Demonstrating both its reach and the growing maturity of the mobile advertising market, Tapjoy has announced that during July it drove more than 10 million conversions for brands including Disney, Victoria's Secret, Gap, Sephora, and Doritos.

A conversion is counted when some type of action - install, registration, lead submission, subscription etc - is completed.

Tapjoy says that its business from what it labels such 'brand advertisers' has increased more than 500 percent since the beginning of 2011.

Growing up

"Mobile media consumption has exploded over the last year, but until recently brands had been hesitant to test the mobile waters because they either didn't understand how to reach their audiences or couldn't quantify their return on investment," said Mihir Shah, Tapjoy's CEO.

"We address these opportunities by providing tremendous reach across our network, unique targeting capabilities to ensure that the right ad reaches the right consumer at the right time, and reliable tracking capabilities that enable advertisers to only pay for measurable, quantifiable results."

Channel business

In total, during July, Tapjoy delivered more than 30 million conversions across its mobile ad network.

Approximately 20 million of these were app installs, user engagements or other transactions for mobile game developers using Tapjoy as a distribution channel.

Apple banned incentivised installs on iOS back in April, although apparently some apps, which haven't been updated since, are still lucratively using offerwalls.

However, as Glu pointed out in its Q2 2011 earning figures, on iOS, replacement advertising units haven't yet filled the gap.

Still, Android is proving a solid platform of all types of advertising including offerwalls, full-screen takeovers, mobile banners and custom integrations offered by Tapjoy and other networks.