Mobile is hot and it's only getting hotter, particularly when it comes to marketing.
According to eMarketer, the country's total ad spending for mobile will grow from $8.5 billion in 2013 to $24.7 billion in 2016. Mobile’s share of those video ad dollars is projected to expand by 71 percent by 2016, and is expected to make up almost 10 percent of the total mobile advertising spend, or $2.32 billion, in 2016.
With today's news, Adelphic Mobile seems to be in a good position to get a piece of that pie. Boston-based mobile advertising platform company Adelphic announced this morning that it will be adding video inventory to the demand side of its platform. The company's agency and brand partners will now be able to buy and manage mobile video ads programmatically.
"One of mobile advertising's great strengths is creating engagement for brands, and video is one of the best formats for generating engagement," Adelphic CEO Michael Collins told BostInno. "Programmatic buying of mobile video will further strengthen the engagement potential of this format through impression level optimization and pricing efficiencies. Plus, when combined with our user identification capabilities, realtime audience buying in mobile across video and other formats will be possible."
Adelphic has tapped BrightRoll, LiveRail, Vdopia and Twitter's MoPub as its video launch partners. With the help of the aforementioned ad deliverers, the company will be able to give its advertisers access to over one billion video impressions each month.
"Adelphic's strategy is to enable our clients to reach targeted mobile audiences in a highly efficient and effective manner, regardless of ad format, through our demand side platform," added Collins. "With mobile video now accessible through programmatic buying and integrated into our DSP, our clients will have a new and very effective tool to deploy to reach mobile audiences which should help benefit both their business and ours."
Since Collins and cofounder Jennifer Lum started Adelphic in 2010, the company has raised a total of $12 million in funding. In 2012, Adelphic had a $2 million of seed from Matrix Partners, followed by a $10 million Series A round, this time led by Google Ventures, along with Matrix.
