'Net Features : jumptap

Apps Now Represent 84 Percent of Mobile Traffic

Michael Garrity — Wed, 27 Mar 2013 19:05:00 GMT

Mobile applications are steadily winning over consumers as the preferred method for getting on the Web from their mobile devices, and the recent March MobileSTAT (Simple Targeting & Audience Trends) report from Jumptap shows that (no surprise) mobile app usage is higher now than it has ever been before.

In fact, mobile apps now represent 84 percent of all mobile traffic; just two years ago, apps only accounted for about 45 percent. The MobileSTAT report attributes this primarily to two distinct factors. First is that consumers are showing a growing preference for the speed and browse-ability that apps provide; the other is that the number of available mobile applications has grown exponentially.

Now, the time that users spend on their mobile apps has already surpassed the amount of time they spend on their personal computers, which means that advertisers should already be readjusting their budgets to reach out to customers while they’re on-the-go. And if they haven’t already, it’s time to get started!

Another interesting finding from the March MobileSTAT report is the news that while the iPad still dominates the tablet market (with a 57 percent market share), Samsung’s Galaxy Tab device is expected to narrow the gap between the two devices in the coming year. However, the Kindle Fire from Amazon has actually lost some market share among the new iPad mini and other “mini-tablet competitors.” Still, Jumptap recommends that “advertisers looking to reach consumers ad they multi-screen during the NCAA tourney and other events should include Samsung and Amazon tablets in the mix,” as together they represent one-third of the U.S. tablet audience.

The Jumptap MobileSTAT report is a monthly look at the most relevant targeting and audience trends in the mobile advertising industry. It looks at Jumptap’s network of over 46 billion impressions, 171 million U.S. users and 51,000 mobile apps and websites. To read more about the MobileSTAT report from March 2013, just click here.

United States of Gamers

Amberly Dressler — Wed, 19 Dec 2012 19:15:00 GMT

Ever wonder what people in our Nation’s capital are up to or even the person in line ahead of you at the store?

According to Jumptap’s MobileSTAT December report released today, they are gaming – big time. In fact, Washington D.C. boasts the highest concentrations of gamers, with a weekly average of 29 mobile gaming requests per resident. This is nearly five times that of any other U.S. location in the study.

Washington D.C. isn’t alone, however, mobile gaming traffic is up across the nation. Interestingly, mobile gamers make up an 80 million-plus audience in the United States of which 33 percent play every day (comScore).

“Mobile gamers are not just teenagers, but busy professionals, moms and dads, and grandparents,” said Jumptap VP of Marketing Matt Duffy. “As gaming traffic grows on our network, advertisers gain scalable ways to reach specific audience segments of any age or demographic.”

Advertisers can make informed decisions about who and when to advertise based on the data from the monthly Jumptap report. The mobile advertising company reports that 99 percent of gaming takes place on Apple and Android devices. While the full breakdown is shown below, Jumptap can offer advertisers a cross-platform campaign.

Here are a few more report highlights:

Mobile gamers engage the most heavily in the afternoon and evening hours, when Jumptap saw a 68 percent in gaming traffic.
The top-performing verticals on gaming channels (by CTR) are pharmaceutical, retail and game sectors.
Jumptap also reported that consumers played Angry Birds (one of the most popular games on smartphones) while Black Friday shopping. There were two huge spikes in game play near Walmart stores across the U.S.

Jumptap Expands Targeted Mobile Ad Toolbox

Amberly Dressler — Wed, 28 Nov 2012 19:30:00 GMT

Audience data is a critical element in targeting advertisements across the mobile landscape.

Jumptap, Inc., a leader in targeted mobile advertising, and BlueKai’s, an enterprise data activation system for intelligent marketing, had this in mind when announcing its new partnership. The idea behind the announcement is to help advertisers deliver highly targeted mobile ads by leveraging a broad set of mobile, online and offline data segments.

Segments include consumer purchase intent, past purchases, geographic and demographic data, interests, lifestyle, and automotive, among others. The partnership allows advertisers on the Jumptap network to leverage BlueKai’s online data segments and algorithms specifically within the mobile realm.

“Through this partnership, we’re expanding our tool box significantly to enable advertisers to go beyond network-specific data to promote better ad relevancy and ROI,” said Adam Soroca, Chief Product Officer and General Manager, Jumptap. “BlueKai is well-known in the online realm for its data prowess, and we’re honored to be its first partner as the company enters the mobile space.”

