In an interview with the Business Insider during the IGNITION Conference last week, the CMO for Rovio — maker of the ubiquitous Angry Birds mobile app — said his company is now the world’s largest mobile ad publisher, even bigger than Google which runs ads on all its mobile apps and mobile search results.
Like us, many have questioned whether this is even viable and have actually asked Google straight up. Though the company wouldn’t officially comment, “multiple sources close to Google” said that Rovio is in fact the largest display ad publisher, but they were skeptical Rovio beat Google’s mobile search ad impressions. Rovio’s Chief Marketing Officer Peter Vesterbacka said his company now serves over 10 billion mobile ad impressions each and every month.
When considering the insane numbers Rovio has divulged in relation to Angry Bird downloads — which now tops more than 500 million times in one form or another — it’s safe to say that its claims may actually be true, or will be soon enough. What’s interesting is what Rovio has planned for its massive mobile reach in terms of mobile advertising. Vesterbacka said the company plans to build a “whole new form of advertising from the ground up.” As an example, he mentioned a recent campaign they created called “Angry Birds Rio,” which was built as a promotion for the 20th Century Fox film Rio. It was an advertisement that actually costs gamers a dollar, and users were willing to pay it in droves.
Though the company is tight lipped on exactly what it has planned, it should be interesting to see what they have in mind. Vesterbacka said the company plans to “start 2012 off with a bang,” so we’ll have to see whether mobile advertising is a big part of that or not. For more info on where Rovio is headed, it’s investment plans and more, check out this interview between Vesterbacka and the Business Insider posted earlier today.