In fact, the mass unleashing of digital content and services in manageable smartphone-size chunks, suited to people's lifestyle and delivered in a timely fashion on demand -- has created an apparent overnight sensation in the advertising business itself.
Moreover, what was really just an instinctive feeling a couple of years ago, has become a gargantuan upslope on most recent analyst’s charts, that look to reflect a fundamental shift toward the top right hand corner, as to where ad dollars are increasingly being spent. InternetQ has posted insight on these numbers before, and, we can safely say at least USD$50 billion of mobile ad revenue is actually headed in our industry’s direction over the next three years.
In this regard, probably the best news is that the specific type of mobile advertising campaigns we run at Int ernetQ, are not likely to suffer the vagaries of the somewhat declining display ad business models, and in-app campaigns can naturally side-step ad blocking matters – and equally importantly, avoid the pitfalls of bot-related fraud. In reality, when you are paid on “performance”, with KPIs agreed in advance, the outcome is clear, both for you and for your clients.
This positive uplift has just been reflected in the numbers that InternetQ posted in its recent trading update for the six months ended 30 June 2015. InternetQ achieved continued growth across all business divisions during the first half of the year – and revenue increased to €72 million, marking a 10% year-on-year revenue improvement!
These revenues were mainly fuelled by growth at Minimob, have effectively displaced the legacy messaging-related marketing business. Adjusted EBITDA increased by approximately 35%, against the comparable period, to over €13 million; noticeably reflecting higher margins in Minimob. Increased traction arose for Minimob with new contracts secured with global brands, including Delivery Hero, a Rocket-Internet food-ordering service; Lazada, Southeast Asia's number one online shopping and e-commerce platform; and Bravofly, a flight search engine. Altogether, over 15,000 new performance-based ad campaigns ran through Minimob.
Panagiotis Dimitropoulos, Founder and Chief Executive Officer of InternetQ, said: “I am pleased to report increased revenue and EBITDA on the prior year across both the B2B and B2C business divisions. Our investment in improving the functionality of the Minimob platform is paying off, with significant growth in app campaigns and the attraction of new global clients. As such, the Company remains confident for full year results to be in line with market expectations.”