MeetMe,
which has established a massive social discovery presence through ingenious use
of gaming and highly engaging apps that help people make new friends and meet,
reported seamless transition of their mobile ad inventory to the Pinsight
Media+™ platform today, with content delivery already underway.
This
initiative represents brilliant execution of the company’s ramp into tighter
advertising rates for 2014, with premium cost per impression (CPM) metrics
captured as a result of the smooth integration with Pinsight (Sprint’s mobile
advertising division), whose audience targeting technology reaches deep into a
set comprised of millions of mobile user’s first-party data. This
implementation of the contract signed back in November with Pinsight, to sell
substantially all of MEET’s inventory on the platform, fuses the company’s
uniquely powerful market dynamics with Pinsight’s enormous network scale and
publishing flexibility, taking full advantage of MeetMe’s attractive user
demographics and the performance strength of their ad units.
CEO
of MEET, Geoff Cook, anticipating “significantly better” mobile ad rates on
average in 2014 as a result of this agreement, explained that a projected
15%-plus jump in mobile CPM over what the company pulled down in Q4 this year
forms the basis of a strong foundation for MEET’s long-term growth strategy.
Cook cited an incremental $4.1M in mobile revenue over the course of 2013 could
have been obtained if this agreement had been in place, clearly showcasing the
fact that over half their mobile app users are already exposed to the platform
and that their characteristics are bullish for rapid adoptance, with exposure
projected at 100% within the next few weeks.
The
strength of that user base has been a huge key to MEET’s success and the
company’s proficiency at cultivating mobile-driven communities is apparent, as
60% or more of their traffic is attributable to mobile users, with deployment
hitting every major mobile platform, either via the site or platform-specific
apps in multiple languages. With guaranteed CPM rates through 2014 via the
agreement, MEET is now primed for explosive growth.
CRO
of MEET, Bill Alena, echoed Cook’s sentiments and went on to explain that the
vast ad impression space Pinsight manages, with billions of impressions
spanning an entire digital landscape of owned/operated properties, grants the
company optimum targeting impact. With powerful tools like behavioral and
interest graph targeting driven by a huge database of raw location and
demographic data, MEET will now be serving ads in a far more focused way than
ever before.
More
info on MeetMe, Inc. is available at www.MeetMeCorp.com
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