Tapjoy rolls out mobile video advertising platform
Mobile application monetization and distribution platform Tapjoy introduced a new mobile video advertising service enabling marketers to sponsor content within popular apps.
Tapjoy's Earn Favor options allow users to unlock content in exchange for watching promotional clips.
Tapjoy Videos offers consumers the opportunity to unlock premium content or features in exchange for screening promotional clips in their entirety, promising pay-for-completed-view pricing at a lower acquisition cost than TV advertising. Consumers select the ad they wish to watch, which according to Tapjoy helps guarantee greater interest and engagement compared to automatically generated promotions--upon completion of the ad, consumers can choose to follow the brand on Facebook or Twitter, forward the video to friends, visit the advertiser's website or make purchases directly via mobile device.
Brands participating in the Tapjoy Videos launch include Gap, Old Navy, Gamefly, eHarmony, Netflix, Intuit and Zynga. Tapjoy states that all ads are seamlessly embedded into the application experience using the Tapjoy SDK, allowing consumers to view clips without exiting the app--the firm adds that all videos are placed alongside other ad formats to maximize publisher revenue and architected to minimize bandwidth consumption. Developers can integrate Tapjoy Videos by downloading the Tapjoy Publisher SDK here.
The Tapjoy platform spans more than 10,000 mobile applications across multiple operating systems and 280 million consumers worldwide. In July the firm raised $30 million in a Series D round of funding led by J.P. Morgan, with existing investors Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures also contributing.
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