Madhouse Serves 66.9 Million Mobile Ad Impressions

Madhouse! Inc., China's largest interactive mobile ad network, announced that it served nearly 66.9 million ad impressions through the 4 month period ending October 31. Peak daily impressions reached 3.8 million.

Founded in March 2006, Madhouse has developed and launched MadServing, China’s most intelligent mobile ad serving system. Since mid-July Shanghai-based Madhouse has launched successful mobile marketing campaigns for pioneering companies including Canon, Apple iPod, Dell Computers, Baodao Optical, Johnson & Johnson Pharmaceuticals, GlaxoSmithKline, and BenQ-Siemens.

The MadNetwork now includes over 100 partner sites including major mobile portals such as QQ (Tencent), Sohu, 3g.net.cn, LXYES, Kong.net, WapTX, Downjoy, Waps.cn, Dtop.cn, Mogoo.com, as well as major WAP alliances, enabling Madhouse clients comprehensive mobile media coverage. For major mobile website publishers, Madhouse provides an objective and value-generating platform that is pushing forward the mobile marketing industry.

China’s mobile media, when powered by MadServing, enables advertisers to take what are usually post-campaign analysis and KPIs and turn them into pre-campaign mobile targeting and media buying criteria. MadServing captures and makes immediate use of user information (geo-city, carrier sub-brand, handset brand, model, and price segment) to ensure that relevant ads are projected to the particular site the mobile Internet user is viewing.

MadServing also includes an optimization feature, whereby different ad versions (design, creative, and context) of the same ad campaign are “served” in various ad positions, evaluated hourly, and then top performing creatives are rotated in to the positions that provide the top performance.

In addition, MadServing enables advertisers to set limits on the number of times individuals view ads, (i.e. once per day, 3 times per week, 3 times per campaign), as well as choose from the full array of flexible charging models: CPM, CPC, CPA and time-based pricing.

MadServing has innovated intelligent mobile targeting, individual mobile-number-based view caps and frequency caps, and ad version/position optimization to ensure maximum benefit to both advertisers and mobile website publishers.

In addition, Madhouse has developed a detailed and user-friendly reporting platform that provides reliable and accurate third-party results reporting, assisting advertisers to determine the value of particular ad positions, thus improving the overall effectiveness of the mobile marketing channel.

About Madhouse:
Founded in March 2006, Shanghai-based Madhouse Inc. is China's largest interactive mobile media agency and ad network. A recognized specialist focusing exclusively on mobile media and advertising, Madhouse brings advertisers together with mobile media publishers to unleash the power of mobile advertising. Madhouse offers three key services: MadSolutions: mobile marketing solutions and campaign management services; MadServing: a highly intelligent in-house ad serving and reporting platform; MadNetwork: China's leading network of affiliate WAP sites that Madhouse represents to advertisers. The Madhouse team consists of over 70 professionals drawn from 4A Agencies, interactive media, mobile carriers, WVAS, and the IT industries. www.madhouse.cn