On the 22nd of August, the brightest marketing minds across Indonesia came together under one roof at Impressions 2017, InMobi’s flagship mobile advertising conference, held in Jakarta, Indonesia. The day-long event saw CXOs, agency heads, marketers and technology experts discuss and reimagine the future of a mobile-first Indonesia, 2020.
The event was witness to an industry-first, CXO-exclusive Mobile Ad Lib session. Hosted by Arun Pattabhiraman, Vice President & Global Head of Marketing at InMobi, Mobile Ad Lib was a free flowing, interactive panel where the audience and speakers merged. The session saw key opinion leaders from organizations such as McKinsey, Nielsen, Mindshare, Unilever and BBM, come together and share their insights. The topics of discussion included the transformation of the Indonesian landscape with the advent of mobile, the evolution of consumer behaviour, and the growth which the nation’s mobile advertising ecosystem has been enjoying. The leaders were joined by a digital artist, who helped visualize the conversations in real time, adding a fascinating element to the setting.
The event showcased a curated collection of InMobi’s award-winning creative ads and case studies at the Experience Zone. At this zone, guests could interact first-hand with InMobi’s ads, helping them experience the endless possibilities that only the medium of mobile can offer. The zone included some of the most popular and award winning ads that InMobi had created in the past year, featuring the innovative use of cutting-edge technologies such as face detection, augmented reality, virtual reality and 360-degree video. Additionally, a special guest awaited the attendees at the Experience Zone - NAO the robot. NAO interacted with attendees, talked to them about the power of video on mobile, took selfies and even did a little jig for them!
The afternoon session was kicked-off by Naveen Tewari, Founder and CEO, InMobi. Naveen took the stage to deliver the Keynote Address and surprised attendees with a welcome message in Bahasa. As a part of his keynote, he discussed the crucial need to tackle the emerging duopoly with a strong third front and the importance of building open spaces as opposed to walled gardens. Post Naveen’s session, Jayesh Easwaramony, SVP & MD, APAC, InMobi, addressed the gathering with insights into the art and science of Doing Mobile Right. He shared with the audience how it eventually boiled down to 4 key factors - connecting, engaging, converting and consistency! The big announcement, however, was InMobi’s launch of a Mobile Innovation Suite, specifically tailored to Indonesia! This industry-first offering comprises:
- Real-time user insights portal
- Mobile video plus suite
- Path to purchase optimization for both offline and online
- Fraud-free, fully verifiable mobile media platform
It was then time for the first power chat, Indonesia Untuk Dunia, featuring Piotr Jakubowski, CMO-Go-Jek and Peter VN, CEO - Jenius -two definitive forces in the Indonesian mobile ecosystem. Talking to Prashant Choudhary, Sales Head - SEA, the panelists discussed the big wins from the world of Indonesian mobile marketing, and in what ways have Indonesians pushed the boundaries of mobile innovation forward.
The second panel saw its participants discuss a pressing issue, Delivering Accountability in Mobile Advertising. Moderated by Rishi Bedi, Head - Performance Advertising, APAC, the power packed panel featured leaders from Integral AdScience, L’Oreal, Appsflyer, Adjust, Zalora and Mainspring who shared insights on tackling the looming threats to transparency, ad safety and ad fraud.
Post this session, Eka Sugiarto, Head of Media-Unilever Indonesia, Anwesh Bosh, CEO- Havas Indonesia, and Peeyush Shekhar, Mobile Practice Lead-Mindshare Indonesia came together on a panel where they discussed Can Brands Go Mobile Only? They shared their thoughts on the fundamental changes brands have had to make in the last 5 years in order to truly embrace and make the most of mobile marketing. Additionally, they shared their personal views on what they thought it takes for a brand to go mobile only.
As Indonesia becomes the largest app economy in the Asia Pacific region, Matthew Talbot, CEO at BBM, Varun Mehta, Country Manager at Vuclip Indonesia and Ongki Kurniawan, MD at LINE Indonesia discussed the untapped opportunities that lie outside of walled apps on the panel titled Apps are the new Mobile Media: Life Outside the Walled Gardens. The panelists delved into nuances of ad monetisation in Indonesia in conversation with Ashish Thomas, VP, Business Development, APMEA at InMobi.
The closing keynote at InMobi Impressions was presided over by Piyush Shah, Chief Product Officer at InMobi, who shed light on the future of mobile advertising. Talking about the role of Artificial Intelligence (AI) in mobile advertising, Piyush shared a sneak-peek into the applications of AI for enhancing creative experiences by solving for high dimensionality and unstructured data.
InMobi’s first mobile conference in Indonesia was met with much fanfare, and the InMobi team could not be more thrilled with the response!