Nexage Delivering Significant Growth and eCPM Value for Location-Enabled Impressions
Publishers are Realizing a 3.8x eCPM Premium for Location-Enabled Impressions on the Nexage Revenue Platform
BOSTON – November 2, 2011 – Nexage, the leading provider of market liquidity in mobile advertising, today announced that the Nexage Revenue Platform, the market’s only fully integrated real-time bidding (RTB) and mediation platform, is delivering a 3.8x eCPM premium for publishers providing location-enabled impressions for the last 3 months. Demand for location-enabled impressions also grew rapidly, showing a 170% per month growth in that same time period.
The eCPM premium and volume growth underscore the value advertisers place on location-enabled impressions to support their local and hyperlocal campaigns. For example, a recent survey reported that 53% of mobile consumers between 18-34 use location-based services to find store locations. This non-linear buying behavior, where mobile ads can trigger in-store purchases from nearby locations, is a central and powerful method for marketers to reach and compel consumers.
Publishers like the social gamification platform Beintoo and its network of apps partners (such as Fruit Ninja free on Android) demonstrate the value of supporting location-enabled impressions on the Nexage Revenue Platform, and specifically over RTB. On its apps partners, Beintoo realized an 11x eCPM premium for location-enabled impressions as compared to non-location-enabled impressions. To capitalize on this dramatic eCPM premium, Beintoo has increased the ads requested on the Nexage Revenue Platform by 95% per month over the last 3 months.
“Nexage delivers an extremely powerful engine to monetize apps like Fruit Ninja, while presenting highly relevant local ads to the game’s customers,” said Antonio Tomarchio, Founder and CEO of Beintoo. “Working with a market leader like Nexage gives us the opportunity to drive the revenue performance for our apps partners, enabling them to provide free versions of their games to customers, which also has the great effect of driving more and more downloads.”
“Mobile is a unique and powerful advertising medium, especially in the context of local and hyperlocal advertising campaigns,” said Ernie Cormier, CEO and president of Nexage. “The success of market leaders like Beintoo shows the extraordinary value in combining location-enabled impressions with our platform that maximizes the available demand and enables impression-level buying.”About Nexage
Nexage is the only premium mobile exchange that creates high-value, brand-safe liquidity for advertisers and publishers. The Nexage Exchange provides a range of programmatic markets to enable buyers and publishers to accelerate their businesses how they want to buy and sell including public exchange, private exchange, and programmatic guaranteed markets—and supports an ever-increasing volume of rich media and video ad units. Nexage Connect delivers integrated 1st and 3rd party data, including behavioral, contextual, enriched location, universal identifier, and privacy data to enhance targeting and retargeting. Nexage Protect delivers a suite of brand safety controls to advertisers and publishers. Nexage serves customers on a worldwide basis with offices in Boston, New York, San Francisco and London. Come visit us at www.nexage.com or follow us on Twitter @Nexage.
Pinger lets you to text and talk free from your iOS, Android, and Windows device. Pinger’s communication apps are some of the most frequently launched apps in the world. Needless to say, Pinger has a massive mobile audience to monetize.
To move their mobile advertising business forward, Pinger identified three areas of focus: 1) increase mobile ad revenue by monetizing more of their 3B+ monthly impressions; 2) simplify and reduce the cost of their mobile ad operations; and 3) gain better visibility to their mobile ad business through reporting.
Pinger took advantage of Nexage’s market-leading mobile ad tech stack, powered by the Nexage Exchange, which gives Pinger access to more than 200 demand sources, including ad networks, DSPs, and agency trading desks through a single point of integration.
- Pinger enriches their CPM and revenue performance by integrating data segments through Nexage Connect.
- Nexage delivers rich media and interstitial ad units to enhance consumer experience and drive CPM and revenue gains.
- Pinger benefits from Nexage’s rich, real-time reporting, which provides continuous and detailed visibility to business results.
In addition, Pinger obtains an experienced publisher services manager who provides high-touch account management, proactive account planning and ongoing support.
“Nexage is a strong and consistent partner across the board from RTB revenue to CPMs, demand volume, and customer service,” says Michelle Marko, senior manager, partners at Pinger. “Aside from exceeding revenue goals, one of my major challenges is access to detailed reporting data. The flexibility and granularity of Nexage’s reporting system is critical to our success. It is not a black box when it comes to accessing and analyzing data from Nexage.”