Addressability and identity are some of the hottest topics in the world of digital advertising today. But what do we mean when we talk about addressability, and how should the broader digital advertising ecosystem be thinking about and approaching identity? Check out this infographic to learn more. What is Addressability? “Addressability is what connects advertisers and publishers to consumers across digital channels and devices.” – LiveRamp Addressability is “the…
For both established marketing options like in-app advertising and for more nascent platforms like native in-game advertising, ensuring ads are viewable is crucial. To discuss the latest trends on all things viewability, I recently chatted with Janelle De Rivera, Director of Product Management for Moat Analytics at Oracle Advertising. Check it out! Top Quotes From Janelle Viewability Defined: “Viewability is a measure of whether or not an ad had a chance to be seen by a user. It gives marketers…
When it comes to customer loyalty, CPG brands are feeling the heat. Inflation, loyalty, supply chain issues and private label growth are all impacting national CPG brands success. These are all key issues in the vertical, but we wanted to go deeper on loyalty and private label motivations specifically. As eMarketer has reported, over 80% of consumers bought a different brand than their usual choice between July and September 2021. Issues relating to the supply chain and inflation were impacting…
Since the onset of the pandemic, the way consumers shop and discover new products has changed. Independent retailers have begun embracing new technologies such as e-commerce to meet their needs. And, as CPGs continue to allocate money toward digital advertising, looking for new ways to connect with shoppers, retail media provides a prime audience in a buying mode. As retail media continue to evolve, InMobi Commerce’s goal is to provide retailers and advertisers with the information…
InMobi presents our latest curated marketplace – Diversity, Equity and Inclusion (DEI) which focuses on verified minority-owned publishers and high quality, contextually relevant supply. Diversity is not new for advertisers. Major advertisers have mandated more diverse representation in their campaigns and creatives. The likes of Dove, Nike and L’Oreal have taken steps to include minority/historically underrepresented groups like BIPOC, LatinX and LGBTQ+ individuals in their worldwide…
Telcos need to find ways to re-coup capital investments made in deploying 5G networks. And ad tech is by far the most convenient monetization opportunity for telcos and operators. The Whole New Way of Looking at Ad Tech: How InMobi Defines It for Telcos Operators have always looked at the underlined connectivity and monetized it on a cost-per-byte basis. Every byte of information that lives through this channel, which telcos have to build out, gets monetized by someone –…
In light of all of the changes happening around addressability, identity and privacy in digital advertising overall and mobile advertising specifically, especially on iOS, what does the present and future look like? For a deeper dive on the topic, I recently chatted with Davide Rosamilia, Product Director at ID5. Check it out! Top Quotes From Davide How App Publishers Are Thinking About Addressability and Identity Today: “This is a fairly new issue. From the recent changes with…
06
April
As you may remember InMobi acquired Appsumer, the performance insights platform for mobile app advertisers, in October 2021. Appsumer has been working closely with mobile performance advertisers to build the optimum measurement infrastructure for the new privacy era we are currently experiencing in mobile advertising. As part of that work they have just published this new eBook, “Apple’s privacy changes one year on: The good, the bad and the solutions.” You can download that…
InMobi Commerce’s goal is to provide retailers and advertisers with all the tools they need to thrive in today’s retail media ecosystem. That includes talking with industry experts about emerging trends in retail media, tips on how brands and retailers can work together more successfully, and more. In this edition of “Take Five,” Sarah Hughes, Head of Marketing at InMobi Commerce, sat down with Lauren Blass, SVP of Client Engagement at VMLY&R Commerce,…
If you are not reaching consumers where they are and making it easy for them to buy at their convenience, then you’re missing out. Here’s why. Understanding Media Consumption Habits in 2022 Let’s take an overall look at American’s favorite media sources. According to eMarketer, the typical adult will spend just over three hours a day watching linear television. That may seem like a lot, but it pales in comparison to mobile. This year, the typical American…
29
March
Since the onset of the pandemic, the way consumers shop and discover new products has changed. Independent retailers have begun embracing new technologies such as e-commerce to meet their needs. And, as CPGs continue to allocate money toward digital advertising, looking for new ways to connect with shoppers, retail media provides a prime audience in a buying mode. However, retail media has often been misunderstood as a “tax” for brands to win a top position on a retailer’s…
25
March
They way consumers shop has changed. Since the onset of COVID, shoppers have increasingly turned online to discover new products and make purchases. The rise of e-commerce led the way for explosive growth in retail media ad spending. Since 2019, ad spending has grown from $12.50 billion to over $41 billion in predicted spending for 2022. Sophisticated retailers are reframing their e-commerce operations into major media platforms, but as more retailers launch their own media…
24
March
The Drum and InMobi recently sat down with key experts to get industry viewpoints to help retailers prepare for and capitalize on the retail media revolution. Here is our interview with Boots UK and ROI's Ollie Shayer. Get the Report What role has retail media played in Boots’s response to the pandemic? Retail media has always been a big part of Boots’s heritage. We have a great retail media team working in close collaboration with our supplier partners. The latest…
17
March
The Drum and InMobi recently sat down with key experts to get industry viewpoints to help retailers prepare for and capitalize on the retail media revolution. Here is our interview with Asda's Alex Crowe. Get the Report What do you think retail media can deliver for advertisers that other channels cannot? Retail media offers FMCG brands the opportunity to talk to customers at the point of purchase. Most FMCG items are low involvement decisions, meaning purchase decisions…
In light of all of the changes happening around addressability, identity and privacy in mobile advertising, especially on iOS, what does the present and future of retargeting look like? For a deeper dive on the topic, I recently chatted with Maria Lannon, VP of Account Management at Remerge. Check it out! Top Quotes From Maria Retargeting Explained: “Retargeting, which is what we do here at Remerge, is reengaging users through in-app advertising. Many app advertisers are utilizing user acquisition…
10
March
The Drum and InMobi recently sat down with key experts to get industry viewpoints to help retailers prepare for and capitalize on the retail media revolution. Here is our interview with Tesco’s Nick Ashley. Get the Report How has retail media played a part in Tesco’s response to the pandemic? At the start of the pandemic, we significantly reduced activity so that we could prioritize communications to our customers around providing food for all and safety for everyone.…
Rewarded video is a highly effective ad format that more publishers should take advantage of. Why? Well, the answer comes down to science and basic human nature. This ad format also takes advantage of the documented success of video ads in general — but more on that later. Rewarded video operates on value systems established between a user and a game. You want to go to the next level? Acquire more in-game currency? Get a new accessory? Rewarded video ads are the ticket for users to get…
What happened? On February 16, 2022, Google announced plans to extend Privacy Sandbox to Android and sunset the Google Advertising ID (GAID) as a cross-app user identifier within the next two years. Google’s Privacy Sandbox initiative overall is not new; it was originally launched with a focus on protecting user privacy in the Chrome/web environment. The recent announcement expanded the scope of Privacy Sandbox to include the Android in-app environment. …
As mobile in-app advertising (and digital advertising overall) becomes more privacy focused, some of the data that marketers previously relied upon is either increasingly unavailable or is not as reliable as it once was. But even amidst this wider shift, there are still many different sources of knowledge available to mobile marketers. Here are the five biggest sources of data still available for in-app advertising: 1) Device-Level Data for Opted-In Users Data that ties a…
InMobi Commerce’s goal is to provide retailers and advertisers with all the tools they need to thrive in today’s retail media ecosystem. That includes talking with industry experts about emerging trends in retail media, tips on how brands and retailers can work together more successfully, and more. In this edition of “Take Five,” Sarah Hughes, Head of Marketing at InMobi Commerce, sat down with Elizabeth Marsten, Senior Director, Strategic Marketplace Services…
22
February
In 2021, retail media took the marketing and advertising world by storm – eMarketer’s latest forecast predicts advertising spend will reach over $50 Billion by 2023 – and will continue to be a source of innovation and growth for years to come. As we look to the future, we asked our team of retail media experts what their top predictions were for retail media in 2022 1) Video is the Next Evolution of Retail Media - Inder Singh At this point in retail media’s evolution,…
For many consumer-packaged goods (CPG) brands and related retailers, spring is one of the biggest times of the year. Between spring cleaning, Easter, Mother’s Day, Tax Day and just the general warmer weather, consumers flock to purchase everything from confections and flowers to cleaning supplies, medications and much more. As consumers look to get started on their spring and early summer shopping, what should CPG brands and retailers expect? Here are the three biggest trends to…
Now that the 2021 holiday shopping season is over, how did consumers in the U.S. actually shop? To find out, we surveyed close to 1,600 adults in the U.S. using InMobi Pulse, InMobi’s mobile market research solution, during the second week of January this year. Here’s what we uncovered. Top 5 Findings: Just 28% of those between the ages of 18 and 24 said they shopped in store this holiday season. Close to half of consumers…
The goal of InMobi Commerce is to provide retailers and brands with all the tools they need to thrive in today’s retail media ecosystem. That includes talking with industry experts about emerging trends in retail media, tips on how brands and retailers can more successfully work together and more. In this edition of “Take Five”, Matthew Kaplan, Content Marketing Manager at InMobi, sat down with Ranjana Choudhry,…
Apple’s enforcement of App Tracking Transparency (ATT), starting with the release of iOS 14.5 in April 2021, has caused shockwaves throughout the mobile advertising industry. For advertisers who have long relied on device-level identifiers to run campaigns, ATT upends business as usual. So what are advertisers and agencies doing now in light of these changes? Let’s take a look at the five most common options. 1) Shifting Budgets To Android …
Apple’s launch of its App Tracking Transparency (ATT) framework has sent shockwaves throughout the mobile advertising industry. By making IDFAs (Apple’s device-level Identifier for Advertisers) available to advertisers and ad tech only on an opt-in basis, in-app advertising is not as targeted as it once was. In addition, Google made two major decisions around identity and privacy last year. For one, Google began enabling Android users to opt out of device-level…
The ongoing pandemic has accelerated retail e-commerce sales and with that, retail media. Since 2019, e-commerce sales have experienced double-digit growth. According to eMarketer’s latest projections, e-commerce sales will surpass $1 trillion in 2022 and make up over 20% of total retail sales by 2024. Alongside e-commerce, retail media advertising is expected to reach $41.37 billion in 2022, and account for nearly one in five digital ad dollars. …
InMobi Commerce’s goal is to provide retailers and advertisers with all the tools they need to thrive in today’s retail media ecosystem. That includes talking with industry experts about emerging trends in retail media, tips on how brands and retailers can work together more successfully, and more. In this edition of “Take Five,” Sarah Hughes, Head of Marketing at InMobi Commerce, sat down with Melissa Burdick, the…
To say that 2021 has been a whirlwind year for retailers (and CPG brands) would be an understatement. Despite the widespread rollout of vaccines in the U.S., the Delta and Omicron variants continued to impact consumer behaviors. Now that 2021 is finally behind us, what does the future hold in store for brands and retailers? Specifically, here are the major trends from the past year that will continue to impact brand and retailers for the foreseeable future. Trend #1 From 2021: The Demise…
With Christmas, Kwanzaa and New Year’s fast approaching and with Hanukkah already over, how are Americans currently thinking about and approaching their holiday shopping at this point in the year? To find out, we turned to InMobi Pulse, InMobi’s mobile market research solution. Between November 30 and December 13, we surveyed over 750 adults in the U.S. of different genders and ages to see how the holiday shopping season was going for them. Specifically,…
Brands have long used advertising to get the word out among consumers. And with consumers flocking to mobile, advertisers have followed suit. Today, brands have many different options for reaching consumers, including through social media, influencers, television advertising, and so many more channels. With so many options to choose from, should mobile advertising be part of the mix? To help brands answer this question, we commissioned a survey using InMobi Pulse, InMobi’s mobile…
What can app publishers and developers do to stop bad ads from appearing in their apps? For guidance on how to keep fraudulent ads and bad actors at bay, be sure to download your copy of our new guide that we created with our partners at GeoEdge, How To Fight Bad Ads. GET IT NOW Here’s what you can expect to find in this eBook: Defining Bad Ads Why Are Bad Ads Problematic? How Prevalent Are Bad Ads? How…
Retail e-commerce sales have been on a steady rise, and the pandemic accelerated this trend with double-digit sales growth from 2019 to 2020. Now, as savvy retailers are looking to capitalize on the $100 billion dollar opportunity that is retail media, they will be looking towards the next challenge on the horizon: keeping shoppers engaged. Consumer shopping preferences continue to evolve, and so do the…
It has been nearly six months since Apple started enforcing App Tracking Transparency (ATT) changes with their iOS 14.5 update. Since the release, we have seen buyers, publishers and ad tech ecosystem partners pivot and adapt to these changes in various ways. In this blog, we would like to show some stats and observations from InMobi’s point of view, including how InMobi fared and…
The analysts at eMarketer recently released a new report on the growing retail media space, which you can access here. Here’s a sneak preview of what eMarketer covered. 1) How Big is Retail Media in the United States? Over the past year advertisers have increased their spending on retail media by nearly 50% year over year. eMarketer predicts that in 2021 e-commerce channel advertising spending, also known as retail…
Most marketers are no strangers to the power of video, so why is this format often left out of their retail media playbook? As the retail media market continues to grow, so will the importance of creating richer, more immersive advertising experiences that will capture consumer attention and inspire purchases. Video is perfectly poised to fill the gap in the current retail media landscape. Interested in learning more about how InMobi Commerce is revolutionizing retail media? Reach out today…
For a deep dive into the current state of the mobile in-app advertising market in the U.S. and around the world, grab your copy of our 2021 Mobile Programmatic Advertising Report. CHECK IT OUT A significant market share of all digital marketing budgets are now going to mobile and being spent programmatically. So in the world of programmatic, it makes sense to focus on mobile and in-app. And as the consumer…
Historically, the period from Thanksgiving to Cyber Monday, also sometimes known as Cyber Five, was the busiest part of the U.S. holiday shopping season. Will that be the case again this year? For one, shopping on Thanksgiving Day and on Black Friday will look very different this year. Major retailers like Best Buy, Target and Walmart have already announced that their stores will be closed on Thanksgiving Day. And between retail staffing shortages and…
As we head into the busiest time of the year for retailers in the U.S., what are the biggest retail mobile app trends? With brands and retailers increasingly pushing consumers to download and use their own mobile apps to make purchases this holiday season, who specifically should they be targeting in their app marketing strategies? To find out, we looked at the data. Using our first-party data sources, we looked at who the current app users are…
