In the third and final video in Smaato's thought leadership series with APAC Managing Director Malcolm Wong, we explore the concept of localized apps, and what they mean both for the delivery of relevant content in their home markets, as well as for mobile advertisers looking to reach targeted and engaged audiences all over the world. Malcolm also discusses how Smaato is able to group local app inventory together in packages that are extremely attractive for advertisers, making them greater than the sum of their parts.
Many users within emerging markets are discovering a universe of mobile apps and games for the first time. When marketed to at all, they want to receive marketing messages from brands in languages they understand, with offers they can easily act upon with a click. Customers in local markets want to see highly targeted, language-specific display, native and video ads that are relevant to them. Delivering localized ads at scale is a tall order, but a necessary one for any developer that hopes to gain headway outside of their home market. It requires working with a mobile advertising platform that allows the developer to easily pull from demand sources in markets around the world, without having to spend too much time configuring that demand within the inner workings of the platform itself.