Mobile app monetisation and marketing platform Supersonic recently revealed their new video mediation platform, developed in collaboration with some 50 publishers including EA, Zynga and SocialPoint. The move enables publishers of all sizes to access Supersonic’s Self-Serve video platform.
Supersonic adds video mediation to its monetisation services
The technology combines some serious features, such as load-balancing, to enable mobile app developers to push the boundaries and create innovative apps and games. In an exclusive interview with us, Gil Shoham, CEO and Cofounder of Supersonic, explains that the majority of apps on Supersonic’s platform are freemium entertainment apps. Video mediation offers insight and transparency over publishers’ inventory aimed to reach high fill rates and eCPMs to bring greater value to those indies.
CEO and Cofounder of Supersonic, Gil Shoham, goes on to tell us:
“We work very closely with our developers to ensure their business needs are constantly met and as result, we have one of the most engaged publisher bases around. We understand the native video space really well, while (…) other companies (…) are banner/display first, Supersonic’s mediation platform is designed for video, taking this fast growing channel to the next level.”
Indeed, the company pioneered rewarded video formats in 2010 with some of the largest Facebook game titles such as Criminal Case, Pearl’s Peril and Dragon City. Since then it has grown to 50 million rewarded video ad requests daily. Campaign partners report a 30-40% increase in mobile ad revenue upon implementation of the solution. Shoham adds:
“This version is fully self-served, providing a simple plug-and-play solution for developers of all sizes. It also supports large premium developers with advanced requirements, such as ad serving for direct-sold campaigns and advanced reporting. We added and improved capabilities such as better load balancing and CPU control – we don’t flood the app unnecessarily with too much content before it’s being used to allow the app to stay light and effective. We dial in the ad demand as needed by the user. We’ve added more powerful controls to the platform to make access and usage even simpler, providing more with less. As a result, the latest mediation SDK is the lightest to date.”
Supersonic is also working on a real-time bidding and programmatic-enabled access version. In July 2014, the company closed $15m round in funding to expand into APAC regions where the app market is growing rapidly and is set to continue its global expansion through new partnerships worldwide. Talking about the future of Supersonic, Shoham says:
“We are working on a few exciting projects now, all in close partnership with developers using our platform. We will enable new monetization capabilities, as well as more control over ad inventory and user experience. The objective is to create a more dynamic and personalized ad experience, leading to less inventory wastage, more relevancy and significant revenue increases for developers. Supersonic will continue to focus on building technology that helps app developers grow their business.”
With mobile ad spend projected to grow to $100bn in 2016, the market is getting more and more crowded. Shoham shared with us what he believes are the core trends in the market right now:
- Personalisation of the advertising experience. There is more data now to create better user targeting schemes, optimised ad frequency, placement, timing, content and delivery.
- Video ads are heavily on the rise. A recent Cisco study stated 72% of mobile traffic comes from mobile video. These implications are huge for brands and developers looking to reach users. Mobile video ads today maintain a unique balance between user experience, value to advertisers and yield to publishers.
- Serialised content – Worlds of apps. Developers are serialising content to create a brand familiarity that users become comfortable with – a smart method for maintaining high engagement levels and life-time-value.
- Brand dollars for in-app only – Brands are realising value of mobile with the pure reach and targeting aspects. We see brand dollars once cemented in TV and desktop, shifting into mobile web and now into mobile apps, by the billions. The in-app video experience is so much better than mobile web, a major opportunity for brand advertisers which has yet to be fully realised.
Thanks to Gil for sharing those insights – you can find out more about the new app video ad mediation platform here.