These days, there seems to be no shortage of metaverse apps, both in the United States and across the world. And this list is growing seemingly by the day, as metaverse studios proliferate – and because it seems that marketing copy that includes the word “metaverse” is the easiest way to garner people’s attention. It seems everyone is all about life in the metaverse. With many new metaverse…
Even though many marketers are still working to master their approach to e-commerce, another shopping channel is quickly emerging. Live commerce burst into the scene in 2016 with Alibaba’s TaoTao Live, and McKinsey estimates live commerce in China will drive $423 billion in sales by 2022. Live commerce, also called livestream shopping or livestream e-commerce, is gaining attention from major retailers, brands and social platforms as they continually explore new channels for engaging…
What do consumers across the U.S. have to say about privacy, mobile advertising and data collection? Issues around how personal data is used and by whom have been making headlines for years now, but how are Americans actually thinking about the issue? That’s what we wanted to find out. In September, we polled over 1,800 adults across the U.S. through InMobi Pulse, InMobi’s mobile market research solution, asking them how they feel…
We can learn a lot about what the future of retail media holds by looking at the evolution of programmatic media. As the programmatic advertising industry became increasingly complex, ad mediation emerged as a hugely beneficial option for publishers. Mediation provided publishers with the ability to connect multiple ad networks and allowed them to maximize fill rates and increase revenue. In retail media, there is going to be…
Want to learn how to harness the growing power of retail media in less than 30 minutes? In a recent Retail Dive webinar, Inder Singh, SVP of Commerce at InMobi; Surabhi Pokhriyal, Global Head of Digital Commerce at Colgate Palmolive and Melissa Burdick, President & Co-Founder of Pacvue, discussed how the retail media ecosystem is evolving and what retailers need to do to see real ROI from their media networks. In order to take…
Our Customer Advisory Board (CAB) publishers focus group gathered five of our most strategic publisher customers across North America and the EMEA region to talk about how publishers can make the most of their first-party data. The goal was to get direct input on our data and identity vision, which is designed to help publishers scale, standardize and verify their proprietary data. Here is a brief overview of our key takeaways: Data collection…
Many mobile game developers and publishers monetize their creations by allowing in-app advertising within the game, but should brands and agencies advertise on mobile games? The answer here is a resounding yes. As we have seen, the ad experience offered by mobile gaming apps is unparalleled, making it an ideal opportunity for advertisers of all stripes. To see what we mean, here are seven of the top reasons why brands and agencies should…
In late April 2021, with the release of iOS 14.5, Apple officially began enforcing its App Tracking Transparency (ATT) framework. With ATT, all mobile apps that collect and share device-level information are required to display a set prompt that asks end users if their IDFA (Apple’s identifier for advertisers) can be collected and shared. This is a big change, as previously the IDFA underpinned much of the individualized and highly targeted mobile in-app advertising ecosystem for…
By the end of April 2021, Apple officially released iOS 14.5 and thus began enforcing its AppTrackingTransparency (ATT) framework. While this was big news in the programmatic ad tech space, how have these changes been resonating with Apple mobile device owners? To find out, we turned to InMobi Pulse, InMobi’s mobile research solution. In June, we polled close to 750 adults across the U.S. who owned an iPhone or iPad to ask them about whether…
With students expected to finally be back in classrooms this upcoming school year after over a year of distance learning, what will the main back-to-school shopping trends be in 2021? That’s what we wanted to find out. In June, we surveyed close to 400 adults across the U.S. using InMobi Pulse, InMobi’s mobile market research solution, asking them about the upcoming school shopping season. Here’s what we…
In the United States, many consumers are ready to again leave their homes and get back into their old routines. But does this gradual reopening also include retail? To find out whether consumers are ready to shop in person again, we reached out to a representative body of over 1,800 Americans in total across the country in May using InMobi Pulse, InMobi’s mobile market research solution. Here’s what we uncovered. Top Takeaways …
Last week, some 100 brands and agencies joined our webinar to discuss how agencies and brands across Europe and the Middle East are responding to Apple’s ATT and deprecation of IDFA, its individual device identifier for advertisers. Led by our Head of Product Marketing, Exchange, Utkarsh Sinha, and Head of Client Services, EMEA, Romita Choudhury, we presented some of the latest research on the latest iOS and Apple’s AppTrackingTransparency…
Apple’s AppTrackingTransparency (ATT) came into effect on April 26 with the release of iOS 14.5. This OS version now makes it mandatory for mobile apps to seek permission to track the iOS 14.5 users beyond the app in use via IDFA, Apple’s device-level identifier. Before the release, the in-app ecosystem had anticipated a huge drop in the opt-in rates, which would impact the $224 billion mobile advertising industry worldwide. …
For an in-depth look at the in-app advertising experience, especially in ever-popular mobile gaming space, and how it may change as a result of Apple's AppTrackingTransparency (ATT) framework, we recently sat down with Amnon Siev, the CEO and Co-Founder of GeoEdge, the premier provider of ad verification and transparency solutions for the online and mobile advertising ecosystem. What do consumers expect from the ads they see in app? The answer to this question differs from one…
Previously, mobile measurement partners (MMPs) used deterministic attribution that allowed for 100% exact matching of an app install to an advertising campaign at the user level, in the presence of a device identifier, an IDFA (Apple’s identifier for Advertisers). In the absence of an IDFA, MMPs rely on probabilistic attribution to assign campaigns to users or behavior-based attributes, which is not 100% accurate. …
Now that iOS 14.5 is live, many iOS users are opting out of IDFA (Apple’s Identifier for Advertisers). This makes advertisers depend on SKAdNetwork (SKAN), Apple’s own solution for tracking app installs in a privacy-compliant manner. Since the announcement about these changes first came out last year, there has been quite a lot of talk around alternative solutions to SKAdNetwork, with some mobile…
Now that iOS 14.5 is live, Apple is officially enforcing its AppTrackingTransparency (ATT) framework. As a result of these changes, apps will be required to get users’ permission to collect and share their data. This all means that IDFAs, the device-level identifiers currently used for attribution and other advertising purposes, will be largely unavailable. Exact opt-in numbers vary, but some estimates point to 20% or fewer users opting in. While these changes will impact just…
Apple’s AppTrackingTransparency (ATT) framework makes it more difficult to target audiences at the user level on iOS devices, which is leading to alternatives, such as centering campaigns solely around programmatic advertising KPIs (key performance indicators), becoming more common in in-app programmatic campaigns. How do you bring campaign goals and KPIs to the forefront, and why is this beneficial for anyone running in-app programmatic…
On May 4, InMobi hosted an eMarketer webinar titled " It’s Here—What to Do About Apple’s ATT and IDFA Deprecation.” The webinar covered all of the changes coming with Apple’s iOS 14.5, their latest mobile operating system version, and their new AppTrackingTransparency (ATT) framework. Featured speakers included Robyn Meyers, VP of West Coast Brand Partnerships at InMobi, Sergio Serra, Group Product…
InMobi partners with iQIYI International, the leading on-demand video streaming app from Asia, to monetize its ad revenues and further its global footprint. Through InMobi Exchange, the leading mobile exchange, advertisers can reach out to audiences from a wide range of over 30,000 global apps with 90% SDK direct inventory. With the brand safety and fraud mitigation measures…
As connected TV (CTV) viewership rises, so does programmatic CTV media buying. And as is the case with any other form of digital advertising, as more advertisers seek to reach viewers of more and more top OTT and CTV channels programmatically, supply chains grow more complex – and this in turn means that supply path optimization (SPO) becomes even more pertinent. For a more detailed look at what SPO stands for…
In the latest edition of Mobile Insights with InMobi, we sat down with Utkarsh Sinha, who leads demand-side product marketing for InMobi Exchange, to talk about contextual targeting. With user-level advertising becoming less feasible and less compelling for some advertisers, contextual targeting is on the rise, especially in in-app advertising. In this 18-minute conversation, Utkarsh discusses what contextual targeting is, why it’s valuable and how it’s evolving.…
In an effort to improve transparency in the programmatic mobile in-app advertising ecosystem, the IAB has released three key tech standards since 2019: app-ads.txt, sellers.json and the OpenRTB supply chain object (also sometimes known as Schain object). For all demand-side platforms (DSPs), it’s important to understand what each tech standard entails and how it benefits their operations: App-ads.txt: Ads.txt (Authorized Digital Sellers) is…
If you’ve ever wondered, what is a blocklist and is having one worth it, then let this blog post be your guiding light. Here, we will provide some basic overviews and cover the top-level arguments for and against this strategy. What is a Blocklist in Advertising? A blocklist is a list that details where a brand or agency categorically does not want their ads to appear, for any number of reasons but often mostly because of brand safety…
In this latest edition of our podcast series Mobile Insights with InMobi, we discuss in-app supply path optimization (SPO) with Utkarsh Sinha, who leads demand-side product marketing for InMobi Exchange. In this 26-minute podcast, which was recorded on December 7, Utkarsh and I discuss how the entire in-app programmatic supply chain is approaching SPO today and why in-app SPO is so unique. Be sure to tune in today! LISTEN IN Top Quotes from Utkarsh …
While many marketers are beginning to understand and appreciate supply path optimization (SPO) in the browser world, what does SPO mean for the brands and agencies that advertise in mobile apps? While the core principles of SPO remain the same throughout the overall programmatic advertising ecosystem, implementation looks different in app than it does on laptops/desktops or even in mobile web environments. For a more detailed look at what SPO stands for and what it means for…
IDFA (Apple’s iOS Identifier for Advertisers) specifically and mobile device identifiers more broadly have played a crucial role in enabling targeted advertisements. Many aspects of programmatic advertising, ranging from basic controls like frequency capping to the sophisticated audience segments created using machine learning algorithms, have been built around device identifiers. …
09
March
Today, few terms in ad tech and programmatic ad circles are as frequently talked about and discussed as supply path optimization (SPO). Let’s dive into what it means, what it purports to do and what an SPO strategy can look like. SPO describes plans undertaken by advertisers and/or demand-side platforms (DSPs) to create the most direct, trusted, verified and efficient paths to publisher's inventory. …
02
March
Let’s talk about auctions and auction models in programmatic advertising. How are the winners decided, since the programmatic buying model is predicated on real-time bidding? How much does the highest bidder actually have to pay? Programmatic auctions are of two types – first price and second price. The kind of auction used is decided usually by the supply-side platform (SSP) but sometimes by ad exchange. Understanding The Two…
23
February
Today’s mobile advertising environment is increasingly dominated by real-time bidding (RTB) and programmatic buying, which is why all marketers need to know the ins and outs of programmatic in-app advertising. Defining Programmatic Advertising Before we cover the specifics of the mobile in-app environment, let’s first take a step back and define programmatic media buying more broadly. In short,…
16
February
As consumers spend more and more time on mobile devices (eMarketer predicts Americans to spend well over four hours a day using mobile in 2020 – 12% greater than the amount of time spent watching linear TV), marketers are left with a mobile marketing conundrum: in app vs mobile web advertising? While mobile web and in app advertising both target the same device, they require different ad spending approaches. …
09
February
In the United States, the prevailing notion is that the big “Walled Garden” technology companies like Apple, Google and Facebook thoroughly dominate the apps, services and wireless devices that are at the heart of the mobile and in-app advertising system. The truth, however, is not so clear cut. In fact, there are a lot of benefits that marketers can see by moving beyond the walled garden approach to in-app advertising. …
22
January
In programmatic advertising, data is the lifeblood of entire supply chain. As we’ve noted before, without quality data underpinning transactions, digital programmatic advertising would not be nearly as effective. But where does this data come from, and how is it processed? To dive into the many nuances of data management in programmatic, be sure to check out these whiteboard videos featuring Prajwal Barthur, VP of Products, Marketing and Advanced TV at InMobi. …
Day 1 of The Indian Brand Conclave panel discussion witnessed various expert panelists sharing their insights on the potential of search engine advertising, and the future of voice and vernacular search. To help marketers across India understand the need of incorporating Search as a key pillar in their branding strategy, a panel discussion was conducted on the topic ‘Steering Intent: Leveraging Search for Branding’ with panel members, Anubhav Sonthalia, CEO, Merkle Sokrati; Gaurav…
21
December
For a deep dive into the latest in video marketing on mobile devices and apps, be sure to download your copy of our 2020 Mobile Video Advertising Trends Report today! Get your complimentary copy of this report today to learn all about: Why in-app video advertising is the best way to reach people on their favorite device (i.e. mobile phones). The current state of in-app video ad spending beyond user-generated content like Instagram…
17
December
As part of the Mobile Ventures Summit series, Robyn Meyers, VP Sales & Brand Partnerships – West Coast at InMobi, drives the conversation about ‘Navigating Change & Preparing For The Future’ with Adam Miller, Director of User Acquisition at Postmates. They discuss mobile loyalty, IDFA, and what Postmates is doing in the User Acquisition space as we move forward into 2021. Apple has announced that in early 2021, they will require…
18
November
Even as e-commerce grows by leaps and bounds in 2020, driving retail footfall still needs to be a key goal for retails brands both during and after the 2020 holiday shopping season. For many brands, physical retail stores are still their lifeblood, and will likely remain so for a long time. Yet, one of the best ways to drive in-person retail sales may actually be mobile in-app advertising. Why Retailers Should Have…
10
November
Digital advertisers are always worried about ad fraud in their campaigns. The good news is that the programmatic mobile in-app advertising space has recently made great strides in the fight against ad fraud. However, the not so good news is that some of these advances in combatting ad fraud may be stopped in their tracks once the changes to the way identity is managed in iOS 14 gets implemented by Apple sometime…
03
November
Once the changes go live to the way identity is managed in Apple’s iOS 14 (expected to happen early 2021) and the number of Identifiers for Advertisers (IDFA) decreases in the mobile advertising ecosystem, what is frequency capping going to look like? Will digital advertisers be able to determine ad frequency when running in-app ad campaigns on Apple devices? Like many other components of iOS 14…
19
October
We recently chatted with Nikki Gertner, Senior Product Marketing Manager at Celtra, to discuss about how retailers should approach digital advertising during the 2020 holiday shopping season and how they should be thinking about their mobile ad creatives. What should creatives look like for retailers looking to drive app installs/UA (user acquisition) this holiday season? This is a particularly interesting question, since more consumers than ever before will be taking their holiday shopping…
13
October
In both the short term and the long term, retail advertising should be centered around mobile devices and mobile apps. Increasingly, it’s the best marketing strategy for boosting retail sales. To get a better sense of what potential buyers are looking for from retail stores, InMobi recently commissioned a survey using InMobi Pulse, InMobi’s mobile market research solution. The poll reached a diverse panel over 1,600…
16
September
