Page 43 - AdNews magazine Jul-Aug 2021

Meet the Team
THE NEXT STEP
InMobi went through a transformation just before the COVID-19 pan- demic hit. Now the challenge, says vice president and general manager for Australia and New Zealand Richard O’Sullivan, is to let the market know what the reinvented marketing cloud business has to offer.
AFTER INMOBI’S
InMobi launched globally in 2007 out of India and set up in Australia five years later. Originally an ad mobile network, the business has invested in a full end-to-end platform for marketers, covering research, data, media and ROI while retaining a focus on mobile advertising.
“If you reinvent yourself and you change, you have to educate the market,” says O’Sullivan.
“We worked very effectively with our clients to make that insight a reality. But the bigger obstacle for me was that people didn’t know as much about what our capabilities were, and once we addressed those capabilities with the advertisers in market, the reaction was very strong.
“So the big thing for me is we were not speaking to enough, or all of, the market. The communication now has become much more expansive. I don’t mind losing business where people have looked at our core capabilities and said it’s not for them, but for any business, it’s disheart- ening to find that a client doesn’t know who you are, but if they did they would absolutely work with you.”
The business organises itself into four pillars: InMobi Pulse, which helps brands gather consumer intelligence with access to more than 1.6 billion unique mobile users worldwide; InMobi Audiences, which gives customers access to unique audiences using constantly updated data; and InMobi Exchange, which helps brands reach consumers program- matically through Private Marketplace or Open Exchange. Its fourth pillar, InMobi DSP, is its in-app programmatic platform that helps brands drive branding and performance objectives.
“InMobi’s core purpose is to help brands understand, identify, engage and acquire customers,” says O’Sullivan. “That’s the same regardless of whether we were previously an ad network, or now a full mobile programmatic stack.”
TRANSFORMATION
InMobi has recently reinvented itself and boosted its local presence. We sit down with local boss Richard O’Sullivan to see what the business looks like now, and what’s next.
WORDS BY
MARIAM CHEIK-HUSSEIN
From left: Richard O’Sullivan, Crisna Lam (Hai), Vasudev Kittur.
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