22

September

What Do Summer Shopping Habits Say About 2020 Holiday Shopping Trends?

The winter holiday shopping season in the U.S. remains the most important time of the year for many retailers, but what key holiday shopping trends will define the season this year? After all, amid the ongoing COVID-19 pandemic and overall economic uncertainty, the holiday season will look very different this year.  To prognosticate on what the future may hold, let’s look to the recent past. We surveyed over 1,500 Americans this summer to see how their summer holiday shopping differed this year. Based on what we uncovered in July around American Independence Day, back to school and overall summer shopping trends, we can see what the future may hold in store.  Here are our four main predictions.  1) Holiday Shoppers are Ready to Spend  People are still likely going to spend a lot, despite the current state of the economy. For example, over half (54%) said they spent more on household goods this summer than they did in 2019, with just 18% saying they were spending less than before. Also, women and households with kids outspent their peers over the summer.  Interestingly, this rise in spending wasn’t directly correlated with COVID-specific purchases. Many consumers reporting spending more on games, picnics and analog school supplies like notebooks.  In our mind, this shows how summer spending habits have

Posted on September 22, 2020
By Team InMobi

10

September

(Blog in Bahasa) Temukan Strategi Remarketing yang Memperkuat Pengalaman dan Loyalitas Konsumen

InMobi, bekerjasama dengan Branch, menyelenggarakan sesi webinar tentang pentingnya remarketing untuk brand. Remarketing bermanfaat dikarenakan dapat membangun hubungan nyata antara brand dengan konsumen, dan mendorong loyalitas kepada brand dalam waktu jangka panjang. Eric Stein, EVP & GM, Branch dan Srinivas KC, VP & GM Advertiser Platforms, InMobi membagikan wawasan mereka tentang strategi remarketing di webinar ini. Berikut adalah gambaran singkat tentang detail diskusi mereka: Remarketing: Rahasia untuk Berhubungan Kembali dengan Konsumen yang Memiliki Ketertarikan Tinggi Terhadap Brand Dengan adanya COVID-19 yang menyebabkan pergeseran seismik dalam cara konsumen dan brand berinteraksi, saat ini audience lebih banyak menggunakan mobile phone mereka dari sebelumnya. Maka, brand terus mengevaluasi bagaimana mereka dapat mendorong nilai maksimum terhadap konsumen mereka, dan melalui cara remarketing lah brand menyambut baik strategi pemasaran tersebut. Pengiklan sangat paham dengan risiko penurunan di setiap tahap perjalanan pelanggan; Remarketing membantu memulai kembali interaksi brand dengan konsumen, dimana mereka secara kontekstual dan juga manfaat, sehingga menjadikan remarketing menjadi permainan andalan bagi marketers saat ini. Remarketing menggabungkan jangkauan relevansi bersekala tinggi dengan komunikasi dan juga personalisasi, seringa memungkinkan pengiklan dapat mendorong konsumen ke langkah selanjutnya dari perjalanan mereka di mobile. Kampanye remarketing yang bernuansa dapat membantu pengiklan mencapai tiga hasil utama: Aktivasi: Mendorong konsumen ke langkah selanjutannya dalam proses pembelian Retargeting: Cross-sell melalui afinitas produk dan search sciences Re-engagement: Mendapatkan pengguna aktif untuk menyelesaikan pembelian dan mendorong pendapatan tambahan Pendekatan Komprehensif untuk Remarketing Dalam mencapai hasil yang optimal, saat meluncurkan kampanye remarketing harus menggunakan

Posted on September 10, 2020
By Team InMobi

03

September

Pemasaran Dalam 'Normal Baru:' Bagaimana Asia-Pasifik Bersiap

COVID-19 telah menyebabkan perubahan besar dalam cara berpikir, merasakan, dan bertindak konsumen. Akibatnya, pemasar saat ini mengevaluasi kembali prioritas dan strategi mereka untuk tidak hanya bertahan tetapi juga berkembang di dunia pasca-COVID. Perubahan apa yang dibawanya ke dalam normal baru dalam strategi pemasaran? Bagaimana marketers tetap berada di puncak permainan mereka melalui masa transisi ini? Melalui survei kami, yang dilakukan dengan para pemimpin pemasaran digital teratas dari Asia Tenggara dan India menghadirkan fakta menarik dalam marketing di era New Normal. Digital Marketing Maturity (DMM) adalah Kunci di dalam era New Normal Dengan perubahan pola perilaku masyarakat dalam membelanjakan uang mereka, digital menjadi hal prerogatif bagi brand untuk berinteraksi dengan konsumen baru, dan marketers perlu menilai ulang mengenai prioritas dalam mengukur tujuan pemasaran mereka agar tetap terhubung dengan konsumen. DMM Sangat Penting, tetapi Apakah Brand Sudah Siap? BCG menyatakan bahwa DMM adalah kapasitas organisasi dalam memberikan pengalaman bagi brand untuk kedewasaan strategi marketing mereka: Nascent, Emerging, Connected, dan Multi-moment. Menurut survei yang dilakukan oleh InMobi, hampir setengah dari pemasar mengkategorikan diri mereka dalam Nascent atau Emerging Stage, menyisakan ruang besar untuk pertumbuhan organisasi. Seperti yang telah terjadi di e-commerce dan industri BFSI (Banking, Financial Services and Insurance) yang telah memimpin DMM Karena mereka telah berada di posisi connected dan multi-moment. Mengingat keadaan kematangan pemasaran digital, apa tujuan marketers yang perlu diketahui dalam era New Normal ini? Mendapatkan pelanggan baru Memperkuat brand reputation and trust Meningkatkan brand awareness Engage dengan komunitas yang