While consumer time spent in app keeps rising, some advertisers are still hesitant to devote a significant share of their ad budgets to in-app channels. There are a few reasons why this is the case, but high on the worry list is fraud. Too many advertisers today are worried that their in-app ad budgets will be eaten up by fraud and won’t help their marketing and business goals. But are these fears unfounded? Advertisers and agencies worry about fraud in in-app advertising, but much…
15
September
IAB introduced the Transparency and Consent Framework (TCF) in 2018 to help digital advertising platforms comply with the European General Data Protection Regulation (GDPR) and the ePrivacy Directive (ePD) when processing personal data or accessing and/or storing information on a user’s device. While it was a step in the right direction, the first version of TCF did not meet certain needs that ad buyers had. …
09
September
Apple’s recent announcements regarding iOS 14 and its expected impact on the Identifiers for Advertisers (IDFA) have been in the news for the last few weeks. Everyone from advertisers to publishers and the other ecosystem players are discussing its likely impact on in-app advertising and monetization. To get a better sense of how the mobile advertising ecosystem will cope with these changes, we convened experts from across the…
02
September
What do the very best mobile ad creatives look like, and what kinds of results can they drive for in-app marketing campaigns? For a deep dive on creative best practices, the in-app mobile advertising experts at InMobi teamed up with the creative teams over at Celtra to take a deep dive on the role of creatives in mobile marketing and how an ad creative, working in lockstep with other key components to in-app ad…
21
August
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. Note: Want to listen to previous editions of Mobile Insights with InMobi? Head to our SoundCloud page for more. For this interview, I sat down again with Kunal Nagpal, GM of Publisher Platforms and…
20
August
Apple announced major IDFA-related changes from iOS 14 onwards at WWDC 2020. As a result, how advertisers and publishers use IDFA for scalable user-level ad targeting and personalization will be impacted. What App Publishers Need to Know With iOS 14, publishers and developers are required to provide a purpose string that’s displayed to users through a pop-up and explains why they would want to track a specific user. InMobi fully supports this change…
InMobi, in association with Branch, hosted a session on the significance of remarketing as brands aim to build real connections with consumers by focusing on creating positive user experiences and driving long-term brand loyalty. Eric Stein, EVP & GM, Branch and Srinivas KC, VP & GM Advertiser Platforms, InMobi, share their insights on remarketing strategies in this webinar. Here is…
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. …
10
August
At its annual Worldwide Developers Conference (WWDC) this year, Apple unveiled the latest version of its mobile operating system, iOS 14, among other announcements. But in the world of ad tech and mobile in-app advertising, the biggest news from WWDC this year related to its ID for Advertisers (IDFA). Specifically, Apple is now requiring every app to gain user permission to collect and use their IDFA for advertising purposes. Apps can only ask for opt-in permission…
20
July
Not many people know how to answer the question “how does mobile app advertising work?” and as a result, a lot of in-app advertising myths persist. Because some advertisers are still hesitant about mobile advertising campaigns, we wanted to clear up the most common misconceptions around mobile in-app advertising. Myth #1: In-App Reach Isn’t Large Enough to Scale Brand Ad Campaigns With over 3…
17
July
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. Note: Want to listen to previous editions of Mobile Insights with InMobi? Head to our SoundCloud page for more. For this interview, I sat down with Rohit Dosi, Business Head of Microsoft Advertising at InMobi, on July 13.…
10
July
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…
29
June
Header bidding as an ad technology has evolved from being a less understood concept to a mainstay over the past few years. The shift from a legacy, waterfall-based mediation logic to a simultaneous mediation logic (as seen in the header bidding world) has proven to be an effective monetization strategy for app publishers. Besides driving more programmatic revenue to their apps, header bidding is also operationally more efficient. However, most header bidding conversations in the market have publisher…
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…
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…
12
June
Television ads and Facebook may be the new default channels to reach voters, but for candidates, their political parties and other political advertisers like PACs, (especially those open to the benefits of political digital advertising) there is no better way to reach prospective voters than through mobile apps between now and Election Day in November. With most voters still wary of large public gatherings and facing the lingering effects of the pandemic, mobile is the ideal platform as consumption…
20
May
In the midst of literally everything happening in the world right now, in-app marketing may well be the last thing on your end – even if you’re in the mobile app marketing space. But, if you want to have a direct connection with both current and potential users, then you need to have a high quality in-app marketing campaign in place today. This was true in the past, but it’s especially the case today. Note: This is the second…
05
May
InMobi Exchange is now taking steps for a complete transition to first-price auctions, and we expect to complete the move in Q3 of this year to make a gradual transition for our demand partners. While demand partners tweak their bidding strategies to adapt to this change, we believe this will create an environment for advertisers and publishers to arrive at a fair and transparent auction that benefits all players in the…
04
May
Connected TV (CTV) is the latest area of hyper growth in digital advertising. This is not news to anyone, but what most buyers underestimate is both the potential of this channel as well how companies can adapt to this rapidly changing space as user preferences evolve. For context, first consider the broader shift that made users today spend more time on mobile (and, by extension, apps) than on any…
01
May
Welcome to our second 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. Note: Want to check out our first installment in this series where we talk mobile gaming with InMobi’s Jobie Tan? Click here to check it out. For our second interview, I sat down with Robyn Meyers, InMobi North America’s Vice President…
23
April
COVID-19 has proven to be a truly global pandemic, impacting people in just about every corner of the world. The Gulf countries of Saudi Arabia, the United Arab Emirates (UAE), Qatar, Kuwait, Bahrain and Oman have closed schools and universities and implemented strict lockdown measures following pandemic hits in each location. To what extent has COVID-19 influenced consumer behavior in the region? To find out, we turned to the data. By analyzing mobile in-app ad requests in February and March, we…
As the world come to terms with a new reality in the face of COVID-19, brands and marketers globally find themselves having to answer a difficult question - what should they be saying in these unprecedented times? Or, should they even respond? Do Consumers Want Brands to Stop Advertising? When Kantar recently surveyed more than 35,000 consumers, immediately after the World Health Organization declared COVID-19 as a pandemic, their expectations were clear: 75% of respondents believed that brands should…
The InMobi Exchange is now available through a direct connection on Google’s Display & Video 360 (DV360) platform for advertisers across the globe. What does this mean for advertisers? This means that all advertisers, agencies and Agency Trading Desks (ATDs), who work with DV360 as their choice of DSP can now access 100% of InMobi’s SDK supply and audiences directly via the platform. Media buyers can leverage both Open Exchange and Private Marketplace deals on the InMobi Exchange directly…
The rampant spread of COVID-19 has certainly changed the lifestyles of people across the world. At InMobi we’re able to give you near real-time insights on changing consumer behavior during the COVID-19 crisis from our 2nd party data (via our Audience Intelligence Platform). The analysis reveals the following trends derived through data signals captured by InMobi Location polygons, of which we have 87,000 across Australia: The customer footfalls in various places of interest Changes in the…
COVID-19 has profoundly changed our lives, our work and our industry. Like many of you, we have asked ourselves what we can do to help. In this spirit, we are proud to partner with Amobee and other leaders in the industry to run public service announcements. These PSAs will reach global audiences, and they lead readers to the World Health Organization’s website. What’s the goal of the initiative? We are committed to keeping the public around the world informed regarding the measures they can…
Brand safe advertising has always been a top-of-the-mind issue for marketers, especially the ones that have a large loyal base that transcends generations and geographies. This is especially important given the multiple nuances that both performance and brand marketers must cater to. Even a single misstep can have a cascading impact. This is a problem even in benign times, as advertisers find it difficult to find fully brand safe opportunities to reach their audiences (at least at scale anyway) without…
For 2020, InMobi was recertified by the Trustworthy Accountability Group (TAG). Specifically, InMobi was again Certified Against Fraud (CAF) by TAG, making InMobi the recipient of the CAF distinction for three years in a row. There are over 100+ companies that have been recertified by TAG in this round. It’s indeed a big win for the industry as a whole and is reflective of the important collective efforts being taken by ad tech vendors to combat fraud. “This year’s seal recertifications demonstrate…
This March will officially mark one year since the IAB Tech Lab officially launched Ads.txt for mobile apps. Long available to web publishers, including mobile web, ads.txt is a much more recent addition to the mobile in-app advertising. “Ads.txt is a simple yet effective step to drive transparency in the programmatic world. Considering that publishers and buyers have no direct contact with one another, both become susceptible to unauthorized reselling, counterfeit inventory and domain spoofing.…
How do ad networks and ad exchanges stack up? In short, ad networks offer dedicated support, while ad exchanges are largely technology platforms that serve as an open digital marketplace. Note: Need some reminders to level set? Check out this blog post for all of the ad tech definitions you’ll need to follow along, and this blog post for how programmatic media buying works. How Ad Networks and Ad Exchanges Stack Up As MarTech Advisor has noted, “An ad network is an aggregator that collects ad…
In 2020, there are lots of marketing challenges facing everyone from the biggest marketing teams all the way down to small businesses. But, we think there will be three issues that will have an outsized impact on brand marketing efforts in the U.S. in 2020: The 2020 Presidential Election The 2020 Summer Olympics Ongoing Concerns Around Privacy, Trust and Transparency But, just because these are issues that just about every marketer faces in 2020 doesn’t mean they need to derail all of your…
30
December
As mobile devices become increasingly pervasive and indispensable, today’s consumer is by default a mobile consumer. For today’s consumers, smartphones are with them during literally every part of the day. The mobile phone is way more than a phone now, as the device is how we shop, communicate with others, travel, make payments, take consumer surveys and conduct many more activities. In the past, mobile used to be thought of as the second screen. That’s no longer the case. Mobile devices have…
26
December
Is 2020 the year that digital out of home (DOOH), over-the-top (OTT) and connected TV (CTV) advertising finally goes big? All signs point to a resounding yes. Expect both connected TV advertising and OTT advertising to grow by leaps and bounds in 2020. “We’re seeing a continued increase in spending for video across platforms, but the growth has been primarily focused on mobile and Connected TV,” says Vanja B. Brzin, VP of Product Marketing at Celtra. Defining DOOH, OTT and CTV Before…
20
December
Mobile ad fraud has long been a major concern with everyone in the in-app advertising space, siphoning away budgets, reducing campaign effectiveness and making the entire ecosystem less trustworthy. But, issues around ad fraud have not gone unheeded. The industry has made major strides in its fight against fraudsters in 2019, and our team of mobile marketing and advertising experts expect this push to continue throughout 2020.Highlighting the Current State of Fraud in Mobile Advertising As Steven…
19
December
In the programmatic-first world of mobile advertising, data is central to everything. Perhaps no topic is as talked about in this space today as data. Data is extremely top of mind for just about everyone in the mobile marketing and advertising industries. How is data collected for mobile app ad campaigns, and what specifically is being gathered? How is that data being used, and is it being utilized properly? What do data-driven advertising campaigns on mobile devices actually look like? Throughout…
17
December
When it comes to complying with the CCPA, ad tech vendors and their digital advertising partners need to be fully aware of what the law presently entails and what they need to do in order to comply with the new regulation. Note: This blog post is just for informational purposes only, and is not designed to serve as a full legal guide. This must not be read or treated as legal advice. For more specifics, including your position and compliance requirements under the law, please be sure to obtain the…
16
December
This post comes courtesy of Amber Bagwell, Content Marketing Manager at Everflow. With the rapid growth of mobile advertisers, fraud is increasingly draining the wallets of advertisers, publishers and everyone in between. Criminals are moving in and mimicking real performance, confusing real installs with fraudulent installs. Not only is fraud eating into an increasing share of marketer’s ad dollars, it also creates bad data, making it impossible to correctly optimize an ad campaign if you don’t…
12
December
This post is from Richard O'Sullivan, Executive Director, Australia and New Zealand for InMobi. Throughout the Australia-New Zealand (ANZ) region, brands are devoting more dollars to both programmatic and mobile in-app advertising channels. In fact, a significant percentage of the $8.8 billion Australian digital ad market is now devoted to in-app channels and conducted programmatically. But, as advertisers devote a greater share of their budgets to mobile channels, it’s crucial to make sure that…
25
November
Programmatic has been hailed by advertisers across the globe for its potential to streamline the ad buying process, while offering target audiences at scale. But what is its effect in Southeast Asia? To find out, we surveyed more than 50 digital marketers with the responsibility of media buying across leading brands and agencies in the region. The goal was to hear directly from those on the front lines about what they think about in-app programmatic advertising, to see if it’s understood well and…
21
November
We are excited to announce the formation of a Customer Advisory Board for InMobi Exchange! Our flagship Customer Advisory Board features an array of forward-thinking, programmatic-first companies who will help chart the course of InMobi’s innovation as we continue our mission of providing a fully transparent, safe and data-driven programmatic marketplace.Who Is Participating? Ad Tech industry disruptors and thought-leaders including but not limited to executives from some of the industry’s most…
14
November
What are the biggest mobile app monetization trends of 2019 and 2020? Based just on media coverage alone, in-app header bidding is definitely on the top of the list. But is in-app header bidding actually part of the average app monetization strategy today? Last year, we surveyed dozens of app publishers, app development professionals and others in the mobile app advertising space to get their real opinion on in-app header bidding, mediation and many other topics. What we found was that while in-app…
12
November
As we’ve previously noted, most shoppers in India use a mobile device to make a purchase. The problem is that while consumers are quick to embrace mobile devices, brands are not. This can especially be pronounced during large-scale events such as Diwali, Christmas among others.Consumer Frictions on Mobile At all stages of the customer shopping journey, consumers report issues with the mobile experience offered by their favorite brands. Here’s just a small snapshot of what our research revealed:…
11
November
This post is written by Ruby Ban, Lead Account Manager on InMobi's Demand team. Think about the classic marketing funnel. In the mobile in-app advertising space, we tend to focus a lot at the very top and very bottom of the funnel. If you want reach and awareness, there are a lot of options. And if you want app installs and downloads, there are also a lot of options. But what about the middle of the funnel? What if a brand is looking to drive engagement, signups or one-time purchases? In this realm,…
16
October
Is mobile advertising horrifying? It doesn’t have to be ghoulish! In-app programmatic is a treat, not a trick.Instead of getting TP-ed or running out of your favorite candy, be sure to follow these tips and tricks on how to make mobile programmatic advertising work for you.
