Madhouse, China's leading mobile ad network operator, today provided a business update for 2008. As of December 31, 2008, Madhouse served 5,628,758,761 mobile ad impressions using its MadServing(TM) system in 2008, which is 12 times the total impressions Madhouse served in 2007.
This increase in traffic is the result of the continued and accelerated growth of China's mobile internet advertising market and Madhouse's dominance in the market.
Developed by Madhouse, the industry-leading mobile ad serving platform known as MadServing(TM) serves ads effectively to targeted audiences according to different criteria including location, time, carrier brand, handset model and price segment, optimizes the ad serving performance during the whole campaign period and maximizes return on investment by placing frequency caps on impressions, clicks and downloads for each unique visitor.
MadServing(TM) is also the only mobile ad serving platform that allows mobile ad visual optimization across the full spectrum of phones in China to ensure that advertising is presented with maximum visual impact.
In addition to serving traditional text links and display banners, Madhouse developed and applied new mobile ad formats in 2008 including mobile full screen interstitial ads, contextual ads and mobile video pre-roll ads.
These new ads are served through MadNetwork(TM), the Madhouse mobile adverting network, which covers more than 1,100 major mobile internet sites and client media comprising over 75% of China's total mobile internet traffic. MadNetwork(TM) also has exclusive agreements with a number of top mobile internet portals in China.
Madhouse's industry-leading intelligent ad serving is employed across a large publisher base that has been utilized by numerous advertising agencies and brand advertisers. In 2008, Madhouse has been selected as the preferred mobile marketing partner of GroupM China, in a venture called "GroupM Mobile Powered by Madhouse."
Via this partnership, Madhouse is providing its comprehensive mobile marketing solutions through GroupM media agencies such as Mindshare, MediaCom, Mediaedge:cia, and MAXUS, and to their respective clients.
In 2008, Nokia Growth Partners, Nokia's venture capital arm, also announced that their first investment in China would be in Madhouse.
"In today's marketing environment, we expect advertisers to allocate more of their spending on media where return can be more accurately measured. Mobile internet advertising provides excellent performance in this regard. Now that 3G licenses have been finally released in China, we foresee the development of more mobile ad products delivering rich media experiences in the near future," said Madhouse CEO Joshua Maa.
"In 2009, we expect to increase cooperation with more advertising agencies and to continue our role as a leading innovator in the mobile advertising space. We are in the process of consolidating our leadership position in China's mobile marketing arena and aim to help drive development in this market.''
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