The value of mobile advertising networks is well established at Google and Apple: Google bought Admob for $750 million and Apple bought Quattro Wireless for $275 million. So far though the independent ad networks have stayed on the sideline.
Until now. A source tell us that ValueClick (NASDAQ: VCLK) has acquired mobile advertising network Greystripe for $75 million in cash.
Greystripe has raised $18.1 million in funding to date over four rounds. They have a direct sales force that sells rich mobile ads directly to brands, and are on pace to bring in $25 million – $30 million in revenue this year, with about $6 million in gross profit. → Read More
Mobile ad network Greystripe launched its workaround to bring Flash-like ads to iOS devices last year, with the hope that advertisers who still want to use Flash-based ads would choose the network’s format over Apple’s iAd format. It looks like Greystripe’s proprietary Lightning Technology could pay off for the network. The mobile ad network’s Flash-based revenue in 2010 was boosted by 50 percent thanks to the Flash workaround, with overall revenue growing by 400 percent from 2009 to 2010.
Greystripe’s Lightening technology transcodes Flash authored ads as HTML5 to mobile devices that do not support Flash Player (such as the iPhone and iPad); these ads will be supported in both applications and on the mobile web. There’s no work for the advertisers or publishers; Greystripe says the transition from Flash to HTML5 is seamless. And Greystripe’s technology for Apple’s Safari web browser allows real-time transcoding of Flash authored creative work to HTML5. → Read More
Mobile advertising network Greystripe is moving into new territory today, expanding its platform to allow advertisers to reach users on the mobile web. Greystripe, which has until now offered in-app advertising on the iPhone, iPad, Android and Java platforms, is bringing its Flash-like ads to the mobile web.
Greystripe has already partnered with a number of advertisers, such as Sprint and Dove, and publishers, including CollegeHumor, Evite and Dictionary.com, to beta test the mobile web offering and are claiming to see strong results in terms of CTRs and CPMs. → Read More
Following the drama of Apple’s new developer licensing agreement a few weeks ago, independent mobile ad network Greystripe is reporting double the number of developer sign ups to its network. According to the new terms of the agreement, only “independent” ad-serving companies will be able to serve ads, possibly ruling out Google’s AdMob, one of the largest mobile ad networks on the market. Greystripe could stand to gain from one less competitor on the iPhone ad market, and is apparently already seeing gains.
Greystripe is also announcing today that it has updated its iPhone Advertising SDK for compatibility with Apple’s iOS4 Platform. The company says that it updated the SDK “over the air,” which means that app developers don’t need to pull their app out of the store, add the code, and resubmit to Apple. So publisher ads will work seamlessly with any apps served on the new OS. → Read More
A look at Apple’s new developer licensing agreement a few days ago revealed that the Cupertino-based company may have just completely blocked Google’s AdMob from serving ads on the iPhone and iPad. According to the new terms of the agreement, only “independent” ad-serving companies will be able to serve ads. AdMob, because it’s “an advertising service provider owned by or affiliated with a developer or distributor of mobile devices, mobile operating systems or development environments other than Apple” (i.e. Google), would be restricted from serving ads on apps for the iPhone. AdMob CEO Omar Hamoui confirmed this on Wednesday in an official response from AdMob. Apple has yet to issue a public statement on this issue, but the true winners in terms of ad networks appear to be independent ad networks such as Millennial Media, Greystripe, Medialets and others who can all continue to serve ads on the immensely popular mobile platform.
Some independent networks have been quick to commend Apple. Yesterday, Greystripe issued a statement on its blog expressing its pleasure at the turn of events. “We are pleased that Apple’s new terms and conditions explicitly allow independent ad networks, like Greystripe, to operate on the iPhone and iPad platforms,” writes marketing director Dane Holewinski. “It confirms the value of 3rd party ad networks that enable developers to earn great revenue with their applications.” Greystripe CEO Michael Chang commented to us, “the new terms and conditions provide an advantage for independent mobile ad networks to secure their share of the rapidly expanding market.” → Read More
The ongoing battle between Adobe and Apple over the lack of support for Flash on the iPhone and iPad has been entertaining to say the least. Adobe has been candid about what they think of Apple’s policy, and in turn, Steve Jobs has been open about his thoughts on Flash. But in the end, Flash is still not supported on Apple’s iPhone and iPad. Today, Adobe is partnering with mobile ad network Greystripe to help bring Flash authored ads to the iPhone, iPad, Android and mobile web. Well, sort of.