15
October
Note: Originally published in Campaign Asia on October 8, 2019. When it comes to reaching and engaging consumers on mobile, programmatic has firmly emerged as the preferred channel for digital marketers. Zenith reports 65% of all digital advertising spends globally are expected to be on programmatic by end of this year led by mature markets such as the USA and Canada. InMobi’s 2019 Mobile Programmatic Advertising report shows a synonymous trend for global in-app spends with North America alone…
07
October
Mobile Apps are Critical for Understanding, Identifying, Engaging and Acquiring Today’s Consumers As I’ve already mentioned, today’s consumers are mobile first and mobile centric — and they use apps very differently (and much more frequently) than they use mobile web browsers. But what does this mean for marketers? How can today’s marketers use this knowledge to further their goals? How can they provide their message to the right audience and deliver a great brand experience? I firmly believe…
30
September
Here’s how to take in-app mobile performance advertising to the next level. Running mobile performance advertising campaigns but want to scale them to see more high-quality app installs? Here’s what you can do to expand the reach of your in-app performance marketing efforts and achieve unprecedented mobile growth. LEARN MOREWhy Performance-Based Advertising Strategies from 2012 Don’t Cut it Anymore Remember what so-called advertising experts were pushing a decade ago? In the past, it was all…
27
September
Download our Latest Report with Kochava to Learn How to Build Multi-Touch Attribution Models That Really Work for You. Want to know more about how to build multi-touch attribution models that actually work for you and ensure that your partners are doing the right thing at every stage of the consumer journey? We’re here to help you move beyond single touch attribution and implement a mobile marketing attribution solution that eliminates fraud and ensures that everyone working with you is committed…
19
September
Here’s Your Complete Guide on All Things Mobile Video Advertising Interested in learning more about in-app mobile video advertising? Then this guide is for you.Why Include Video Content in Your Mobile Advertising and Marketing Strategy? In-app video advertising is an ideal way to engage and acquire mobile users and provide them with a positive user experience. It’s been proven effective, and is now one of the best mobile marketing tactics to leverage. Some food for thought from InMobi’s 2019…
17
September
Here’s what you need to know about mobile ad viewability today. When running mobile advertising campaigns, whether in mobile apps or on mobile web, mobile ad viewability is key. No matter where an ad is running, whether in a newspaper, on TV or in digital (i.e. desktop and mobile) environments, it’s critically important to prioritize and measure viewable ad rates. If ads aren’t being seen by real people on a particular channel, why bother devoting ad spend to it? But how do you know if the…
11
September
An omnichannel DSP is very different than a niche or highly specialized DSP. Here’s how to decide which one is right for you. When selecting a demand-side platform (DSP) for your programmatic campaigns, should you choose an omnichannel DSP or a more specialized DSP? That all depends. To go over the differences between these two types of DSPs and to determine which one is right for your digital advertising and programmatic media buying priorities, check out this Whiteboard Wednesday video: Video…
09
September
In 2019, the IAB Tech Lab has released a number of new standards and technologies designed to dramatically increase transparency in the programmatic mobile advertising world. App-ads.txt, the in-app extension of ads.txt, first went live officially in March, and sellers.json and the OpenRTB SupplyChain Object were released for public comment the very next month. But what do these technology standards do and how can they be used in tandem with one another across the entire supply chain? To help answer…
19
August
Use This Mobile User Acquisition Checklist For All of Your UA-Based Mobile Ad Campaigns. Mobile user acquisition strategies driven by through mobile ads, while effective, can quickly drain your budget if you’re not careful. Want people to be downloading your app? That’ll cost you between $1.29 and $4.47 per install, according to eMarketer. Looking to acquire loyal app users - i.e. highly active users? That can set you back over $100 in some instances. Acquiring new users for your mobile app through…
15
August
Download the 2019 Mobile Programmatic Advertising Report Today! GET REPORT “Programmatic is the worst thing that happened to advertising and is our only hope for the future.” We don’t know which financial services marketer said this to Digiday in 2017, but perhaps no quote so appropriately sums up how many marketers and advertisers feel about programmatic ad buying today. By using software and algorithms, instead of human conversations and manual insertion orders, programmatic advertising has…
15
July
It's not performance marketing vs. brand marketing. It's brand marketing + performance marketing. In the world of mobile advertising, it’s historically been seen as performance marketing vs. brand marketing, with both camps as polar opposites of one another. They may both be marketing, but they function totally independently, with little regard to what the other team is up to. But is this really the best approach? Are performance and brand marketing really diametrically opposed? In today’s always-on…
11
July
Keep reading to learn why you need to fully map out your mobile app customer journey. What does your full mobile app customer journey look like? What happens from the very first time potential customers interact with your brand to the time they become initial users and then highly loyal users of your app? It’s highly critical for any app marketers - including performance marketers - to know precisely what average mobile customer journeys look like before investing heavily in any one or several…
08
July
Check Out Our Infographic Below to Learn All About Multi Touch Attribution. Increasingly, marketers are aiming to move away from legacy, single-touch attribution and tracking mechanisms like first-click and last-click attribution and fully embrace multi-touch attribution models. But what does multi-channel attribution mean and what does a full path model really entail? Multi-Touch Attribution vs Single Touch Attribution A multi-touch attribution model describes any methodology that accounts for the…
13
June
“We all judge the book by its cover. The better the book cover, the more we believe the content is better.” The above remark by noted UX expert Anton Nikolov holds true for digital advertising as well. However, there’s one catch. If the expectations set by the ad are not met, then it will invariably lead to a bad experience for the user. Best case scenario, a poor ad experience will lead people to quickly dismiss an ad or quickly forget about it once it’s seen. In all other…
11
June
For many performance marketers today, online advertising and offline advertising are seen as two totally separate, distinct ways to reach target audiences. And in the world of performance app marketing specifically, online marketing is heavily favored over offline tactics like newspaper advertising. On the surface, it’s easy to see why any company with a heavy digital presence would focus on digital channels primarily. Tactics such as email marketing, search engine optimization and social media…
05
June
For marketers and advertisers in the user acquisition space, mobile app cost per install (CPI) has long been the default bidding model. Cost per install campaigns, where advertisers pay ad networks and other partners only when they drive installs of their mobile applications from the app stores, are ubiquitous. But is this really the best use of ad spend for getting users for mobile apps? In our latest Whiteboard Wednesday video, Srinivas KC, VP and GM of InMobi DSP, argues why marketers should worry…
16
May
Many organizations are not handling attribution well today. A 2018 study from ClickZ and Fospha found that only around 9 percent of marketers in the U.S. thought their companies had an “excellent” understanding of attribution. In fact, over 34 percent actively said their businesses had either a “below average” or “very poor” understanding of “data-driven attribution.” Yikes! So how can marketers correct this? How should they be thinking about attribution today? We recommend that all…
08
May
What, exactly, is cross device attribution and why is it necessary today? Prajwal Barthur, Director of Product Management at InMobi, explains in our latest Whiteboard Wednesday video:
30
April
If you’re new to the world of mobile ad tech, it’s likely you’ve found yourself at the receiving end of a steady stream of jargon. Some of the most common terms flying around when it comes to video and other creative formats are VAST, VPAID and MRAID. But what do these terms mean and how do these technologies differ? What came first? The Video Ad Serving Template, more commonly referred to as VAST, was first established by the Interactive Advertising Bureau (IAB) to standardize communication…
25
April
As issues relating to brand safety become ever-greater concerns for advertisers, a number of brand safety tools have come out in the market purporting to address these woes. But can these solutions and management platforms actually protect your brand and ensure no poor ad placements? Unfortunately, there are a lot of tools out there that claim to be able to keep your brand safe but won’t actually be able to. How do brand marketers determine which options are worthwhile and which one won’t be…
23
April
Is there one central industry-wide brand safety definition within the ad tech space that all digital advertisers must follow? Unfortunately, the answer is no. While there are certain ad placements that are deemed less than ideal by just about all digital marketing pros out there, there’s also a lot of gray areas and nuance when it comes to what brand safety includes and excludes within the realm of programmatic advertising.Shortfalls with Catch-All Brand Safety Definitions Here’s how the Trustworthy…
16
April
Test. Optimize. Deploy. Repeat. This is the virtuous mantra that digital and growth marketers stand by. But how does one implement it? What are the steps? What tools are available to conduct these experiments? How do we measure the uplift in performance? Before we get started, let’s delve into why A/B testing is necessary and how it helps in maximizing campaign performance. Creative Optimization Framework In every collection of creatives there will be a few that perform well and others that…
11
April
For any marketing strategy featuring ads running in mobile apps, teams have a variety of mobile marketing metrics they can buy against. But which ones are capable of actually yielding a positive return on investment? Are marketing campaigns based on vanity metrics or metrics that matter for the company at large? Over the past decade plus, the kinds of mobile app metrics that marketers buy against has evolved significantly. But, many of the current pricing models in place today could use an overhaul.…
04
April
In-App Programmatic Advertising Explained from A-Z Need programmatic advertising explained to you in layman’s terms? No worries, because we have you covered here! Interested in learning more about the current state of mobile programmatic? Be sure to download our latest report for insights straight from our leading global mobile in-app ad exchange! GET REPORTProgrammatic Ads: A Definition Anytime you sell or buy digital ads using machines or through any kind of automation, that’s considered programmatic…
26
March
When it comes to measuring mobile app marketing attribution (i.e. marketing campaigns with ads within mobile apps), it’s tempting to just port over web attribution models from Google Analytics or solely focus on single actions like when users click to download the app. But, these kinds of outdated user acquisition methodologies no longer cut it. For mobile marketers and app advertisers today, reaching, acquiring and retaining customers through mobile devices requires much more careful thought and…
27
February
Would a stockbroker invest in a stock if only the ticker prices were accessible and none of the firm’s financial statements? Definitely not. What is stopping the broker is the lack of transparency. As a consumer, we need transparency to make the right purchase decisions. The overarching purpose of transparency is to build trust. It is for this reason we don’t order medicines from an unknown drug store or provide our credit card details to a fintech upstart. There’s the overwhelming fear of…
13
February
Watch Our Whiteboard Video on Bid Shading Today, to determine the winner of an in-app programmatic auction, bid shading is becoming an increasingly common way to determine the final price paid of the demand-side platform (DSP) winning the auction. This model of bidding has arisen as more publishers and supply side platforms (SSPs) are moving to first price auctions - or considering this bidding strategy - as DSPs are not always keen on the highest bidder paying exactly what they bid. In this latest…
11
February
Too often, in-app advertising and trust are not associated terms. Why is both business and consumer trust in the digital advertising industry so low? To learn more about what InMobi is doing to improve and guarantee trust and transparency throughout the mobile in-app advertising and marketing ecosystem, download our white paper on 5 Ways InMobi Ensures Trust and Transparency today. DOWNLOAD GUIDE Here are some of the biggest issues plaguing this form of advertising today: Fraud. According to mobile…
17
January
If you’re looking to embrace programmatic media buying in 2019 but don’t know where to begin, then consider these examples of programmatic advertising to see how others have approached real-time bidding and automated advertising campaigns. Increasingly, in-app digital advertising is going programmatic. In our latest report, Mobile Programmatic Advertising Trends 2018, data points from the InMobi Exchange showed that budgets dedicated to programmatic media buying jumped over 300 percent between…
10
January
The very best marketers - the ones that always hit their goals and move the business forward - advertise in mobile apps. That’s why the in-app advertising market is red hot right now. Mobile ad spending and ad revenues will likely reach record highs in 2019, predicts eMarketer. LEARN MORE What’s so special about in-app mobile advertising? Why are the best of the best running in-app ad campaigns with greater frequency? Here’s why: 1) Your Target Audience Uses Mobile Apps a Lot In…
07
January
In 2019, what will be the biggest data driven marketing trends? What data-led marketing strategies will take the lead in the new year? To find out, we gaze into the crystal ball to reveal how data-focused marketing execution will evolve in 2019. Here are our top five predicted trends for the new year. Interested in learning more about the biggest trends in ad tech and martech in 2019? Be sure to download our 2019 trends report today to see what we think will be huge in the new year. GET REPORT1)…
26
December
Is 2019 the year that cross-device attribution and multi-touch attribution marketing become the norm in mobile in-app marketing efforts? We believe that in the new year, multi-touch attribution models will finally be more popular than last-click attribution model, and that mobile marketers will more firmly quantify cross-device activity in their attribution models. Note: This is the sixth and final post in our series on top trends for 2019. Previous entries covered transparency, OTT, in-app header…
21
December
As a marketer, you cannot ignore the power of mobile. But, do you know how to best leverage the myriad possibilities it offers your brand? With #MobileMonday, we bring to you stories of how the biggest global brands are winning customers on mobile. Check out the best of innovations by marketers in our 2018 throwback. Follow InMobi on LinkedIn to receive more updates on #MobileMonday.--------------------------------------------------------------------------------------------------------------------------------------------------------------…
20
December
In terms of improving the overall effectiveness of targeted advertising, machine learning (ML) and artificial intelligence (AI) hold a lot of promise. While machine learning systems have been all the rage already in 2018, we believe machine learning algorithms will become an even bigger trend with mobile in-app advertiser campaigns in 2019. Note: This is the fifth post in our series on top trends for 2019. Our first post was on transparency, the second predictions post focused on OTT, our third post…
11
December
Is 2019 the year that ad supported OTT video viewers reach a critical mass, or will the number of people who watched ad supported OTT remain low? Will the amount of ad supported OTT video be scant in the new year, or will the number of people watching ad supported streaming video content rise to unforeseen heights? We are confident that content on streaming services will become bigger than ever before in 2019, and that the dominance of traditional television on the largest screen in the house is…
07
December
In 2019, we expect brands and their advertising partners to focus more on accountability and digital advertising transparency. Next year, transparency and control will be increasingly critical to everyone from the head of media buying at major brands down to advertising agencies and everyone else in the online advertising community, as issues around brand safety and lack of transparency become too big to ignore any longer. Note: This is the first in our series on top trends for 2019. Stay tuned for…
13
November
For brands, there are many top mobile app advertising benefits. In comparison to just about any other marketing strategy option, mobile advertising within apps has a number of unique advantages for mobile marketers - or even general managers of advertising more generally. LEARN MORE Here are the top eight perks of mobile in-app advertising that make it the best mobile strategy.1) Target Consumers Without Cookies Within mobile web advertising or any other browser-based marketing effort, most data…
18
October
'Tis the season again. India is gearing up for the festivities and mobile is set to play a major role in discovery, research and shopping. Check out the latest insights that we have for you in partnership with AppsFlyer, on how app marketers can build a smarter mobile marketing strategy.
