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Appodeal's Pavel Golubev on trends in mobile advertising
Key insights
6 takeaways- 01Appodeal originated as an internal tool for a publisher managing over 3,000 applications and was commercialized after proving it could triple ad-related earnings.
- 02The mobile advertising industry is currently transitioning toward increased automation through the maturation of real-time bidding and programmatic exchanges.
- 03Virtual reality and wearable devices are considered nascent segments that currently lack the standardized user interfaces and consumer adoption required for large-scale monetization.
- 04The evolution of physical advertising infrastructure is expected to mirror the trajectory of the smartphone, moving from hardware limitations to sophisticated, data-rich ecosystems.
- 05Future advertising strategies are shifting toward the integration of physical infrastructure, aiming to transform static displays into interactive, personalized interfaces.
- 06Next-generation advertising systems intend to utilize data-driven recognition technology to deliver targeted content based on individual interests and behavioral patterns.
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Transcript
my name is Pavel my company is a paddle and I started this company because I have been in mobile apps publishing business since 2011 we published over 3000 apps on Google Play and App Store and we started epica as an in-house solution to optimize the way we monetize our app to achieve higher revenues from ad networks so we started as an in-house solution and when we were able to improve our earnings up to three times we decided to make a public product make its malleable excellent stuff so we're here at PG connects in San Francisco and you know what is it that you're trying to get out of it out of an event like this so frankly speaking this is our
first event here in the US you go with tried several advanced international events which went quite good for us people value to what what what we provide service so now we are just trying to get acquainted with the demand with a US market yeah how challenging is it to to approach a market that isn't within the region that you're actually based oh we are actually placed yeah ok so it's so so is it difficult to meet with developers and is it is it is it a challenge to actually meet with some of the people that you went to to meet on a daily basis do you do you find that place to place tiny useful I've been I find this face-to-face time useful a lot even though we do not convert leads right here at the conference but the goal is to establish
a brand right you know we want to place that thought in people's minds that we are the only right wait to monetize your app because we made a great product you know we are trying to explain it to people and the only way to explain it is communicating with people so that's why we are here yeah absolutely definitely so let's talk a little bit about trends within the games industry at the moment and what do you think is the most significant trend within within within monetization in mobile well speaking of trans in general and model in marble and in games I would definitely stand out we are virtual reality and wearable devices I think it has huge potential and I'm curious that's going to happen next speaking of advertisement and monetization within games I think the
biggest trends going on right now is real-time bidding and are to be exchanges ah because in mobile it is still very a major the hallmark is this very major it is still been you know it is still for me yeah so I think it's going to be trending a lot longer do you perceive any difficulties in monetizing BR and SmartWatch like I think because mobile games it's almost as if most people claim to have got a hand on you know you can insert ads or interstitials or video advertising that kind of thing we've not really seen how putting an ad on an Apple watch or into a Samsung VR something like that how that actually works well I think the problem with smart watches and PR is that the
technology itself is not ready yet for everyday usage you know I don't have a SmartWatch yeah and I don't have an oculus rift so and it's a little bit too early to implement some kind of monetization tools for smartwatches or ER so I guess this technology should become more popular first and then we'll see what's going on but because I have a feeling that smart watches and we are gonna change they're still let me give you an example do you remember the first iphone yeah it was a completely different device from iphone 6 that we got right now iphone 6 is something that you can use to display advertisements something that you send well I phone one is is a completely different devices same with smartwatches same as New York it's gonna evolve so if
you had to take a guess how do you think VR how do you think wearables will evoke I don't know I had no idea about it however i can give you another idea how i think advertisement cisco is going to involve so here we have you ever seen banners on the street yeah like we walk by the bus station and there is a pattern so I can't wait to the moment when those banners gets interactive so they take take a picture of you they recognize you as Peter from England's ah who is interested in gaming and stuff like that and who's flying somewhere next week okay and then they display an advertisement specifically for you very targeted me you walk by all right next person who's the next person let us show you okay that is something that I can't wait
to happen
Summary
Appodeal serves as an automated monetization platform designed to optimize revenue for mobile application developers by aggregating various advertising networks. Originally developed as an internal tool for a publishing firm that managed over 3,000 applications, the platform was commercialized after demonstrating the ability to triple ad-related earnings. The primary objective of the service is to streamline the complex process of ad network management, positioning itself as a comprehensive solution for developers seeking to maximize the financial performance of their mobile inventory.
The current mobile advertising landscape is defined by the maturation of real-time bidding and programmatic exchanges. While these technologies are already established in other digital sectors, their implementation in the mobile space remains in a growth phase, suggesting a long-term trend toward increased automation and efficiency. Beyond standard mobile formats, the industry is closely monitoring the evolution of virtual reality and wearable devices. However, these segments are currently viewed as nascent, with the technology lacking the widespread consumer adoption and standardized user interfaces necessary to support effective, large-scale monetization strategies.
Looking toward the future, the integration of advertising with physical infrastructure represents a significant shift in marketing capabilities. The vision for the next generation of advertising involves transforming static, real-world displays into interactive, personalized interfaces. By leveraging data-driven recognition technology, these systems aim to deliver highly targeted advertisements to individuals based on their specific interests and behavioral patterns. This evolution mirrors the trajectory of the smartphone, where early hardware limitations eventually gave way to the sophisticated, data-rich advertising ecosystems currently dominating the mobile industry.