Posted on September 03, 2020
By Team InMobi

15

August

Marketing in the ‘New Normal:’ How Asia-Pacific is Gearing Up – Part III

COVID-19 has caused a major shift in the way consumers think, feel, and act. As a result, marketers today are re-evaluating their priorities and strategies to not only survive but thrive in a post-COVID world. What changes does it bring to the new normal in marketing? How are marketers staying on top of their game due to these transitions? Well, our survey of the top digital marketing leaders from Southeast Asia and India brings forth interesting facts in Marketing in The New Normal Report.  Digital Marketing Maturity (DMM) is Key in the New Normal With market disruption speeding up the change of a decade’s behavior in just weeks, digital is becoming a prerogative to interact with the world, consumers are facing new realities, and marketers are re-assessing their priorities to scale their marketing objectives to stay connected with the consumer. DMM is Critical, But Are Brands Ready? BCG states that DMM is the organizations’ capacity in delivering seamless brand experiences and is characterized into four stages of maturity levels: Nascent, Emerging, Connected, and Multi-moment. According to the InMobi survey, close to half of the marketers categorize themselves in the Nascent or Emerging Stage, leaving a large room for the growth in organizations. As is obvious, e-commerce and BFSI lead on the Digital Marketing Maturity emerging as the more connected and multi-moment brands. Given the state of digital marketing maturity, what are the marketing goals in

Posted on August 15, 2020
By Team InMobi

10

July

Why You Should Also Reach Your Audiences Through Mobile Apps

When it comes to finding and talking to your target audience, advertisers have many options at their disposal that they know and trust. Brands now have the knowledge to successfully reach and engage consumers through multiple media formats, including television, billboards, web browsers, etc.   But as time spent on mobile rises, they should consider adding apps into their media portfolio. For one, Americans now spend more time using their mobile devices than watching television. And apps account for 90% of all time spent using smartphones.  With apps being such a part of everyday life, all brands need to reach out to consumers in-app and know how they can extend their audiences onto mobile. In the context of a multichannel strategy, it’s becoming increasingly crucial for brands to reach people within mobile apps. This is why many companies are adopting a mobile-first approach and beginning to utilize privacy-first, identity-based universal IDs for multichannel marketing. The IDs will help to unlock mobile as a channel, which was earlier blocked.  Understanding the Current Identity Ecosystem  While many leading brands are already advertising in-app to some extent, they are hampered in their efforts to make the most of this channel due to a disconnect between the identity solutions used in-app versus what is

Posted on July 10, 2020
By Team InMobi

30

June

Getting Started with Programmatic Advertising

Based on automated marketplaces that work in real-time instead of manual insertion orders and human intervention, programmatic advertising has transformed the status quo of the traditional media buying process. Programmatic at its heart is driven by automation where demand from buyers such as advertisers and agencies is met by supply from publishers on a digital marketplace. Over 40% of advertisers spend up to 25% of their budgets on mobile programmatic advertising. Programmatic is gaining popularity across the globe with different regions embracing programmatic at different levels of maturity as marketers realize that the channel can aid brands to raise awareness, engage, acquire, re-target users.   Drive Real Action at Scale Programmatic advertising offers multi-fold benefits for marketers and brands when it comes to reaching their audiences at scale. This means that advertisers can identify, curate, and target custom audiences, reaching them via the always on-medium of mobile. For example, you can precisely target audiences who enjoy watching movies in a multiplex or shopping enthusiasts who love technology devices. With ‘always on’ segments, reaching customers effectively ‘anytime, anywhere’ is made possible by in-app programmatic.      Thumb Stopping Creatives Captivating creative experiences can make all the difference to a brand’s campaigns. Be it through video, rich media, or through an augmented reality experiences, the right creative can make a consumer out of a window shopper. Vertical video has been an especially powerful format

Posted on June 30, 2020
By Team InMobi

26

June

Marketing in the ‘New Normal:’ How Asia-Pacific is Gearing Up – Part II

In the first part of this blog, InMobi pinned insights from industry leaders on the digital evolution, relevance of communication, data-led mobile insights, and creating lasting connections as a part of the ‘New Normal.’ Here are thoughts from a few more leaders on “Marketing in the New Normal.” Purpose-driven Advertising will Help Build Lasting Connections Eka Sugiarto, Head of Media – Indonesia and SEAA, Unilever “This pandemic is far from over and between now and when the vaccine becomes a common practice, there are consumer needs and behavior patterns that shift the demand cycles. Marketers should seize the opportunity to be the best choice by staying relevant and at the same time should venture to improve people’s lives and well-being through their marketing and advertising initiatives. Marketers should also ask themselves, whether brands can be a force for good through thoughtful inspiration, education, and useful information. Brands with strong benefit delivery should make it easy for people to trust the product offering and create a conversion point. A focus on facilitating discovery for customers, explaining “what’s in it for me” through both advertising push and pull will help.”   Retail Experiences Need to Step Up with ‘Digital’ Innovation Charu Aggarwal, Chief Strategy Officer, India and South East Asia, Havas Group  “With the pantries now stocked at the push of a button and all kinds

Posted on June 26, 2020
By Team InMobi

25

June

Marketing in the ‘New Normal:’ How Asia-Pacific is Gearing Up – Part I

Amidst the pandemic, marketers are finding unique ways to create new demand, redefine value chains, and deliver brand experiences. Marketers are embracing this disruption to repurpose their core marketing strategies that align with the new normal way of marketing, i.e. through digital evolution. The big question arises “How can Marketers scale their Marketing strategies in the ‘New Normal?’ InMobi brings forth the multifold views of marketers that are driving high impact right from formulating new strategies to delivering the right customer experiences.   Digital Darwinism Drives the New Normal  Shweta Srivastava, Head of Digital, Philips India  “Covid19 brings a VUCA (Volatile, Uncertain, Complex, Ambiguous) world where the ‘Smartest will survive’, the one who follows ‘Digital Darwinism’. Organizations transform because of transforming consumers and customers and to attain VUCA, they need Smart Marketers who help them transform quickly.   With restricted movements and social distancing measures become the New Normal post Covid19 and see a predominant growth in the usage of digital platforms where consumers are always-on. So, the marketing strategy also needs to be up and running on Digital mediums. Advertising has to be smarter to understand the behavior of a smart Consumer and be more relevant to them.   In

Posted on June 25, 2020
By Team InMobi

12

June

Marketing in the ‘New Normal’ needs Innovation; Cross-device Identity Graphs can help!

