Translated from: 行動廣告還有什麼差異化？智泓科技一鍵完成廣告主名單需求
Translated by: Wendy Chen

Have you clicked on ads in your mobile phone? I never do it intentionally and I cannot help but suspect its effect and click-through rate. PunNode interviewed with general manager of Mobiinsight, Eric (許少峰). He explained to us many complex factors of mobile advertising. Click-through rate might affect the placement choices on bidding platforms, but for advertisers, targeting consumer groups accurately is more important than focusing on click-through rate. In many advertising service providers in Taiwan, Mobiinsight set CPA (Cost Per Action) as the commercial core value instead of CPC (Cost Per Click).

Differential Advantages in Mobile Ads

Speaking of original idea of entrepreneurship, Eric said that the work experience was mainly based on advertising in the past. He wanted to set up an App developing team from the first idea of entrepreneurship but his essay in EMBA program at National Chengchi University changed his mind in 2008. His research is about the future development of Google and Apple in mobile ads and figured out that advertising is still the business model which is the easiest to build up in the mobile industry. Then he decided to pick up what he is good at and then founded Mobiinsight.

Those popular features like RTB, remarketing, and LBS services are basic equipments when it comes to international mobile ad network, Eric said. Mobiinsight tried to make a differential product model in positioning.

Pricing is one of the two major advantages Mobiinsight has, Eric pointed out. Ad pricing is usually divided into CPM / CPC / CPA / CPS , and most of mobile ad companies use CPC. Mobiinsight charges with buying CPC and selling CPA for differential services. Current customers are from industries which need effective list like insurance industry and online education industry. Now Mobiinsight is working on Beauty industry. Such business model of Lead Gen will ensure that sources of business enterprises to reach a win-win cooperation in the long term. Of course there are risks through CPA model, but Eric said its research and development teams have the technology to ensure that company’s profit which is also the second point of advantages.

Eric believes uniqueness of SMS (a number representing a non-repeat user) still makes financial institutions using SMS promotion, so Mobiinsight combines mobile internet advertising and SMS to simplify consumers’ access to information process.

When the user clicks on the mobile Internet ads, the phone will automatically run a text message to guide interested consumers to leave relevant information and avoid mistyping and other unexpected situations. After collecting data from target consumers, the internal mechanism will scan filtrate before automatically transferring non-repeat user lists to the customers. Eric said that the current completion rate of developing mobile phone customers is higher than 95%, while it was only 50% and 70% of completion rate if consumers fill out forms by their own in the past. The combination of Mobile Ads and SMS has been patented and approved in Taiwan. In China and the United States, patent applications have also been conducting the process. Eric emphasized that these two differentiated business models allow Mobiinsight which is established in March last year reached breakeven in September and begin profits at the end of this year. Currently important customers are AIA, Cigna Taiwan, pccenter, be-wells and so on.

Trend of Native Advertising

Eric said business model of CPA does not exclude native advertising, but you must monitor whether KPI in every stage can maximize the interests of customers. He believes native ads can be operated in local. However, there are always several versions worldwide on the mobile App which leads to difficulty of achieving standardization and expansion overseas. Although Yahoo proposed data that there are 52 percent of consumers will watch native advertisement and claimed conversion of banner ads comprehensively. But for Mobiinsight’s target industries (they need effective list), CPA advertising model which combines Ads and SMS may be more effective to the consumers with real interest. This is how to assist advertisers profiting.