Rating: GoMo discusses mobile advertising with Adfonic’s CEO
A while back, GoMo News had the chance to sit down and have a cosy chat with Victor Malachard who is CEO and co-founder with Adfonic – almost certainly one of the world’s largest specialists in the mobile advertising sector. For example, Victor says his company can boast circa 100 billion impressions per month. That’s very definitely not chicken feed. As he says, “The eyballs are moving to mobile” and the mobile advertising is going to be the sector to watch – not just in digital and online advertising but in terms of advertising in its entirety.
In the present mobile advertising market, “The reality is that there is more supply than demand,” Victor revealed.
In other words there is more inventory than advertisers chasing suitable outlets.
This is just one of the reason why – in the current advertising climate, RTB (Real Time Bidding) has become so important.
Malachard couldn’t stress this enough as he revealed that real-time bidding now makes up around 55 per cent of Adfonic’s revenues.
RTB exchanges are rapidly replacing the old practices whereby advertisers bought directly from content providers and publishers when rolling out their campaigns.
Somewhat surprisingly for GoMo News, Victor Malachard explained that the featurephone still has strong relevance to his company’s advertising business.
Don’t forget the humble featurephone when talking about mobile advertising, Malachard warns. They are still very heavily in the mix.
For example, in the USA still only around 50 per cent of subscribers have migrated to smartphones, Malachard pointed out.
Which is another good reason to ensure featurephones are kept as part of mobile campaigns.
Additionally, he says Nokia is still a leading brand in many world markets and the Finnish handset supplier continues to produce new featurephones for its customers.
The only problem, of course, as Malachard explained, “It’s difficult to get brand energy through featurephone promotions.”
AdFonics’ objective, according to Malachard, is trying to restore the balance and make ads as relevant as possible to the consumer.
“Publishers also don’t want consumers to see ads that they don’t want just as much as consumers don’t want to see unwanted ads.” Hence the need for finely tuned targeting.
However, Malachard emphasised that specialist mobile advertising companies such as his are in the business of targeting users [not hardware], so it doesn’t matter what type of mobile phone the consumer actually has.
At the other end of the scale, at AdFonic, “We can measure for example rich media campaigns work better on tablets than on smartphones so we look to place our inventory on tablets,” Malachard added.
However, Big Data is the buzzword of the moment. “Companies that do data well are the ones most likely to succeed,” he declared.
The goal, however, is more accurate segmentation. Which is where Big Data comes into the equation once again.
Malachard urged GoMo News (being British based) to keep a beady eye on Weve, the joint venture between Telefonica, Vodafone and EE.
This JV just might able the leading UK operators to commercialise their data.