09
October
Have you ever wondered, how does in-app advertising work? What goes on behind the scenes to make mobile advertising happen today? Then this guide is for you. Learn More about Mobile In-App AdvertisingIntroducing the Digital Marketing Players in Mobile App Advertising In the past, advertisers would communicate directly with app developers and publishers whenever they wanted to run an in-app ad campaign. Essentially, the advertiser would pay the publisher directly for access to their user base. But,…
04
October
Programmatic media buying has been a boon for digital advertising, but that doesn’t mean problems with programmatic advertising are nonexistent. Despite the many benefits programmatic brings to the table - increased efficiency, less human error and less manual effort, for starters - many media buyers are reticent to commit their digital ad dollars to programmatic channels. LEARN MORE But, these naysayers may be surprised to learn that most of the common gripes are easily addressable. Here’s how…
13
September
Here's How to Make Mobile Ads That Really Work Even with the best targeting, insights and ad networks in place, any in-app ad spending will all be for naught unless you create and deploy the most effective mobile ad creatives. If people aren’t enticed to view, hear and interact with your ad, then your ad campaign will fall flat. The success of any mobile marketing effort rests on the creative. But, while advertisers have mostly mastered effective ad creatives on older formats like print…
06
September
Increasingly, more and more people are spending a whole lot of time in front of their smartphones instead of television sets or even desktops and laptops. Consider these figures from eMarketer: People in the United States spend more time looking at a mobile device than a TV. The typical American adult devotes more than three hours and thirty minutes a day to their mobile devices. In the U.S., 90 percent of all time spent with a smartphone is spent using apps. Brands want to be where their target…
22
August
You’ve spent several months creating a fantastic app, and users are signing up by the minute. Now comes the time for you to kick back and enjoy the fruits of your labor. But as you begin your journey towards app monetization, you are likely to be overwhelmed by the seemingly countless players in the ecosystem. Here are some key factors you should keep in mind before you zero in on the right monetization partner.Complement your User Experience with the Right Ad Experience.In a world where the user…
21
June
In our previous article, we had discussed various strategies deployed by anti-fraud solutions to counter fraud today. The most prevalent technique being static threshold detection (i.e., defining known frauds, and then focusing on detecting those anomalies with predetermined fixed thresholds). However, this is both ineffective and inefficient against constantly evolving, newer fraud methods for a simple reason — how do you find something when you don’t know what to look for? No system can…
14
June
“Any fool can tell a crisis when it arrives. The real service to the state is to detect it in embryo.” — Isaac Asimov, Foundation LEARN MORE Until recently, the approach to fighting mobile ad fraud has been defensive and reactive. For instance, Ad networks and publishers deploy rudimentary static defense mechanisms and wait for the bad guys to counter them before deploying hotfixes or undertaking countermeasures. Anti ad fraud frameworks work mostly on static data, which is only good enough…
08
June
All is not rosy in the digital advertising space. Increasingly, fraud is becoming a major concern to advertisers. Ad fraud is expected to cost brand and performance advertisers $19 billion - $51 million a day - in 2018, according to Juniper Research, which is equal to around one out of every $10 of all digital ad spend.The problem is especially acute with video. The percentage of firms worried about fraud specifically on their video ad networks rose from 33 percent in 2017 to 48 percent this year.This…
29
May
Programmatic is ideal for many publishers and advertisers, especially those seeking an efficient delivery of ads at global scale, but it has come under fire of late. Issues ranging from ad fraud to brand safety concerns have caused some advertisers and publishers to see programmatic as problematic. Will investment continue alongside the bad press? Despite the lingering issues and worries, programmatic - when done right - has a lot of advantages in the trust and transparency department. The key point…
17
May
In-app advertising is at a crossroads. Ad fraud is reportedly at a record high. New buying technologies like programmatic are coming under fire. Brands are worried about their ads appearing next to objectionable or sensitive content. Consumers are increasingly worried about their data, and government agencies are cracking down. So where does all this leave the industry? For those that have always had a commitment to honest and trustworthy advertising, it means doubling down on the long-standing practices…
08
May
Last year, we had organised Impressions - our first flagship summit for CXOs and senior decision makers in the mobile marketing and advertising space in Jakarta, Indonesia. We are bringing Impressions to India this year. And leading up to the event, here are the top 5 reasons why you can’t miss Impressions this summer!#1 Master Mobile-first MarketingAs smartphones become the primary screen for consumers, mobile is no longer just a part of the marketing strategy. MOBILE IS THE STRATEGY. If you are…
22
March
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 InDecode workshop held on “Maximising ROI on Mobile” in Bengaluru, India.India has become the second largest app downloads market in the world, and continues to have a huge growth potential. However, increasing fraudulent…
19
February
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…
01
February
Today, InMobi announced its support for Active View, Google’s viewability verification product. The integration with Google means that buyers can buy in-app VAST mobile video inventory on InMobi Exchange that supports Active View viewability metrics.Buyers who are using DoubleClick Campaign Manager (DCM) and DoubleClick Bid Manager (DBM) can now track and buy against Active View metrics on InMobi Exchange for in-app mobile video campaigns including vertical video.InMobi remains fully committed…
27
December
As mobile technology evolves to create value for advertisers with advanced targeting capabilities, high customization and precise measurement, the mobile ecosystem continues to be threatened by an ever-expanding and evolving web of ad fraud. Estimated to cost growth marketers approximately $350 million in 2017, ad fraud has left advertisers scrutinizing the authenticity of each impression and every subsequent user interaction. According to Forrester Research, ad fraud will reach $10.9 billion in…
15
December
InMobi regularly hosts, participates in and contributes to a series of events, meet-ups, 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 “Data Hack Summit 2017,” an event organized by Analytics Vidhya in Bangalore, India. In this edition of the InMobi event diary, we cover our presence at the Analytics Vidhya-hosted event “Data Hack Summit 2017.” Aimed at…
13
December
InMobi regularly hosts, participates in and contributes to a series of events, meet-ups, webinars, sharing best practices with partners and thought leaders, across the globe. In this edition of the InMobi Event Diary, we are looking at our recent visit to one of India’s top business schools - the Indian Institute of Management in Bangalore, where we addressed students of the Big Data and Analytics Certificate Program.In this edition of the InMobi event diary, we cover our visit to the well-known…
13
December
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 “TechNEXT,” an event organized by GE research at their offices in Bangalore, India. In this edition of the InMobi event diary, we cover our presence at the GE Research hosted event “TechNEXT.” TechNEXT is a forum at GE that…
10
November
With the holiday season around the corner, the pressure to attract a substantial share of the $682 billion opportunity has never been more intense.If you are a marketer, you probably already understand the pressing challenge of retaining quality users for your business. And if you are a retailer, the challenge is even more acute, as 60% of your online consumers now use mobile for shopping and researching. With consumers spending 90% of their time on mobile inside apps, retailers continue to struggle…
28
September
Part three of InMobi’s doing mobile video right vlog is now live, with InMobi’s Creative Director Nate Barnes, talking about the in-app latest trends and emerging standards, in mobile app creativity and interactivity. If you're yet to watch Part - 1 and Part - 2 of this Programmatic & Viewability of this series, it's available
here & here.
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19
September
Updated July 2, 2019 Learn More About AVOC And Other Viewability Benchmarks Video consumption on mobile devices, specifically smartphones, has exploded over recent years. Nowadays, adults are spending over 1.5 times more media time on mobile devices than on their desktops. Specifically, around 90% of the time spent on smartphones occurs within apps, not on the mobile browser. Interested in learning more about mobile video advertising and other in-app creative opportunities? Reach out today to learn…
11
September
Part 2 of InMobi’s doing mobile video right vlog is now live, with InMobi’s Senior Director of Strategic Alliances, Carl CF Fredrick Martensson, talking about the in-app latest trends and emerging standards, in mobile app viewability. If you're yet to watch Part - 1 of this series, it's available here
Check out our latest vlog below:
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When is an install not really an install? When a fraudster tricks an attribution partner into tracking an install that has not taken place on a real device, attributing it to a paid source. Fraudsters use device emulation software in virtualized environments (on server hardware) to fake installs in an effort to claim advertising revenue to great effect. Fake installs defraud everyone along the advertising chain - taking money away from advertisers, publishers and networks. On a traffic flow sample…
11
September
At InMobi, we recently conducted a quantitative survey to explore what app marketers are thinking and how they are strengthening their app’s success. The idea was to address the lack of industry level data on app performance marketing trends and strategies, giving marketing leaders a sense of peer perspective on the questions they are likely to face. This blog is the first of a five-part series outlining some of the key insights from this survey, and what it might mean for the app world. This first…
05
September
Now, more than ever, people are using their mobile devices for every aspect of their daily lives. Just five years ago, adults in the U.S. spent twice the amount of time on their desktop computers than their mobile devices. Yet in 2017, the tables have turned. Today, U.S. adults are allocating 1.5 times more media time to their mobile devices than their desktops. Moreover, when consumers are on their mobile devices, they are spending 90% of their time in-apps. This is why media planners are buying…
21
August
Consumers are increasingly using their mobile phones to work and play, and brands and retailers are responding to this behavior with mobile advertisements. According to eMarketer, in 2016, mobile advertisers spent $46 billion on ads. More than half of that money, $24 billion, was allocated to unseen browser ads. Consumers are spending 90% of their time on their mobile devices in apps, which means that browser-based campaigns are going unnoticed. In addition, mobile video has been proven to deliver…
15
August
Traditional television is quickly becoming an outdated medium thanks to the rise of mobile technologies. According to Google, YouTube reaches more 18- to 49-year-olds in the United States than any cable network . More than half of the traffic is from mobile devices. The average number of video views per day on the site is one billion, and people watch videos for about 40 minutes during every viewing session. Mobile is not only overtaking television. It is also catching up to desktop video viewing…
11
August
According to a recent North American Insights report by InMobi, mobile device usage has exploded over the past few years. Consumers are using their smartphones, tablets, smart watches and other on-the-go devices for everything from shopping to watching media and connecting with family and friends. And as a result, many mobile advertisers have pivoted to mobile-first advertising formats. In 2012, U.S. adults spent twice the amount of digital media time on desktop devices over mobile ones, according…
09
August
Updated June 28, 2019. Absolutely! Retargeting is totally possible on mobile, but is probably more complex than retargeting users on desktop. For the uninitiated, retargeting is the ability to serve ads across the web or in apps based on past user behavior on a company’s online property such as desktop/mobile website or app. Interested in setting up a mobile remarketing campaign using the world's first in-app programmatic buying platform that guarantees ROI and complete transparency? Reach out…
08
August
Back-to-school time is just around the corner, which means that brands and retailers need to start ramping up their advertising to parents. It is a period when a typical family will spend hundreds of dollars on goods and companies are given a huge opportunity to increase sales. The scope of the back-to-school market Shoppers are opening up their wallets and spending big on back-to-school necessities in 2017. According to Statista, the average U.S. family plan to allocate $687 for their items, which…
04
August
Dating app TrulyMadly has entered into an exclusive partnership with InMobi for ad monetization. The dating app, in partnership with InMobi, intends to help advertisers amplify their reach on mobile using a varied range of ad formats including native, interstitial and video. It enables advertisers to reach users using InMobi’s platform capabilities such as location-based targeting and engage them through formats such as video.Sharing her thoughts, Vasuta Agarwal, VP & GM, InMobi (India) said, “For…
07
August
Consumers are increasingly relying on connected mobile devices in their everyday lives. And during the IAB Mobile Symposium last month, we learned that mobile video advertising viewability is crucial for advertisers in 2017. In 2017, U.S. adults are expected to spend 1.5 times more media time on connected devices than on desktop computers, and on average, people are on their mobile phones over four hours a day. During much of this time, consumers are interacting with mobile advertisements. hbspt.cta.load(2714195,…
02
August
Part 1 of InMobi’s doing mobile video right vlog is now live, with InMobi’s Director of Programmatic Partnerships, Kayla Wilson, talking about the in-app latest trends and emerging standards, in mobile programmatic video.
Check out our latest vlog below:
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31
July
The advertising industry has seen an explosion of mobile video consumption in recent years. In fact, mobile represents 93% of users’ time consuming media on connected devices — such as cell phones, smart TVs, and tablets — according to a 2016 eMarketer study. We’ve also seen major advancements in mobile advertising, from new formats to interactive capabilities and more. However, measuring mobile viewability is still extremely limited. Many brand marketers wonder how to measure viewable impressions…
28
June
InMobi regularly participates in and contributes to a series of events, meetups, and webinars across the globe, sharing best practices with partners and thought leaders. In this edition of the InMobi Event Diary, we are looking at the highlights and developments from InMobi’s participation in the 2017 IAB Mobile Symposium, where InMobi was the premier sponsor. Industry leaders and executives from the ecosystem came together to address how publishers and marketers should be building out their mobile…
19
June
InMobi regularly 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 “K-Start: Let the Games Begin” an event organized by Kalaari Capital in Bangalore, India. In this edition of the InMobi event diary, we cover our presence at the Kalaari Capital-hosted event “K-Start: Let the Games Begin.” As playground…
15
June
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…
07
June
InMobi regularly 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 InMobi’s inaugural video soiree with Moat, an event series organized by InMobi where industry leaders come together to learn about the hottest issues in mobile and enjoy networking opportunities over customized craft cocktails at Apotheke…
17
May
InMobi regularly 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 MAU Vegas 2017, an event organized by Grow.co where over 1,000 leaders from top mobile brands gathered for two full days of learning and networking at the Hard Rock Hotel & Casino in Las Vegas. InMobi was proud to be an official partner…
26
April
LYKE is a great new fashion app for people to discover and shop for the latest trends and styles - combining 100,000’s of products from a huge array of the most popular e-commerce stores in Indonesia. Aiming to become the preferred fashion app among female shopping enthusiasts, LYKE partnered with InMobi to acquire high-quality users across Indonesia.