The COVID outbreak has disrupted how consumers shop, businesses sell, and marketers communicate. We are all facing a pandemic of such proportions together for the first time; honestly never been real than ever and there are a lot of learnings to adopt. Considering how people and brands and their businesses are impacted, we are innovating our solutions to help marketers to navigate this new reality. We are committed to help brands make the right decisions for their business in this challenging time.​   The Connected ‘Device’ Consumer in a New Normal In the ‘New Normal’ connected world, consumer behavior is changing drastically – indulgence in entertainment on demand, increased networking with people in their lives, adjusting to working remotely, and relying solely on shopping online amongst many other such new habits. Interestingly, the number of connected devices and the data transfer volume have increased. So has the media consumption – happening across a range of devices like the desktop to the laptop, tablet, connected TVs, albeit anchored on mobile.   According to estimates from Cisco’s Annual Internet Report (2018-2023) – the number of devices connected to IP networks is projected to climb to more than three times the global population by 2023, with 3.6 networked devices per capita. This means that brands should no longer continue to merely broadcast ads and influence consumers. A campaign put together for one media channel cannot be slapped onto another

Posted on June 12, 2020
By Dhrubajyothi Sarkar

01

June

In-App Creative Basic Benchmarks for Performance Campaign Managers

When it comes to in-app advertising, creatives are crucial to the overall success of the campaign. Even the best strategy and targeting will all be for naught if the creatives fall flat or just don’t resonate with target consumers.   This is especially the case with performance advertising. It’s one thing to get someone to look at your ad in order to generate brand awareness; getting someone to click on that ad or engage with it in any way is another matter entirely.  Getting creatives right for in-app performance advertising is both an art and a science. But what does the data say? What do all of the best performance creatives have in common? That’s what we wanted to find out.  InMobi studied millions of creatives throughout four months in 2019 to study the effect of ad specifications in in-app performance campaigns. Our goal was to study the effect of ad specs and the quality of render in performance campaigns.   Based on our findings, we have put together this initial overview for digital marketers. Before you run a campaign, make sure you’re hitting these core points. We hope you find it useful!  Key Findings  So what does the data reveal? Here are our top six takeaways for performance marketers looking to run in-app advertising campaigns:  Roughly one in four creatives need to be scaled

Posted on June 01, 2020
By Team InMobi

27

May

Mobile Insights with InMobi: Rajat Wanchoo on The Needs and Requirements of Today’s CMOs

Welcome to another edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.    For this interview, I sat down with Rajat Wanchoo,InMobi's Global Head for Channel Partnerships and Enterprise GTM, to discuss how chief marketing officers and other marketing leaders are navigating the current situation. In this 20-minute conversation, we talked about why a mobile-first strategy is key even with consumers stuck at home, why it’s not too late to begin the journey towards digital transformation and how businesses that develop a pandemic-proof business that leads to future success. Tune in today to hear the full conversation!    LISTEN NOW   InMobi · Mobile Insights with InMobi: Q&A with Rajat Wanchoo on CMOs during COVID-19 Top Quotes and Insights from Rajat  Among CMOs, there’s been a “drastic realization that mobile is the key to the kingdom of connected world.”  “The CMOs who had a mobile-first strategy under their belt are staying afloat in this pandemic, whereas the other CMOs for whom mobile was an afterthought, we see those businesses are really struggling.”  “If you take demand-delayed category of businesses 

Posted on May 27, 2020
By Matt Kaplan

21

May

Identifying Target Audiences When Everyone is Sheltering in Place

During the present pandemic, the old ways of identifying target audiences for your marketing efforts may no longer cut it. All good marketing strategies need to be underpinned by quality data and insights, but how can you understand your target audience segments when many key behaviors and habits have shifted?  Note: This is the third and final post in a three-part blog series. As the COVID-19 pandemic spreads and dramatically disrupts life as normal, here are our thoughts on what our trusted customers and partners can do to weather the storm. To read the first post on understanding consumers today, click here. You can check out the second post on why in-app marketing and advertising is critical right now here.  For one, location data is not as powerful now as it used to be, since many people are not traveling as much as they used to. While this is changing in states that are beginning to lift their travel restrictions, many of those within your target markets across the nation are either still sheltering in place or not traveling as much as they used to in the past. Of course, the fact that there are fewer open places for people to go to as well contributes to this point.  In addition, media consumption behaviors are changing, which impacts the ability of

Posted on May 21, 2020
By Matt Kaplan

04

May

Driving Meaningful Advertising During an Uncertain Ramadan

Ramadan is a festival of peace, celebration, and purpose - a time to grow spiritually. The holy month for Ramadan holds significant importance in people’s lives and the celebrations significantly impact the way they shop every year. Close to 60% of the population in Malaysia and 87% of the population in Indonesia are Muslims and that accounts for 250 million people celebrating the festival. Ramadan is a time for marketers to build meaningful connections with consumers and drive growth.  This year, Ramadan faces an obstinate challenge with COVID-19 bringing the global community to a standstill. Amidst these circumstances, brands must take necessary steps to respect community values and sentiments to help consumers feel a sense of normalcy. Meaningful Marketing in Unprecedented Times Brands must be respectful and sensitive to the times they are in – sharing valuable information, alleviating stress or core concerns, and most importantly, providing consumers with timely and relevant offers. And, insights on understanding consumer behavior and shopping trends are pivotal for brands to plan their marketing initiatives during the festive season. We handpicked insights from the reports: InMobi Ramadan Insights 2020 and How the Southeast Asian customer is reacting to the pandemic. These insights provide an eagle’s eye view for marketers to understand the pulse of the customers while promoting the spirit of staying connected to the faith and humanity during the festive season. Curate Audiences for Meaningful Interactions The festive shopping journey of customers

Posted on May 04, 2020
By Rishi Bedi

10

February

Who Uses the Top AVOD Services?

