InfoAnda - Analysis: Smaller firms grab big slice of mobile advertising |

Pakistanis angry over detentions in Times Sq. case
Monday, May 24, 2010
ISLAMABAD – Relatives of three men detained by Pakistan for alleged links to the suspect in the attempted Times Square bombing say the men are innocent.
They

Taiwan denies boycotting Australian film festival
Thursday, August 6, 2009

AFP - Thursday, August 6TAIPEI (AFP) - - Taiwan's Beijing-friendly government on Wednesday denied boycotting an Australian film festival amid a row over the e

Merkel's support dips, regional ally resigns International
Thursday, September 3, 2009

By Sarah Marsh and Noah Barkin

BERLIN (Reuters) - Chancellor Angela Merkel suffered a double blow on Thursday as a senior party ally in east German

Minister seeks closure of anti-Berlusconi websites
Wednesday, December 16, 2009
ROME (AFP) - – The Italian government moved Tuesday to close down Internet sites encouraging further violence against Prime Minister Silvio Berlusconi, who

Asian markets mixed after Wall Street rally
Wednesday, March 18, 2009

By ELAINE KURTENBACH,AP Business Writer AP - Wednesday, March 18SHANGHAI - Asia's stock market rally seemed to be running out of steam Wednesday, despite an

Carlyle Taiwan TV deal hits hurdle before deadline | 2 April 2010
Suicide bomber kills 57 at Shiite rally in Pakistan | 4 September 2010
German jobless rate drops unexpectedly | 31 March 2010

Iran says warships sent to Gulf of Aden | 26 May 2009

Forum Views () Forum Replies ()

Read more with google mobile : Analysis: Smaller firms grab big slice of mobile advertising |

Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Home Business Business Home Economy Technology Media Small Business Legal Deals Earnings Social Pulse Business Video The Freeland File Aerospace & Defense Markets Markets Home U.S. Markets European Markets Asian Markets Global Market Data Indices M&A Stocks Bonds Currencies Commodities Futures Funds peHUB World World Home U.S. Brazil China Euro Zone Japan Mexico Russia India Insight World Video Reuters Investigates Decoder Politics Politics Home Election 2012 Campaign Polling Supreme Court Politics Video Tech Technology Home MediaFile Science Tech Video Tech Tonic Social Pulse Opinion Opinion Home Chrystia Freeland John Lloyd Felix Salmon Jack Shafer David Rohde Nader Mousavizadeh Lucy P. Marcus David Cay Johnston Bethany McLean Anatole Kaletsky Edward Hadas Hugo Dixon Ian Bremmer Lawrence Summers Susan Glasser The Great Debate Steven Brill Reihan Salam Frederick Kempe Christopher Papagianis Mark Leonard Breakingviews Equities Credit Private Equity M&A Macro & Markets Politics Breakingviews Video Money Money Home Tax Break Lipper Awards 2012 Global Investing MuniLand Unstructured Finance Linda Stern Mark Miller John Wasik James Saft Analyst Research Alerts Watchlist Portfolio Stock Screener Fund Screener Personal Finance Video Money Clip Investing 201 Life Health Sports Arts Faithworld Business Traveler Entertainment Oddly Enough Lifestyle Video Pictures Pictures Home Reuters Photographers Full Focus Video Reuters TV Reuters News Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Analysis: In vice presidential debate, "tie goes to the incumbent" | 2:46pm EDT A diamond bigger than Earth? 11 Oct 2012 Biden comes out swinging at debate, clashes with Ryan | 11:07am EDT European Union wins Nobel Peace Prize | 1:11pm EDT Apple to host October 23 event, iPad mini expected 3:21pm EDT Discussed 157 Democrats frustrated by Obama’s ”Big Bird” campaign turn 130 Romney to draw contrast with Obama on foreign policy 123 Biden and Ryan in high-stakes election debate Sponsored Links Analysis: Smaller firms grab big slice of mobile advertising Tweet Share this Email Print Related News Google in industry's "defining fight" with Apple, Schmidt says Thu, Oct 11 2012 Facebook crosses billion threshold, on quest for growth Thu, Oct 4 2012 Google warns of more Motorola cuts, revises up third quarter bill Thu, Oct 4 2012 Merged T-Mobile USA, MetroPCS to face tech challenges Wed, Oct 3 2012 Deutsche Telekom in T-Mobile USA-MetroPCS merger talks Tue, Oct 2 2012 Analysis & Opinion IA brief: State laws may require firms to re-think social media policies Counterparties: Apple’s “headaches” Related Topics Tech » Small Business » Media » A Google homepage is displayed on a Motorola Droid phone in Washington August 15, 2011. Credit: Reuters/Kevin Lamarque By Sayantani Ghosh Fri Oct 12, 2012 3:44pm EDT (Reuters) - When Auntie Anne's, the pretzel chain, wanted to tempt moms in Atlanta shopping malls with free offers, it dished out coupons through smartphones that could be redeemed immediately for a free drink or other specials. But while the moms received the coupons on their iPhone or Android device, the power behind the campaign was not Google Inc or Apple Inc -- it was Millennial Media, a nimble six-year old independent that has grabbed the No.2 spot in mobile advertising in the United States. Google is No.1, but the flexibility of its smaller rivals is helping them catch up in a U.S. market that is expected to triple in size to more than $20 billion in the next three years, according to market research firm Gartner. Smaller firms have the freedom to reach users who use any mobile operating system, unlike Apple, which promotes advertising on its Apple iOS platform, and Google, which handles advertising across all devices but also has its own platform, Android. "Advertisers want to be able to reach the broadest population they can and in the mobile world, where the platforms are fragmented, this gives an opening to the providers who are truly platform neutral," Gartner analyst Andrew Frank said. Google held 24 percent of the U.S. market last year, while Millennial had 17 percent and Apple 15.5 percent, according to market research firm IDC. Unlisted Jumptap held 9.5 percent, Yahoo Inc 7.5 percent and India's InMobi 2.2. percent. Ireland-based Velti Plc, which listed in early 2011, is also chasing market share. Investors are taking notice. While Facebook Inc has been pilloried for lacking a mobile strategy, shares of Millennial have jumped 76 percent from a low of $9 in early August. Shares of Velti have leaped 59 percent from a life low of $4.99 on July 25. Millennial, a roughly $1 billion company, is a great bet for someone looking for investments in mobile advertising, said Steven Dray, a portfolio manager at investment firm AlphaOne Capital Partners LLC. "When you get to brand advertising, which is eventually going to be a huge pile of money that's going to move from traditional advertising to mobile, I think that's where Millennial and some of the smaller players could have very good success," Dray said. AlphaOne bought into Millennial after its initial public offering in March and holds about 40,000 shares in the company. Despite the run-up in their shares, the smaller firms have not run ahead of the sector. Millennial trades at 4.3 times forward 12-month sales and Velti trades at 1.3 times. While their businesses are obviously much bigger and more varied, Google trades at a multiple of 4.6 and Facebook at 6.7. As consumers increasingly surf the Web on the go, advertisers are looking to ply them with targeted information about nearby restaurants, pubs, theaters, shops and salons. But there's no point pitching a shampoo to a skinhead, so the secret sauce for advertisers is user information -- and Millennial's trove of user data is what CEO Paul Palmieri is counting on to give his firm an advantage. Millennial gathers "first-party" data -- information that users provide to a publisher, or that is gleaned from surfing habits that website owners share with advertising companies. "It is also valuable to users because the more targeted-advertising they get, the more relevant their experience ends up being," Palmieri said, although analysts say the privacy issues this raises are yet to be resolved. The smaller companies tout their tight focus on the mobile sector, rather than worrying about how that fits in with online advertising. "We only focus on mobile. Google on the other hand has many different things to worry about. Yes mobile is important, but is it the most important? Probably not," said InMobi CEO Naveen Tewari, although he is not complacent about the challenge. "The only way to compete with (Google) is by innovating faster," said Tewari, who expects his 850-person company to report billions of dollars in revenue in a couple of years. RISING COMPETITION But the big guns are not far away. The entry of Facebook and Twitter is expected to change mobile advertising. Facebook, which declined to comment for this story, is investing heavily in improving mobile applications and creating new metrics to measure the success of mobile advertising -- a move expected to give a fillip to the wider market. "There is a lack of maturity in the metrics that are available for measuring mobile campaigns," Gartner's Frank said. "That's where there's an opening for innovation that some of the larger companies are not able to satisfy today." Twitter, too, expanded its advertising program for the iPhone and Android devices and now sells promoted tweets and advertises promoted accounts on its mobile applications timeline, rather than only on a search page. And Google is determined not to lose its No.1 spot. It bought mobile ad platform AdMob in 2009 and its YouTube video service recently launched a new iPhone app that carries video advertisements. The success of iPhones and Android smartphones and the fact that Google owns many popular mobile applications also helps push its mobile advertisements. ROAD BLOCKS The mobile advertising model has its detractors, and some have groused that the small screen on mobile devices makes viewing advertisements difficult, while a lack of good mobile websites might keep away potential viewers. Users tend to spend less time on their mobiles in one go and advertisements have to be designed for short attention spans. "I think it's still a struggle. Most of the advertising that you see on mobile devices today is still predominantly not very well targeted or not very granually targeted," Frank said. Uncertainty about how best to advertise on mobile platforms is holding back the valuations of mobile advertising firms, Baird and Co analyst Colin Sebastian said. While industry-standard measurements are lacking, the companies argue that mobile advertising has five times the click-through rate of online advertising. "You can touch the ad, flip the ad, move the ad, you can do things that you cannot do on a PC. Your interactivity levels are very high," Tewari said. (This story was corrected to remove paragraph 29 that refers to Google's mobile advertisement revenue run-rate as the data was from 2011) (Additional reporting by Aurindom Mukherjee; Editing by Rodney Joyce) Tech Small Business Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use AdChoices Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