Greystripe’s technology now transcodes Flash authored ads as HTML5 to mobile devices that do not support Flash Player (such as the iPhone and iPad); these ads will be supported in both applications and on the mobile web. There’s no work for the advertisers or publishers; Greystripe says the transition from Flash to HTML5 is seamless. Greystripe’s new technology for Apple’s Safari web browser will allow real-time transcoding of Flash authored creative work to HTML5. → Read More
Greystripe, an ad network that has been known for its full screen rich media ad formats that bring Flash-like technologies in their iPhone advertisements, is expanding its library of ad formats today. The ad network now offers advertisers a full range of in-application banner ads in a variety of formats, including including static, animated and expandable-to-full screen rich media ads for the iPhone.
Banner ads tend to take up a smaller portion of the app real estate and some developers actually prefer the banners to full screen. In the case of the banners, Greystripe is launching two versions. One is a static (non moving banner) and the second is a rich media version that when you click on it, starts to animate and roll down into a full screen experience. Like all Greystripe ad formats, the new banner ads provide a variety of click-to-options that do not require the user to leave the application, including click-to-web, click-to-buy, click-to-map and more. Following this release of iPhone banners, the Company also plans to roll out its banner ad formats across all major mobile platforms, with Android support in the next few months. → Read More
Although the iPad apparently lacks Flash, that doesn’t mean that rich media won’t be able to function on the device. Yesterday, we heard that Brightcove will stream video in an HTML5 video player as opposed to a Flash unit. And today, Greystripe is announcing that it will be bringing its rich media iFlash ad units to the iPad in May.
Greystripe has been allowing advertisers to use Flash-like technologies in their iPhone advertisements for some time now. The network essentially takes ads created using Flash and transcodes them to run on the iPhone and now the iPad. The technology changes the nature of the Flash ads on the front end but the rich media ad behaves the same way. Greystripe claims that its “iFlash” ads see higher clickthrough rates than even online campaigns, with average CTRs above 1%. And Greystripe says that its mobile iFlash ads increase awareness of a brand and intent to purchase, watch or recommend a particular brand. Brands using Greystripe’s mobile ads include HP, Burger King, Axe, Dunlop and LeapFrog. → Read More
On the heels of the surprising news that Nokia’s Ovi Store delivers one million downloads per day, mobile ad network Greystripe is announcing support for Nokia’s very own app store. Although Greystripe supported Java downloads before, this is the first time they will be supporting Java apps in the Ovi store.
The Ovi Store is the centralized application shop for programs fit for Nokia devices that the Finnish mobile device giant launched in May 2009. Greystripe offers rich media ads through its ad network, and has seen considerable success with its iPhone platform, and recently launched support for Android to ride the tidal wave of growth for the device. Greystripe maintains that its rich media full-screen ads generate higher click through rates and are able to generate better revenue to its publishers. → Read More
Mobile ad network Greystripe recently partnered with ad placement service Tribal Fusion to allow online ads to run on iPhones, diminishing the need for mobile specific ad formats. The partnership allows online ads to run on iPhones, eliminating additional mobile campaign creative production and dealing with an additional mobile advertising vendor. And of course, online ad budgets tend to be higher than mobile ad budgets, so Greystripe says this saves companies money.
Greystripe, which extended the ads to over five hundred online to mobile campaigns, says that advertisers are seeing 10-20 times higher performance with the mobile-online ad compared to the same online campaigns with average click through rates above one percent. → Read More
Mobile advertising network Greystripe is rolling out its ad formats for the Android this morning, offering Android app developers with an an Android SDK and an opportunity to monetize their applications. Greystripe, which has delivered ads into over 300 million ad-supported games and applications on the iPhone and Java platform, says that with the success of its ads on iPhone apps, it makes sense to expand to the growing Android market.