In the world of streaming services, who is turning to ad supported video on demand (AVOD) services? To find out, we turned to the data. InMobi’s intelligence solutions build a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers. In particular, we looked at the following video streaming services: Pluto TV Tubi TV Vudu Crackle So what does the data reveal?Understanding the Users of The Top Ad-Supported Digital Video Services Demographics: Men are more likely than women to have these apps on their mobile devices. Across all four apps, 60% or more of app owners are male. Men are also more likely to watch content from these platforms through their mobile websites. Crackle and Tubi have established a market for themselves with the critical 18-24 age range. Over 12% of Tubi’s mobile web traffic and more than 16% of Crackle’s mobile web visitors are from this crucial age range. Pluto TV’s mobile audience tends to skew slightly older, while the bulk of Vudu’s audience on mobile is in the 26-45 age range. Vudu is the only app where more than 50% of app owners are White. Of the four brands reviewed, Vudu is the only mobile website where at least 31% of mobile web visitors are Black/African-American. Income: Over 70% of Crackle’s mobile web visitors make less than $75,000

Posted on February 10, 2020
By Team InMobi

07

February

Get Ready for March Tournament Action: College Basketball and Sports App Users

In the world of college basketball, no month looms larger than March, when 68 teams from across the country battle it out to see who is the best college basketball team in the nation. Close to 20 million people watched the 2019 championship game, and many more follow along throughout March and April by checking scores, watching highlights, streaming games and filling out their bracket through mobile apps. But who specifically is turning to mobile when tournament time arrives in March and April? To find out more about college basketball fan behavior on mobile, we turned to InMobi’s intelligence solutions, which build a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party telco data to stated feedback directly from the customers. In particular, we looked at the following college basketball and sports properties: NCAA March Madness Live app ESPN Tournament Challenge app NCAA mobile website and NCAA Sports mobile app ESPN app and mobile website theScore app and mobile website CBS Sports mobile website and app So what does the data reveal?Mobile User Insights Revealed Demographics: This audience is overwhelmingly male. Across all properties, three-fourths or more of the audience for each one is male. Around 19% of NCAA March Madness app owners and 21% of ESPN Tournament Challenge app owners are female. The 46-55 is the largest age range for most properties, followed by those in the 36-45 age range. Only

Posted on February 07, 2020
By Team InMobi

06

February

Who Uses Apps to Learn a New Language?

How many languages do you speak? If you’re reading this in the U.S., chances are good that the answer is “just one.” Even though well over 90% of all American high schools offer a foreign language course, less than 1% of those who study a language in school later say they’re fluent in it. To fill in this gap, many turn to mobile apps. Over the past few years, a number of apps have come out that enable users to learn dozens of new languages. Who specifically uses these language apps? To find out, we turned to InMobi’s intelligence solutions, which build a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers. In particular, we looked at the following language learning apps: Duolingo Babbel Memrise Rosetta Stone So what does the data reveal?Insights on Top Language App Users Demographics: Most of the people with these mobile apps are male. Close to 42% of those with the Memrise app are between the ages of 18 and 35. Over 43% of people who have the Babbel app are between the ages of 26 and 65. Close to 46% of Duolingo app owners and around 44% of Rosetta Stone app owners are 26 to 45 years old. Babbel is the only app of the four where more than 50% of those with the app are White. Over 28% of Duolingo app owners

Posted on February 06, 2020
By Team InMobi

15

June

Case Study: Trainman Grows Revenues by 2x Leveraging InMobi's Monetization Platform

Available in 7 Indian languages namely Hindi, Marathi, Kannada, Tamil, Telugu, Bengali and Gujarati, Trainman is the highest rated train app for Indian Railways. Trainman is the fastest app for PNR status prediction and a one-stop shop for all information and intelligence about Indian Railways. Having reached a million installs, Trainman turned to InMobi to address their biggest challenge - monetization. InMobi worked closely with Trainman to understand the app flow and user experience and chalk out a monetization strategy. Download Case Study

Posted on June 15, 2017
By Team InMobi

22

September

Publishers’ Pulse: Hussam Hammo - CEO at Tamatem

In celebration of 9 years of continued success in the mobile ad space, InMobi launches Publishers’ Pulse, an interview series in which thought publishing leaders share their history, unique perspectives and outlook on the rapidly ever changing mobile tech industry. In this first edition, we sat down with Hussam Hammo, CEO and founder of Tamatem to learn more about the exciting gaming industry in the Arab world and middle east region where Tatatem is king. About TAMATEM Irene: What is Tamatem’s secret sauce? Which is your most successful title so far and why? Hussam: Tamatem is the MENA region’s leading mobile games publishers and developers; we take successful games from across the globe and tailor them for the Arab region by localizing and making them culturally relevant. Our most successful game to date is Shake the Metal that has unlocked more than 5 million downloads and topped charts across the region. The sequel, Shake the Metal Rush, was also a huge success and has achieved more than 3.5 million downloads so far. Both games were successful because they were both created upon the requests of our users, everything from the cars, environments and even the music were all created based on the likes and dislikes of our users. Tamatem has 67 titles in the App Store and 45 in Google Play. Growth Challenges Irene: What is your User Acquisition strategy? How do you drive downloads for your games across different regions? Hussam: We

Posted on September 22, 2016
By Irene Herranz

16

July

The Rise and Rise of Incremental Games

Two years after they serendipitously burst on-screen in August 2013 and created a new gaming genre, we revisit what ‘incremental’ games are, look at some features of today’s incremental games, and see how the genre monetizes. The Matrix was groundbreaking, mind-twisting, and posed the eternal existential question, “What is real?”. The movie needed you to concentrate and think. On the other hand, Dude, Where’s My Car that came out a year later, was a fun, dumbed-down, and gag-filled easy-watch. Image © http://www.blastr.com/ © http://www.blastr.com/Image Despite the vastly different amounts of cerebral input required to watch the two, they had something in common: audiences loved them, and they brought in the big bucks for their makers. The mobile gaming industry also has similar representations. Games like Clash of Clans, Game of War, Stick Hero, and 2048, while perhaps not asking existential questions, do require some strategy and cerebral dexterity. And then there are incremental games.Dude, Where’s My Cookie? Incremental games, like the ultra-successful Cookie Clicker and Bitcoin Billionaire, focus on players repeatedly performing a simple action to earn currency that can then be used to gain more currency. In Cookie Clicker, the user has to generate cookies by clicking on a single giant cookie. Generated cookies can be used to buy upgrades that, in turn, produce more cookies themselves without the user needing to manually click. And the cycle goes on. Bigger and better

Posted on July 16, 2015
By Sonia Abraham

06

July

The Making Of An Evergreen Title - Subway Surfers

Updated July 2, 2019 - Check out this case study to learn more about how we helped Kiloo boost ad revenues by 20%!Why Subway Surfers Continues To Be A Top Title If you love playing games on your smartphones like I do, it is also likely that you periodically check out the top apps/games on the store, in search of your next addiction. The past few years have seen many garage (read indie) games achieve blockbuster status, Flappy Bird or Ketchapp’s 2048 come to mind. However, there are few games that are always at the top in of the app-store charts and are always in a user’s consideration list. Do you have a mobile app? Interested in monetizing it? Reach out today to learn more about how we can help! LEARN MORE Here is an attempt to unpack one such super-title - Subway Surfers and understand the elements which make them tick on a super competitive app store. Subway Surfers is an endless running casual mobile game, downloaded almost a billion times across platforms. The game was co-developed by Denmark based Kiloo and Sybo Games. Launched in May 2012, the game continues to feature in the list of top downloaded games. Recency factor of Subway Surfers Pick any evergreen gaming title and you will find that the latest update to the game is no older than 30-45 days. A Subway Surfers game update for instance involves a totally new game location

Posted on July 06, 2015
By Srikanth V

01

July

InMobi's Yogi Helps Gamers Level Up

Here's an update from us that you won't see every day! Umbrella Games is a collaboration between Belgian developer Sven Magnus' publishing house Mudloop and US based Mikael Tyrsen. Their games are very minimalist with a strong sense of fun and quirkiness. I personally loved their website. For starters their URL is umbrella.wtf! Once you laugh your head off at that one, the colourful screenshots and playful characters from their earlier games really do capture the aesthetic sensibilities of Umbrella Games. Screenshots from Down The Mountain Their latest project ‘Down The Mountain’, is a single-tap game where you have to descend an infinite mountain while avoiding obstacles and enemies. Consistent with their inherent quirkiness, the game has 60 unlockable characters - including an assortment of animals, pop culture icons and fantasy characters. The game also an Indian yogi character but more on that later. Mudloop had partnered with us on their previous hit title Boom Dots. Working closely with our partner managers, Mudloop scaled their revenues quickly and were very impressed with the performance of our ad platform as well as our proactive support. In fact they were so impressed by our support that they named the aforementioned yogi character - ’Jitesh’ after Jitesh Bisht, their InMobi Partner Manager! The resemblance is uncanny, eh? This is indeed a huge honour for Jitesh and InMobi. We always strive to keep our customers happy and help them make the most out of

Posted on July 01, 2015
By Sohan Maheshwar

12

May

Introducing InFocus - Creative Excellence On Mobile

“[An artist is].... one who is building things. Some with a brush. Some with a shovel. Some choose a pen” - Jackson Pollock ... and some choose pixels and a 5” glass screen. Mobile ads aren’t just art. They showcase the wonderful confluence of art and science; the marriage of scientifically-backed persuasion with artistic communication. Great mobile ads don’t just look pretty; they grab consumers’ attention and proceed to both inform and entertain. Introducing InFocus by InMobi, a quarterly showcase for remarkable mobile brand creatives. We want to cast the spotlight on the virtuosos that produce aesthetic, thought-provoking, and engaging brand creatives that consistently delight consumers. Our top creative folk have put their heads together to showcase one outstanding creative, along with several other top units that have run in Europe on the InMobi network. And so, without further ado, the winner of the very-first InFocus by InMobi is... … Zenith Optimedia UK, M&C Saatchi, and NatWest UK Zenith, M&C Saatchi, and NatWest brought their A-game by creating an engaging and colourful multiple-choice quiz, using the InMobi platform. With the lovely Rachel Riley as quiz-host, the rich-media experience educated users about financial trivia in a fun, informative, and memorable way. The other great brand creatives that our jury of creative directors picked were: Initiative Media Warszawa and Orange Polska Initiative Media Warszawa put on a cute-suit for NJU Mobile / Orange Polska with a beautiful labyrinth-based gamified ad. With the

