[AI Revolution](97) Dominating the Retargeting Advertising Market with AI Technology... InRifle

Interview with Han Kyung-hoon, CEO of Inrifle, Developer of Retargeting Ad Platform 'Mobion'

Hankyeonghun, CEO of InRifle. Photo by Hyunmin Kim kimhyun81@

It is no exaggeration to say that marketing strategies start with analyzing existing customers. Generally, customer data provides demographic information such as age and gender, but in marketing, understanding the 'preferences' of customers takes precedence over these factors. Additionally, the timing and frequency of showing advertisements appropriately are also important. Amid the growing demand for retargeting ads, a company leading this market with vast data and accumulated artificial intelligence (AI) technology is drawing attention. That company is Enliple.

Enliple is a big data tech company that has built competitiveness in big data and AI technology through over a decade of research and development. It operates advertising businesses utilizing data, customer relationship management (CRM) businesses, and big data solution businesses. By developing its own AI engine, it secures growth momentum and aims to build an integrated AI ecosystem that prioritizes user convenience.

On the 22nd, Han Kyung-hoon, CEO of Enliple, who met with Asia Economy, said, "AI itself cannot be an end goal. AI plays a role in complementing automation of analysis tools, and this is no exception in the advertising business field." He added, "Our company has been researching platforms applicable to big data and advertising fields through our own AI research institute, and we have developed platforms optimized for retargeting ads such as ‘Mobion’ and ‘Mobitive’ to expand our business."

Enliple’s flagship service is ‘Mobion.’ Since its launch in 2012, coinciding with the company’s establishment, it has secured the number one market share brand in the domestic retargeting advertising market. This platform provides an ROAS (Return on Ad Spend) optimization system based on big data analysis such as customer behavior data. It enables AI-based strategic automated advertising operations.

In particular, based on a Customer Data Platform (CDP), it analyzes customer behavior patterns and can combine various types of parameters, enabling precise targeting, which is a competitive advantage.

Through partnerships with media such as Kakao, Nate, Cashwalk, and WhoWho, as well as self-developed applications, it secures over 20 billion monthly page views (PV), giving it the capability to place ads on the largest number of media outlets domestically.

Hankyeonghun, CEO of InRifle. Photo by Hyunmin Kim kimhyun81@

Regarding the success of Mobion, CEO Han evaluated, "The key was recognizing the vision for applying data to marketing first." He explained, "In the past, 99.9% of advertising budgets were spent purchasing traffic from companies with large traffic like portals. If the response conversion rate from such advertising was 1, we confirmed the potential when targeting ads through Mobion’s beta service increased the conversion rate by 50 to even 100 times."

Enliple introduced an upgraded version, ‘Mobion 3.0,’ last July. Based on AI machine learning technology, it provides hyper-personalized customized ads by utilizing big data analyzing users’ interests and behavior patterns. The AI engine’s advancement has made targeting more precise and improved advertising efficiency. Unlike the past, which relied on marketers’ A/B testing, the AI engine now analyzes and predicts various scenarios to automatically operate targeting and budget allocation. Moreover, generative AI is integrated, automating the creation of copy and banner images, thereby strengthening the creative domain.

Enliple’s greatest strength lies in its data utilization technology. The company possesses over 5,000 shopping domains and transaction data worth 44 trillion KRW annually. It also has technology to accumulate data while keeping user identities anonymized. CEO Han said, "In the past, advertising was structured so that more exposure meant higher costs, but data utilization technology has completely changed that structure. Instead of worrying about how to increase user reach, it has become more important to core target the most essential customers. Enliple has the data utilization capabilities to realize this methodology."

Mobion Service Diagram
Photo by InRifle

Another notable service from Enliple is ‘Mobitive.’ It is a platform that creates advertising materials such as videos and images using generative AI technology. Without professional staff, it automatically inserts copy, narration, background music, and effects to generate high-quality videos in just two minutes. While AI engines in the existing ad tech market have been widely used in operational and management areas such as optimizing ad targeting efficiency, Mobitive is gaining attention for expanding into the creative domain.

Mobitive recommends products with high purchase likelihood within online shopping malls, automatically scrapes images and videos from sites, and can transform static 2D photos into dynamic moving videos. It also offers an editor function allowing practitioners to directly edit. The created video content can be downloaded and used as SNS content or immediately utilized as advertising materials on display advertising (DA) platforms like Mobion.

Based on these achievements, Enliple is preparing for a KOSDAQ listing. CEO Han said, "We are currently in the process of selecting an underwriter," and added, "We are growing the company’s capabilities with the goal of listing in September next year." Global expansion is also underway, with Taiwan being the most likely first market. CEO Han stated, "Taiwan has considerable similarities with us in terms of living area, culture, and tech technology, so we believe entry will be easy," and added, "For global expansion, we aim to become a big tech company that provides all the services each company needs, not limited to a single service."