Having a conversation with Junsung Park, the Head of Sales at Mobvista

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Having a conversation with Junsung Park, the Head of Sales at Mobvista
Morketing, April 24, 2017




 Junsung Park , the Head of Sales at Mobvista company

 

1、Talk about the market scales of Internet mobile marketing in this region and the development potential of future?

 

It is predicted that in 2017 mobile-ad spending (52%) in Korea will surpass that of PC-ad Spending (48%).

This is in line with the fast-growing mobile audience highly engaged with mobile content. Also South-Korea is ranked 3rd from Google Play 2016 worldwide revenue chart. This will certainly lead to more dynamic demand of Non-incent CPI campaigns from advertisers.


2、What do you think about the particularity of this regional market?


According to 'Internet Status Report 2016' of Akamai Korea, Korea's Internet speed and penetration rate is No.1 in the world which led to extensive mobile usage, faster web surfing via mobile, and increased app usage. In addition, backed with stable 4G live-streaming network connectivity, individual influencers (网红) became very powerful that there are many marketing platforms now adopting Influencers’ traffic to utilize on performance marketing campaigns. So I would say “fast-adoption of mobile Trend” is the particularity of Korean market.


3、What Mobvista’s targeting clients in this market? Who are your main advertisers and Why? Does Mobvista cooperate with them directly or via agencies?  


Mobile gaming, E-commerce and O2O(Online to Offline) service Apps are the main targeted verticals.

We also have very good relationships with both advertisers and agencies.

In terms of the ratio, we could say it is 50% to 50%.


4、What Mobvista’s business model (paid by CPM/CPC/CPA etc) in this local market?


We mainly focus on conducting Non-Incentivized CPI campaigns, In Korea, NCPI campaign is a Must-run campaign model for companies monetizing their business based on apps.


5、How about the media resources in the local market? Which kind is the most popular?


The most popular media resource currently is Video Ad format.

It is said about 31 percent of South Korean smartphone users watch mobile video on a daily basis.

Also it is a known-fact that users engaged through video ads are more likely to play the app longer and more. From Mobvista’s data center, we can see that the Ad spend on the rewarded video has been increased nearly 200% compare to middle of 2016. Also the CVR of video ads is tremendously improved compare to Native Ads.


6、How will you estimate the development degree of the mobile marketing in this local market? What are the differences compared to other regions? Where’s the potential and how will you expect from this market? 


The potential we can see is that unlike other regions there are many Korean advertisers aiming to grow their business from overseas since Korean market became very saturated and competitive.

So as Mobvista has global coverage over 243 countries and regions and strong foothold in US (Native X)  SEA and China , we are expecting to cooperate with many advertisers seeking global traffic.


7、From your perspective, could you please tell one of the most obvious trends?


If we have to name one of the most obvious trends, it will be the growing consensus on executing “data-driven campaigns.” To be specific, these days many Korean advertisers are starting to share their campaign data by means of sending Event-Postbacks to Ad-Network they are running with.

So now performance-driven campaigns can be optimized in more sophisticated ways and this will result in achieving higher ROI. We are also fully use of event-postback data in our DMP to improve our targeting


8、For Chinese going-out companies, how's the market capacity for different kinds of products from Internet companies and traditional brands?


I would say Korean market capacity for Internet companies will be much bigger than traditional brands.  As many young Koreans are very tech-savvy we can say there is definitely bigger room for business growth for Internet companies.

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