Being Mobile-best in a Mobile-first India

Posted on February 19, 2018
By Rajesh Pantina, Marketing Manager, IndiaMarketing Manager, India

InMobi regularly hosts, participates in and contributes to a series of events, meetups, webinars, sharing best practices with partners and thought leaders, across the globe. In this edition of the InMobi Event Diary, we are looking at the highlights and developments from the InMobi webinar on “Being Mobile-best in a Mobile-first India”.



2018 is slated to be the year of big transformation in India as mobile comprises 52.7% of all digital ad spend, up from 38% in 2017. India has emerged as the second largest app ecosystem in the world with users spending more than 50 billion hours on apps, amounting to 90% of their time on mobile.

Clearly, in these changing times, the biggest challenge is to Be Mobile-best in a Mobile-first India. The InMobi webinar, thus, was focused on helping marketers

  • Understand the top 7 trends for 2018 in mobile marketing;
  • Gain awareness of the top 5 challenges every marketer is bound to face;
  • And prepare for a mobile-first 2018

Mobile marketing is the next big thing

While the consumer obsession with smartphones rises, marketers are not far behind. According to InMobi research, 75% of Indian companies plan to increase their mobile spend in 2018 and 67% companies are streamlining their mobile marketing efforts more than before. In addition, 7 out of 10 organisations claim that mobile will become a key part of their marketing and commerce strategy. No wonder then that mobile is the next big thing for marketers.

Ad viewability and fraud remain major challenges

While there are several challenges faced by mobile marketers today, ad viewability and fraud feature on the top. 2018 will be witness to the global standardisation of viewability and anti-fraud measurement, as they evolve further.

AI & ML will transform mobile advertising

AI & ML have been constant buzzwords over the past few months. Mobile advertising, with its voluminous data and high dimensionality, is the perfect industry for the application of machine learning and data sciences. As a playing field for rapid experimentation and fast-learning, mobile advertisers can drive immediate business impact by leveraging AI & ML techniques.

Want to find out more about the changing mobile landscape in India? View the webinar below:


Or, download the complete India Yearbook by clicking here.