As I’ve written at Internet2Go, xAd this morning announced a $9 million funding round. We’ve now got a situation where xAd and AT&T are both claiming to be the “largest local-mobile ad network.” AT&T offers display ads (mostly in-app), while xAd serves both search and display ads. (Correction: AT&T offers both search and display advertising.)
Previously, in September, xAd said that it had 1.2 million advertisers in its network and that it could deliver a $30 CPM.
In November xAd released its first local-mobile quarterly report with a bunch of interesting data. Among them were the following:
- 75% of smartphone owners conduct local searches
- 62% of local-mobile users conduct at least two local searches per month, while 32% of users do at least five local lookups per month
The top local search categories were the following:
- Gas stations
- Auto repair/dealers/rentals
- Fast food
- Cafes/coffee shops
- Travel & lodging
- Health & medical
- Bars & clubs
- Finance & legal
The company also said that mobile CTRs on ads in apps were 8% vs. 5% for ads appearing in the browser. However CTRs online are much lower, with the display average being about 0.09%.