According to the announcement, to leverage BlueKai data for mobile targeting, BlueKai drops pixels across its publisher network, which is then matched with targeting segments and an IP address. When Jumptap recognizes repeat users on its network, it matches the segments sent by BlueKai and delivers a relevant ad.

In addition to accessing BlueKai’s Mobile Privacy Guard (MPG), a new technology aimed to ensure user anonymity on their mobile devices, Jumptap works with privacy advisor Evidon to implement the AdChoice privacy icon logo in all behaviorally-targeted mobile ads. Clicking on the in-ad notice brings consumers to Jumptap’s privacy policy page where they can view more information about targeting and update their privacy settings or opt-out. (To check out the updated mobile advertising guidelines, click here.)

“Our partnership with Jumptap signifies BlueKai’s dedication to helping marketers take a data-driven approach to identifying and reaching prospects across any screen,” said Cory Treffiletti, SVP of Marketing at BlueKai. “Mobile is an untapped channel, and with data, audience targeting opportunities can be unleashed in a really big way.”

Mobile Usage Impacted by Season and Time

Allison Howen — Sat, 03 Nov 2012 17:30:00 GMT

By now, we all know that the popularity of mobile is helping to drive website traffic and conversions. However, these engagement rates are greatly impacted by the time of day and season, according to a new study.

In fact, the Jumptap MobileSTAT study reveals that mobile click-through rates (CTR) build throughout the holiday season and peak on New Year’s Day, which receives 37 percent more than the average CTR. Conversely, the highest conversion rates (CR) actually appear in the summer time and peak in July.

Additionally, the study found that although smartphone usage rates remain steady throughout the day and increases gradually at night, tablet usage is clearly the heaviest in the evening, peaking at 87 percent more than the average rates during and after primetime TV viewing.

These statistics mean that whether the goal is a better CTR or CR, marketers should take the season into account when planning their mobile advertising campaigns. Furthermore, marketers should incorporate day-parting and tablet targeting into their campaigns in order to reach consumers as they jump from devices throughout the day.

“Holidays usher in an influx of consumer excitement around new mobile devices, as well as more time spent indoors. By understanding and leveraging mobile consumer behavior during this time period, advertisers gain a leg up to maximize mobile campaign metrics,” said Matt Duffy, VP of Marketing at Jumptap. “With mobile ad spend peaking in Q4, now is the time to ensure you’re implementing these optimization strategies."

For those interested, you can check out Jumptap's infographic about the study below:

Privacy Comes to Mobile Ads

Allison Howen — Sat, 25 Aug 2012 02:09:00 GMT

Mobile ad network Jumptap has partnered with Evidon to fight for consumers’ rights to privacy.

The partnership between the two companies brings the AdChoices icon to in-app and mobile Web advertisements that use behavioral data to target consumers. Although the AdChoices icon is commonly seen in traditional online advertisements, Jumptap and Evidon created the first mobile AdChoices Icon privacy solution, which will be deployed through Evidon.

Through the partnership, Jumptap’s mobile ads will include the AdChoices icon in order to notify consumers when they are targeted with behavioral data. Once clicked, the icons direct consumers to Jumptap’s privacy overview page where they can discover more information about targeted mobile ads, as well as have the ability to update their privacy settings if desired.

“It all comes down to doing the right thing. The components of ‘Notice’ and ‘Choice’ allow us to bring innovative ad targeting features to market in a transparent way that leverage mobile and third party behavioral data at scale,” says Paran Johar, Chief Marketing Officer, Jumptap. “Jumptap provides choice via our opt-out capabilities. Our partnership with Evidon will ensure that notice is provided wherever we reach the consumer, on the mobile Web and in apps, and that our privacy experience will continue to be best in class as capabilities evolve.”

Android Owns 60 Percent of Mobile Market Share

Linc Wonham — Tue, 06 Mar 2012 15:00:00 GMT

In its newly released MobileSTAT report, mobile advertising network Jumptap reveals that Android and iOS together make up 91 percent of the mobile operating systems (OS) market.

Based on data from the Jumptap network of more than 95 million monthly users, both operating systems reached new heights in January 2012. Android hit 58.8 percent and iOS reached 32.2 percent market share, respectively.