Download Case Study
19
April
As one of the largest online classifieds marketplace in India, OLX provides local communities in high-growth markets with vibrant online marketplaces: OLX connects local people to buy, sell or exchange used goods and services by making it fast and easy for anyone to post a listing through their mobile phone or on the web. Deciding to aggressively double down on acquiring quality users and to grow its engaged user base in India, here is how OLX leveraged InMobi to acquire and activate high-quality…
17
April
InMobi regularly 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 “Primetime Sports on Primary Screens”, an event organized by WPP Stream Indonesia.WPP, Stream Indonesia, is one of the world's leading technology conferences that brings together 200 leaders to discuss and debate what sets Indonesia…
07
April
Founded in the beginning of 2013, Red Rock Apps is a young emerging company engaged in developing and releasing mobile health and fitness applications. In this case study, we see how Red Rock Apps intended to grow a base of highly engaged, active users with key focus on female fitness enthusiasts for its app – “Running for Weight Loss,” the only running app designed for weight loss. Red Rock Apps partnered with InMobi to acquire, engage and retain high-quality users in North America. Download…
24
March
InMobi regularly 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 “Winning the Mobile Moments,” an event organized by TUNE on the eve of ad:tech in New Delhi, India. Ad:Tech is undoubtedly amongst the biggest events that the Indian advertising ecosystem looks forward to every year. On the eve of ad:tech,…
22
March
During the summer of 2016, consumers in India were gearing up for the upcoming holiday travel season. To encourage affluent Indian travelers to visit Singapore, Mastercard, collaborated with the Singapore Tourism Board to offer exclusive “Mastercard offers” on a range of experiences, including shopping, hotel bookings and restaurants, that could be redeemed upon arriving in Singapore. Mastercard’s challenge was to reach out to the right audience and effectively convey why Singapore was not…
23
February
With gaming apps driving a major share of the app downloads across the country in 2016, India is among the top 5 mobile gaming markets in the world. And yet, monetization remains a challenge for indie game developers. Game developers such as Nextwave Multimedia, however, have tackled this with a well thought out monetization strategy. With a clear objective to improve the game's monetization without compromising on the user experience, Nextwave Multimedia decided to partner with InMobi. Download…
16
February
Over the last 9 years, InMobi has been at the forefront of mobile advertising, building a strong technology platform that is well connected with app developers (a.k.a. publishers or owners of mobile inventory) and thus the end users. As a result, today, InMobi reaches over 1.5 Bn smartphone users every month globally. Seize the moment Leveraging the true power of mobile advertising via precise targeting and interactive ad formats is of significant benefit to anyone trying to amplify their brand message…
16
February
2016 was an eventful year for mobile in Asia Pacific especially in Indonesia, as more consumers are deserting desktops for mobile devices. Right from socialising, banking, planning their travel, to purchasing groceries mobile has become ingrained in a consumer’s life. Mobile, in short, has become a catalyst for transformation in the way we live our lives. As mobile technology and innovation continue to drive the way forward, here are the key mobile marketing research insights of 2017 in Indonesia…
10
February
Click here to download the infographic
27
January
2016 was a breathtaking year for the mobile advertising industry and it doesn’t seem to be slowing down anytime soon. Mobile ad spend is up 430% since 2013, and with over 2 billion smartphone users worldwide, it’s becoming clear that the future of digital marketing is mobile. Globally, eMarketer predicts mobile will account for 71% of all digital spend (and 32% of all media) by 2020. hbspt.cta.load(2714195, '28d99608-64b2-4fd4-98c2-3cb7dd6d3060', {}); As we move towards the end of the year with…
04
January
We are delighted to share with you the first annual edition of the InMobi Yearbook! This yearbook captures 2016’s key mobile advertising developments, changes in the industry and highlights how these changes will shape the coming year. Advertisers and publishers can now create a winning game plan for 2017, equipped with powerful trends gleaned from InMobi’s vast network, award-winning creatives and deep insights from industry leaders. All in all, it was a year of revelations and here we highlight…
16
December
1. Tell a story - Draw users into your world Reaching beyond the surface, marketers can leverage this distinctly active audio-visual medium to tell their stories and value propositions in a clear and understandable manner. Advertiser Name - OLX: Buy and Sell near you Developer - OLX B.V. 2. Strike the right balance between User experience and storytelling - keep the length between 15-30sWhile rewarded videos intuitively seem to guarantee high completion rates, 30s is the ‘tipping point’ for videos…
07
December
I was one of the lucky few to attend WPP's invitation-only "Un-conference," Stream that took place in Ojai CA between November 16 th and 19th, 2016. Hosted by Sir Martin Sorrell and Yossi Vardi, the event attracted the best and brightest minds in advertising. Having traveled all the way from Bengaluru, India unsure of what to expect from an "un-conference," I was intrigued. Among the participating luminaries were Sheryl Sandberg from Facebook, Imran Khan from SnapChat, Ben Silbermann from Pinterest,…
24
November
There’s no doubt that mobile devices play a huge role in the way we consume sports. Brands are always finding unique ways to leverage sporting events to connect and engage with their target audience. One such brand that truly capitalized on the power of mobile was Samsung who successfully sealed their association with the Rugby World Cup through this campaign. The success of the campaign was further cemented when it was recently awarded a Gold and a Silver in the in the ‘Mobile Video’ and ‘Innovation’…
12
October
This post first appeared in ET Retail Shopping is therapy. Many psychologists have written about the joy associated with discovering something new. Discovery raises the level of serotonin, the neurotransmitter chemical known as the happiness drug. We’ve all fallen victim to the addictive power of shopping. While reams have been written on the science of shopping for the physical world, the blueprints on digital are sparse. If I were to narrow it down for mobile, the literature is bleak and yet,…
17
October
Research conducted by InMobi and Mindshare, in partnership with Unilever, indicates that brand campaigns deliver better results when delivered as integrated 'TV + Mobile' campaigns compared to 'TV only' campaigns. The multiscreen approach is seen to deliver significantly higher impact on stimulating purchase intent in consumers in addition to being more cost-effective as compared to 'TV only' campaigns. While TV delivers reach, it is not as effective in driving engagement with the brand especially…
12
October
InMobi has featured as a Global Platinum Advertising Partner for the third year in a row in the 2016 edition of the Top 25 Global A dvertising Partners released by TUNE, the leading mobile analytics platform. Ranked No. 7, InMobi has been recognized as a high-performing partner that helps Advertisers reach the marketing goals by delivering on what marketers need the most - RESULTS. How TUNE identified the top partners Evaluating more than 1000 partners, the advertiser list ranks TUNE-integrated partners…
03
October
Video consumption is rapidly shifting from 47 inches to 4.7 inches, and communicating value propositions through mobile video is the next big gold standard. Mobile video’s telling effect on key downstream metrics such as click-through rates (CTR), conversion rates (CVR) and quality of users acquired is unparalleled. But, how can performance advertisers make the most of the video phenomenon? Here are 5 tips for performance advertisers on how to #WinWithVideo! 1. Leverage skippable and non-skippable…
30
September
InMobi in partnership with Mindshare and Unilever was recognized at the MMA Indonesia Smarties for its work across Location Targeting, Innovation, and Product & Services Launch categories. Here’s a sneak peek into the winning campaigns: Rexona Streetview Gold Award for Location-Based Campaign Gold Award for Innovation Rexona, Unilever's top deodorant brand was launching a new and improved product, Rexona Antibacterial Defense in Jakarta, Indonesia. With an active anti-bacterial ingredient, this…
28
September
This post first appeared in EContent In the march towards automation, greater control and transparency, more advertisers are opting for programmatic buying of digital impressions than ever before. Be it banners or video campaigns, the ability to cherry pick which impressions matter and bid on them has empowered the advertiser ecosystem, delivering better results and greater efficiency. By 2017, U.S. mobile programmatic media buying is expected to reach $21.22 billion, or 78 percent of overall mobile…
28
September
This post first appeared in Modern Marketing Exchange Sports has always evoked passion amongst fans. Whether it’s baseball, tennis or soccer – watching a live sports game brings with it an unparalleled experience, intensified only by the presence of smartphones. There’s no doubt that mobile devices have changed the way we consume sports, and brands have an opportunity to leverage each event to connect and engage with their consumers. Mobile, Sports and Going for Gold The beginning of 2016 witnessed…
19
September
Who is really watching TV when India is hurrying to get places? India’s online video viewership stands at 81.7 million viewers and is only expected to rise. Video streaming is expected to account for over 60 percent of mobile data traffic in 2018, as consumers increase the number of videos they watch and upload[1].Not only has video consumption increased, but Indian users are also spending more than 2 hours on their mobile devices[2]. This nudged us to take a closer look at the video ad trends…
15
September
The InMobi Insights team is excited to release the Mobile Programmatic Insights from a buyer’s perspective.To better understand how brand marketers view the mobile programmatic space, we conducted an extensive survey, undertaken by a diverse group of over 180 digital marketers at brands, to track the usage and investment in mobile programmatic advertising. This report covers the benefits, opportunities and roadblocks in this dynamic and data-driven digital landscape.Find out what the 180+ digital…
21
September
In this series of articles, we discuss some of our learnings along with a few examples that illustrate the biggest challenges with location data and also offer insights on how important accuracy is for us at InMobi. Here is the first part - Location Accuracy: Who can you Trust? Part 1/2, in case you missed it. Detecting errors by comparing latitude/longitude country with IP country A request that comes with a latitude/longitude (henceforth, also referred to as lat/long) value will also typically…
09
September
In a digital world ruled by the proliferation of personal screens, it is the end user that makes or breaks a digital business. And for a company focused on user privacy above all else, the new changes on iOS 10 are an epitome of a world ruled by the user’s preferences.The advertising industry is abuzz with the controversy created by the stricter implementation of the Limit Ad Tracking feature in iOS 10. With iOS 9, Limit Ad Tracking restricted the location and behavioral targeting features on iOS…
09
September
Thanks to the widespread availability of low-cost GPS technology, many mobile devices have the ability to precisely geo-locate themselves. When users of these devices opt-in to make their location information available to applications and network services, a better, location-aware user experience is provided to them. The location offers improved precision when targeting ads. Accurate location information, when combined with other data like user interest profiles and time of day can significantly…
07
September
This post first appeared in AdAge India "After nourishment, shelter and companionship, stories are the thing we need most in the world."- Philip Pullman Advertising is storytelling. From the Mad Men of the 1960's to now, the Don Drapers of the world want to tell us a story. And storytellers don't advertise products, as much as invoke heart-warming, magical connections between users and brands. By hammering out what a brand stands for, the product defines its emotional connect and shapes an identity…
07
September
After “Mobile is Eating our World” it’s time for “Video is the new HTML”, and building on these thoughts of Benedict Evans, we at InMobi are proud to introduce the #WinWithVideo series which we kickstarted last week with a webinar (Download: Presentation, Video Recording) on the mobile video ads. This blog is part of the same series elaborating on types of video ad formats and creative trends prevalent in the industry. Full-screen Video Ads A full-screen video ad is a short, high-definition…
06
September
Online video ad spend is estimated to grow at a rate of 25% year on year (YoY) to $9.6 billion in 2016. Brands have seen remarkable success in narrating their brand stories and captivating online audiences using video, with high engagement, increased dwell times and high completion rates. But what does this mean for performance advertisers? Does video deliver beyond awareness-generation? Can video steer consideration, and thereby influence conversions and the acquisition of high lifetime value (LTV)…
02
September
“If you can’t measure it, you can’t improve it,” said the famous management guru, Peter Drucker. Thankfully, the digital medium allows marketers to measure direct response metrics like views, engagement and user acquisition. Such direct response metrics are extremely useful for digital products such as apps and websites where a completed action is a sign of conversion.However, in the traditional world of consumer goods, retails and Quick Service Restaurants, a direct response is indicative…
While many users are willing to rotate their phones to landscape mode to watch a video, they’re unlikely to take the same action when viewing video ads. Brands have traditionally conceived, created and filmed their ad units horizontally, with TV and desktop in mind and mobile as an afterthought. Horizontal video ad units only fill 25 percent of a phone’s screen when held in portrait mode. It’s only recently, with the reported 10 billion daily vertical video views on Snapchat, that brands are…
30
August
As we gear up for yet another school year, parents and kids are shopping for books, backpacks, uniforms, and gadgets. Back-to-school is the second largest shopping season of the year with sales expected to total $828.81 billion in 2016, up 2.6 percent year-over-year, according to eMarketer. Brands and retailers have a significant opportunity to influence the purchase decisions by learning from this consumer behavior. If you're interested in knowing more about this topic, check out our blog on How…
22
August
Originally published on iMedia As we gear up for yet another school year, parents and kids are shopping for books, backpacks, uniforms, and gadgets. Back-to-school is the second largest shopping season of the year with sales expected to total $828.81 billion in 2016, up 2.6 percent year-over-year, according to eMarketer. Previously, this meant heading to a shopping mall. However, the digital age has changed the way we shop, and the adoption of mobile has introduced new ways to research, compare,…
24
August
A successful performance marketing campaign comprises different elements, from building the right user insights and creatives to evaluating the appropriate network partners and ad spend. And to get all the elements of a campaign right, performance marketers rely on mobile measurement and attribution reports as the single source of truth. If missing a small piece of data could result in a poor campaign, cranking the right levers can drastically improve campaign performance. View-Through Attribution…
11
August
What should I do after the app is installed? How can I keep bringing users back to my app in a sustainable method? For businesses today, remarketing is key to ensuring that active users continue to engage and dormant users re-engage with their apps, eventually resulting in increased user LTV (lifetime value). The conversation has shifted from merely acquiring new users to learning how to retain them.On the 5th of August, InMobi, along with BHIVE, hosted an event to build on this theme. Titled “Retain…
08
August
Over the past 6 months, InMobi has focused on building a retargeting solution that enables performance marketers across industries such as retail, transport, news and entertainment, and gaming, maximize in-app engagement and revenues. InMobi Remarketing is a comprehensive solution that enables advertisers to activate acquired users by nudging them to their first LifeTime Value (LTV) event, re-activate dormant users and retarget existing users to drive incremental revenues or engagement.InMobi Mobile…
05
August
Originally published on The Financial Express Author and media theorist Steven Johnson got it right when he said,“Chance favours the connected mind.” And in this era of humankind, the internet is driving the connected mind. It stands as a testament to the great strides we have made and it has changed the world for the better. This level of connectivity has just deepened with the onset of the smartphone era. Rich content is accessible to everyone on the planet, no matter where they are—or is…
25
July
InMobi and MMA recently hosted an Industry roundtable titled “Programmatic on Mobile: Ready, Wait or Rethink” in Singapore where a select group of 40 leaders across different sections of the advertising ecosystem were invited. Through insightful conversations, leaders from Rubicon, Mindshare, OMD and Standard Chartered reviewed the readiness of the APAC region to embrace programmatic. The broad consensus was that the industry is still evolving and only a handful of progressive advertisers have…
15
July
The mobile device is an indispensable screen in a consumer’s life. Its ubiquitous presence in almost every waking moment of our day has made us enthralled fans of this small powerhouse of information, entertainment and utility. Users reportedly spend approximately 240 minutes on their mobile device every day for a variety of purposes. It is no surprise then that mobile has become a core component of every media planners strategy. The virtues of the mobile device have been extolled endlessly - but…
13
July
Millennials are becoming retailers’ largest demographic in both population size and market influence with significant buying power due to their constant access to technology. Over 85% of millennials own a smartphone compared to 71% of the total U.S. population, and their mobile-first experiences are set to reshape the economy and change the ways in which consumers trade. Already, a quarter of millennials recently surveyed report 100% of their online purchases were on smartphones — and marketers…
04
July
Reaching more than a billion mobile users across the globe, InMobi has a unique window into user behavior. Delving into how people shop on their mobile phones in India, the insights found are truly revealing. The data helps us understand when Indian’s like to shop, what their mobile shopping journey looks like and how they make purchasing decisions. We discover two crucial insights for retailers, Seeing is Buying - shoppers are more likely to buy if they see things they like. It makes common sense.…
29
June
Over the years, advertisers have come to rely on InMobi’s performance solutions to unlock new avenues of growth. From gaming developers to large retailers, we work closely with our customers as their trusted partners to acquire quality users and scale their businesses locally and globally.But over the course of our travels in the past year, meeting with customers from San Francisco to Beijing, we’ve observed the conversation shift from focusing on acquiring users to worrying about retaining them.…
16
May
More insights on Mobile Media Consumption in Vietnam is available in this report
03
May
Watch the Mob-Ex 2016 Award-winning Campaign
26
April
At InMobi, we deliver 200 Billion ad impressions a month. By processing and studying the data signals accompanying each impression over the last six months, we get a peek into the consumers at the other end of the 1.2 trillion impressions. Understanding the attributes of these consumers is paramount as it helps fine-tune your advertising messaging and investments. A case in point - the international traveler segment. In my earlier post, we analyzed the top international destinations of outbound US…
05
April
Originally published on Internet Retailer. The combination of social media and mobile devices has become a way of life in China. A lesser-known ancient Chinese proverb translates as “Dig the well before you’re thirsty.” In many ways, this beautifully illustrates the secret behind the mind-boggling success of mobile commerce in China. China is the world’s largest smartphone and e-commerce market, and some believe that China is an entire decade ahead of the West when it comes to mobile commerce.…
01
April
Originally published on Business Insider. "Creativity without strategy is called art. Creativity with strategy is called Advertising", said Professor Jef Richards. No one could possibly agree more than today's retail marketer. The dawn of the digital age has brought with it a vast array of ad format options - enough to throw any marketer's mind into a tizzy. As Indian consumers continue to spend nearly three hours on mobile each day, every retail marketer worth her salt possibly spends most of her…
30
March
There has been a fundamental change in the way people consume media on their mobile devices. Mobile interaction can be broken up into thousands of fragmented moments i.e. checking the time, reading the news, texting friends, etc. And amongst these thousands of moments are what are called “micro-moments”. According to the American Marketing Association, a micro-moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume or act on…
03
March
Originally published on Fourth Source. In 2015, retailers continued to hit the mark with magnificent advertising campaigns, particularly towards the end of the year. But while many of us were on our fifteenth view of John Lewis’ heartwarming man on the moon, Mog’s adorable Christmas calamity for Sainsbury’s, and Harvey Nichols’ unmistakable #GiftFace, UK retailers have been busy prepping for the year ahead, with good reason. Mobile First In 2016, traditional retailers who haven’t embraced…
04
March
Originally published on Retail TouchPoints. Mobile is an integrated part of a consumer’s life, being the first thing you look at when you wake up, and the last thing you look at before you go to sleep. With this in mind, well-designed mobile shopping apps seem to be the way to a consumer’s mind, heart and wallet. Consumers now have powerful search engines and extensive mobile stores at their fingertips, with seemingly infinite selections of products. When a consumer wants to buy a new pair of…
08
March
Originally published on Adweek. People see it. People buy it. The crux of the buy button’s mission on any platform—social, web or mobile app—seems like child’s play, but it is easier said than done. The buy button occupied center stage in 2015, however despite lackluster results and raised eyebrows, there is still hope for success.The promise of the buy button What’s the allure of the buy button? Many believe it will help relieve one of the biggest challenges of online shopping, shopping…
01
March
Originally published on Mobile Marketer. Mobile is now the gateway to consumer experiences in the real world. As consumers consciously integrate mobile into their lives, they are able to demand experiences and purchase any item, regardless of location, in a moment of need. Forrester Research calls this the mobile mind shift. Retailers have responded to this reality with mobile applications and mobile Web sites that enable intent shopping, either through search that often leads to a filtered selection…
19
February
A man in his fifty’s usually carries 3 thick files of prospective partners and comes to your house. He’s called a ‘broker’ and he’s partly responsible for nearly 90% of ‘arranged’ marriages in India. This phenomenon of marriages gradually moved online about 5 years ago, but brokers are still alive and kicking. Then came the mobile revolution.People spend several hours each day with their noses buried in their smartphones. We source rich content, information, entertainment and even socialise…
18
February
The Mobile Web vs Mobile App dilemma is perhaps one of the most common battles fought within the silent recesses of the mobile marketer’s mind. For marketers investing in mobile advertising, the decision between mobile web and mobile app is not just one of inventory but truly a choice between reach and engagement. If effectiveness of mobile advertising is the goal, then there are five prominent axes which need to be taken into account when making this decision. hbspt.cta.load(2714195, '28d99608-64b2-4fd4-98c2-3cb7dd6d3060',…
13
January
Currently the third largest smartphone market in the world, 2015 proved to be a significant year of growth for India's mobile economy. InMobi and TUNE teamed up to help you make sense of what India's mobile consumers did in the past year.
