Independent mobile app network Tapjoy has talked up growth in its advertising business, claiming to have processed 10 million ad completions for “big brand advertisers” in July. The US firm says its business from brand advertisers has increased more than 500 percent since the beginning of the year. As brands move more of their advertising budgets to mobile, Tapjoy projects its proportion of brand ads to more than quintuple again in the second half of the year. The firm delivered more than 30 million ad completions in July in total. Approximately 20 million of these were app installs, user engagements or other transactions for mobile gaming developers seeking cost-effective, scalable distribution for their apps.
The Tapjoy network spans more than 9,000 mobile applications on iOS, Android and “emerging mobile platforms,” and claims to reach more than 30 million unique users per day. Tapjoy said its proprietary ad-serving platform and tracking technology enables advertisers to “conduct acquisition advertising campaigns to generate quantifiable actions including application installs, user engagements, e-commerce transactions, video views, new user submissions, registrations, subscriptions and more.”
Brands currently advertising through Tapjoy include Victoria’s Secret, Netflix, Disney, Sephora, Gamefly, Lancome, eBay, ESPN, Groupon, Amazon, Doritos, Carl’s Jr, Microsoft, Yahoo, Google, Intuit, Kayak, Proflowers, Red Envelope, Gap, Banana Republic, Old Navy, FTD, eHarmony, Ask.com, Hotels.com, Samsung, Lionsgate, Overstock and Time Inc.
“Mobile media consumption has exploded over the last year, but until recently brands had been hesitant to test the mobile waters because they either didn’t understand how to reach their audiences or couldn’t quantify their return on investment,” said Mihir Shah, president and CEO of Tapjoy.
San Francisco-based Tapjoy is backed by investors including J.P.Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures.