We met Ramon Perez, Performance Sales Manager at Adsimilis, for an interview about the company and thoughts about the industry.
Hello Ramon, how are you? Are you ready for SiGMA17?
Hi Marius! Nice to see how the igaming business keeps on developing worldwide. With lot of partners and advertisers on the landscape it’s good to have a point to see our faces live beyond Skype calls.
How did you come to enter the online gaming space and set up your company?
We’re active on the online gaming since some years ago providing quality traffic to advertisers worldwide with a special increase since last year in areas as mobile social casino, bingo and other areas. We see a clear trend.
Can you tell us a little about how your company business is structured?
Adsimilis is a performance digital advertising company that works on direct response models CPL/CPI/CPA focused on 4/5 selected verticals, one of them is gaming area.
We have 2 main lines, first one is partnership with top publishers that can provide traffic to advertisers that look for new users and need set up the acquisition working only on cost per lead, cost per install or cost per action. These publishers have capability to scale to high volumes and keep during months/years the traffic on the campaigns.
We have as well our own internal team with a mix of own traffic and media buying, creating specific digital strategies to our advertisers, working as well on performance models.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Markets evolve very quick but one of the most important points is that Adsimilis has kept a stable line of work on the verticals we are specialized. Instead of opening dozens of different verticals at same time, we prefer be more focused as this let us work with the top publishers/advertisers of the vertical and provide much quality traffic.
A number of your competitors have gone down the real money operator route, and tried their hand at white labels. Have you also done this?
We work with advertisers who handle real money and those that are more “social”. At the end it is a decision of the advertiser what kind of business wants develop, we focus on provide traffic in any of them.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Exactly, create unique content is basic, we look for quality content that let us find users that are really interested in the brands we promote. Content is the king.
Which markets do you focus on and do you see any potential in the emerging markets ?
Our approach is global, we develop strategies worldwide, from UK, to USA, to all Europe. Emerging markets are good as well if we define with advertiser a proper combination of landing/payouts/initial ratios of performance/ARPU.
How do you find UK market and competition?
UK is one of the most active market with highest competition between brands in the gaming area. Competition between brands is really huge, they all want take a piece of the cake so it is important for them to provide competitive campaigns in a global approach, not only payouts, but landing pages, promos for the registered users, etc….
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
When the “big search machine” sneezes, somebody gets a cold on other parts of the world. There are always some changes but we do not depend only from this source to avoid put all eggs on same basket.
Are there any exciting plans in the works that you can tell us about?
News coming very soon related to quality acquisition in mobile APPs very soon.
What is the main thing that you’d like Sigma readers to know about your sites?
We develop long-term partnerships based on qualified pre-selection of the partners that work with us. Instead of having hundreds of little affiliates with unknown approach impossible to control its traffic we develop a very selective way of work with only a few ones active and doing constant checks with advertisers about the different sources that provide the traffic.
What challenges and opportunities has the move to mobile presented you with?
One of the main challenges is the approach with new advertisers that had problems during last year with other networks because of traffic provided and further very low ROI generated . Many of those advertisers are still recovering from damage generated by other ones.
Opportunities are specially in the android/IOs apps, with new technologies that will let us provide extra qualified traffic, as advertisers look for trusted traffic sources.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Biggest one is related to quality acquisition, there is still a part of the sector that walks inside a black box that affects the work of years of companies that bet for quality.
What two pieces of advice would you give to any new affiliate starting today?
*Mobile is nice but do not forget desktop
*“When you go, I come from there…”…be honest developing business and your digital strategies.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I play slots as beta-tester every time we´re proposed to launch a new campaign so not too much options to win 1 million there but if possible money would take me to invest in some new mobile start ups companies.
|Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.||Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?|