Travora Media Unveils Mobile Ad Network
Travora Media, which operates a vertical network of more than 300 travel lifestyle sites, is extending it business model beyond the desktop with the launch of a new mobile-focused ad network.
Dubbed Mango (Mobile Ad Network on-the-GO), the network will offer inventory of over 350 million monthly page views across mobile Web sites and apps of its online properties.
That includes content from travel publishers such as Flight View, My Weather, Guide Pal, Trazzler, Let’s Go, and Matador Network.
Travora will offer advertisers standard mobile display placements, as well as higher-level ad and marketing options including location-based targeting, geo-fencing and augmented reality executions.
Given the natural link between mobile technology and travel, Alec Tallman, VP, integrated marketing at Travora, said setting up a mobile network was a logic step for the company.
“There’s a frenzy of activity that happens right around a couple of key points in a travel lifecycle -- booking, pre-trip, and all the activity that switches to a mobile device while people are in-trip,” Tallman said.
Based on the limited mobile advertising Travora has run so far, he said the company is seeing higher engagement levels with mobile ads than those on the desktop. Vacation rental service HomeAway and Cathay Pacific Airways are among the travel marketers already running campaigns on the mobile side.
Travora is selling mobile advertising on a CPM basis, but Tallman declined to provide rates. The company’s existing ad sales staff will take on selling mobile along with the network’s desktop inventory. It has also brought on mobile ad expertise via employees coming from some of the publishers in its network.
Travora’s online network, which reaches 26 million monthly visitors, includes both owned-and-operated properties like the NileGuide, 10Best, and Localyte, as well as independent sites and apps. In terms of its mobile growth, the company says it has a goal of reaching 1 billion monthly page views.
Recent Online Media Daily Articles
-
Untangle Mobile Metrics To Track Campaigns June 29, 4:27 p.m.
The challenges of mobile measurement are numerous and familiar: a lack of tracking cookies, fragmentation among ... -
'History-Sniffing' Lawsuit Against Interclick Withdrawn June 29, 4:19 p.m.
A consumer who sued Yahoo's Interclick ad network for allegedly using "history-sniffing" technology withdrew her lawsuit ... -
App Marketing Costs Dip As Downloads Rise June 29, 4:03 p.m.
The cost to acquire app users fell in May, even as the number of downloads increased, ... -
AOL Reshuffles CFO As COO June 29, 1:20 p.m.
As part of yet another restructuring effort, AOL is recasting its CFO, Artie Minson, Jr., as ... -
LinkedIn Testing Ads in iPad App June 29, 10:37 a.m.
LinkedIn has begun testing display ads in its recently introduced iPad app, marking the professional network’s ... -
Marketing Content Has Short Shelf Life On Facebook June 28, 6:20 p.m.
A new study from Omnicom’s OMD concludes that the average content posting by an advertiser on ... -
Rockefeller Challenges Ad Industry About Online Data Collection June 28, 6:03 p.m.
Web companies should be able to collect data from Web users, even when they attempt to ... -
Tablets, More Content Power Mobile Video Growth June 28, 5:27 p.m.
The explosion of smartphones and tablets combined with a wider selection of premium content have given ... -
Blip Studios Debuts, Works Closely With Brands June 28, 1:58 p.m.
Having learned a thing or two about Web audiences and their leanings, video network Blip is ... -
Ad Industry M&A Investors Spend $32 Bil, Digital Soars June 28, 1:20 p.m.
There's no shortage of money for companies innovating in the marketing and digital advertising space. Business-to-business ...
Be the first to comment on "Travora Media Unveils Mobile Ad Network"
Leave a Comment
You must be a member to comment. Become a Member