – it wants to be able to serve any kind of ad to any kind of device. But it needs publishers to carry those ads, which is what Passport to Freedom is all about. The way it works is this:
- normally, when a publisher or developer signs up with Jumptap, they agree to serve ads from the agency into their mobile website or application.
- the advertiser that placed the ad through Jumptap pays them each time a consumer clicks-through on one of these ads.
- Jumptap splits that revenue with the developer or publisher that hosted the ad.
What this fund is doing is directing 100% of the money to the developer/publisher. New partners that sign up with Jumptap will get 100% of the revenue from clicks, and will continue to do so until the end of the year or Jumptap pays out $4 million, whichever comes first.
What we think?
I would consider this an epic PR move by Jumptap, for two reasons. First, whether or not that $4 million lasts until Christmas, it’s still a catchy figure. It’s the kind of number you pay attention to. Secondly, they timed it perfectly. There are developers voicing their doubts that iAds can provide a long-term revenue stream – and here comes Jumptap making you an offer so you can’t refuse.