News & Events

Jumptap January MobileSTAT Report Also Shows Latest iOS Garners Higher CTR than Android

 CAMBRIDGE, MA. February 2, 2012 – If you didn’t get a tablet this holiday season, you may be one of the few. According to Jumptap, the leader in targeted mobile advertising, tablet network traffic jumped 229 percent over an average projected for the day after Christmas, based on historical network traffic. January 2, 2012 also saw a bump, with a 263 percentage traffic increase – most likely from recipients uploading holiday photos and getting familiar with their devices. In its newly released January MobileSTAT, Jumptap found that the Kindle Fire experienced the greatest tablet growth throughout December. The new device held 10 percent of tablet market share on December 1 and finished the year with 30 percent market share. This year-end surge suggests a 2012 trend for lower-priced tablets.

In 2011, the mobile ad industry broke the billion dollar barrier for the first time. With expectation for significant growth over the next three years, the Jumptap January MobileSTAT looked back at online ad spending for a historic benchmark. Online ad spending surpassed the $1 billion mark in 1998, followed by hockey stick growth that outpaced what analysts had predicted. This month analysts at eMarketer changed their predictions about mobile ad spending growth, estimating the market would be roughly $6.5B by 2014, much higher than their September 2010 estimate of $2.5B by 2014. Jumptap’s side by side comparison with what analysts originally predicted for the online ad market shows that even higher estimates for mobile may be conservative.

“Mobile is quickly becoming the primary access point of the internet. Advertisers have seen this movie before with PC based digital advertising and are allocating mobile budgets that are larger and larger,” said Paran Johar, Chief Marketing Officer, Jumptap. “The surge in tablet adoption rates and rise in mobile subscribers support the expectations that mobile will eventually outpace online.”

In 2011 Android and iOS continued to battle for mobile OS share. When the dust cleared, Android had beaten iOS. The January MobileSTAT found that Android’s share grew 21 percentage points (38 percent in December ’10 to 59 percent in December ’11), while iOS dropped 7 percentage points (29 percent in December ’10 to 22 percent in December ’11). iOS may have lost the share battle this year, but not without a valiant fight – iOS tripled in overall traffic on the Jumptap network of more than 95 million unique visitors, while Android more than quadrupled. This should be a lesson to marketers – both operating systems are growing at break-neck speeds and a cross-platform approach is essential to reach their audience.

More broadly, the January MobileSTAT report revealed new data about the app vs. mobile web balance, OS click-through rates, and targeting.

MobileSTAT smartphone findings:

• In addition to faster adoption, newer iOS versions see higher click-through rates than their Android counterparts. iOS5, the latest version of the Apple OS, has a CTR of approximately .91 percent, while the latest Android OS, 3.x, has a .59 percent CTR.

• The app vs. mobile web debate still has many industry players picking sides. The January MobileSTAT shows that both are growing at similar rates with no signs of slowing. For marketers trying to decide whether to build an app or mobile site, the answer clearly depends on the audiences they’re looking to target.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. Jumptap strives to better understand mobile audience and educate the entire mobile ecosystem through its insight reports. MobileSTAT contains analysis of hundreds of gigabytes of log data, run through Jumptap’s analytics technology. To download a full copy of the Jumptap MobileSTAT report, visit jumptap.com/STAT.

Reporting Methodology
The results of the Jumptap MobileSTAT report are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap                                                                                                           

Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.

Veteran Ad Network Leader Adds Technical Depth

CAMBRIDGE, MA. January 19, 2012 – Jumptap, the leader in targeted mobile advertising, today announced that Bob Hammond has joined the company as Chief Technology Officer. Hammond will oversee engineering and technology efforts for the company, with a focus on scaling all aspects of Jumptap’s platform and extending the company’s lead in mobile audience targeting.

Hammond is a well-known digital media technology leader and brings more than 24 years of experience in the advertising, technology and media industries. He comes to Jumptap from Vibrant Media, a NY-based online ad network. There, Hammond served as SVP of Technology and oversaw more than 50 engineers and led all aspects of technology for the more than $100M ad network. 

“Bob has been a trail blazer in the ad network and technology areas for years, and has witnessed the development of supply/demand management, Real Time Bidding and algorithmic buying in display and video ad networks alike,” said George Bell, CEO, Jumptap. “His experience guiding ad networks at all stages – start-up, hyper-growth, and scaling for stability – will  provide great insight for Jumptap. Bob is a born leader with enthusiasm to burn, and we’re delighted to have him join the team.”

Prior to Vibrant Media, Hammond served as VP of Engineering at Yahoo! following the company’s acquisition of Maven, a video ad network where Hammond was SVP of Engineering for three years. In his role at Yahoo!, Hammond managed and oversaw engineering for the company’s Video Platform and Syndication Group, including management of core development teams, product QA, product UI design, and technical documentation for the Maven product line. Before Maven, Hammond spent more than six years at Mirror Image, serving as Chief Technology Officer for the final three.

“It’s clear that mobile is the frontier of advertising innovation,” said Bob Hammond, CTO, Jumptap. “Jumptap is a leader with superior targeting that creates the relevancy needed to make mobile advertising successful. I’m thrilled to be joining such a high growth and technology driven environment.”

Note to press: Bob Hammond’s bio and headshot are available upon request.

About Jumptap                                                                                                                 Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT reports. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.

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For More Information:

Christina Feeney, Jumptap
617.301.4181
christina.feeney@jumptap.com