Greystripe’s Android SDK supports pre-roll, interstitial and post-roll inventory. A few developers are already using Greystripe’s Android ads including the Casual Games Network, Adam Schmelzle, and Jump Games. It should be interesting to see how the dust settles following the recent acquisition by Google of competitor AdMob. While it seems doubtful that Google would close the ad market off for Android, the fact remains that Google develops and produces the Android OS and AdMob has Android-specific ads on its network. → Read More
There continue to be conflicting views as to whether iPhone developers actually make money from ads on the iPhone. One issue is that free app developers who advertise in games end up paying on a CPC basis, in which the click takes the visitor to the App Store. But often times the actual download doesn’t take place, so the developer is left paying for clicks that don’t produce conversions, says mobile game advertising network Greystripe. Now the network is changing its ad network economics around to help developers mitigate this issue.
Greystripe is offering a $0.99 per download program available today to guarantee iPhone application developers downloads of their free apps. Of course, this comes with a catch. Greystripe is offering download program to publishers who spend a minimum of $10,000 and is being offered on a limited basis to the first 200 developers who apply. The first 100 qualifying developers who email techcrunch@greystripe.com will gain instant access to the program. → Read More
A few months ago, we wrote about mobile ad network Greystripe’s study that placed “iPhone moms” (mothers of young children who own iPhones) as one of the new and growing mobile advertising demographics on the street. In August, Greystripe claimed that iPhone moms made up 29.5% of all iPhone users. Today, the ad network is releasing a follow-up report which offers detailed behavioral characteristics of moms in their iPhone ad network. Similar to the “soccer moms” demographic, iPhone moms are a consumer segment that has vast potential for advertisers and app developers.
The report shows several interesting patterns. For example, over 59% of iPhone moms surveyed say they let their children use their iPhone. And 41% of moms who own iPhons download apps specifically for their children to use. → Read More
Greystripe, the mobile brand and game advertising network has secured $2 million in an extended series C funding round from General Electric and NBC Universal’s Peacock Equity Fund. The startup originally raised $5.5 million in the series C round in March from Disney’s Steamboat Ventures, Incubic Venture Capital and <a href="http://www.crunchbase.com
Greystripe has raised a total of $17.6 million in funding since the company's launch in 2006. Greystripe's Founder and CEO Michael Chang tells us that the most recent funding will be used to expand the company’s sales team and efforts to work with publishers. Greystripe capitalized on strong growth in its mobile content distribution and monetization business, particularly with the iPhone. → Read More
According to a recent study done by mobile ad network Greystripe, there’s a relatively new mobile advertising demographic on the street: iPhone moms. Similar to the “soccer moms” demographic, iPhone moms could be a new consumer segment that has vast potential for advertisers and app developers. Greystripe says that “iPhone moms,” which constitute women (with children) who own iPhones, currently make up 29.5% of all iPhone users.
Greystripe says that in the past, “soccer moms” has not been a group that advertisers
could reach through mobile applications because they tended to be late adopters. I’m not so sure about this assertion, considering the rapid growth of “Mommy bloggers” over the past few years. But as the iPhone becomes central to moms to manage finances, family budgets, to-do lists and vacations, it’s sure to become a valuable and portable personal computer and too for the Mommy demographic. There’s even a blog that’s popped up devoted to iPhone Moms. And Moms use the iPhone not just for themselves, but to download kid-friendly apps for their children to use. → Read More
Google is moving into the mobile ad market with AdSense for mobile apps. Over the past few months, Google has been testing both text and graphical ads with ten mobile app developers, including Shazam and Urbanspoon. Today it is opening the private beta to more developers who meet certain criteria.
