Mobile advertising startup JumpTap is taking on Yahoo and Google by by launching a pay-per-click advertising network called TapMatch.
The new network lets advertisers bid on categories and keywords, and elect to have their contextual ads appear on mobile Web searches. TapMatch also can target users by carrier, location, and other data to serve a more relevant advertisement. 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 their campaigns.
Paran Johar, chief marketing officer of JumpTap believes “Savvy marketers worldwide are moving their marketing spend to where it matters most — in front of mobile consumers seeking relevant content and immediate gratifications. 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.”
TapMatch is directly competing with contextual mobile advertising offerings from Yahoo and the mobile version of Google’s AdWords. It is considered to be a lucrative market that will grow as more users access the internet from their phones.
While acknowledging Google’s stake in the space, Johar said that the TapMatch 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.
As smartphones become equipped with more desktop-like capabilities, it’s easy to see how people on the move may soon be using them as replacements for laptops.