AdMob Unveils Industry First: Download Tracking for iPhone Applications

Advertisers Now Can Accurately Track App Store Downloads, Conversion Rates, and Cost-Per-Download

SAN MATEO, Calif.--(BUSINESS WIRE)--AdMob, the world's largest and fastest growing mobile advertising marketplace, today launched Download Tracking for iPhone applications. For the first time, advertisers can accurately monitor App Store conversion rates – clicks on an ad that lead to a completed download of the advertised application – enabling them to precisely measure their return from advertising on AdMob’s network. AdMob has an unparalleled reach of more than 8.4 million unique iPhones and iPod Touch devices worldwide, as of December 2008.

“With conversion tracking we now know exactly which ads to show, when to show them, and how much we can afford to bid.”

“Advertisers have been clamoring to get more detailed information from the iPhone App Store and want to use it to maximize the value of their mobile ad campaigns,” said Jason Spero, Vice President and General Manager of North America for AdMob. “AdMob’s new iPhone Download Tracking gives advertisers the information they need to accurately assess marketing effectiveness, including the return from advertising spent.”

Advertisers can use Download Tracking to view and track multiple applications and drill down to look at conversion rates by specific ad and for specific dates. AdMob’s advertisers are already using this new information to write better ads, calculate their return on ad spend, tune their App Info pages, and develop better pricing strategies.

A limited group of iPhone applications began testing AdMob’s Download Tracking in December, and the aggregate data already highlights some interesting trends:

  • Free applications have an average conversion rate of 10 percent, significantly higher than the average 1 percent conversion rate for paid applications.
  • Games generally have higher conversion rates than other categories of applications, up to a 100 percent improvement over non-game applications at similar price points.
  • The App Store is an effective distribution platform for free applications. The average acquisition cost for free applications is under $1.00, significantly less than average application download costs on the PC Web.

“AdMob's conversion tracking has solved a major problem for TapJoy. Previously we were playing guess-and-check with our TapDefense ad purchases; some ads did better than others and it was hard to know which was which,” said Lee Linden, Co-Founder of TapJoy. “With conversion tracking we now know exactly which ads to show, when to show them, and how much we can afford to bid.”

“We’ve had great success with our Urbanspoon application on the iPhone, but it has been challenging to precisely track the success of our mobile marketing efforts,” said Ethan Lowry, Co-Founder of Urbanspoon. “AdMob’s new conversion tracking allows us to truly analyze our marketing spend and increase the return on our investment for every mobile ad campaign.”

AdMob served its first ad unit on an iPhone in September 2007 and launched its new global iPhone ad marketplace, with ads specifically designed for the device, in July 2008. AdMob has seen explosive growth in advertiser interest over the past several months and in December 2008 ran campaigns for companies including JC Penney, Marriott Courtyard, and Sony’s Seven Pounds. AdMob’s iPhone advertising network has more than 700 sites and applications, including Flixster, Shazam, and Jirbo.

For more information on iPhone conversion tracking visit AdMob’s Developer Wiki at http://developer.admob.com/wiki/AppStoreDownloads.

About AdMob

AdMob is the world's largest and highest quality mobile advertising marketplace, serving more than 4 billion mobile banner and text ads per month. Incorporated in April 2006, AdMob allows advertisers to reach their customers on the mobile Web and enables publishers to increase the value of their mobile sites. AdMob makes it easy for publishers to monetize their mobile traffic and for advertisers to target and reach customers on the mobile Web in more than 160 countries.

AdMob has been named a 2008 Technology Pioneer by the World Economic Forum, one of Wired.com's 2008 Companies to Watch, and VentureBeat's Mobilebeat 2008 Best Overall Mobile Startup / Best Mobile Infrastructure Company. To learn more about AdMob, visit www.admob.com.

Contacts

AdMob
Nicole Leverich, 650-931-3944
nicole@admob.com

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