PostRelease, an advertising platform that lets marketers distribute sponsored content on blogs, forums, and other media, announced today that it has teamed up with the mobile community app Tapatalk in a partnership to monetize Tapatalk's mobile sites. Through this partnership, PostRelease will enable Tapatalk's publishers to display targeted sponsored posts from brands that are integrated within each publisher's site.
The amount of time that people spend on a mobile device such as a smartphone or a tablet continues to grow. According to an October report by eMarketer, by the end of 2012, the average user will have spent 82 minutes each day using a mobile device—excluding talk time—up from 54 minutes last year, and 34 minutes in 2010. As more consumers spend their day peering at mobile sites, companies are under pressure to find ways to monetize that traffic.
Based on the notion that consumers are more likely to respond to advertising that blends in with a site's content, such as promoted Tweets and Facebook's Sponsored Stories, PostRelease enables publishers to insert promoted and sponsored placements within the content feeds of their publications as "native" advertising. The technology works across various content management systems and site types, including mobile Web sites, mobile apps, and desktop sites, to allow publishers to deploy and scale integrated ads.
Tapatalk is an Android and iOS app that lets users access forums on their mobile device. Based in Shanghai, Tapatalk has more than 40,000 global communities and 1 million monthly active users, according to the company. Through its partnership with PostRelease, whose headquarters are in Long Beach, Calif., publishers will be able to offer marketers an additional revenue stream on their forums.
"More and more community traffic is moving to mobile and usage of our app is rapidly growing, so it is important for us to provide revenue options for the community owners that rely on Tapatalk," said Tapatalk president Winter Wong in a statement. "PostRelease enables us to provide an additional revenue option to our publishers that is seamlessly integrated into the user experience."