Posted on May 12, 2015
By Ramya Rajan

30

March

InMobi Native Ads On South Korea’s #1 Social Network Platform

Native advertising is all the rage across the world. And in the land of the world’s highest smartphone penetration and the fastest average internet connection speed, native advertising has been adopted as the key monetization solution for South Korea’s number one social network, KakaoStory. KakaoStory is a photo sharing social networking service launched by KakaoTalk, the messenger app installed on 98% of the Korean population’s smartphones. KakaoStory remains the most popular SNS app among South Koreans with 55 million users, with a dominant user base of females in their teens to 40s. The native ad slot on this top ranking app is strategically positioned on the third, fourth or fifth feed and has been adopted by a wide range of advertisers with different goals from app download to brand engagement. We’re excited to announce the beginning of InMobi’s partnership with KakaoStory Performance Advertising. InMobi Native Ads, an innovative native advertising platform supercharged with numerous targeting capabilities, has been integrated with KakaoStory Performance Advertising effective March 1st, 2015. With this partnership, advertisers can now benefit from the powerful targeting technology only offered by InMobi when they choose to run campaigns on KakaoStory. From Audience Personas to Appographic targeting, InMobi enables brands and app developers to reach their target audience at maximum efficiency. And for the 55 million users of KakaoStory, this means being able to see ads that are more relevant to their interests and needs. While InMobi Native Ads

Posted on March 30, 2015
By Joyce Cho

24

February

Sport The Right Messaging This March Madness

Reach the right user, with Bluekai segments on InMobi Exchange. Spring is almost here, though it might not feel like it yet. With spring, comes much awaited March Madness - with office pools and brackets keeping interest sky-high. As our college teams put on their sporting gear, InMobi Exchange (IX) and BlueKai sport the right audience segments for brand advertisers. InMobi Exchange offers well defined, curated, and customized audience segments, powered by BlueKai. These audience segments are adapted for all key calendar events, including March Madness. Our audience segments on IX offer a targeted path to reach consumers with intent and brand affinity; efficiently and at scale. This March Madness, target specific audiences along with gamified ads that treat fans to their own mobile challenge. Since we’ve enabled BlueKai audience segments on InMobi Exchange, we’ve witnessed strong interest from buyers. More than 50% of BlueKai audience segments have generated programmatic deals. With the coming of Spring and various events, BlueKai segments will continue to garner interest and show strong performance. In addition, InMobi can further customize BlueKai audience segments for specific campaign objectives. Interested in truly scoring with your advertising this season? Reach us at programmatic@inmobi.com

Posted on February 24, 2015
By Niveditha Viswanathan

07

January

Level-Up : Conversations with Friends & Developers

At InMobi we love games. Interestingly, we are also a collection of people who love talking and conversations. Put the two together and you'll know what our new blog series "Level Up : Conversations with Friends and Developers" is all about. Do chime in; did I mention we love participation as well? ☺ This week we have a chat with Jonas Raagaard, a veteran of the game industry who just released his free-to-play game SOAK. He sits down with us to have a heart-to-heart conversation about SOAK, the indie scene and his favourite mobile games. Sohan: Congrats on the launch of your new game - SOAK. Tell us about it. Jonas: Thanks! SOAK represents a new fresh take on the endless runner genre. A game with highly skill-focused gameplay. And about the best damn game about water fights the world has yet seen ☺ You play as Mike, woho’s on a splashing revenge against the nasty kids at school who soaked his little sister, Mel. In many ways the game follows the genre conventions found in runners. But it also diverts from the formula. The player has a higher degree of free movement using tilt or touch controls. And will be able to take aimed shots with water balloons and blast enemies with water guns. We’ve also implemented a range of boss fights. Bosses will have to be defeated in order to advance to the next map. The score multiplier increases

Posted on January 07, 2015
By Sohan Maheshwar

11

December

Level-Up : Conversations with Friends & Developers

At InMobi we love games. Interestingly, we are also a collection of people who love talking and conversations. Put the two together and you'll know what our new blog series "Level Up : Conversations with Friends and Developers" is all about. We intend to create a cozy nook on our little blog where we catch-up and talk shop with our developer and non-developer friends. Do chime in; did I mention we love participation as well? ☺ This week, we sit down and share a cup of coffee with Owen Soh at OneSky, a startup that helps gamers and app developers with translations. Between friendly banter and competing on how many languages we each spoke, we discussed success mantras for acing global markets, localizing content and ensuring zero loss in translation. Kaavya: Tell us a little about your company and what you do Owen: OneSky is a translation startup that help apps and games localize with high quality translations. Our typical client would be a US/EUR based app or game expanding into Europe, Asia and Latin America. I'm heading the operations and marketing here in US. Kaavya: Is there a country/an audience segment of gamers within a country that has been ignored so far by developers or at least less targeted? Why? Owen: There are 1.3 billion very legitimate reasons to go to China but it's also one of the toughest markets to crack especially for an indie developer. I would give

Posted on December 11, 2014
By Kaavya Kasturirangan

28

November

Apps turn (RED) to fight AIDS

World AIDS Day is held on 1st December each year and is an opportunity for people worldwide to unite in the fight against HIV. This year Apple is doing their bit by contributing all proceeds from a special section on the app store, towards the Global Fund to fight AIDS. Called Apps for (RED), this section of the app store features exclusive content created for (RED) by developers of popular apps across the world. Some of the examples of Apps for (RED) include: 1. FIFA 15 Ultimate Team players can compete in a (RED) Tournament and Team of the Week event. 2. Angry Birds has a (RED)-themed level and a powe(RED)-up Mighty Feathers bonus for Red Bird. 3. Kim Kardashian: Hollywood’s aspiring celebrity players can treat themselves to special items including (BEATS) RED Solo2 headphones 4. Clash of Clans warriors can battle with RED gems and display a (RED) badge of honor on the village’s town hall. 5. Cut the Rope 2 features items including a new red hat, red touch print, red balloons and a red ginger cookie that were released for this campaign. Some games such as UsTwo’s breathtaking Monument Valley have gone a step further and have released an entire chapter of their game. Called Ida’s (RED) Dream, this features the protagonist Ida decked out in red as you guide her through the twists and turns of the final chapter. Apple are also donating a portion of

Posted on November 28, 2014
By Sohan Maheshwar

20

November

Keeping Up With The Kardashians: In The Mobile Ad World!

