27

May

How COVID-19 Is Impacting Americans In May [Latest Mobile Survey Data]

For many Americans, shelter in place orders are now in their third month – and many of us may be stuck at home for many weeks longer. At this point, how are adults feeling about the present situation, and how are their behaviors and situations evolving?   Since March, we have been surveyed Americans once a month (click here to see the March survey results, and here are the April survey results) using InMobi Pulse, InMobi’s mobile market research solution. For the May edition of this survey, we reached out to over 1,500 people across the country from May 7 to May 13, seeing how people of different genders and ages were reacting to the pandemic.   Here’s what we uncovered.  Top 10 Highlights:  Mobile and Apps:  In May, 80% said they are spending more time on their mobile phone, up from 73% in March.  43% in May said they are playing more mobile games, up from 40% in April.  35% of Americans said they are streaming more TV now, up from 25% in March.  The share of Millennials who said they are using news apps more frequently increased by 11 percentage points between April and May.  58% said they are using online conferencing tools for work in May, up from 48% in March.  Shopping and Commerce:  56%

Posted on May 27, 2020
By Team InMobi

11

May

QSR App Usage Trends in The U.S. During COVID-19

Many quick-service restaurants (QSRs) have their own dedicated mobile apps, but who specifically is using these QSR apps today? When consumers use mobile devices to order their favorite food, which brands are they turning to now? That’s what we wanted to find out.  The COVID-19 pandemic has dramatically impacted every industry, although the restaurant space as a whole has been hit especially hard. Still, in looking at both our first-party telco data and insights from mobile surveys we conducted in March and April, we found that some brands are doing better than others at weathering the storm by prioritizing mobile orders and focusing on app-first customer experiences.  Understanding the Preferences of QSR Mobile Customers Today  With most of the country under some kind of shelter-in-place order throughout the majority of March and April, people are far less likely to venture out of the house – even for allowed activities like picking up orders for takeout. In the surveys we conducted in March and April, consumers have said they are not embracing this kind of dining right now.  Among the more than 1,500 Americans we surveyed in April, a third said they have reduced their visits to restaurants or stopped eating out altogether. This is hardly surprising, as the

Posted on May 11, 2020
By Team InMobi

30

April

The Impact Of COVID-19 On Consumer Sentiment In The Middle East [Mobile Survey Data]

In March and April, the novel coronavirus has spread in Saudi Arabia and the United Arab Emirates (UAE), causing sudden disruption to daily life. To get a sense of how it is impacting people in both countries, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution.  The surveys ran from April 13-24 and reached close to 1,000 adults through their mobile devices across the two countries. Respondents were split across gender and age ranges.  Here’s what the data revealed.  COVID-19's Impact on Media and Digital Behavior  Among survey respondents in Saudi Arabia, 24% of them (and 30% of men polled) said they have been watching more news. In UAE, 41% of consumers polled (and 46% of survey respondents over the age of 34) said they have been watching more news.  Beyond staying on top of the latest happenings, people in the region have been turning to apps to stay in touch with others and for entertainment. In Saudi Arabia, 50% of users polled said they have spent more time on social media apps since the outbreak began, while 34% said they are using entertainment apps like Netflix more and 21% said they are spending more time playing mobile

Posted on April 30, 2020
By Team InMobi

24

April

How COVID-19 is Impacting Americans in April [Latest Mobile Survey Data]

Back in March, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution, to see how Americans across the U.S. were reacting to the COVID-19 pandemic. Of course, a lot has changed across the nation since we first conducted this survey in March. So, what does the current landscape look like today? To find out, InMobi ran another mobile survey. This time, we directly surveyed over 1,500 adults in the U.S., asking them the same questions we asked back in March. The survey, which reached individuals in every corner of the country (see note below), ran from April 2 to the 10th and had the same representation in terms of age and gender as the last survey. Top 5 Takeaways: Young People Are Craving Entertainment According to the April survey, 57% of respondents in this age range said they are spending more time using entertainment apps. And, 18% of survey respondents aged 18-25 now say they are spending more money on entertainment, a 7% increase compared to March’s results. News Fatigue is Real People in the U.S.aren’t watching the news as frequently as they were in March. For example, in March, 41% of parents polled said they were following the news more. In April, that percentage dropped to 30%. The total share of all survey respondents who said they are checking news apps more frequently dropped by nine percentage points between March and early April.

Posted on April 24, 2020
By Team InMobi

23

April

The Impact of COVID-19 on Consumer Behavior in the Middle East

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 can see how COVID-19 and government responses to it has impacted people and their behaviors throughout this region. COVID-19's Impact on Mobile Usage in Gulf Region From March 15 onwards, every Gulf nation saw a notable increase in mobile app usage. During the second half of March, the highest mobile usage was recorded in Saudi Arabia, the most populous of the six countries, followed by the UAE and Kuwait. Between the week of March 2 and March 11, mobile usage increased 2% in Saudi Arabia. But, between the week of March 12 and March 18, usage increased by 42%. The most dramatic increases during these periods were in Kuwait, Oman and Qatar. For example, in Qatar alone, mobile usage increased 76% during the week of March 12 and March 18 compared to the previous week. Why was mobile usage spiking during this period? This is when the number of cases kept on increasing - and when lockdown measures either were first implemented or beginning to really sink in

