Yaron Tomchin, CEO of Mobupps Talks Mobile Advertising

Yaron Tomchin is CEO at Mobupps company. Management professional with deep knowledge in the online advertising industry. Expert in setting up new business and international cooperation. Develop and manage the ad network’s business prospects while leading the company’s clients and partners relations.

What is Mobupps and how are you positioned in the market?

We offer to our clients 2 products, access to global mobile ad network and agency model for media planning and buying. Our platform includes direct app publishers and sites, a DSP integrated with the biggest ad-exchanges and a mobile marketing agency which covers most of the mobile market, thus we are able to supply our clients with a large scale of targeted media.

 

What types of clients do you work with?

Basically, we have several types of clients: on the publishers side we usually work with mobile app developers like Apus, Mail.ru, Baidu, Outfit7, Yahoo and more, we monetize they media with different ad formats mainly native and interracial. On the advertisers side, we work with mobile app developers like Trivago, Yandex, Nectar and more. We specialize in Travel, Shopping, Utility and Games categories.

What geographies are you focused on and where are you seeing the most growth?

We cover more than 30 countries worldwide and provide our clients with a single platform to access global scale media and as you can see at this graph our Top 10 markets represented by the volumes of impressions monthly.

Mobupps network volumes

Our main markets are UK, DE, RU and US, having a large cover on this markets last period. But during last year we started the successful development of our business in Asia and, for example, in 2016 we opened an office in China and thus we saw countries like Korea, Japan, and more jumping into our top 10 countries as well.

We see very big potential in the Asian region because we are able to achieve better overseas promotion for Chinese companies and faster expansion for them to the global markets! We will continue to invest into this new vector strongly in 2017.

What are your main tips for successful mobile advertising?

In recent years the mobile advertising space has been seeing a growing number of marketing channels popping out. You can have a successful mobile campaign only when a marketer at the client side finds a mix of successful channels, and usually several of these channels (at the price, volume, audience, GEO, and quality). Mobupps main values are our clients ROI, traffic quality and automation of the marketing process. Working with these 3 directions delivered substantial  results. Last year we invested a lot into technology, improving processes and fighting fraud and it brings up results now, via allowing us to have a portfolio of ROI positive clients, for which we scale up their campaigns a lot.

What do you think the big themes for mobile advertising are going to be in 2017?

I believe mobile fraud issue has been and will remain to be very trendy. Post installs events and users engagement will be number two trend for this year. Mobile video channel growth will keep markets busy as well. Also, we see a very strong development of in-app advertising because traffic price is growing and marketers need higher ARPU in order to be ROI positive. Last but not least, is a programmatic media buying and automation of the process.

What are the most effective techniques to fight ad fraud?

For many advertisers fraud risks are an important reason to turn away from certain advertising activity. However, today it’s possible to fight fraud effectively. Companies need to apply the relevant techniques for prevention, detection and elimination of a mobile ad fraud. We’ve developed and implemented the checklist in our company that helps us with this task:

  • Monitor CR/CTR
  • Track post installs events
  • Blacklist fraudsters sources
  • Do not pay for fraud
  • 3 rd party fraud detection technologies
  • 3 rd party trackers reports
  • White list of IP’s and security tokens Untarget low OS
  • Compare to iTunes / Google Play in real time

What business vertical(s) do you see to be the toughest when it comes to a mobile user acquisition?

I think Games and Gambling are the two verticals marketers are having a hard time, specifically with quality users finding and scaling. There is very big competition and the APRU for users on this vertical is quite low, compared to the average prices for media. Thus there is a gap between what they want and what they can get and quite often they need to deal with a negative ROI and money spent without getting the results clients seek. I think those verticals will look for new ways of users monetization, such as, for example, in-app advertising.

Can you talk about the major issue(s) that programmatic advertising faces today?

A combination of the performance and programmatic marketing is still though to achieve today. There is a need to layer the data in order to succeed and the DSP’s market starts to provide this data to marketers. There is still some fraud in the marketplaces that leak from time to time, so when marketers work with such combination, there is a need for backed up and real time monitoring tools.

What kind of people works with you in the team at Mobupps?

Above all they are all friendly. We are one big family. Secondly, I can mention that we have a team of professionals that are many years with us. We invest a lot into our people and we truly believe that the team is above all.

What mobile devices do you use personally?

iPhone 6, iPad Air 2, Apple Watch – yes I am apple fun 🙂

What are your favorite apps?

Facebook for social
WhatsApp for msg
Flipboard for news
8tracks for music
Anydo for productivity
Playing war robots now 🙂

What do you think about home robots market and robots like Kuri specifically? Would you buy one for your home?

I think this technology – the Internet of Things is going to be the next Big Thing. We will see it implemented everywhere. Cars, homes and personal life. I would like to buy one of those. Meantime I have only iRobot that cleans my house 🙂

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