Other News on Saturday, 13 October 2012
Clinton says U.S. must embrace Arab Spring despite dangers |
Two blasts in Kenyan capital, policeman wounded |
U.N. Security Council asks for Mali plan within 45 days |
New laser technology stirs nuclear bomb proliferation fears |
Freed Pussy Riot member says protests must be more cunning |
Microsoft to add Google as defendant in Motorola patent fight |
Analysis: Smaller firms grab big slice of mobile advertising |
Grammys give Whitney Houston a glittering salute |
At 70, Streisand still soars in Brooklyn homecoming |
U.S. intelligence hurt when Libya base was abandoned |
Two foreigners feared kidnapped from Afghanistan aid team: police |
Blind Chinese activist says nephew could face unfair trial |
Suicide bombing kills 14 at Pakistan market |
China detains man for leaking secrets in former police chief case |
U.S. hearing on Kandahar massacre to include video testimony from Afghans |
Microsoft sets Windows 8 price, opens for pre-order |
PayPal plans first job cuts since 2008 financial crisis |
IBM books $160 million pension-related fee in third quarter |
Cyber attacks against Wells Fargo significant, handled well: CFO |
AMD plans layoffs after recent warning: source |
James Bond soars in early Skyfall reviews |
Million Muppet March planned to defend U.S. backing for PBS |
Met Opera's James Levine to return in May after spinal injury |
Turkey condemns U.N. inertia as Syrian conflict deepens |
Al Qaeda leader Zawahiri calls for more Mohammad film protests |
Mali Islamists step up threats as France pushes for war |
U.S. asks Britain to extradite Kyrgyz ex-leader's son |
South Africa police and protesters clash near mine shaft |
Libya police colonel targeted in assassination attempt |
Greece makes progress, but should get more chances: Merkel |
Iran could halt 20 percent uranium enrichment if given fuel: officials |
Vital for Myanmar to re-engage with lenders: Brainard |
Apple to host October 23 event, iPad mini expected |
Exclusive: FTC moving closer to Google antitrust case
Richter painting sale sets record for living artist |
Greece at new risk of being pushed off euro
Bodies of missing Tenn. mom, Jo Ann Bain, and daughter found
Female Breasts Are Bigger Than Ever
AMD Trinity Accelerated Processing Units Now in Volume Production
The Avengers (2012 film), made the second biggest opening- and single-day gross of all-time
AMD to Start Production of piledriver
Ivy Bridge Quad-Core, Four-Thread Desktop CPUs
Islamists Protest Lady Gaga's Concert in Indonesia
Japan Successfully Broadcasts an 8K Signal Over the Air
ECB boosts loans to 1 trillion Euro to stop credit crunch
Egypt : Mohammed Morsi won with 52 percent
What do you call 100,000 Frenchmen with their hands up
AMD Launches AMD Embedded R-Series APU Platform
Fed Should not Ignore Emerging Market Crisis
Fed casts shadow over India, emerging markets
Why are Chinese tourists so rude? A few insights

USD EUR - 1 year graph	VPN on MacOSX	BlogMeter 1.01