The Kardashians are certainly keeping it up in the mobile gaming world. Earning $700K a day, Kim Kardashian: Hollywood (KKH) runs on the classic social mechanic of role-playing. With virtual Kim guiding you at every step, you enter the game with an E-list status and a mandate to climb up the ladder of stardom and attain nirvana when you become an A-list celebrity. A minion like me (an E-lister) can only dream about being an A-list celebrity, but a few did have the courage (and money) to do so!There have been other successful role playing games like Campus Life from Pocket Gems and Glam Fever from Stardoll AB etc, but KKH’s meteoric rise to popularity and expeditious monetization is what has intrigued me deeply and made me ponder over its monetization strategy.Here are the top four monetization tips that KKH has to offer to all the developers:Tip 1: Thou Shalt Make In-App Purchases InnateIn the KKH world, you need a good mix of soft and hard currency to progress in the game. There are two forms of currency that work: K stars and virtual cash. With soft currency, K stars, a gamer can buy dresses, make-up, accessories, bus rides, and so on. This currency can be accumulated by completing tasks, but in the course of the game it becomes more and more difficult to do so. This is where the in-app purchase (IAP) comes in handy. The

Posted on November 20, 2014
By Mona Sharma

26

October

#GamesPeoplePlay Season Finale

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so! "For when the One Great Scorer comes To mark against your name, He writes – not that you won or lost – But how you played the Game." - Grantland Rice “...But how you played the Game.” That elegant line from legendary American sportswriter Grantland Rice typifies #GamesPeoplePlay. While we had our share of fun pitting games against each other to choose winners and losers, the point was that we had a good time playing ALL of them - from the colourful Dots to the two-tone Stay In The Line, from the destructive BREAKFINITY to the hip Skyline Skaters. We slowly but surely whittled down the list from eight games to just two which brings us to… THE FINALE! Smash Hit and Aerox have weathered the storm, dodged the punches and maybe even used a cheatcode to reach the home stretch. How will they fare in the finals? We asked Atul Satija, VP of Revenue and Operations - InMobi, for his opinion. Head to Head 1. Which game in your opinion deserves to be crowned the winner of season 1 of #GamesPeoplePlay ? Atul: I’ve played all the games that

Posted on October 26, 2014
By Sohan Maheshwar

30

September

The Global App-ortunity: In-App Mobile Ads Outperform Mobile Web Ads 4 to 1

The numbers are in! InMobi’s State of App Monetization Series provides network insights for app developers and publishers. Through analysis of billions of impressions served each month, these reports showcase the latest trends within the mobile app ecosystem on our network.Mobile App vs. Mobile WebIn-app ad impressions now comprise nearly three-quarters of all ad impressions on our network. And according to our Q2 data, in-app ad impressions yielded CTRs 4x that of mobile web ad impressions and earned eCPMs more than 3.5x those of mobile web ads. iOS Rules the Roost Although Android apps accrued more ad impressions globally, iOS apps monetized just as well as Android apps. And despite averaging CTRs about 14% higher than Android CTRs, iOS apps earned eCPMs more than 40% higher than their Android counterparts. Bigger Is Better – Tablets Take Over Smartphones In general, ads in tablet apps outperformed ads in smartphone apps. In-app tablet ads yielded CTRs about 50% greater than in-app smartphone ads, and in-app tablet ads earned nearly 30% higher eCPMs. Increased screensize and difference in context can affect performance. For example, larger screensizes make enaging ad experiences possible. Also, many consumers are more likely to use their tablets for leisure activities and may be more open to interacting with ads. In fact, when it came to ad sizes, we noticed that Bigger Is Better. Full-screen ad sizes yielded higher CTRs than banner ads, and tablet ad sizes outperformed smartphone ad sizes. Similarly, larger

Posted on September 30, 2014
By Emily Basileo

26

September

#GamesPeoplePlay - S01E06

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so!Episode 6: Paperama vs Smash Hit Are video games art? Can the simple video game, meant primarily to entertain, be considered a legitimate art form? The simple answer of course is yes. The Pac Mona Lisa. (Source) Art is a form of expression, communication of emotion. Art is meant to evoke and provoke. It is an expression or application of human creative skill and imagination. Video games are all of this and more. For further proof, join us as we take you through the grand halls of the Gaming Museum. The first exhibit you will see, way back from the early 60’s is Spacewar! Go past the Nolan Bushnell statue and you will find a playable replica of Computer Space, the world's first commercially sold coin-operated video game — and indeed, the first commercially sold video game of any kind. Oh but we’re only getting started. Take a right at the Ralph Baer painting and you will see Pong, Space Invaders and Tetris. Take a measured sip of the chardonnay in your hand while you gaze at these masterpieces. At the very end of the museum you

Posted on September 26, 2014
By Sohan Maheshwar

12

September

GamesPeoplePlay-S01E05

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so!Episode 5: Agent Dash vs Aerox #GamesPeoplePlay is all about, well, games. So, what better than a good, old-fashioned boxing match to determine who goes to the final and who doesn’t? Cue music! Ladies and gentlemen, welcome to the first semi-final of #GamesPeoplePlay! In the red corner, hailing from from Full Fat Games, we have Agent Dash. And his opponent in the blue corner, from Synoptical Studios, it’s Aerox. Agent Dash is a gorgeous endless-runner game where you control the main character by swiping. In the mesmerising world of Aerox, you control a 3D rolling ball by tilting your phone. Presiding over this week’s match are two eminent referees: Amit ‘D’ Deshpande, Head of UI and UX at InMobi and Amit ‘X’ Gupta, Global Head of Marketing, InMobi. Amit D (left) and Amit X begin trying out both games while inanimate Super Mario characters observe them. The fight’s about to begin. Folks, hold on to your ring-side seats, and please refrain from behaving like an excited feline pugilist. Head To Head Let’s get ready to rumble! Q1: Which game kept you playing

