MOJO

            At this point in time, online advertising was becoming one of the newest and most profitable medium of advertising.  Consumers started to become more comfortable with the idea of gaining knowledge and allowing themselves to be influenced as they were checking their email or shopping online. http://findarticles.com/p/articles/mi_m0EIN/is_2000_Sept_13/ai_65188352

            The International Advertising Bureau reported another successful year in advertising on the Internet with sales continually increasing from previous years.  Within one year there was a 182% increase from 1999 and a 9.9% increase within one quarter, which was $1.953 billion in advertising sales.  High expectations were made in 2000 for the future.  Advertising agencies were predicting the industry to be worth 16.5 billion in 2005 and a 15 – 20% increase within one year.  Although these were high expectations, the current trends in online advertising showed much promise.  In 2000 the Internet advertising sales were at a higher rate than any other type of medium.  http://www.tmcnet.com/usubmit/2005/apr/1137186.htm

Although, Internet advertising sales were high, many e-commerce sites were going under which directly affecting the advertising status online.  Much of the problem was effectively advertising on the Internet.  This was a new media and it was thought that advertising agencies might have misunderstood how to incorporate a variety of marketing tools and needs for consumers.  Once this understanding occurred the advertising agencies would be successful and continue to move forward in professionalism, sophistication and profitability.  A major tool that was utilized in 2000 was the MOJO.  The MOJO is the most advance technology that helps manage the workflow of online advertising.  This helped revamp the online advertising success to be the most effective form of medium.  The problems of e-commerce websites and essentially the effectiveness of online advertising was the nature of the creation of the MOJO.  At some point, a system such as the MOJO would be invented but the difficulties that were face pushed the implementation of the MOJO. http://www.mediaplex.com/ 

The key players that put the MOJO into action was ValueClick Media, Mediaplex and website publishers.  http://www.valueclickmedia.com/

"MOJO MediaDirector is an example of Mediaplex listening to the marketplace to develop a media workflow solution that truly simplifies media buying and planning for all parties involved," said Tom Vadnais, senior vice president, Mediaplex and

Commission Junction.  These key contributors really took a risk in using MOJO.  Although Internet advertising had made a big hit in the industry, the MOJO was something that put forth a lot of time, money, effort and support in order for it to work.  These companies had to fully believe in their system as well as the future of online advertising.  Living practically a decade later and seeing what an effect Internet advertising industry holds, the effort and development of the MOJO was for the best of the industry as well as these companies. http://www.thefreelibrary.com/Forbes.com+Selects+ValueClick's+Mediaplex+Ad+Management+Solution-a0103033071

Technological developments certainly helped the growth of MOJO.  MOJO performs many services that can only be carries out through the use of technology.  One feature of the MOJO is that it automatically updates the company’s advertisements based on the marketing and performance goals of the company.  The MOJO also ranks and reports the ROI of the advertisements, which can only be determined with technological developments that were already in place before the MOJO was ever thought about.  http://www.fool.com/news/quicknews/2000/quicknews000727.htm Thanks to programmers the technology was already in place, but now these advertising agencies utilized them through a different system, which dramatically helped the success of Internet advertising.  The technological developments up until the year 2000 greatly helped develop the MOJO since one of the many features of the system was called MOJO mail.  http://www.techagreements.com/agreementpreview.aspx?num=40373&title=Mediaplex%20%20TECHNOLOGY%20INTEGRATION%20AND%20SERVICES%20AGREEMENT

MOJO mail was greatly effective since almost every person with access to the Internet had an email system, which they used frequently.  For those consumers who had email utilized their account everyday.  Advertisers thought this would be a great way to reach consumers directly without the risk of them overlooking advertisements or worrying about the click rate.  http://biz.yahoo.com/ic/61/61188.html MOJO mail helped in ways that could never be done without the system.  MOJO mail segmented the market into different categories based on certain demographics, which directly helped the effectiveness of the advertisements.  The weakness with the general MOJO is that it cannot recognize the type of consumer who is on a certain website or clicking on a particular advertisement.  With MOJO mail, the system can better identify who the target customer is and more effectively sell the product.  MOJO mail can also help the advertising agencies with narrowing the results of the system and the advertisements to improve the ads in the future. 

            "The market recognizes AdForce as a leader in wireless ad management services, and Mediaplex puts the `point of interest' in digital marketing with its MOJO targeting capabilities," said Dee Cravens, executive vice president of AdForce. http://phx.corporate-ir.net/phoenix.zhtml?c=84375&p=irol-newsArticle&ID=421325

The MOJO influenced the nature of the function of advertisement in many ways such as maximizing the return on investments, measuring the campaign effectiveness, tracking responses and customizing the ads according to the needs of the consumers. http://www.clickz.com/showPage.html?page=833841

 "We are proud that a leading online property such as Forbes.com has chosen the Mediaplex MOJO Publisher solution to enhance the efficiency of their business," said Scott Ray, general manager of ValueClick's Mediaplex business unit.

"We found all of this with Mediaplex's MOJO Publisher. We were impressed with MOJO Publisher's ability to provide a highly customizable solution and near real-time ad inventory management. Mediaplex has earned its stripes with us through their responsiveness and expertise, and we are excited to be working with them,” said Michael Smith, chief technology officer at Forbes.com.

The most impressive part of the MOJO that has influenced the function of advertising the most is the fact that the system can automatically update and react quickly to changing solutions.  Unlike traditional medium, if the direction of the advertisement suddenly changes, Internet advertisements can be changed to more effectively reach the target audience or the marketing goal needed.

"By combining our platform with Mediaplex's MOJO technology and AdForce's ad management solution, our demo simulates the rotation of appropriate content, advertising and e-coupons based on the changing location of a mobile wireless user at any given time," said Bill Dyer, Director of the New Ventures Group at Alcatel. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=130713

Overall, the MOJO is part of the Internet advertising system that greatly enhanced the industry to a positive and more effective way advertise to consumers needs.  It revamped the industry from becoming something that was a trend to a consistent and dependable form of media.

Works Cited

About.Com: Retail Industry. (2008, January 6). Holiday Online Retail Advertising. Retrieved January 6, 2008, from http://retailindustry.about.com/library/ho
liday/bl_adrel1204.htm  

Internet Ad Sales. (2008, January 6). Mojo Adserver - Mediaplex. Retrieved January 5, 2008, from
http://www.internetadsales.com/modules/wfs
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Mediaplex: A Division of Value Click. (2008, January 6). MOJO Adserver. Retrieved January 6, 2008, from
http://www.mediaplex.com/mojo_adv_analytic
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Nitke, M. (2008, January 6). First Quarter 2000 Internet Advertising Revenues Close in on $2 Billion. Interactive Advertising Bureau. Retrieved January 6, 2008, from
http://www.iab.net/about_the_iab/recent_pr
ess_releases/press_release_archive/press_re
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Ryan, J. & Whiteman, N. (2008, January 6). Internet Advertising in 2000 and Beyond. Click Z. Retrieved January 5, 2008, from http://www.clickz.com/showPage.html?page=8
33841

TMC Net on the Web. (2008, January 6). Mediaplex Launches MOJO MediaDirector Media Planning and Buying Tool; Planning and Buying Solution Increases Efficiencies for Both Agencies and Publishers. Retrieved January 5, 2008, from
http://www.tmcnet.com/usubmit/2005/jul/116
1894.htm