tapMatch pay per click performance mobile ad marketplace from Jumptap– reviewed

Mobile Advertising company Jumptap has launched a new ad marketplace called tapMatch.
What is it?

Basically it’s a mobile ad marketplace – based on bidding on keywords and categories with targeting for the iPhone.

Is this new?
So. I read the press release a few times and I was trying to grasp what is really going on here and then it hit me. This isn’t just about the keyword – JumpTap has gone vertical!  At least with its advertising model.
Just like MCN (Allwords) and Medio (MobileNow)now JumpTap (tapMatach) is adding a category based or vertical component to its search marketing. This means that advertising is automatically more targeted as the channel or headline area of interest is targeted primarily.
This section of the PR sums it up :

Quality Trusted Mobile Marketplace

Ads run across a comprehensive set of categories including automotive, careers, finance, fitness, and health, enhanced by keyword search parameters. In comparison to typical pay per click marketplaces, 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 click through, awareness, consideration, and purchase intent than generic mobile ad networks.

So – tapMatch has replaced the existing PPC mobile ad marketplace and the new premium ad marketplace launched a few months ago highlights the two main arms of JumpTap’s business.

So, I checked it out.

I realised quickly that the new tapMatch is the old platform souped up.  So everything looks the same apart from several sets of new features allowing for targeting of the iphone and mobile sites and greater differentiation.

So throughout the mobile ad marketplace there is more chance for users to target and personalise services.  

If you look at the screenshots the traditional JT branding is evident and sections in all the screenshots have been included to target the iPhone or different types of mobile user - not only based on the type of device.

The way in which you add or create advertising content is the same and I have always liked the way the JumpTap does this with simplicity. I still think that the 20 characters are too few (text link) but it does make users think and ensure that the trigger or keyword used is relevant and spot on.

Jumptap did have a search keyword tool that was being used by AT&T a while back and I think that it could have been integrated into this section of the mobile advertising marketplace. I do like the huge space for personal keywords but help in selecting would have also been good.  The way in which you can choose the type of advert and default bid is clear but again - other ad providers are offering time zones and geo-located based bid mechanisms to help with personalisation that are evidently missing here.

What we think?

tapMatch is JumpTap’s ad market place in a ball gown. Its been given a re-work and a new name and some personalisation. The focus is to encourage better targeting and personalisation from the mobile market and to better use mobile inventory.

It shows that make-overs in the mobile advertising space - however nascent it is, are vital. It further shows JumpTap’s bigger push in the mobile advertising space - this is the first PR I have seen for a long time where the terms search is only used in the ad selling space and not as a major branch of Jumptap.

Some things I don’t think can evolve with time but for the time being JumpTap is stepping out in the right direction.