While the recent studies about mobile advertising might have left a bad taste, carriers as well as manufacturers have to look for new revenue opportunities and differentiation. Therefore Samsung and OpenX, one of the world's leading providers of digital advertising technology, yesterday announced a major new private advertising exchange specifically for global mobile inventory, including smartphones and tablets. The new exchange - the Samsung AdHub Market, Powered by OpenX - will be available to advertisers wishing to advertise on mobile-specific inventory. The partnership creates the first mobile private exchange formed by one of the world's leading digital device manufacturers and is part of Samsung AdHub's vision to provide sophisticated targeting solutions for advertisers.
The new exchange enables advertisers worldwide to purchase mobile inventory from mobile developers and Samsung Electronics within a closed marketplace environment, allowing easy targeting of desired audiences. By offering Real-Time Bidding capabilities, the exchange enables application developers to maximize their ad revenue by selling their inventory to buyers who compete for each impression in a real-time auction with a minimum floor price. Additionally, the private exchange offers developers superior levels of control, including the ability to approve all demand sources, in order to maintain the high quality of ads.
"Samsung is empowering both the developer and the advertiser, by creating a win-win solution, in which the app developer is able to achieve higher revenues and advertisers are able to reach their marketing goals. To this extent, we believe RTB can play an important role in motivating all players and we're delighted to partner with OpenX and use its excellent technology as the foundation for it," said Daniel Park, Vice President of Samsung's Media Solution Center. "The Samsung AdHub team is continuously working to offer innovation and value in the advertising market," added Park.
Earlier this year, Samsung announced the formal launch of Samsung AdHub for SmartTV advertising, enabling brands to deliver 3D, video, and other interactive advertisements into the living room via Samsung's market-leading SmartTVs. With the OpenX partnership, Samsung AdHub is expanding its capabilities to include an integrated RTB Mobile Market to capitalize on the mobile advertising opportunity.
Worldwide mobile advertising revenue has been valued at US$ 3.3 billion in 2011, estimated to grow to US$ 20.6 billion by 2015, a 520 % growth rate in less than five years. Although North America and Western Europe are regions where mobile advertising budgets will likely grow most in coming years (representing 28 % and 25 % respectively by 2015), Asia/Pacific and Japan will continue to dominate the global market share with 33.6 % of the mobile advertising budget in 2015.
With Samsung Electronics's global leadership in smartphones and mobile technologies, the Samsung AdHub Market will offer an innovative gateway into unique worldwide mobile inventory. OpenX's leading marketplace technology platform, which handles more than 200 billion ad transactions per month, will power a powerful new global mobile exchange.
The partnership also represents the next chapter in OpenX's mobile advertising efforts and is part of OpenX's overall device agnostic revenue serving strategy. OpenX offers a breakthrough mobile ad serving platform, including an SDK that supports the latest MRAID rich media standard. With its innovative open API structure, OpenX provides the most flexible mobile ad platform that meets the digital advertising needs of global leaders such as Samsung Electronics that need to operate at global scale.
"We're excited to partner with Samsung to launch a powerful monetization solution for mobile developers worldwide," said Tim Cadogan, chief executive officer, OpenX. "Equally important, the partnership will provide advertisers with access to a new pool of high quality mobile inventory at scale. Helping both publishers and advertisers maximize the value of online advertising regardless of the device on which it is displayed is core to our mission at OpenX."
The Samsung AdHub Market is expected to launch in the second half of 2012. While it wasn't disclosed which platforms the new AdHub private exchange will support, it's most likely that it will support Samsung's own Bada OS as well as Android, maybe even Windows Phone since Samsung is still major contributor to Microsoft's mobile OS.
Cheers ~ Arne