GOAL
moblio.nl, formed in 2009 in The Netherlands, specialise in creating apps and mobile websites for companies globally. One of their first initiatives was an independent project for an app based around a South African horn that makes a noise like a swarm of bees: the vuvuzela.
The idea sprung from the rumours that this “annoying” horn, so loved by local football fans, would be banned from stadiums at the 2010 World Cup in South Africa. Impossible to buy in The Netherlands, a vuvuzela was imported from South Africa to record the noise central to the app.
As soon as the tournament began, vuvuzela mania gripped the world. Within days, thousands of iPhone, iPad and iTouch users had downloaded the free Vuvuzela 2010 app.
moblio.nl needed a quick and easy way to monetise the Vuvuzela 2010 app globally. They also wanted to make sure the app stayed in the rankings to maximise the returns from this limited window of opportunity.
SOLUTION
moblio.nl decided to join AdMob’s publisher network on a self-serve basis.
Following a simple integration, adverts appeared within the Vuvuzela 2010 app in over 100 countries worldwide.
The app continued to storm up the charts. It became the number one free application across Europe, including the UK, Germany and France and as far afield as South Africa, Argentina, Japan and Australia as well as top 3 in the USA. The high positions meant new users were easily discovering the app, via search or simply stumbling across it, producing a virtuous circle of more downloads.
The clicks and the revenue grew and grew across the world.
To maintain high positions in the App Store rankings, moblio.nl advertised Vuvuzela 2010 across the AdMob network. Click to App ad units, enabling quick and easy download of Vuvuzela 2010, appeared in apps and on mobile websites across the globe.
RESULTS
moblio.nl earned tens of thousands of dollars a week through advertising revenue generated on the AdMob network during the World Cup. Their inventory was quickly and effectively monetised on a global basis.
“AdMob has been a good partner. We’re very satisfied that we could achieve such great results from a single network across so many countries, against such incredibly quick growth in downloads,” said Lyan van Furth, co-founder of moblio.nl. “The people there are easy to talk to, and even though it’s not a family-owned company, it feels like one,” added Jeroen Retrae, fellow founder.
Furthermore, by also advertising on the AdMob network, moblio.nl built on the tremendous take-up of Vuvuzela 2010, that saw over five and a half million downloads, to retain high positions in the App store rankings and maximise returns from this most unique of opportunities.