Blackberry, on the other hand, sunk to a record low of 6.7 percent. The data supports Nielsen’s recent report that showed 89 percent of smartphones that were acquired in Q4 2011 were Android or iOS, and only 6 percent were Blackberry.

“With Google activating 850,000 mobile devices daily, it’s no surprise that Android has continued to outpace every other OS on the market,” says Jumptap chief marketing officer Paran Johar. “What advertisers should take away from this data is the importance of advertising cross-platform. Both the Android and iOS operating systems continue to grow while the remaining competitors represent only a fraction of the market."

Additional findings in the new report include the following:

• Exponential Tablet Growth: The launch of the Kindle Fire has helped fuel exponential tablet growth in the last few months. Overall tablet traffic on the Jumptap network has increased over 50 percent since December 2011. In that same time period, Kindle Fire has grown from holding a 4 percent share of tablet traffic to a 33 percent share. Jumptap predicts that 2012 will be a year of heavy competition between the iPad3 – launching in March – the Kindle Fire, and other low-cost tablets.

• Mobile Devices of CES Attendees: The largest consumer electronics show in the world, CES, brought hundreds of the best and brightest in tech to Las Vegas -- and with them, their mobile devices. In analyzing the types of devices used in Las Vegas during the event vs. devices normally used in the area, the Jumptap February MobileSTAT found that Apple and Blackberry made the strongest showing. Additionally, iPad traffic increased 100 percent and Blackberry traffic increased 111 percent during the show. To no surprise, the report also found that tech-focused CES attendees were less likely to use feature phones as compared to Las Vegas locals.

• Politics is Mobile: Political candidates aren’t the only ones using mobile for the primaries. Mobile users in South Carolina took to their phones to check results of the state’s primary election on January 21. Significant spikes on the Jumptap network ‘News Channel’ occurred on the day of the primary resulting in a 35 percent increase in traffic at 7 p.m. ET when the polls closed, and a 40 percent spike at 10 p.m. when results were announced.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. The results are derived from large quantities of network data to identify targeting and audience trends.

Are Tablets Taking Over E-Commerce?

Michael Garrity — Tue, 15 Nov 2011 20:05:00 GMT

When the iPad was originally announced, the critics were harsh, and most people didn't seem to see the purpose of yet another handheld device that didn't have the same computing power as a laptop, nor the portability (or ability to make calls) like a smartphone.

Now, studies show that for iPad owners (or owners of another comparable tablet device, which is less likely at the moment), the device is the standby for most of the users' computing needs, especially on the Web.

For reading, browsing and multimedia consumption, owners are becoming more and more accustomed to picking up their tablets instead of phones or laptops. And, as recent trends have begun to show, these devices are also beginning to be the first choice of owners for online shopping, as well.

Mobile advertising company Jumptap, in conjunction with comScore, recently released Wave Two of its ongoing research project titled Understanding Mobile Audience, which "shows that tablet owners are almost as likely as PC and laptop owners to use their tablet device to make purchases." According to the study, a whole 63 percent of tablet owners make purchases on their devices; this is compared to 83 percent of PC owners who shop on their computers.

The news of the tablet influence on e-commerce isn't new. In fact, it's been covered at Website Magazine before (a couple of times). However, there are still some important statistics the report brings to light concerning the tablet revolution.

It's clearly a younger set of users (those hip Millennials) that are shopping on tablet devices. Of "young" tablet owners, between the ages of 18-34, almost 80 percent made purchases on their tablets; the middle-aged set (35-54) saw about 50 percent buying things on the devices, and just 43 percent of the 55+ crowd made tablet-based purchases. These are very similar to trends that we see with smartphone usage, as well. So far, the top three most popular purchases on tablets have been event tickets, daily deals (specifically from sites like Groupon) and clothing/apparel.

Perhaps the most curious finding in the study dealt with security. While most users seem to agree that they find PCs safer than mobile devices, many of them also feel that tablets are, for some reason, more secure than smartphones.

Also, though they are making these purchases on mobile devices, many of them prefer to shop on them at home.

