Jumptap Builds on Retail Ad Success with New Hyper-Local Capabilities

Gaining Retail Campaign Wins, Leader in Targeted Mobile Advertising Appoints Director of Retail, and Adds New Retail Platform Capabilities

CAMBRIDGE, Mass. – Jumptap, the leader in targeted mobile advertising, today announced that its superior targeting abilities have attracted an influx of major retail advertisers in the past six months, making retail one of the most successful advertising verticals on the Jumptap network. To further enhance its retail offerings, Jumptap has appointed a Director of Retail and launched hyper-local capabilities with PlaceIQ, a new partner.

“Retail is consistently one of the hottest and fastest growing verticals in mobile advertising,” said Paul Gunning, CEO, Tribal DDB Worldwide. “Jumptap’s commitment to maximizing client campaigns through dedicated optimization experts and third-party data partnerships supports their leadership position in the industry and gives retail clients confidence and peace of mind.”

Recently, Jumptap created a highly successful campaign for the retail and CPG brand, Vibram, maker of the FiveFingers® running shoe. When Vibram wanted to engage early adopters, active, health conscious and tech-savvy consumers through mobile ads, they looked to Jumptap, Amp Agency and Nail Agency to create a new concept that reflected the company’s unique product line. The resulting rich media ad unit encouraged users to ‘run’ with their fingers in the virtual shoes on a variety of surfaces, including grass, trail, road and coals, and provided a link to a store locator landing page for in-store purchasing. In addition, users could view separate men’s and women’s shopping pages for product photos and mobile ordering. Jumptap and Nail Agency created the interactive experience with an HTML rich media ad unit and promoted it through widespread relevant sites and channels. The highly successful ads drove roughly three out of every five viewers who engaged with the ad to the Vibram online store. “The 1.41 percent ad expansion and nearly 60 percent engagement rates speak for themselves; this was a homerun both for Vibram and consumers,” said Brittany Schermerhorn, Associate Media Director, Amp Agency.

In the second half of 2011, Jumptap brought unique third-party data partnerships to market, which began to pay off for advertisers in the retail vertical and in other prominent categories. To further enhance its offerings, Jumptap has inked a partnership with hyper-local data leader PlaceIQ. The data provider transforms ‘location into context’ by ingesting large amounts of unstructured, unrelated, anonymous location-based data types such as photos, place, event, digital, social and more. After cleansing and normalizing vast amounts of data, PlaceIQ then extracts patterns, trends, intelligence and context. The resulting hyper-local ‘location profiles’ (down to a city block) suggest the likely context and behavior of an anonymous user, or device. When coupled with time and location, these anonymous profiles can provide powerful targeting opportunities. The Jumptap-PlaceIQ offering will make it easier for advertisers to reach precise grids that are most likely to contain people at work, luxury shoppers, tourists, students, travelers, and more. This approach is privacy-friendly, as PlaceIQ profiles locations not users, and no personally identifiable information is gathered, stored or used. As smartphones proliferate, retailers are recognizing the power of location awareness to drive foot traffic and in-store behaviors. The Jumptap-PlaceIQ partnership is squarely aimed at delivering on this promise for retailers.

To further strengthen Jumptap’s position with retail advertisers and brands, the company appointed Matthew Mulderink as Director of Retail. In addition to leading Jumptap’s strategy for retail publishers and advertisers, Mulderink will support teams across the organization and continue to build upon the company’s mobile retail leadership position. Mulderink joins Jumptap from Dotomi, where he served as Director of Strategic Accounts, developing data-driven campaigns for large multi-channel retailers. Prior to Dotomi, he was Strategic Account Director at Yahoo! for four years where he worked with major retailers including Best Buy, Target and Sears. Mulderink began his retail career at FTD, where he led all digital marketing for eight years.

“Jumptap’s retail business experienced explosive growth in 2011, and retailers who leveraged our unique third-party data to target specific audience segments during the holiday season saw significant performance uplift,” said Todd Anderman, Chief Media and Revenue Officer, Jumptap. “Matthew’s retail expertise combined with our retail insights, existing third-party data relationships, and the addition of PlaceIQ’s hyper-location data will help our retail partners further integrate targeted mobile advertising into their overall media mix and increase sales.”

About Jumptap

Jumptap is the leader in targeted mobile advertising. Reaching 95 million mobile users in the U.S. and 142 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.