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Launching InMobi Appographic Targeting™

Posted on March 11, 2015
By Abhishek Bapna

Over the last two years, we sought out and met hundreds of app developers across the world to ask them two simple questions - “How would you describe your app?” and “Who is this app designed for?”

While the specifics vary, the responses’ structure was almost always a variant of the following sentences:

  • “Have you used app A? It’s kind of like that, but with X being a key differentiating concept”
  • “It’s an app that lets users do XYZ”
  • “The audience for this app is very similar to the audience of app A”
  • “Users who play Game A and Game B will love my app”

Very rarely have we heard an app developer describe their app in terms of app store categories, and almost never in terms of a demographic or a location.

As humans, we tend to relate to new things in terms of something we already know, which helps us anchor new experiences. This translates to how people perceive apps, as well, where app definitions and potential audiences are referenced in terms of other apps, with a few key differentiators.

This is where the core insight for Appographic Targeting™ emerges. Users and app developers have a common language of evaluating and developing new apps - the language of how apps are described in terms of key functional, design and interactive elements that appear in those apps and similar apps. This language, like any other language, has a fascinating alphabet, syntax, and grammar; and Appographic Targeting™ understands and uses it to create one of the most powerful targeting tools in the mobile advertising industry.

At the centre of Appographic Targeting™ is our own understanding of the key elements that apps are built on.

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Our app analysis tool identified these core elements for the top 10,000 apps and games across iOS and Android. Then, our team of in-house app analysts curated 200 key elements that form the alphabet of the language that ties apps with each other, a language that has the power to define any app or game out there in the world in terms of these elements.

Combined with the huge volumes of app engagement data being generated by our 1billion-unique-devices-strong network, suddenly, the scale of our insight on what apps work for which users became larger than ever.

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All of these insights are now at your disposal in a really simple-to-use selfserve interface. Just enter your App Store or Play Store URL and select Appographic Targeting™ as your audience targeting. We automatically recommend key Appographic Segments relevant to your app, based on key elements that we believe anchor and differentiate your app. Users who are known to appreciate these elements in other apps are most likely to become the highest LTV (Life Time Value) users for your app.

More than 50 tests with the world’s largest app developers have shown amazing results for Appographic Targeting™, with up to 72% higher install rates and 30% higher user LTV.

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We believe we’ve created one of the most powerful and relevant mobile-first targeting techniques for app install ads. To find the perfect audience for your app, give InMobi Appographic Targeting™ a try at www.inmobi.com/app-install.