It looks like these trends will be absolutely essential for e-commerce companies to pay attention to, because tablet commerce will probably be the future of online shopping now that Barnes & Noble and Amazon are both coming out with their own (more affordable) iPad competitors. Amazon, particularly, seems poised to jump directly into marketing for the tablet, altering much of their website in anticipation for the release of the Kindle Fire.

Rich Media is the Future of Mobile Marketing

Michael Garrity — Tue, 25 Oct 2011 13:15:00 GMT

Web marketers are still trying to discover the most effective methods for mobile advertising. Now, there is evidence suggesting that the future of mobile marketing may lie in rich media ad units.

Jumptap recently released the data gathered in its MobileSTAT Report for September 2011, and found that current trends show rich media ad units dominating standard media in terms of click-through rates (CTRs), the primary method of measuring user engagement with mobile ads.

After reviewing over 300 million campaign impressions for a number of major Fortune 1000 advertisers running "both rich and standard media with similar creative and advertising," Jumptap noticed that rich media ad units saw a significant lift in CTR over their standard media counterparts.

The rich media format is seen as a great way to "inspire interaction" between consumers and a brand, and the dramatic rise in smartphone and tablet adoption by the general public has helped to increase the efficiency of these advertisements.

Among the companies that saw greater CTRs with rich media ads were:

- A major retailer, who saw a 337 percent lift over standard ad units

- A luxury auto manufacturer with a 357 percent lift

- An advertiser for a new theatrical release, 340 percent lift

- A quick service restaurant, 455 percent lift

- An athletics manufacturer, 214 percent lift

- A consumer electronics company, 362 percent lift

Android Remains on Top
Other findings released in the MobileSTAT report include figures that show Android still dominating the smartphone market with about 47 percent of smartphone owners using Android devices, the same number as August. Jumptap also reported "a 50/50 split" between mobile Web and app traffic by users accessing the internet on mobile devices, with Android leading app traffic and feature phones offering more mobile Web-based traffic than smartphones. Finally, advertisers named location-based targeting as the most popular method for trying to reach consumers on the Jumptap network.

Jumptap Predicts Promising Future for Tablets

Michael Garrity — Thu, 06 Oct 2011 22:30:00 GMT

Targeted mobile advertising specialist Jumptap made public its MobileSTAT Report for August yesterday, which looked at Jumptap network data and reveals some interesting tidbits, such as the fact that Maine was the number one state for tablet usage during the month.

Wyoming, Hawaii, North Dakota, Arkansas, Connecticut, Virginia, New Hampshire, Minnesota and New Jersey rounded out the top ten states in August that had the highest tablet traffic relative to overall mobile traffic.

The spike in tablet prevalence in the country's most northeastern state was "clearly driven by affluent vacationers," but really it speaks to larger trends in the mobile device market. Analysis firm Gartner estimates that tablet sales will reach 326.3 million units (almost the entire population of the United States) by the year 2015. Though previously considered more of a niche or novelty product, tablets could see a big upswing with many models getting lower pricepoints, like the less-than-$200 Amazon Fire.

Jumptap says that, based on the usage patterns it has seen, "the Gartner number may prove to be low."

According to the MobileSTAT Report, 56 percent of tablet traffic on the Jumptap network was actually produced outside of the U.S., whereas only 28 percent of overall mobile traffic on the network is not from the United States. This figure signals "deeper tablet penetration overseas."

A total of 91 percent of tablet traffic around the world was via Wi-Fi, which isn't a "truly mobile" method of accessing the Internet.

As for tablet operating systems, 75 percent of the traffic was from iOS. Android followed with 20 percent and WebOS clocked in at 4 percent.

The study didn't just focus on tablet use, however; it also compared network click-through rates (CTRs), App vs. Mobile Web market share, mobile marketing and demographic trends and the top mobile advertising verticals.

When it comes to smartphone statistics, the MobileSTAT Report shows that Android, iOS and Blackberry platforms (continue to) dominate the top three spots and own over 90 percent of the market share, with Android being the clear leader by hosting 47 percent of the network.

Still, iOS by Apple provides "the best direct response advertising performance" with an impressive CTR of 0.71 percent. The demographic groups who exhibited the highest mobile CTRs were users between the ages of 45 and 74, users with incomes of over $50,000 and male users. According to the Report, "a clear new challenge for advertisers is getting beyond CTR to connect with younger, less-affluent audiences whose presence on the Jumptap network is large, but whose propensity to click on ads is low."

