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JumpTap Launches Mobile Ad Network

The company's pay-per-click mobile advertising network will directly compete with offerings from Google and Yahoo.
Mobile advertising startup JumpTap is taking on Google and Yahoo by launching a pay-per-click advertising network.

The network, called TapMatch, lets advertisers bid on keywords and categories, and have their contextual ads appear on mobile Web searches. The network also can target users by carrier, location, and other data to serve a more relevant advertisement.

These ads can appear on a variety of handsets, including Research In Motion's BlackBerry, Apple's iPhone, and hundreds of cell phones. Advertisers and marketers will be able to access the ad network through a Web portal where they can upload images, text, or graphic banners for the campaign.

"Savvy marketers worldwide are moving their marketing spend to where it matters most -- in front of mobile consumers seeking relevant content and immediate gratifications," said Paran Johar, chief marketing officer of JumpTap, in a statement. "The mobile advertising market has reached a new phase of maturity where targeting is now essential and TapMatch uniquely delivers a system that best matches advertisers to their desired audience at their precise moment of intent."

Contextual mobile advertising is considered to be a lucrative market that will only grow bigger as more users surf the Web from their phones, and TapMatch is directly competing with offering from Yahoo and the mobile version of Google's AdWords. Google has become a successful company on the back of its online advertising network, and it wants to extend that to the mobile space as mobile searches increase.

JumpTap acknowledges that Google is a considerable foe in the space, but said its network can offer mobile advertisers more value because it can target devices by carrier, demographic, location, and handset. The company said its beta testers have seen up to three times the click-through rate compared with competing ad networks.

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