Our regular readers and subscribers will be aware we have columnists who write regular monthly columns exclusively for Fourth Source (Hi, if you are a new reader).
This year I want to introduce our newest columnist, Victor Malachard of Adfonic.
Adfonic is a mobile advertising buying platform, providing advertisers and agencies access to global mobile we and app inventory.
Adfonic was founded in 2008, with its HQ in London, the company now has offices all over the world with over 100 employees.
CEO and co-founder of Adfonic, Victor Malachard will be writing for Fourth Source on a monthly basis.
Previously, Victor was General Manager, Europe, at Motricity, a leading provider of mobile data solutions. Victor was also Sales and Marketing Director, Europe, at InfoSpace.
With over 10 years of industry experience, here is a teaser of what Victor will be discussing:
- Big data is getting bigger by the day. This means more value, but only if you have ‘the smarts’ to extract that value. Adfonic will give insights into how it uses algorithmic analysis to drive customer value, especially through programmatic buying methods such as mobile Real-time Bidding (RTB).
- Making mobile work. Mobile advertising is not online, in the same way broadcast is not paper. Adfonic will offer insights into compelling mobile formats such as rich media, which use swiping, shaking and tapping to turn passive advertising into active engagement. Not only do these formats work more effectively for mobile, they also provide ‘soft’ metrics such as brand awareness and intent to purchase, alongside the ‘hard’ metrics of clickthrough and conversion rates.
- The future’s bright, the future’s mobile. As every major tech brand seems to jostle for supremacy in the mobile arena, Adfonic will give its unique insight into ongoing developments from the mobile advertising perspective. Has Facebook cracked the mobile advertising code? Will Microsoft’s Surface significantly expand the mobile advertising ecosystem? Who will eventually win the Samsung/Apple two-horse race? And will mobile advertising, with its focus on big data and smart algorithms, point the way towards cross-channel integration?
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