In the latest Gamesforum Faces Behind the Fun, I interviewed Ilana Avergun, Global Event Marketing Manager at MoPub on keeping the marketing show on the road and more. 

To start with, tell us a little bit about yourself and your role at MoPub?

My name is Ilana Avergun and I live in the Chelsea neighbourhood of New York City, but am originally from the Washington DC area. I’m the girl you go to when you want to do something with a little extra sparkle – gifting, redecorating, planning, connecting – I’m all about creating that picture perfect moment and lifelong memory. I subscribe to the saying “if you love what you do, you’ll never work a day in your life” and that’s why I pursued a career in experiences & hospitality. At Twitter, I’m part of the MoPub team, and manage our global event marketing - that means everything from picking out the coolest swag to stock the team closets worldwide, to selecting and coordinating ad tech industry sponsorships, to concepting and executing all of our owned & operated programming. Once I get an idea in my head, I have to make it happen, and love the thrill of bringing that to life. I know that there are more quantitative ways to measure success, but nothing is better to me than being part of building a happy memory. 

Are you an AM or PM person?

I wake up with the sun – it’s a blessing and a curse. However, if I happen to be in cities like Las Vegas, Barcelona or Tokyo, I’m a night owl all the way. 

Ilana Avergun, Global Event Marketing Manager at MoPub

Couldn't agree more! So what does a typical day for Ilana Avergun look like?

The second I open my eyes, I check my emails. As part of a global team, things are happening 24 hours a day, and I like to get back up to speed and organize my inbox so that I know exactly what’s on my to-do list before I even really get started. Then, my favourite part of my job is that every day is totally different. That used to mean that I was probably on my way to JFK to catch a flight, but now I’m working with vendors to film videos across the world, or ship cheese across the country, or animate graphics based on an idea I had in a dream a few nights ago. We might be stuck at home, but at least my creativity isn’t quarantined - that’s what keeps me going. After work, I’ll do a CrossFit or interval training workout, make dinner, and then I’ll end the day with some combo of catching up with friends and family, scrolling on Twitter, and watching a sports game, reality show, or the Food Network.

What makes you day, coffee or TV?

Those are two of my biggest vices, so I can’t possibly choose between them. Iced coffee all year long is one of my personality traits, and from Bravo to Bake Off, I love to watch an episode (or several) at the end of the night to help turn my brain off before bed. 

What does MoPub do and how do you work with the mobile games industry?

MoPub was established in 2010 to provide monetization solutions for mobile app publishers and developers. In 2013, we officially became part of the Twitter family, paving the way for our expansion to customers around the world. First and foremost, we’ve always striven to be trusted partners in the ad tech ecosystem. At MoPub, we believe that shared values will power both short-term and long-term business growth, and then we build & scale the tools to make it happen. Mobile publishers know they can rely on our flexible network mediation, leading mobile programmatic exchange, and years of expertise with mobile app advertising to balance user experience with their revenue goals. We are constantly reinventing ourselves as subject matter experts on new policies and technologies, offer all the latest mobile ad formats, and then create what hasn’t been done before - like our Advanced Bidding solution that was designed to maximize revenue for every ad impression, and has fundamentally changed the way industry players conduct business. Plus, we throw a great party – that’s key for working with this industry too.  

Global Events have of course been incredibly disrupted by the pandemic, how have you and the team adapted to meet your goals in the remote age?

The landscape is different, and the game has changed, but we’ve pivoted to fulfil the core tenants of our event strategy in spite of all the ongoing uncertainty. The first guiding principle of that strategy was to lead with hospitality, and though I have to admit when drafting that statement I was envisioning throwing stunning dinner parties and hosting clients at incredible in-person experiences, we’ve managed to chart a new course to the same destination. More than ever, highlighting the people and culture at MoPub, the services we provide, and the genuine relationships we build - is even more important and profound in a space without "real" and "human" interactions. The bottom line is that people do business with people, and I build our events with that at the forefront. If I wouldn’t want to spend my own free time doing something, I won’t ask you to either. 

Has your strategy and approach changed in light of covid and IAA/iOS14, and other industry changes over the past year?

We're all wearing new hats as researchers and strategists, innovating and adapting, but that's what MoPub is all about. This entire team cares deeply about what we do and we play to win. I’ve never worked with a more passionate, gritty, and brilliant group of people, so it’s been about dialling up our level of service and access through event and content offerings to ensure our partners and clients not only just make it through this “unprecedented time” - but thrive. 

What was your favourite game growing up and what mobile game are you playing at right now?

I mean, I still miss my BlackBerry from college and my first true mobile game love, Brick Breaker. I swear I delayed converting to an iPhone for years just so I could keep playing. These days, I’ve been getting into crossword puzzles. My mom and brother do the NYT mini crossword puzzle each day, so I’ve been trying to elevate my game so I can catch up to their speed and skill. It’s a family affair.

What gaming trend are you most excited by in 2021?

I’m excited that gaming is the trend. Finally brands and advertisers are starting to catch on that mobile gaming is where their customers are spending their time, so it’s an opportunity they need to be a part of. The mental picture of the gaming audience as basement-dwelling boys with cheeto dust on their fingers is way outdated, and “gamers” isn’t a dirty word anymore. It’s a powerful audience group that spans all demographics and is just waiting to be tapped into, and I think we’re entering a real mobile gaming renaissance.

Ilana Avergun, thanks very much for taking the time to speak to me today. 

Check out the #'elevateyourgame Gamesforum mini-series we ran in summer 2020 with MoPub