Mumbai: Mobavenue Media is a 360° growth and tech platform dedicated to empowering brands, agencies, and media publishers with mobile-first solutions to drive growth, engagement, and monetisation. Their product suite is custom-tailored to design a more valuable experience for the user by creating real connections and driving performance. They help brands with acquisitions, retargeting, growth management, and monetisation in India, Southeast Asia, Latin America, Europe, and Australia. Their various proprietary in-house platforms optimise towards end business goals and growth paths using predictive media solutions to run brand performance-driven campaigns for their partners. Mobavenue’s team is based in eight locations: Delhi, Mumbai, Singapore, Jakarta, Dubai, Sydney, Moscow, and London.
Indiantelevision.com caught up with Mobavenue Media co-founder & chief operating officer Tejas Rathod to find out more. He has more than eight years of experience in the tech industry. Back in 2014, he was associated with Chillofy LLP as co-founder & chief operating officer. His one-stop solution is to deliver end-to-end advertising solutions, helping brands, app developers, digital marketers, and companies to execute performance-driven campaigns in India and across Southeast Asia. Rathod has been part of events such as AW, iGB Affiliate, ICE London and a few others.
He has always been an outgoing person with a zeal for travel and exploring new ideas through natural exposure. He can always be found working in and around communities. To keep himself highly productive, he regularly attends business events, networking with potential clients and talent. Rathod strongly believes that millennials have all it takes to create a better world full of opportunities and elevated living.
He loves staying up to date with the latest digital trends. When he finds time to himself, Rathod likes playing classic strategic board games and watching documentaries about business, leadership, and anything interesting with loads of insights.
Excerpts:
On the market gap that Mobavenue saw when it was launched in 2017
There was a significant market gap between advertisers and publishers in acquiring high-quality users and monetizing their assets efficiently. To meet their end goals, brands required holistic KPI-oriented data-driven technology that maximised ROI while improving user acquisition, growth, engagement, and monetization. We have been successfully bridging that gap since our inception and have seen the market size upscale, building a standalone platform for brands and partners, creating a win-win position for all parties.
On the company's USP
Our USPs are rooted in audience, acquisition, growth, and re-market with a stronghold in audience segmentation and performance-driven campaigns. Our in-house proprietary solutions optimise towards end-business goals and growth paths using predictive buying and supply-side modelling. User behaviour and acquisition through precise targeting is the focus of AI audience segmentation. We ensure brand and fraud safety while focusing on placing relevant content using relevant contextual ads.
On how covid impacted the business
The pandemic impacted many industries. We witnessed the world shift towards a digital-first approach. Online shopping was the new norm during the pandemic. As a result of this, people in general, as well as companies, pivoted to an online approach. There was a surge in terms of online activities and purchases. Since the majority of people were indoors, a surge in ad consumption and viewership took place in the online purchasing funnel. We did quite well during the pandemic as most of our customers are digital-first from different sectors such as banks and non-banking financial companies (NBFCs), fintech, OTT, fashion and lifestyle, leisure and entertainment, gaming, e-commerce, apparel, D2C, retailers, and more.
On the goals set for 2022 and the game plan to get there
We are expanding our verticals in terms of company strength and new products with future in-demand technologies. We are transitioning and integrating with the advent of newer forms of technology. We aim to evolve and drive growth in different sectors. We are spearheading martech and adtech solutions.
On how Mobavenue helps D2C businesses be more cost-efficient
We have worked with numerous D2C brands to meet their objectives while focusing on cost-effectiveness with our in-house products in programmatic acquisition, re-targeting, and growth management. Our unique marketing solutions help D2C businesses with in-app advertising strategies.
On Mobavenue's products like DSP, partners, etc.
We are a tech-driven platform focusing on acquiring relevant users with our product offering, which includes: DSP, programmatic, premium partner, and OEM solutions; display ads; publisher-first SSP; re-target and re-market AI, DMP, mobile SDK, and exchange to reach high-quality global audiences.
On some of the work that Mobavenue does with clients
We work with 150+ brands. Mobavenue has successfully provided unique programming strategies to numerous banks and NBFCs like ICICI Bank, IndusInd Bank, Kotak Mahindra Bank, KreditBee, Freecharge, Navi Finserv, Nira Finance, Fi Money, Unicard, OneCard, and Policy Bazaar by implementing dynamic creatives and other efficient in-house media tools. Their cutting-edge, advanced mobile advertising solutions have optimised the ROI of banks and NBFCs and helped them achieve promotional brand exposure, faster conversions, improved user acquisition, and customer retention.
Mobavenue has generated good traction in leading D2C companies with the help of its in-house products in programmatic acquisition, retargeting, and growth management. Tier II, III, and IV cities are primarily responsible for D2C growth because they have wealthy but brand-deprived consumers who are willing to try new items. With the help of regional and vernacular publishers, in addition to premium listings, Mobavenue was able to scale to these markets and reach new consumers.
On how Mobavenue helps OTT platforms boost subscription levels
Using programmatic user acquisition and unique targeting methods, we have helped OTT brands drive paid subscriptions, views, and retention. The OTT market has a set of unique challenges, which require unique solutions too. Our expertise and partnered technologies leverage OTT platforms with a full-funnel approach such as acquisition, retargeting, monetisation, and promotion.
On the factors needed for an SVoD platform to succeed in a price sensitive market
Subscription video on demand (SVoD) platforms are highly competitive markets, resulting in customers being more price-sensitive than ever. The availability of faster mobile internet has increased the number of overall users. To succeed in this competitive market, platforms need to consider a pricing model that offers a value proposition and customer satisfaction. Providing customers with multiple options regarding tiered pricing, trails, and discounts will help attract new audiences.
On the work done by Mobavenue for the gaming industry
We have executed CPA models for different gaming apps, which have helped them achieve their business goals. Our well-planned and structured marketing tactics have leveraged gaming brands to reach new audiences and increase app downloads compared to their competitors.
On the role that AI is playing in media planning and buying
Media buying can be a rigorous task. AI plays a developed role in aggregating data between traditional and digital channels. Sales operations can be further monitored and raise alerts with potential risks. AI can also learn and adapt to changing situations, making it much easier to optimise before closing deals.
