Presented by Yomob
Video ad format has increasingly become the top performer in mobile ads for games and applications — but alongside that, the cost for developers of managing video ads is also on the rise. With the application of machine learning and AI, Yomob offers a solution: global mobile ad monetization by matching and optimizing the flow of buyer demand with seller inventory.
The company recently announced a pre-A round of funding, led by China Growth Capital, Chunxiao Capital, and CYZone Angel Fund. The funding will allow the company to expand the global service infrastructure for big data, AI, and machine learning that powers their solution. The company will also be able to recruit ops, tech, marketing, and global branding talent to join their current staff. They’re also actively working with the next generation of advanced mobile ad technologies, including Interactive Ad, Playable Ad, and AR-based ad serving providers.
Founded in early 2017 as a spin-off from SoulGame, Yomob uses its previous game development expertise and know-how to address major developer pain points. The parent company has published over 15 mobile games in China and globally, 13 of which were featured on iOS, Google Play and China’s Android platforms.
The company coined the phrase “MaaS,” or Monetization as a Service, to describe their aim: to take a developer audience and monetize with higher return. Yomob has risen quickly as a leader in optimizing the placement of video ads, substantially incrementing the ad revenue stream for mobile game developers.
Ineffective advertising has always been a key problem in retaining the best user experiences and achieving the best timing and placement for every ad across every demand-side advertiser and ad network SDK — from the cost of testing multiple iterations to the price of siphoning off the time and attention that mobile game and app developers should be spending on their core competency.
An AdExchange platform, Yomob is integrated with more than 40 major video ad networks and DSPs. As an aggregated ADX, Yomob can claim impartiality through a wide range of advertiser bids. AI-powered programmatic head bidding, and a BI dashboard also offer greater transparency, so that both sellers and publishers can see the payout, or remove unsuitable ads.
“We’re always looking for ways to optimize how publishers earn ad revenue from their apps,” says Jeremy Bondy, VP of sales at Vungle. “The Yomob integration is very straight-forward and effective, and Yomob’s data transparency with each ad network also helps improve publishers’ revenue. That’s why we’re proud to announce our latest collaboration with Yomob, which means that everyone on the Yomob platform can now access and display Vungle’s in-app video ads.”
“They have helped us structure our business strategy for Dots & Co in China, and thereby improved our overall revenue to a great extent,” adds Paul Murphy, CEO of Play Dots. “They are a valuable partner that we place our full trust in.”
The company’s approach integrates an understanding of the game player, the player’s psychology, and the nature of the ad to match them at the right time, with the right players, at the time when they’ll be most interested in clicking. The focus is on achieving the best performance and least disruption for players within game play.
And to reduce costs, improve player experience, and boost revenue, the company offers what it calls a “zero rev share” initiative, in which the game publisher gets the full payout from the advertising campaign that is displayed and watched by the players.
“This creates the cyclic effect where the demand platforms bring in the premium inventory, the publishers receive higher fillrate and, all the while, the users enjoy their non-disruptive immersive experience when watching a short video play,” says Franklin Song, Yomob’s CEO and co-founder.
The company’s service has also allowed game developers outside China to enter the competitive Chinese market, Song says.
“For game developers outside China wanting to enter the China market, the biggest questions remain: ‘Whom should I partner with? How can I crack that huge market?’” Song says. “There are no easy answers. But word of mouth and strong referral from someone you trust would be a great start, as China’s Android market is notoriously complex to navigate.”
The market is huge, driven by an entrepreneurial spirit and abundant domestic capital flow. Decisions must be made rapidly to keep up with potential monetary and social status gain opportunities.
But there are rising stars like TapTap, a mobile app store that, like Qoo App, makes foreign games accessible in China market. It has gained impressive ground in China’s Android game distribution sector, especially in terms of assisting foreign game developers to enter the Chinese market. TapTap’s platform does not require the developer to integrate with any SDK, which allows a developer to choose any ad partners they prefer. But TapTap’s own data around Yomob’s track record has made Yomob the company’s top ad monetization recommendation for its developers. .
Yomob is Song’s third startup, which he founded at the age of thirty. He has relentlessly recruited a team with experience from Microsoft, Oracle, Tencent, Zynga, Vungle, Capital One, and more. The company is headquartered in Beijing, with footholds in Guangzhou, the San Francisco Bay Area, Los Angeles and coming up in Europe as well.
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