Mobio, known for mobile marketing excellence since 2013, has established a strong presence in some of the world’s most dynamic markets, including China and Eastern Europe. This journey was driven by ongoing innovation and strategic market approaches. Mobio’s efforts have been recognized with numerous achievements, including top positions in the Appsflyer Index, Clutch Awards, and App Growth Awards.
Sergey Konovalov, Mobio’s CEO, is a visionary leader with an inspiring biography. “I am Sergey Konovalov, a seasoned entrepreneur with over two decades of experience in AdTech. I am the current CEO of Mobio and a leader in mobile app marketing solutions. My journey in digital marketing began in 2002, and since then, I have successfully founded five companies in the digital advertising industry.”
Under Sergey’s leadership, Mobio has expanded globally, establishing offices in China, Singapore, the United Kingdom, and the United States. In 2020, Sergey built a strategic partnership between Mobio and Vox Capital, enhancing their market presence and capabilities. After this successful partnership, Sergey played a crucial role in Vox Capital’s 2022 IPO on the London Stock Exchange, marking a significant milestone in their corporate journey.
Decoding Mobile Marketing
But what exactly is mobile marketing? Simply put, it’s promoting mobile applications to a target audience, a field that has grown exponentially over the past decade. According to Data.ai’s new State of Mobile 2024 report, global mobile ad spending saw an 8% increase in 2023, driven by revenue from short-form video and video-sharing apps. The report projects further growth in mobile ad spending in 2024. Leading companies in this space include major digital advertising agencies such as WPP, Dentsu, and Publicis Group.
Strategic Synergy with Vox Capital
In 2020, Sergey led Mobio into a new phase by partnering with UK-based Vox Valor Capital. This move was designed to leverage the connection between AdTech and mobile app developers. In addition, Vox Capital’s portfolio includes companies specializing in influencer marketing, mobile analytics, and media advertising, such as AirNow. The founders of Vox and their core team have a proven track record of successfully growing and exiting technology businesses in the digital marketing, digital content/video games, AdTech, and SaaS sectors.
Sergey’s negotiation skills were essential in this complex multi-party deal. He successfully aligned the interests of all parties, ensuring a mutually beneficial agreement.
The Move to the United States
By 2022, Mobio was ready to expand. Sergey relocated to the United States to lead the company’s expansion into the American market. This move aimed to tap into the potential of the US market and establish Mobio as a dominant player. While striving to establish dominance in the US market, Mobio faced numerous challenges, including high competition, rising user acquisition costs, monetization difficulties, regulatory and privacy concerns, funding challenges, and rapid technological change. Despite these obstacles, Mobio navigated the market successfully with its expertise and innovative strategies.
Mobio’s journey to success was not immediate. Its media buying and growth marketing proficiency set the company apart, especially where product development intersects with audience acquisition. Upon his relocation, Sergey formed a core team in the US to handle client issues and promoted a culture of continuous learning among his team. Recently, Sergey completed the “Principles of Product/Market Fit” course at Stanford University. This course enhanced his understanding of startup stages and business, enabling him to address growth challenges effectively.
Sergey also participated in “A Crash Course in AI” at Stanford Continuing Studies, learning critical aspects of AI model creation, data organization, and the importance of domain expertise in building strong AI models. This knowledge empowered him to apply new AI technologies in marketing and ensure cutting-edge solutions for Mobio’s partners and clients.
Success Stories in GenAI and EdTech Fields
One of Mobio’s successes was its collaboration with the startup GenAI Video. Within a week, Mobio formed a team of eight specialists, including ASO experts, creative designers, copywriters, UA managers, and product analysts, all led by a senior growth lead. They developed a go-to-market strategy, performed ASO, and provided comprehensive product and advertising analytics. A soft launch in Canada gathered important metrics, preparing for a global launch and saving the client money in two months.
Another success story involved a client at the seed funding stage. Mobio thoroughly analyzed ad purchasing, conversions, and user lifetime value (LTV). They crafted a detailed scaling strategy and hypothesis verification plan, essential for effective VC communication. Within six months, the client raised significant funding and continued to grow rapidly.
At Mobio’s Growth Lab, the focus is on enhancing the interplay between product, channel, and market to ensure maximum growth. Using platforms like Google, Facebook, ASA, and TikTok, Mobio achieves growth through App Store Optimization, performance-based user acquisition, and comprehensive product analytics. Their approach includes finding and scaling channels where LTV exceeds CAC.
Despite the challenges, the American market remains highly attractive and full of potential. Sergey and the Mobio and Vox teams will continue to seek ways to offer highly advanced solutions in digital marketing. Currently, Mobio is actively looking for companies for M&A, and Sergey is investing in early-stage startups.
Published by: Martin De Juan