As far as mobile verticals go, retail, automotive and entertainment were the largest in spending during August, while telecom, entertainment and insurance had the best CTRs.

Jumptap's MobileSTAT gives the industry a monthly look into targeting and audience trends in the mobile market buy using the company's unique, data-driven approach to mobile advertising. The results come from large quantities of network data that are run through a proprietary algorithm to analyze and normalize it.

Data Shows a Country Divided in Mobile OS Choice

Allison Howen — Tue, 09 Aug 2011 03:30:00 GMT

A new study shows that consumers in the South and Southwest tend to be more likely to use an Android phone, where as consumers in the Midwest and Northeast are more likely to use an iPhone.

Jumptap, a targeted mobile advertiser, revealed these patterns from their monthly mobile STAT (Simple Targeting & Audience Trends) data report based on data from the first half of 2011.

The study also shows that although Android may be the most used mobile platform, iOS ads perform better than ads on any other operating system.

According to the report, Sony Ericsson was the only Android device with ad performance close to iOS— with a .54 percent click-through rate, which is higher than Android’s industry average of .52 percent. However iOS devices have a dominate .78 percent click-through rate when it comes to ads.

“Our advertisers are requesting the most granular data available on mobile users so they can create the most targeted campaigns,” said Paran Johar, Chief Marketing Officer for Jumptap. “This new data reveals some interesting patterns for advertisers to consider when targeting consumers using Android devices vs. iOS devices.”

And although states like California, Texas and Florida are team Android and states like Illinois, Wisconsin and Louisiana are team iPhone, the bigger surprise is that Blackberry still has some dominance— in states like New York and Oregon.

Mobile Ad Engagement is Best at Midday

Linc Wonham — Thu, 30 Jun 2011 22:55:00 GMT

While the primary function of mobile ads has been to drive consumers to the Web, many campaigns are increasingly setting their sights elsewhere.

New data released by Jumptap has found that 34 percent of performance-focused campaigns are set to initiate a call or download, rather than direct the user to a website. The report evaluated over 11 billion ad requests made to the Jumptap network by over 83 million unique users. It also revealed that the peak time for mobile ad engagement occurs around midday, as opposed to the early morning or late evening time slots.

Conversely, click-through rates are at their lowest during the morning commute and first hours of the workday.

“Mobile, like PC Web-based advertising, is very measureable,” says Paran Johar, Jumptap’s chief marketing officer. “As such, many brands and app developers are measuring their ROI very closely and allowing consumers to respond to ads in varying ways including click-to-call , click-to-map, click-to-download or click-to-SMS”

The report showed that Android continues to drive the largest share of ad requests on the Jumptap network. Google’s mobile platform increased its share by more than 3 percent from the previous month to 42.4 percent while Apple’s iOS gained less than a percent to 30.3 percent.

While ad requests are handily dominated by Android devices at a growing rate, iOS leads in user engagement with the highest average click-through rates of all the mobile operating systems. These distinctions are important to note as advertisers and developers weigh the importance of reach and engagement and showcase how a cross-platform strategy is critical to a mobile campaign.

Jumptap Makes a Power Move in Mobile Advertising

Mike Phillips — Thu, 05 May 2011 13:05:00 GMT

Jumptap, one of the biggest providers of mobile advertising, has secured $25 million in anohter round of investment funding led by Redpoint Ventures. It's yet another signal of the era of mobile, fully underway.

"Jumptap is a strong and significant player in the world’s fastest growing new media," said Scott Raney, General Partner, Redpoint Ventures, and member of Jumptap's board. "The company has achieved scale and developed a market position around understanding mobile audiences, which we feel is very compelling. This vision, together with a superior leadership team, made this a tremendous investment opportunity for us."

Here's a closer look at Jumptap, by the numbers:

Each month, the Jumptap network reaches 83 million consumers -- up 30 percent from last year.
Jumptap has partnered with more than 10,000 sites and apps.
Jumptap has received over 10 billion ad requests in April, 2011.

"Our focus on leading mobile innovation through technology and services underscores our long-term vision and commitment to delivering the best solutions for advertisers and publishers," said George Bell, CEO of Jumptap. "We are well positioned to capitalize on the momentum in the mobile marketplace and continue to see impressive growth across all measures."