This discussion delves into location based mobile advertising optimization, an emerging arena that will likely grow substantially.
Sramana Mitra: Let’s start by introducing our audience to Moasis and yourself.
Ryan Golden: I’m the co-founder and CEO of Moasis. We provide in-flight location optimization. We discover location opportunities for brand marketers and ad agencies at scale and what we do is we continuously optimize by adjusting the content and ads within location, based on results to increase effectiveness. We believe location is a critical layer in bringing context and relevancy to real time.
Sramana Mitra: Fantastic. Let’s double-click down on customers. What customer segment are you after?
Ryan Golden: Currently, we’re highly focused on ad tech. Basically, agencies and brand marketers are overwhelmed and the problem is that they’re guessing and missing opportunities to use location to improve performance. The reason is, at the core, this is really a human problem. People are overwhelmed and the work doesn’t get done or is subject to error. What we do at Moasis is we provide a tool that is highly simplified and handles the millions of real-time dynamic location decisions that must be made to make location an effective lever for mobile optimization. We’ve taken all that quantitative and resource-intensive aspect to make smarter decisions.
Sramana Mitra: One of the trends that we have already identified in this domain is that media buying, over time, is going to become all machine-driven.
Ryan Golden: Eventually, indoor and outdoor will have to marry. Most of the offerings with respect to location is focused on targeting consumers outdoors. We’re still in the nascent market of indoor but at some point, they’re going to have to marry to give marketers and advertisers a complete picture of what is happening with respect to location. That trend will have to come to fruition sooner or later.
We also believe that location will become a critical layer for mobile because if location isn’t fundamental within mobile, then one can argue that it’s no different from desktop advertising. Your consumers are always on the go and you have to be able to react to those people on the go. It could actually end up being its own bucket just like Google and other companies are synonymous with search and then came the social. Location will become a bucket to be a serious consideration as companies need to focus on the challenges on location.
Sramana Mitra: Your specialization is mobile location-based targeting?
Ryan Golden: Yes, specifically within that, we’re focused on location optimization. If you think about it, most optimization has the hangover effect from desktop. Whatever was being done on desktop and whatever adjustments such as, “Let’s focus on iPads versus iPhones. Let’s focus on Android versus iOS.” That’s all good but there’s a main lever that we focus on. It’s location. Why? Because location is always changing. At each hour and each day, location takes on a different flavour. That’s because what you’re really solving for is the time and space challenge.
Time and space gives the opportunity of when to connect to people. We’re in the business of optimizing location. We’re seeing the trend emerge where programmatic is going to be the future. Companies in the future will focus on how to make those types efficient, effective, or a combination of both. We’re focused and moving towards making those types more effective for the advertisers by increasing performance with true location optimization.