BuzzCity mobile ad network growth fuelled by white-label content demand

Key driver is increase in ‘white-box’ phones to target wider market.

June 8, 2011

BuzzCity, a global mobile media company, has for the first time in its history hit a new milestone – in May alone it served 10.5 billion adverts across its mobile advertising network.  BuzzCity attributes this increase to greater consumer demand for mobile content and being able to meet that demand with its own white-label content services, leading to record numbers in ads served on its mobile advertising network.

Through BuzzCity’s white-label service, content from BuzzCity’s mobile media properties – Djuzz, JAMsked and Now-Cook – are shared with more than 1000 content partners globally.  These sites have been designed to satisfy mobile internet users’ demand for relevant, useful and entertaining content via their phones. Providing and sharing this content also provides a great context for advertisers to promote their brands.

Dr KF Lai, BuzzCity CEO said: “Content syndication is a cornerstone of our business strategy and is having a significant impact on BuzzCity’s growth. Demand is increasing for it, and testament to that is the diverse range of more than 1000 partners we have across the globe.”

Although the rapid growth of the smartphones sector has been well-documented it still accounts for just a fifth of the 1.6bn mobile devices sold last year, according to Gartner.  Another driver in the demand for content is the emergence of the localized ’white-box’ manufacturers coming out of Asia – providing lower-end phones with capabilities similar to those of smartphones. Last week Yahoo announced a partnership with MediaTek, a supplier of microchips for mobile phones, to integrate Yahoo’s web services, such as IM and email, into their microchip packages which go into standard mobile phones.

“Mobile hotspots continue growing throughout the world as the adoption of 3G is coupled with cheaper data rates. However alongside that we are seeing the continuedrise of affordable white-box phones which will provide access to the internet where there are no 3G networks and to wider audience who cannot afford the prices of the smartphone,.” said Dr Lai.

Djuzz, BuzzCity’s mobile gaming site, which launched last year, is on track to hit the 100 million downloads target in June 2011. More than 45 million games have already been downloaded since January 2011.  Jamsked, its music listings site now promotes 40,000 gigs per day, is distributed tomobile operators, handset manufacturers and mobile portals. Djuzz and JAMsked currently attract around 3 million unique visitors monthly. By Q3 2011, mobile users can look forward to more diverse content on Djuzz such as free indie music and movie previews on the mobile site.

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