Some playesr in our industry are making lot of noise, sometimes for good reasons, sometimes not. And there are others, that quietly build a strong business and one day you look at it asking from where it comes from. I believe Tamome could be one of those. Created in 2012 by mobile veterans, the start-up has focus from day one on mobile programmatic and has been profitable after only 8 month of activity. Christian Louca has a strong experience, having worked in the carrier world, leaded the YOC subsidiary in the UK, the German agency and adnetwork leader. So he knows have a strong knowledge on how to outperform a mobile ad campaign, adding RTB capacities, that gives Tamome. This player is not very known in France, so i wanted to interview him to know more about his vision of the mobile industry in 2015.
1/ Could you present TAMOME, what problem do you solve?
Tamome is a boutique Mobile DSP with RTB and Non-RTB buying capabilities. Using proprietary technology to deliver and manage clients advertising budgets across multiple source points in the market across different regions. Creating strategic frameworks and executing them. Tamome manages campaigns and optimises them in real-time across better performing media placements to deliver against clients key performance indicators.
Tamome solves the problem of inefficient, ineffective, wasteful media buying and ad management. This is enabled through the utilisation of advanced programmatic technology, the unlocking of data and its interpretation.
2/ You have been in the mobile industry for a while, as a mobile veteran how do you see the actual dynamics of our market, rise of RTB, Data, Cross device, tracking, consolidation…?
I have been fortunate enough to be involved in the mobile industry for a long time and have been privy to some astonishing innovations. Mobile is a broad subject point and represents many different layers of understanding and interest. The creativity and endless possibilities this device seems to offer is way beyond my reckoning.
Specifically focusing on mobile ad-tech RTB, data, cross device, tracking and consolidation are all important subjects that are on the tip of most executives in the industry. I shall break this down as simply as I can to offer clarity on my thoughts in this area:
- RTB – It is the future of media trading. A like for like comparison of how the stock markets are currently traded. We are in need of real-time responses to an ever demanding world of buyers who require results at scale like never before. This requires automation of decision making and data for the logic behind those decisions.
- Data – without data we simply are not able to understand what we are doing and why. This is not a new requirement and has been utilised since the beginning. We are now starting to understand how to unlock it in greater detail, greater volume and how to interpret that into some meaningful which will result into something positive.
- Cross device – I see no future for cross device targeting and monitoring. I see a lot of VC money going into this space as it is considered the holy grail of advertising. It is time to call Karl Pilkingtons ‘bull***t’ super power on this. I think there are many people creating a requirement that fulfils a very short term outlook and strategy. The reason why this happens is because as product owners or service providers advertise themselves across a multitude of channels there is a need to understand what is being communicated, the consistency of the messaging and the ability to track a consumer across these different touch points. That is all well and true. However, it becomes problematic when a purchase or interest that may have occurred in one channel but is a result of an advertisement in another channel. For example, I show a mobile advert to a consumer but they do not buy the product in that moment via their mobile but may have been persuaded to purchase the product at a later stage via a different device such as a desktop. Although the effectiveness of the messaging in the orginal advert is what ‘persuaded the consumer to buy’, the ability to purchase the product via the mobile device could have been tiresome and clunky, as just one example of many possibilities. This results in the consumer finding the product at a later stage via the desktop to complete an easier purchase process. Therefore, desktop will be unfairly recognised as the main driver of that purchase rather than myself. Hence the requirement of cross-device targeting and tracking. However, I believe one of the main reasons why this happens is because of the example given. The purchasing process on mobile being offered by many is still far too underdeveloped and nowhere near to the 1-click purchasing capabilities that Amazon has utilised so effectively. Once this payment process is simplified by the masses, all purchases will occur on mobiles and tablets negating the need for cross-device targeting and tracking.
Mobile Internet penetration is surpassing desktop penetration globally (already occurred in the US at the beginning of 2014 source Comscore)
Global mobile & tablet sales surpassed desktop back in 2011
It is only a matter of time!
3/ Do advertisers still have an excuse not to invest more and offer great user experience on mobile, what’s still missing?
There is no excuse not to invest more however there are challenges that advertisers face in adopting a channel that was not part of their legacy setup and infrastructure based around a desktop internet and systems. For some, they can make the transition quicker than others. Those that are not running a commerce site can make the transition slightly easier, since mainly it becomes a design and content piece. Rather than a heavy back end technology shift that could cost a fortune to either reverse engineer, rebuild or make obsolete. Of course, all can be privy to this but when you are running a commerce portal that has a multitude of technology layers of which some or none are compatible with mobile then it becomes a big problem. You can’t just switch it off.
Technical challenges are obviously holding some back but it doesn’t stop there. There is the cultural shift that is required too. For those people working inside some of these companies struggling to adopt mobile, they have spent their entire careers in bed with a desktop internet. The thought of understanding the nuances of mobile and the challenges it brings can be quite daunting and difficult to realise. I feel people generally do not like change. They like the comfort of their safe known environment. Mobile is not that, but people are being forced to change their attitudes and culture. This means there is a lot of inexperienced people managing important changes that often can be done badly.
4/ Adnetworks are still very important in the mobile ecosystem, how do you explain that?
Are they? Being someone that managed and helped build one of the largest premium ad networks in Europe I know the space very well. I have built both a premium and performance network from the ground up servicing some of the worlds biggest advertisers. However, this was based on desktop internet technologies and methods. The old model of people to people selling is changing, this is what the traditional ad-network 2.0 model was based on. You have some tech that can serve an ad and you have people that can sell the ad space. This model is a dying model but that does not mean it is an end to ad networks. They are evolving to become more of a supply side only solution and the buyside is shifting into DSPs. So ad-networks are crucial in the management of publishers and serving the advertisements, however their biggest threat is exchanges doing this directly with publishers and by-passing the ad-networks.
5/ Where is your commercial focus, direct advertisers or agencies? How do you compete with agencies internal trading desks?
We work with either agencies or advertisers direct. We are neutral in this area.
6/ What piece of your stacke you did build and is proprietary to TAMOME?
Tamome DSP and real time bidding platform, tracker and front end reporting and analytics user interface.
7/ Do you take the risk for your clients, buying CPM but selling performance?
8/ How is performing app user acquisition type of campaign on RTB channels?
I do not see this happening yet
9/ What are your plan in the near future?
We are investing heavily into back end integrations of exchanges, database management, audience profiling, segmentation, data interpretation, front end reporting and analysis. We are also building customer specific features that can be utilised programmatically offering sector specific capability and innovation.
We also have plans to offer Tamome as a SaaS solution rather than the managed only service we provide today.
Pour plus d’infos : tamome.co.uk
Twitter : @tamome
And the interview of Jonathan Webb sur blog.up.co, co-founder and CTO.