Janos is a seasoned Mobile Marketer with a home ground in media buying, multiple talents, and amazing points of view. Get to know him!
Where are you at in the world these days?
Currently based in Berlin, Germany
How did you get into mobile advertising?
After graduation, I started out in banking, but having realized that I am not fit for a career in banking, I changed after 1.5 years to digital advertising. That was back in 2012 when the whole app ecosystem & free-to-play gaming was in its infancy. I was fortunate to be invited to work for the newly formed mobile division of a digital media brokering company I was working for at that time & in 2013, I started working in actual mobile gaming for a Facebook gaming company which just started to pivot its profile to mobile games in Barcelona. Been working in the mobile app/game ecosystem ever since.
What is your favorite area of mobile marketing?
My home ground is the media buying: let it be performance-based UA, retargeting, or branding/visibility. Having said this over the years I had learned the full cycle of app marketing: starting from early concept validations, market research, preparing for a soft launch, running a soft launch, making a (global) commercial release, working on sustain live operations portfolio with UA-CRM- Community-Product, and eventually getting to sunsetting a product.
What would you consider to be your marketing specialty?
The core focus of my activities evolves around foundational setup and experimentation. You need solid foundations in terms of good team members, reliable systems/infrastructure, and robust processes to win in the ever-changing environment of mobile apps. At the same time, the only way you can succeed is to constantly experiment: learn & iterate to make sure that you are riding the wave of positive momentums.
What are the biggest challenges you currently face apart from covid19?
The recent changes impacting the iOS advertising system does create a key challenge for the future. The key impact is naturally the privacy restrictions evolving around the usage of the IDFA. SKAdnetworks framework that is supposed to replace it – to the current knowledge – provides a more limited tracking capability with limits on partners & individual campaigns inside those partners. Furthermore, fraud specialists have been raising flags regarding the exploitability of the new infrastructure.
Net-net: privacy is a key pillar going forward both for the ecosystem & regulators, however, still many technical questions are to be answered. Thankfully, MMPs whose business is impacted the most, are working on diverse avenues to maintain correct measurement, however, advertisers will also need to make adjustments too.
What are your essential tools and resources?
The greatest asset at each company I worked with was the team itself – a diverse set of motivated individuals with complementary skills can make or break the success of the product. Beyond the team, naturally, you need certain supporting infrastructure in terms of attribution, analytics, automation, customer support, technical stability, etc. – but the value of those resources heavily depends on the team who operates it. Lastly, try to network inside & outside the organization – like at the UA Society – to share & learn from peer best practices.
What do you think are the key future trends in the mobile industry?
Like with every maturing industry, steady consolidation is visible already on the vendor/media and the advertiser side. This coupled with the continued innovation pace of the industry and emerging new technologies will probably grant new ways & formats of mobile advertising – which needed to be managed & moderated via sensible privacy measures (either from the industry itself or certain regulators). The present times of pandemic also put additional pressure on all companies – especially smaller & young enterprises – hence, arguably a certain degree of market ‘self-cleansing’ will be visible too: only the fittest market players of each segment will remain incumbent, however, there might be some new challengers coming up too (despite it is arguably more difficult to win nowadays than before).
