StartApp on the power of fast-emerging mobile markets like Russia, Brazil and Saudi Arabia

so we are at Papa Chemical X in Helsinki and who are you and what company from and what do you do well I'm Sandra brunette and ski i worked for start-up which is a mobile advertising platform business development manager based in israel and basically startup is a global company we had coded in New York additional office in San Francisco two offices in China main office in Israel with development and the data team and was marketing at office in Russia and in Sao Paulo and that's pretty much it Wow ok so a really global reach a global audience do you feel in today's mobile culture do you feel like having an international presence is important yeah I think it's essential even more than important because when you think about

the mobile ecosystem you have mobile users globally and you have high value users in the most unexpected places so you really have to have a really global reach because you can find amazing users basically everywhere so here where are these unexpected places ah Saudi Arabia Brazil turkey Russia like those were considered to be more emerging markets but now I think they're more mature markets so there are really good and high quality uses there with high-end devices and some really high engagement with the apps so yeah so where do you see the future of your segment of the business going oh well I think segment is a good word because I think it's all about segmentation more like personal experience like personalizing the ED

experience for specific users so I think this entire industry is going towards more like personalized the way that the end user will experience the ads whether if it's where the ads located how they presented the content of the app that the ads that you get shown to so basically it everything about personalization and segmentation so let's let's talk a little bit more about how to connect global markets obviously we're here if you see in Helsinki and one of the big things that we enjoy doing is making sure that everyone is connected do you feel that there is a difference in approach for each different market or is there a kind of blanket way that you can you can approach all users in all markets so basically no there is not like one perfect fit for everyone because you

have cultural differences you have difference in taste and preferences for every market so even here the type of ads that you will show to American user it's not a type of attitude will show into an Indian user and you all need to just a be test what's worked best for the specific culture for the specific user for the specific segment like if it's an MMORPG game or MMORPG user you won't show them specific at times because they're like more feminine and vice versa if it's more like a casual game you will show them more suitable ads and not like mid for hardcore ads so you same here you need to personalize the experience based on the culture the location the preferences of the user and all the data that you have on the user and just finally is there anything that developers of games should be looking towards in terms of in terms of ads and

so forth when they're actually developing the games themselves yeah I think you need to think about monetization from day one i'm not thinking i'm not saying that you need to completely focus only on ization because motivation is only like the third challenge so the first one is of course to acquire the user the second one is to retain them which is super hard and the third challenge if you been able to reach there it's to monetize those users so you really need to think about this hybrid model of how you can take some bits and bytes from different monetization methods like inner purchases and ads and native advertising and everything that you can imagine off and kind of create your own path and it's not easy need to a t-test a lot you need to soft launch and then reese off launch and do it again and retouch it but eventually you need to like really find the balance and your fits for your users