StartApp's Marina Nissim on the challenges of mobile advertising

my name is mourinho i am business development manager at startup startup is a mobile advertising platform we specialize on both monetization and advertising for mobile app developers we help them on the one hand to make more money from their games using our sdk and on the other hand we help developers to stand out in the crowd and we promote their apps yeah you see i think it's a really interesting thing standing out in the crowd i mean there's a lot of people working within the mobile advertising space and sometimes i think when i talk to developers they're not sure who to go for i was wondering could you tell me a little bit about what startup's unique selling point is could you let us know what that individual factor that really makes you stand out is yeah so the company focuses on two main dimensions so we call it the brains and the beauty

of the mobile advertising so on the one hand we have the challenge of serving uh the right ad to the right user at the right time using our data programmatic and bi tools and on the other hand we have the beauty side which is the creative and innovative ad units for the users and this is all about making the best uh products uh most appealing and engaging edu ad units for the users yeah i because ad units it's a it's a very strange field because people transitioned when they first came to mobile they just took web formats and put it onto mobile then we're like why aren't banners working it's not being successful um so what have been the developments in that field recently and why have companies move towards taking on these more innovative approaches to advertising formats and mobile yeah because it was everything was about is about increasing performance at the end we want to increase the kpis we want to increase ctr we want to

increase cr want to increase performance in order so we could pay to the publisher the developer the highest cpm in the end industry and be competitive and in order to do that we need to develop on daily basis and weekly basis new ad units new banners test them see what works better and kill features that doesn't work yeah it's it's a it's a remarkably forward-thinking approach that they're trying to iterate and go through all of these different versions of ad banners but of course there's problems within the sector particularly at the moment focused around apple so apple's recent approach to incentivized video ads has caused some problems within the industry what's your advice to companies who've perhaps been affected by this is there a way for them to i mean it's very difficult for someone to avoid this this fact that the apple effect but is there a way that they can safeguard themselves against that perhaps i think my tip would be thinking ahead and planning your app

as soon as possible and thinking about the business model that fits best for your app it can be free-to-play can be in-purchases it can be virtual currency but not necessarily putting everything there is in the industry to your app and just spending the users i'm against that completely i'm i'm pro uh putting things at work that makes revenues for for the developers and against just you know putting everything there is and just spending the users so it's being intelligent and selective i really like that idea actually because i've played those games for the ads pop up all the time and i'm sure that plenty of people have been annoyed by those but there's just one final little question that's wondering what the future holds for startup have you got any major plans in the next six months of the year or you know maybe just have you got a certain vision of where you're hoping to be in a year's time well this is a good question uh more for my ceo i suppose

i think we want to grow in the mobile industry and the mobile platform we want to use our data as much as possible and we use the targeting abilities to for segmentation for demographics to know how how users behave learn more about user behavior but it's all based on our data so it's numbers it's data everything technological it's our it's the future okay well thank you very much for joining us and best of luck with building your new technological future thank you very much you