admob As HungryMobile, we have the exclusive opportunity for the next 2 hours to tell you about a very exciting partnership in the mobile advertising space, which is between Admob, worlds leading mobile advertising firm and MADS, a premium mobile ads network in mostly West and Northern Europe. Both companies plan on monetising their inventory via the mobile market place.

“The AdMob? MADS strategic alliance unites two innovative, mobile advertising leaders and will help to grow the mobile advertising market,” states AdMob’s Vice President & Managing Director of EMEA, Thomas Schulz. “AdMob serves billions of targeted ads on the mobile Web and in applications every month and our new partnership with MADS will ensure it’s even easier for advertisers to reach their target audience.”

This I believe is a very exciting step for the mobile advertising business, as well for Ashu Mathura, who is CEO of MADS and a great guy to be around. I have found him many times thinking the same way as myself, and executing his ideas on a very dilligent level.

Is it the case, that AdMob and MADS are trying to do for mobile advertising what Google/DoubleClick has done for online advertising? There is a massive mobile-web convergence underway & mobile advertising is going to explode in growth - especially because of the extreme targeting capabilities which have the ability to produce CTRs 5 - 10 times higher than traditional online advertising. These include location-based mobile targeting possibilities which stand to produce massive revenue streams.

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Some background information about this deal:

  • AdMob currently serves over 4.6 billion ads per month - more than any other mobile ad network
  • MADS reaches over 60 million European consumers per month
  • MADS is currently processing over 300 million ads per month
  • MADS is the mobile ad platform of choice for more than 150 operators and publishers across 15 European countries.
  • CTR is significantly higher than the average 4% typically seen for mobile advertising campaigns and up to 10% in some cases
  • Europe’s largest new media publishers including Gazzetta dello Sport (Italy), Telegraaf Media Group (Netherlands), TV4 (Sweden) and Aftenposen (Norway) are utilising the MADS mobile advertising network to reach over 60 million European mobile consumers and monetise their traffic using one single, cross-country campaign order in the MADS campaign manager
  • Adidas, Mercedes-Benz, Peugot, Mini, H&M, British Airways, NIVEA, EA Games, Coca-Cola, M&Ms, Sony Ericsson, Samsung and Mastercard are some of the blue chip global brands currently utilising MADS technology to reach mobile consumers with very successful results
  • MADS full suite of products includes: MADS for Operators, to create, manage and monetize mobile inventory;MADS for Agencies/Publishers, to plan, book and optimize campaigns; and MADS for Advertisers, to track real-time campaign performance analytics and reports.
  • MADS unlocks ad opportunities across all mobile channels including: mobile internet, SMS push/insert, MMS push/insert, mobile video, mobile games and applications, idle screen and ring back tones.
  • More than 15 different demographic targeting options available including age, gender, zip code, region, handset, operator, country, etc.
  • Founded in 2006. Privately held, company based in Amsterdam, The Netherlands

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