05
January
In September 2015, Apple announced that iOS 9 will feature content blocking, which allows users to block ads and give them more control over their experience with ads. Apple’s decision to allow content blocking on iOS 9 acknowledges a significant ongoing shift in how advertisers connect with consumers online, especially in the mobile marketing space. Consumers now have the power to block traditional forms of online advertising—and sources of much-needed revenue—including pop-up and banner ads.…
05
November
Attention, brand marketers! It’s the Holiday season and we are excited to present to you a way to spread the cheer with video ads your users will love. Video viewing on the mobile phone is exploding globally with estimates suggesting it will account for 50% of all mobiledata consumption by 2019. Likewise, mobile video advertising is growing and researchers expect it to cross $6 billion by 2018. While video advertising has been great for the advertiser in terms of securing consumer attention and…
23
October
In-App mobile video streaming is exploding as highlighted in the latest App Annie Q2 2015 Index report. According to comScore, over 87% of mobile media consumption takes place now in-app, as well as a majority of all digital time spent. In terms of view specifically, nearly half of mobile video viewers can only (or mostly only) be reached in-app, according to the IAB. And, the most recent cross media marketing mix study from MMA with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform…
18
September
Since time immemorial Indians have attributed great fascination and pride to "location.” As any real estate agent will tell you, “There are three things that matter in property: location, location, location.” Ones “location” can help others draw inferences about your preferences, needs and consumption behaviors. In essence, the locations frequented by a user can help advertisers understand their real world behaviors and therefore location becomes critical to help users discover propositions…
26
August
Every quarter we release the latest trends and insights on the app economies of the world. These are based on the analysis of millions of app downloads and impressions on the InMobi network. Today we release a set of six infographics along with detailed global and regional reports on The State of App Downloads and Monetization based on Q2 2015 data.Here’s a sneak peek for you.Leading App Destinations of the WorldIn Q2 2015, Indonesia continued to surpass USA and China as the leading app download…
16
July
It’s been a tiring last few days, but I have finally had a chance to read all the reactions pouring in from all circles about our exciting Miip launch this week. Before anything else, thanks to everyone who joined us at our event in San Francisco. I can’t deny the fact that I am extremely happy that most of you noticed exactly what we were trying to do--to put a face on advertising. I truly believe that this is something that is missing in today’s world. Ads are omnipresent--be it on mobile,…
16
July
Human behavior is shaped by how we access and discover information. With every evolutionary change, the paradigm of search changes: From manual search, to bibliographic cataloging, to page-rank based search in the digital world, and now to discovering information in an app-first world.Discovery on mobile is a problem that has not yet been solved. Since apps are not linked, searching and discovering information across apps is impossible today. As if searching were not hard enough, the problem is further…
14
July
There are moments in one’s life when a seemingly innocuous statement leads to something that shakes the very basis of one's worldview. "Is there a way to turn off these irritating ads on my phone? I don't know if anyone ever clicks on them. I wonder who spends time putting these ugly ads on my phone," my daughter asked me one day at dinner, oblivious of the business I was in.Do CTRs have to be in the low-single digits? Even if we increased CTRs for ads by 10%, no one really seems to like these…
13
July
'Shopping'. This one word drives intense emotions in India. For many it is a way to earn their daily means employing around 40 million Indians (3.3% of Indian population) contributing nearly 15% of our GDP. For several Indians, shopping is therapeutic (I can imagine my wife nodding in agreement). And for many like me it is a weekly drudgery and dreaded task especially grocery shopping. What really intrigues me though is for the last 25 years shopping has always been anchored on products/brands/category…
01
July
More Indians are getting on the Internet bandwagon over the next 15 years than any other country, including China. As per a recent Goldman Sachs report, it is forecasted the Indian e-commerce market is poised for a 15X growth, contributing to 2.5% of GDP, or $300bn by 2030. Like the invention of steam engine or the California Gold Rush, the liberalization post 1991 we are at a time when the foundation for a new mobile economy is being laid. We are fortunate to be the architects of this economy and…
10
June
Through 2018, less than 1% of consumer apps will be considered financially successful by their developers. As competition intensifies over the years, the race to get your app to the top will be. As you plan your user acquisition and monetization strategy, it might be helpful to explore the latest trends in the mobile ecosystem. The latest set of infographics from InMobi on The State of App Download and Monetization, June 2015 offers some insights. Here are some key trends on the mobile app economies…
12
May
“[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…
06
May
In our previous post, we spoke about the popular gaming concepts that rule the world. This time around we tackle the burgeoning non-gaming sector. In the app world, user interests outside of gaming encompass a wide range of content including social networking, entertainment, productivity and many more. At InMobi, we analyzed thousands of apps and millions of users across continents to identify app interests. Users who displayed a specific app interest were grouped into an Appographic Segment. A deeper…
16
April
New research from the Mobile Marketing Association (MMA) demonstrates the relative value of investing in mobile as a marketing channel by studying real brand campaigns. InMobi is pleased to help sponsor MMA’s Smart Mobile Cross Marketing Effectiveness Research, or SMoX for short. This research examines the effectiveness of cross channel marketing to present findings that point to an optimized level of mobile spend that is proven to increase campaign ROI without increasing overall marketing budgets.…
06
April
This article by InMobi was first seen on Emerging Spaces, the content hub of the Starcom Mediavest Group. “Nobody reads advertising. People read what they want to read and sometimes, it is an ad” - Howard Luck Gossage, the ‘Advertising Socrates of San Francisco’, 1969. This path-breaking line of thought surfaced as ‘native advertising’ last year, and evolved from an ad world catchphrase to establishing itself in every marketer’s agenda. Innovative native platforms now give publishers…
30
March
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…
11
March
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…
11
March
Last week, the world of mobile was on show at Mobile World Congress in Barcelona. For a timely trend watch, the AD Club reached out to leaders and members for their views on the most important mobile trends in 2015. InMobi’s Head of Marketing in North America, Rick Jones ( @rickjonestweets) talked about the significant changes we can expect to see in mobile viewing behaviour and consumer engagement. "We will undoubtedly see amazing new mobile capabilities introduced in 2015, but the bigger trends…
19
November
Not all games are created equal. Each game is based on one or more underlying concepts or themes - Pattern Matching [1], Fantasy[2], Survival[3],Stunts[4] to name a few. An analysis by InMobi of more than 10,000 games on the network showed interesting trends around concepts and geographical variations. Around the world in 10 concepts Users around the world have a personal preference for certain types of games. Short Session [5] games are the most popular amongst users the world over, with Pattern…
18
November
Seize the moment is a series that captures mobile marketing strategies for brands to win consumer moments on mobile. So far, Brands have relied on broad consumer archetypes to understand consumers and the way they can be influenced to purchase. This approach to consumers involved classifying them into cohorts based on mindsets - the collection of ideas that determine their outlook, attitudes, and presumably, their purchase behavior. However, the days of this generic approach are clearly numbered.…
11
November
Happiness, hope and reflection are definitely a part of the holiday season but do they all necessarily fit into your holiday season business plans? Mobile advertising is set to be a $50 billion industry within the next decade according to Gartner and other research firms. However, up until now most mobile media networks only guaranteed set brand impression levels, leaving brands guessing as to whether those impressions would translate into a tangible ROI. But this holiday season, InMobi plans to…
10
November
Getting users to download an app is a challenge faced by app developers the world over. As advertisers worry about their user acquisition strategy, many questions need to be answered. When do users download most? Which countries are growing the fastest? Where are gaming apps most popular? InMobi’s latest report - The State of Mobile App Downloads 2014 Q3 answers these and many more questions. Here we present insights and interesting patterns based on research conducted on the InMobi network. Are…
17
October
It is that time of the year that Brands and shopaholics look forward to. This holiday season, more than any other, Brands can look forward to a powerful gift; for shopping is all set to be mobile-fueled. eMarketer estimates that US mobile sales will grow by 37.3%, more than twice the rate of e-commerce overall. Nearly 19% of digital sales and 1.2% of all retail sales in the US in 2014 will come from mobile devices. eMarketer estimates that UK retail m-commerce sales grew by triple digits in 2013…
19
September
App developers today face a challenging mobile app economy. With over 2 million apps available between Google and Apple’s app store, and over 110 billion app downloads, competition for has never been more fierce.We took a close look at app download trends across the world to make sense of how acute the problem is. Research on the InMobi network for apps downloaded in Q2 2014, between 1st April and 30th June shows some interesting patterns.App crazy nationsUSA and China top the charts at 18% and…
09
September
As the world awaited the iOS 8 release with bated breath, we at InMobi did some gearing up of our own. We analysed the iOS 8 beta adoption amongst developers who have access to the beta version of the release to see how it fared against iOS 7 beta adoption. Our research shows that Chinese developers seem to be building upon their success with iOS 7 by adopting iOS 8 faster. China is the only country among the larger developer nations to have registered a higher iOS 8 beta adoption compared to iOS…
02
September
Brands are looking for the best ways to include mobile in their media mix this holiday season, but smart marketers know that simply repurposing existing desktop banners will not tap into the true power of mobile to drive holiday sales. To follow are six breakthrough creative ideas to that will amplify user engagement with your mobile ad and maximize ROI on your mobile campaign.1. The Virtual Mobile Catalog with Shoppable Video For the brand interested in showcasing the latest styles in a highly personalized…
01
August
Brands are shifting their holiday advertising budgets to mobile – with predictions showing mobile growing to 25% of digital ad spend.* Why such a focus on mobile for driving holiday sales? Because location based targeting is the best way to drive retail foot traffic and it is unique to mobile. Drive Traffic Into Your Store – And Away From CompetitorsAccording to the Mobile Marketing Association, today nearly 70% of smartphone access is spent out of the home or on-the-go, that means that mobile…
18
July
Whether you are in apparel or consumer electronics, if you are interested in influencing shoppers’ online or in-store behavior during the 2014 holiday season you are probably considering mobile as part of the solution. If you’re not, you certainly should be. According to the Ipsos Holiday Shopping Study, more than 75% of all smartphone users will use their smartphone for holiday shopping and 1 in 4 will make a purchase on their phone.* No matter what channel consumers use for purchase, mobile…
29
May
Desktop advertising has come a long way from the first banner Ad in Oct 1994. As display advertising evolved and matured, there eventually arose the need to move away from segment-based buys to very-fine grained individual buys. Programmatic buying empowered marketers to achieve the efficiency desired, growing disproportionately with the rise of display advertising. Interesting as it seems, mobile advertising adapted itself to the ways of the display advertising world. Consequently, early mobile…
02
May
インモビジャパンの篠原です、今回からこのブログを通じてインモビのプロダクト紹介や、スマートフォン広告のグローバルトレンドなどお伝えしていこうと思っています。初回は、インモビが先般リリースしたネイティブ広告について、紹介していきたいと思います。…
29
April
Over the last few years, one of the things that constantly bothered me was that we were powering an entire industry on the back of banner ads, which we never liked. InMobi has worked with more than 30,000+ app developers, fielded 4 billion+ ad requests per day, and helped them monetize their apps on the back of our best-in-class technology and global scale. However, along with helping developers monetize at scale, we also want to give users a great experience.So, early last year, we decided to disrupt…
06
March
“Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C Clarke. For people who aren’t aware of the inner workings of an ad network, user targeting can seem like magic. User targeting refers to advertisements being placed in such a manner that they reach appropriate consumers based on various traits such as demographics, location, interests etc.Understanding user behaviour is instrumental in delivering an enhanced consumer ad experience. Consumer attention to ads,…
05
March
The market for mobile app analytics is crowded yet fragmented. Despite there being several different tools to help app developers capture key metrics and analyze user behavior, many solutions only focus on a single problem. The result is that many app developers are forced to install multiple SDKs to achieve one overarching purpose: understand user behavior and respond with appropriate action.Here’s how it often plays out. An app developer installs one SDK for ad campaign tracking, another to capture…
26
February
In the first post of this series, we discussed the framework and elements which can help evaluate the native ad solutions available in the market today. Once you have finalized on a partner to power your native ad needs, you get to the next most important step - identifying what ad concepts can work for your property. The beauty of native ads is that they blend seamlessly with the content. This presents a unique opportunity to present the most relevant advertisements to a user, depending on the content…
13
February
Last week, we announced the launch of our Native Ads Platform. While native advertising is the latest buzzword in the industry, critics are holding their verdict on whether they are here to stay. If you are a part of the booming mobile internet industry and your livelihood depends on the popularity of your mobile business (app or website), you are most probably on the other side of the fence and are thankful for the innovations focused on enhancing the user experience and monetization opportunity.So…
29
January
It’s hard to miss the recent media buzz about NYT debuting native ads. While the public outcry has started to die down slowly, mobile advertising and native ads are clearly here to stay. After the hysteria in the media about irritating mobile ads and publishers like NYT selling their soul, my view in fact is, quite the opposite! I love native ads and am extremely proud of the InMobi Native Ads platform my team has created. Let me tell you why…. We have looked at native ads holistically. The InMobi…