Posted on September 12, 2014
By Sonia Abraham

28

August

#GamesPeoplePlay-S01E04

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so!Episode 4: Aerox vs Stay In The Line Can you hear that? ... No? Listen closely. It’s the sound of the weekend approaching! *cue celebration* The weekend looms large and so does the final episode of the first round of #GamesPeoplePlay. We have been working hard and playing hard over the past three weeks. Some Repetitive Stress Injury aside, it’s been a fun ride and a celebratory drink is in order. Before we uncork the champagne, a look at how episode 4: Aerox vs Stay In The Line turned out. We had Erica and Samantha, dashing designers at InMobi, play the two games and here’s what they said: Erica (L) plays Stay In The Line as WALL·E looks on in the background. Samantha (R) is pleased with her efforts in Aerox. Head to Head 1. Which game’s design do you prefer? Sam: I like Stay In The Line’s minimalist approach. There are just three colours on the screen and it works really well for this game. Erica: It’s the attention to detail that tips the scale in Aerox’s favour. The reflection of

Posted on August 28, 2014
By Sohan Maheshwar

22

August

#GamesPeoplePlay - S01E03

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so! Episode 3: Paperama vs Dots Quick! Get your Delorean to 88 mph, ‘cause we’re going back in time. Back to when connecting dots and origami (read paper planes) helped us all get through those high school history classes. © Universal Studios In Episode III, there is no revenge, nor are there any Sith; just some old school fun. So, get your hoverboards ready, as we’re pitting FDG Entertainment’s Paperama against Betaworks’ Dots. Dots is a matching game where coloured dots are connected. In Paperama, you digitally fold paper, origami style. But first, let me take a #selfie introduce our volunteers. In one corner, we have Cathy Li and in the other, Harry Yu. Wait, did someone say selfie? Here you go: Gamer #1: Cathy Gamer #2: Harry (extreme right)Both volunteers exhibited great perseverance and tenacity in playing the games. Cathy sacrificed many a tea time tête-à-tête with her girls, trying to line up as many squares as she could in an effort to better her personal high score in Dots; while Harry, in his dogged pursuit of the perfect whale (Paperama-Yama, level #15), began to

Posted on August 22, 2014
By Sonia Abraham

01

August

#GamesPeoplePlay - S01E01

GamesPeoplePlay is a mobile game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so!Episode 1: Agent Dash vs Skyline Skaters This first episode of #GamesPeoplePlay features the suave Agent Dash taking on the funky Skyline Skaters. Who will cross the line first in this endless run? Read on to find out! But first a look at our players. In the left corner- Ramprakash, Product Manager, ex-game designer and comic book geek. Also, happens to be terrible at endless-runner games. In the opposing corner we have Aksha, Product Marketing Manager and mobile-gamer extraordinaire. She has bragging rights to the highest Flappy Bird score within InMobi. The gamers played both games on a work day (while maintaining productivity of course!) and then rated them. Some of our team meetings looked something like this: (© 20th Century Fox) Aksha and Ram proved to be real troopers, sometimes even forsaking their lunch and coffee breaks to take up this challenge. Ram looks to Mario for inspiration while Aksha’s lunch is unattended to Head to Head They answered the following questions about the two games: 1. Which game was the better stress buster? Aksha: " Both games did a stand-up job of keeping the stress at

Posted on August 01, 2014
By Sohan Maheshwar

09

January

App Spotlight - Glow Hockey 2

From the publishing house of Natenai Ariyatrakool, Glow Hockey 2 is the sequel to the original smash-hit game. The objective of the game is simple: score goals in a game of air hockey against your opponent. You can choose to play against the system in four modes: easy, medium, hard and insane or chose to play two player over Bluetooth or Wi-Fi. You also have a choice in the type of air hockey boards that you get to play on. While the objective of the game is simple, it is the presentation that really makes this game a winner. The paddles, pucks and board all have a chrome glow on them that will remind you of the movie Tron. The gameplay is exciting and a whole lot of fun! The great thing about the gameplay is that just when you think you are getting the better of your opponent, you invariably tend to let a few goals slip in. Glow Hockey is a perfect ‘snack’ that you can play for short bursts while you’re traveling or if you want a short break from work. Natenai’s apps were witnessing healthy eCPMs in developed markets, while not performing as well in other markets. The challenge was to further optimize in areas where his apps were doing well, and to replicate the success in specific non-performing markets. With InMobi’s help, they optimized their eCPMs by using better placements with high impact

Posted on January 09, 2014
By Sohan Maheshwar

13

November

App Spotlight: Crispify

App Spotlight is a new section on the InMobi blog where we feature mobile apps made by indie developers or small publishing houses. Write in to developer@inmobi.com to get your app featured! This is our second post. Read our first one here We have had a few interesting submissions to App Spotlight but this one really caught our eye. This is a story of Crispify, an app developed by Indian developer Balaraman Lakshmanan. Crispify is an Android app that allows you to trim your mobile phone videos, apply filters and enhance the tempo all while compressing the file size of the video file. You can also share this video on Twitter and Facebook thus making it a neat go-to app for your video sharing needs. This newly launched app is getting great reviews but it wasn’t all smooth sailing for Balaraman. His journey started at a multi-national company where he worked with the development and optimisation of various video and audio codecs. In his free time he used to make short-films and it was then, that he realized the importance of video editing. He started work on an algorithm that automated the video editing process by cutting off unwanted portions of the video. During development of the first prototype, Balaraman noticed that the file size was reduced without any loss in quality. He fine-tuned this and went on to call the prototype ‘Crispify’. The name stuck. He

Posted on November 13, 2013
By Sohan Maheshwar