Velti’s Krishna Subramanian on The State of Mobile Advertising
By Katharina Volkmer ⋅ March 29, 2013 ⋅Post a comment
Filed Under analytics, Android, behavioral targeted ad network, CTR, geo-targeted advertising, geo-targeting, iPhone, iPod Touch, Mobile, mobile advertising, RTB, Samsung’s Galaxy 4, supply-side, Video, Yahoo
Krishna Subramanian is Chief Marketing Officer at Velti, a leading global provider of mobile advertising technology and marketing solutions for brands, agencies and publishers. The Makegood recently spoke with Krishna about tablet advertising, trends in app usage and app advertising.
The Makegood: Krishna, besides Burrp! And Mobclix, you co-founded Blue Lithium, the world’s largest behavioral targeted ad network, which was acquired by Yahoo! in 2007. What inspires you to innovate new categories like the Mobclix real-time bidding mobile ad exchange and how does it work?
All of the companies I founded have addressed white spaces in new markets, with the goal of figuring out ways to add more value. After Blue Lithium, I had a good understanding of how Behavioral Targeting worked on desktop. Rather than looking at ways to innovate in the online space, I took my learnings and applied it to a new emerging market, mobile. With the launch of the app store in 2008, it became apparent to me that the mobile ecosystem was going to explode and change the way the world consumes content. Developers would be looking for ways to make money from their applications and advertising was one way to do this. But in order for advertising to be successful on mobile, developers needed to demonstrate that their users had value. So, we focused at first on application analytics. From the audience data we collected, we gave developers insight, such as what devices their users came from and how to increase virality around an app. We then made the move from an analytics only platform to be a supply-side platform, focusing on monetizing applications through in-app ads