What will or will not change and why?
12 Dec 2012
What will or will not change and why?

  At the end of the year, it is time for analyses and forecasts, especially on the emerging market of mobile advertising services in some emerging parts of the world. Let’s start with Africa where unexpected news from couple of months ago somehow waked different points of view and tried to change the prospects in this area. Yes, we are talking about one of our partners – InMobi.

  The five-year-old company, which is one of the world’s largest mobile advertising networks, has closed operations in Nairobi (Kenya), Johannesburg (South Africa) and Russia, which will now be run from one of its other regional bases. It is said that the company particularly struggled in Africa where, despite growing mobile and smartphone adoption, device-based advertising has failed to hit the heights expected earlier. So now InMobi confirms that these markets are already served well enough through centralized sales teams located in their regional centers left in Europe, Asia and USA.

  There were some discussions on which “the real reason” for these changes is as InMobi is known for being a successful network and Africa - being a prospective mobile market. Briefly, from any aspect, the reason is the need of more effective strategy to cut unnecessary costs and eventually increase the financial profit for the network from this particular market. After all Africa is also very "rough" area for gaining so modern goals as the ones of the mobile advertising services. No matter how fast the mobile users increase there, their behavior, tech level and needs are different from the already highly profitable markets of Europe and USA so this continent will continue to be rather specific for us. This is the important conclusion of such news!

  InMobi as a network has its own management strategies like: hiring former Googler Crid Yu as Vice President and Managing Director of North America and Anne Frisbie, who used to head North America for Inmobi is now the Vice President and General Manager of global supply just because USA market is normally the real success in this sphere and their experience is vital for gaining other prospective markets worldwide.

 Mad-Adz, as a whole platform working with various ad networks globally, not only with InMobi,  decided to continue its operation in Africa as we believe we can be successful enough working according to the specific demands and level of development there. We can afford this challenge because after all marketing is all about the specific madness of each market in the world! So if your business needs to reach African target, it still has this opportunity whatever changes the big global networks currently need to do!

 

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