These are contextual ads for iPhone and Android apps. To qualify for the public beta, the apps must be free and generate at least 100,000 pageviews per day. The program is only for iPhone or Android apps. Developers must be ready to go live with the ads in four weeks and participate for three months. → Read More
There have been questions as to whether iPhone developers can make significant revenue from ads on the iPhone, mainly because the supply of advertisers can’t keep up with the demand for iPhone apps. Others say that developers actually can make quite a bit from ads on free apps. Mobile game advertising network Greystripe is in that camp and it is launching a new CPM Protection Program designed to guarantee ad revenue to iPhone app developers.
Greystripe says that the various mobile ad networks, including competitor AdMob, are undercutting each others’ CPMs (cost per thousand impressions) when competing for advertising dollars, thus leaving iPhone app developers with lower CPMs overall. Greystripe’s CPM Protection Program offers to beat any other ad networks’ eCPM by at least 25% for 60 days. → Read More
Mobile game advertising network Greystripe secured $5.5 million in Series C funding led by Incubic Venture Capital, Steamboat Ventures and Monitor Ventures. The company previously received a total of $10.1 million in Series A and B funding, with the same investors participating. Greystripe develops “advergames,” mobile ads that have game-like characteristics designed to increase the chances of consumers clicking on them. Greystripe has delivered 180 million ad-supported game and app downloads to date.
Greystripe has capitalized on strong growth in its mobile content distribution and monetization business, particularly with the iPhone. Greystripe is now trying to integrate mobile-centric ad campaigns with industry-accepted online media buying software. This unified integration allows for ad agencies to easily add mobile ads with one click and also allows for Flash advertisementsto appear on the iPhone (a technology that Greystripe developed). Ads can be used for both online and mobile purposes. → Read More
Mobile game ad network Greystripe has hit 140 million ad-supported game downloads thanks to iPhone users. In the fourth quarter of 2008 alone, it supported 30 million downloads. All of these ad-supported and Greystripe says that over 50 percent of ad impressions are from iPhone games. The ads themselves have game-like characteristics designed to increase teh chances of consumers clicking on them and playing with them, hence “advergames.”
Last summer, TechCrunch reported that Greystripe turned its attention to the iPhone, and is subsequently seeing an increase in downloads and ad impressions. In fact, Greystripe’s Top 10 Total Games (by ad impression) are all iPhone games. In December, the company created its own version of Adobe Flash for the iPhone, which Apple currently prohibits on the iPhone, that would allow advertisers to use rich media flash ads. The company is making the iPhone market a “priority for the foreseeable future,” finding that the device is a much more successful ad platform for gaming than Java devices. → Read More
The current iPhone App Store revenue share model – a 70/30 split for the sale of apps, generally in the $0.99-$9.99 range – doesn’t exactly reward developers for producing addictive games. Greystripe, an advertising network for mobile games, has stepped in to compensate developers for every time their games are played, not just for when those games are initially sold. Greystripe has actually been distributing free games and applications for about 1,400 handset models since 2006, mainly through its consumer site GameJump. The site offers mobile gamers a catalog of 800 games from 120 game publishers that can be downloaded directly to phones through mobile browsers. GameJump has experienced 75 million downloads so far, a big jump since last summer when they reached 14 million. Now the company is turning its attention to the iPhone by providing developers with pre-, interstitial and post-roll ads from advertisers like Best Buy, eBay, Yahoo!, New Line Cinema, the US Army, Wal-Mart and Subway. Greystripe claims it will deliver a 10.1% click-through rate (CTR) when other mobile advertisers are averaging a 1-2% CTR. To begin competing in a competitive mobile ad market, Greystripe is offering iPhone developers 100% of their in-game ad revenue until they reach $10,000. If you’re an iPhone developer, you can register for the network here. Other iPhone ad networks include: AppLoop, a recently launched location-based iPhone ad network; AdMob, a browser-based ad network with iPhone-specific advertisements that has served almost 250 million ads; and new-comer Medialets. CrunchBase Information Greystripe Gamejump iPhone 3G Information provided by CrunchBase → Read More
