InMobi will further increase its investment in the Chinese market

(Pictured: Yang Juan, general manager of InMobi China)

DoNews, May 7 (Reporters to frost) Yang Juan, general manager of InMobi China, in an interview with DoNews said that global companies to succeed in China, the need for localized strategies, products and teams. Yang Juan said that this year InMobi will further increase its investment in the Chinese market.

Talk about China market expansion

InMobi formally entered the Chinese market three years ago. At present, the team in China has reached a scale of 50 and Yang Juan said he will further increase its investment in China's domestic market.

Yang Juan analysis, global companies want to seize the share of the Chinese market, the first to have a localization strategy, the second to have localized products, the third also need to establish a localization team.

"Mobile Internet brings great opportunities for global companies because there is no border in this area. For example, we have teams in 26 countries all over the world and know the advertising promotion of Chinese partners, including their realized needs. They can take their ideas abroad, which means that with the exception of local companies, we can bring Chinese advertisers to the world in addition to the Chinese market, "Yang Juan said.

According to data released by technology blog Business Insider, InMobi is the second-largest mobile advertising platform in the world with a conservative estimate of over $ 372 million in revenue for the current year. In terms of output per employee, InMobi even exceeded its data China's domestic BAT giant.

Yang Juan introduction At this stage in the Chinese market, InMobi's business includes brand advertisers and effect advertisers in two aspects: first, in the category of advertisers, with the domestic two 20 to 30 companies have a depth of cooperation; Second, we at the brand advertisers level, but also with the big advertisers depth cooperation. "Overall, InMobi's return on investment in the domestic market has been very high for the past three years, and InMobi is already the largest iOS platform in China in terms of market share."

Talk about native ads development

For InMobi's newly released native advertising platform, Yang Juan introduces native ads as a profitable model starting from websites and App user experiences, driven by ad content and integrating the visual design of websites and App itself. Simply put, it's a mix of websites and apps that make up the site, part of the App content, such as Facebook's Sponsored Stories and Twitter's Promoted Tweets, all of which are native forms of advertising.

Yang Juan believes that the advantages of Native Ads are mainly reflected in two aspects:

First, enhance the user experience: No matter how attractive the APP, flashed ads will make the user annoyed, feel disappointed. For mobile apps, because ads in the form of native ads are fully integrated into the content, scenes, and interactions of the app itself, they do not disrupt the user's interaction and experience with the mobile app, and the user does not have the unexpected feeling that You can maximize the user experience.

Second, increased commercialization: According to data from NativeX, native ads have a 220% higher clickthrough rate than non-native ads and 150% more eCPMs than non-native ads.

So how InMobi cracked the scale of the problem of native ads, so those relatively small-flow APP can also be native advertising?

First, minimize material requirements: Adapt perfectly matched materials and frameworks with exclusive technology to minimize the need for advertisers material. Up to now, many domestic industry-leading mobile advertising platforms have not solved the problem of adapting the full-screen creative from the vertical screen form to the horizontal screen form when the user flipping the smartphone screen by 90 degrees. How to transform the ever-changing native creative material Adaptive matching is called InMobi's unique Cheats.

Second, minimize the cost of developing and implanting native ads: Offer simple native advertising tools and provide mainstream native forms of advertising within the SDK. App developers can, by contrast, directly use mainstream native ads that have already been developed Form of native advertising implants, as far as possible to reduce the cost of native ads implantation, the basic does not require additional development.

Third, to ensure adequate high eCPMs advertising: InMobi, the world's largest independent mobile advertising platform, has more than 120 billion impressions per month of advertising. Through partnerships with most of the world's leading brands, large platforms such as InMobi ensure that there are enough High eCPMs ads continue running on the platform.

InMobi founder and CEO NaveenTewari confirmed that in the next few years, InMobi will continue to invest 100 million US dollars to continuously update the newly released native advertising platform. (Finish)