09
January
Targeting has been synonymous with advertising since the advent of advertising. Whether it is the broad guess-based targeting utilized by traditional modes such as TV and billboards, or the precise and trackable targeting used by mobile and digital advertising, targeting is the core of a successful advertising strategy. Today, with the capabilities offered by mediums like mobile, the old “spray and pray” techniques are a thing of the past. Some of the amazing targeting features that mobile makes…
19
November
中国无线营销联盟2013会员大会于11月18日下午在上海明天万豪酒店顺利召开。会上对MMA中国各个委员会在过去一年的工作进行了回顾，并由现场出席的71家会员单位投票选举产生了新一届的董事会。 MMA中国过去一年在各个委员会的推动下，先后推出四大移动广告标准白皮书， 建立了智囊讲师团，完成了多场专业移动营销培训的课程，联手业界领先的广告网络平台、第三方调研机构以及品牌客户推动移动广告标准的制定，受到会员单位以…
22
October
How much money did I really make by showing ads to my users? Am I leaving money on the table? Are ads on my app leading to more churn? These are burning questions for a mobile publisher whose livelihood depends on the revenue his mobile app business makes. At InMobi, we are leading the charge of technology innovation in the mobile ad space and work towards resolving some of these pertinent issues for app developers. The learnings from the desktop world give strong indications for the need of maintaining…
Seungyeon Kim, General Manager of InMobi Korea, commented on the mobile marketing trend and was quoted in DBR (Dong-A Business Review) magazine, published on August 2nd. Future Mobile Marketing Trend: 4 Keywords Korea has gone all mobile during the last three years. It reached more than a +50% smartphone penetration with +20% connected to 4G LTE. Korea is the 2nd largest mobile market in Asia, outside of Japan. Everyone is convinced that mobile will be the next big thing, but no one is able to discuss…
The Insights team at InMobi is excited to share the results of the recently conducted Movie Goers study in Korea. This research was conducted to better understand the role of mobile among moviegoers in Korea. This focuses on how mobile devices are used when finding and sharing information about movies, role of mobile ads in movie decision process, and ways in which mobile is used when picking a movie to see, and where and how to see it. Korean moviegoers - young and old; frequent and infrequent,…
All signs point to mobile technology contributing to the evolving ways in which people interact with the television viewing experience, both in terms of programming and ads. Increasingly, TV viewers are engaging with visual content across a variety of screens such as smartphones and tablets, leading to the phenomenon of the multi-screen viewing experience. The main reasons for the growth in multi-screen viewing are due to:The explosive growth in mobile usageIncrease in dual-screen activity and multitaskingIncreasing…
17
May
As an app developer, you want to acquire users efficiently by optimizing marketing spends across different channels. This becomes even more important at the time of an app launch when the lifetime value of a new user is still unknown. It's too early to determine an agreeable CPI to drive installs and thereby justify the marketing budget needed for user acquisition. Given that early users of the app are the most valuable, it is imperative that you optimize your marketing mix appropriately to maximize…
It is common knowledge that Tablets provide a much higher and superior monetizing opportunity when compared to smartphones. Since Tablets have more premium and high value users, if done right, Tablet-optimized apps can make 3-4x more money for the developer. But ironically, due to simple and basic mistakes, Tablet apps at times make half the money that a Smartphone app makes through ads. Half the monetization when these apps should be making more than double! So, what's wrong with this picture? From…
18
April
The auto industry has traditionally relied on conventional marketing means such as TV advertisements, bill boards and print media to drive sales. But over the last couple of years there has been a tremendous shift towards the Internet, social media and mobile. This was bound to happen with the coming of the Internet and the mobile and the way media has changed over the last few years. People have moved to online, more so to mobile and social media, where they look for vehicle pricing, model information,…
Eileen McKay, InMobi's Regional Sales Manager in the Pacific Northwest sounds off on the trends she sees developing as we close Q1:Could it be that 2013 is finally going to be the year for brands to finally take the plunge and deeply embrace mobile marketing? Smartphone penetration has now crossed the majority threshold in the US. As of September 2012, 51% of US mobile subscribers own a smartphone (comScore mobile lens, Sept, 12), Consider also, that is the national statistic. Look amongst your own…
In the first blog of this series, we saw how it is important to get your paid advertising strategy right to ensure that the organic downloads keep flowing in. I also suggested the Top 5 essentials to keep in mind while planning your advertising campaign. Let's take a deeper look into the second of the five Ad Content. The ad unit is the users first exposure to your app and hence needs to make an impact on the user. It needs to perk the users interest in a way that the user would want…
Mobile is rapidly evolving into one of the most influential technology for the marketer and there is no denial that mobile is seen as the preferred channel of choice for engaging device dependent customer. Yet despite the excitement, marketers are looking to understand, leverage and measure mobile advertising and also look to integrate online and offline customer acquisition and relationship building. It is important to address the complexity of the mobile landscape and develop best practices or…
Yes, you have a great app, but are you sure users are seeing it? With the number of active apps crossing 760,000 on App Store and 675,000 on Google Play, every new app is facing severe competition to be discovered. With an average of 921 new apps being launched per day, an app stores is an ocean of apps that is growing larger by the day and the threat of being lost amidst the crowd is very real. So, how do you stand out? How do you get discovered? The three main ways for you to get more installs…
Today a companys most valuable asset is its customers, and while products and services are ripped off and duplicated in no time at all, a company with loyal and long term customers is less vulnerable to competition. But how does one measure the value of a customer? Through Customer Lifetime Value (CLV or LTV). LTV helps companies understand what a customer is really worth to its business. Broadly, LTV is a marketing formula based on the idea that sacrificing initial profits and spending money up…
One of the perks of being in the mobile advertising industry is that the ecosystem is by nature local and at the same time global (clichd? Yes! But, absolutely true). A publisher in Antwerp can monetize his content in Shanghai as easily as he can monetize his content in Buenos Aires. An advertiser in San Francisco can spread his message in Abu Dhabi and Addis Ababa with equal ease. For most part of the year one geo-region or the other is in festive mood & this rings festive bells in the mobile marketers…
InMobi CEO Naveen Tewari's guest post on VentureBeat looks at the advantages of Indian entrepreneurs who look east to India's Silicon Valley - Bangalore - as they start a new business venture: East-to-West strategy makes most sense for businesses centered on new technologies the Internet, mobile, and cloud being the obvious examples. The rationale is simple: New technologies are adopted almost uniformly across Western and Eastern markets and even if the market characteristics and sophistication levels…
There is no doubt that there has been a radical shift in 2012 with regards to mobile. In Australia, mobile consumption usage has reached a tipping point, with the rising penetration of smartphones and publishers and brands realising that in order to deliver an optimal digital user experience, they need to evolve their screen strategy to meet ever demanding user expectations. The Australian Online General and Mobile Advertising Market report, released by Frost and Sullivan in October, predicts a strong…
Considering that Geo Targeting is one of the advantages of mobile advertising over other forms of advertising, there is a lot of hype around the feature, and rightly so. If you did a search on Geo Targeting on Mobile, my bet is that the top 5 results will talk about all the niche offerings of Geo Targeting such as hyper local targeting, geo-fencing, location based services etc. But let's take a step back and look at the some of the basic features of geo targeting “ state and city…
The Financial Services sector is one of the largest digital media buyers Worldwide; digital media has given them the ability to run highly targeted campaigns, and only incur a cost when a prospect clicks on the banner. Being the Financial industry, models that can show return on investment like this are extremely attractive. This sector only has a requirement to generate leads, often the creative is bland with strong call to actions, and there are few clicks on the ad. Many of the clicks though are…
Many countries around the World have imposed regulations on Alcohol marketing in an attempt to foster more responsible drinking within their communities. It is for this reason that the Alcohol industry is one to watch for upcoming marketing trends, as the responsible Marketing and Brand managers, and their Agencies tend to embrace new concepts first, before authorities regulate them. From a mobile perspective, the Alcohol industry have certainly embraced Mobile Advertising, and Rich Media in particular…
In the early 90s many analysts predicted the demise of newspapers and magazines due to the Internet, but this never happened; and luckily for publishers as the majority provided their content at no cost. Many people consume print media while relaxing and in between other commitments, so there was still a place for this type of media. With the advent of mobile media though, it is easy for people to consume media on their mobile device, while relaxing, anywhere. And whats more, mobile media is interactive…
It is amazing how many Brand and Marketing Managers have had QR Codes placed on their collateral, sales tools and adverts, but have never actually used a QR code themselves. As part of a study conducted on consumers in South Africa, Nigeria and Kenya, InMobi asked the respondents whether they have used a QR code before, and in some countries up to 70% of the respondents did not even know what a QR code is yet agencies and marketers still insist on using them. For those readers, who fall into the…
Many Marketing and Brand Managers, and their Advertising and Media agencies will be planning marketing campaigns for seasonal activities that take place towards the end of the year or early next year. Mobile, is a medium of ever increasing importance, so much so that some agencies are designing for Mobile first, and then seeing how the campaign can be converted to the more traditional mediums such as TV and Print advertising. Here are some ideas to inspire campaigns for Ramadan, Christmas and the…
A debate on what industry is most important to sustained growth in Africa can easily be won when you bring up Travel and Tourism. Africa may be rich in oil in some parts, and minerals in others, but it is rich in beauty in all places and is increasingly attracting domestic and international tourists. It has been mentioned many times that in Africa the majority of the population access the Internet using their mobile phones as there is a huge lack of fixed line Internet connectivity and reliable electricity…
Netflix offers me the film Lethal Weapon because I like 48 Hours, and recommends the TV program Burn Notice because I like Mad Men and Arrested Development. The predictions are sometimes pretty close to the mark, sometimes seriously off-target, but usually entertaining. [caption id="attachment_3169" align="alignleft" width="320" caption="Rush"] [/caption] In contrast, MOG thinks, "Since you love Rush, I bet you'd like to hear some Blue Oyster Cult." Nope. I wouldn't. Sometimes apps miss. And that's…
If you're new to advertising with InMobi, these tips from our campaign team, will help improve your campaign performance and prevent your from making costly mistakes. Start With Handset Targeting InMobi's handset targeting is the best place to start with, when considering how to set up your campaign. Targeting users of every handset is costly and unnecessary. Think first about what type of audience you want to target and what devices they are using, For example, if you're targeting a premium audience,…
I want to thank Robert from W3i for quoting me in an article that ran today. His piece provides performance marketers number of tips on how they can take advantage of mobile advertising."For performance advertisers, mobile can be an excellent alternative to SEM and PC Web display. Mobile advertising's low cost, when combined with mobile specific advertising strategies, like click-to-call campaigns, can create superior value proposition that is hard for good marketers to ignore," comments Gregory…
The latest buzzwords in the Indian telecom industry are clearly MNP and 3G. While both technologies have been available in other markets around the globe for a while now, they are now just entering the Indian market and already promise to show spectacular results. A recent survey by Aegis Consult- ing and Research shows that Indians have been waiting for this feature and have much to gain with the launch of MNP. This whitepaper covers MNP or Mobile Number Portability and what this means to the operator…
Helping advertisers achieve their goals is at the heart of what we do at InMobi. With that in mind, we assembled a team of some of our best people several months ago. This team was asked to dive deep into the advertiser experience, understand their needs and put together a program that would directly address advertisers. During the research phase it quickly became apparent that big changes in our product were necessary. For example our campaign management system didn't properly address the needs…
We are happy to announce that our new sizzle reel is now available for viewing on YouTube. It features groundbreaking creative examples of mobile advertising and demonstrates just some of the unique capabilities advertisers can take advantage of. Enjoy.
Hello World. Today is the inaugural release of InMob's quarterly research report, A Global View of Mobile Advertising, providing researchers, analysts, and media planners with an in depth look at mobile advertising from around the globe. You can download this six region, 14 country report at www.inmobi.com/research. We will provide additional analysis and commentary via YouTube and Twitter frequently, so keep an eye out for more. For example, here is a breakdown of global OS share. Top manufacturers…
Simpaddico is a mobile app developer who has created numerous apps for both the iTunes App Store and Android Market. A number of their apps have reached the top of the app store rankings including Air Horn (Free!), their most popular app. Air Horn is an app that turns any iOS device into a virtual air horn and saw a huge number of downloads during this year's World Cup. Simpaddico's apps have been downloaded over 8 million times in the past two years. Their apps generate over 10 million ad…
James Lamberti our VP of Global Research and Marketing will have a fire side chat with Michael Arrington at this Friday's CrunchUp, where he will debunk the value of mobile advertising. Here are the details: TechCrunch Social Currency CrunchUp and 5th Annual Summer Party at August Capital, July 30, 2010 1:45 2:00 pm The Truth: Consumer Feedback About Mobile Advertising Michael Arrington speaks with James Lamberti , VP, Global Research and Marketing, InMobi http://techcrunch.com/social-currency-crunchup-and-summer-party-at-august-capital/
