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The festive season is a good time to test and experiment with our new products: Vasuta Agarwal, InMobi

04-October-2017
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The festive season is a good time to test and experiment with our new products: Vasuta Agarwal, InMobi

With the festive season in full swing, Vasuta Agarwal, Vice President & GM-India, InMobi, said that this is the right time for companies such as InMobi to try and experiment with their products. She also talked to e4m about their year so far after having a remarkable profit towards the end of 2016. Excerpts:

You’ve been involved with a lot of partnerships these days, with TrulyMadly and Wynk being some of the major ones. What’s your strategy behind these?

As InMobi, we think of ourselves as a mobile advertising platform. I think any mobile advertising platform needs to work with different players in the ecosystem. If you want to provide something which is end-to-end, you cannot operate in silos. You need to partner with different players in the ecosystem who will help you be an end-to-end provider for the client. That’s how we do a lot of our strategic partnerships.

Some of our publisher partnerships allow us to get premium media on the InMobi network that gives us a higher user reach and helps us to expand our footprint not just in India but globally. Wynk is really trending when it comes to the top music apps in our countries. TrulyMadly is another unique app when it comes to dating and match making. On the other side, we have a lot of technology partnerships like Trade Desk in the US, which helps us track the whole app view-ability measurement. You can think of it as a large ecosystem where as a larger platform, we are making sure that we integrate and work with players in the ecosystem who are tackling different things to make a whole chain for users.

Your turnaround during the end of 2016 was remarkable. How is this year faring ?

I think this year we’ve ensured that we keep our foot on the pedal and make sure that while our top-line is growing right with strategic partnerships, we can have goals with profitability and margins in mind. It is a balancing act on both fronts and are trying for our turnaround to be strong. End of 2017 should leave us in a much stronger place than what we were during the beginning of this year.

Do you face any pressure to maintain this?

I would not call it pressure. It’s all part of the business to keep the topline and the bottomline in mind. I think it’s been the thinking for each of us as we handle our regions. I think it is more of growing the topline than pressure per se.

There were a few InMobi products that didn't work well and some did exceedingly well. Video ads and performance advertising have been doing really well. 
What insights could you give us about this?

We are in the middle of our peak season because of the festivals and e-commerce sales are picking steam. This is a very good season to test and scale a lot of our new products. The big one is the partnerships we’ve made. The second is video as it is growing in India. The jump in numbers is huge. People have moved towards mobile video and we will focus towards any kind of innovation. Be it video, creative, measurement or programmatic, we are focussed on growing our video side. The third is our entire data and audience. These play a big role in digital and mobile because you know the user through their device. So data, audience and targeting become very important for us. That’s where we are with new offerings.

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