Posted on April 23, 2020
By Team InMobi

22

April

How are Consumers in Southeast Asia Reacting to the Pandemic

COVID-19 has taken the world by storm and created unprecedented times in most countries across the world. At InMobi, we delved into our Audience Intelligence platform using data signals and location polygons set up in more than 66,000 locations in Southeast Asia (SEA) to gather insights on how consumers are responding to this crisis in Malaysia, Singapore, Philippines and Indonesia. We also conducted consumer surveys for a sample size of 1056 smartphone users from March 24 to 28 in Indonesia to gain accurate and realistic insights on the current crisis that draws correspondence to: The awareness levels of people about the pandemic The challenges faced by Indonesians during the crisis The consumer footfall trends in the general places of interest Change in consumption of mobile apps across different categories   How Indonesians are Responding to the Crisis Lack of Awareness on COVID-19 in Indonesia As people remain inundated with misinformation, awareness levels on COVID-19 are critically low in Indonesia. While 80% of the respondents are unaware of the origins of the Coronavirus, 40% think that it is a bio-medical experiment gone wrong between the US and China. 4 out of 10 respondents think wet markets of Wuhan or bat soup consumption is responsible for the source of the virus. Amidst the pandemic, it is pivotal to follow social distancing to contain the further spread of the virus, but only 60% of the citizens are taking social distancing seriously in Indonesia. Only 14% can exactly identify two key symptoms of the

Posted on April 22, 2020
By Rishi Bedi

10

April

Gen Z Consumer Insights: What Our Data Reveals [New Report]

In our latest mobile research report, we highlight select Gen Z consumer insights and show what this generation of consumers really cares about when it comes to their purchasing decisions and brand preferences. We’ve called out some key findings from our report below but for all of the insights, be sure to download the full report here: Gen Z Consumer Habits: What You Should Know DOWNLOAD NOW Understanding Gen Z Consumers: Report Highlights What do members of Gen Z from the United States care about? How does this generation of consumers shop for products, services and solutions? What percent of Gen Z consumers consider a brand’s values before making a final purchase? Ultimately, how do these younger consumers, which are both the most diverse generation in U.S. history and soon to enter the workforce en masse, compare to previous generations like Millennials and Baby Boomers? Here’s what our latest research report highlights: What Gen Z shoppers actually care about, and how Gen Zers compare to other generations in their shopping habits. How consumers aged 18-25 think about brand values, and how those attitudes compare to other generations. The brands that have already found ways to connect with Gen Z. Of course, this is just the tip of the proverbial iceberg as far the insights revealed in the report. For all the data, be sure to download your complimentary copy of our latest research report, titled Gen

Posted on April 10, 2020
By Team InMobi

09

April

Impact of COVID-19 on the Consumer Behavior in India

Amidst the outbreak of COVID-19 in India, we delved into our InMobi platform insights and conducted mobile consumer surveys to understand the following factors: 1. Awareness levels on the pandemic in India 2. Changes in consumer lifestyle, shopping habits and preferences 3. The top stress busters for people at home The Need of the Hour is to be Aware Survey results state that most Indians are not aware of the cause, symptoms and the preventive measures that can be taken to avoid COVID-19. It is alarming to see that 60% of the respondents to our survey in India are unsure of the origins of the virus and only 10% can identify the exact two symptoms of the disease. Around half (46%) of the respondents are still not practicing social distancing. The need of the hour is to create proper awareness of the epidemiology of the disease. The Pandemic’s Impact on the Economy Consumers feel that the pandemic could cause major hurdles to employment and business growth in India. 43% of respondents believe that COVID-19 will affect the emerging economies including India. 30% of the respondents believe that the world is heading towards a global recession. 50% of Indians expect losses in the industry they work in. 15% of respondents are expecting layoffs. The Changing Behavior of the Indian Consumer The current crisis is affecting the brand and category preferences, shopping behavior and spends. In the chaos created by the pandemic, 40% of consumers are stocking up on kitchen supplies, hence

Posted on April 09, 2020
By Vasuta Agarwal

06

April

COVID-19 Impact on Mobile User Behavior [App Install Insights]

The world is in the midst of an unprecedented global pandemic, as the novel coronavirus spreads rapidly. In the U.S., many state, county and city authorities have issued shelter in place orders to try to “flatten the curve” and prevent the number of new COVID-19 cases from spiking. For most Americans, the most dramatic and noticeable effect of COVID-19 has been social distancing. With people staying inside for weeks, many are turning to their screens for news, comfort, connection and more. For a closer look at the role mobile apps are playing in helping people navigate this crisis, we turned to InMobi’s intelligence solutions, using our first-party telco data to review new app install trends from end of December 2019 through the first three weeks of March 2020. Here’s what we uncovered. Delivery App Download Trends In March, thousands of Americans rushed to supermarkets and big box chains to stock up on essentials like toilet paper and pasta in preparation for spending additional time at home. But instead of fighting the lines at grocery stores or trying to grab supplies off shelves before they ran out, many people opted to just order items for their house on their phone. In fact, compared to January 2020 figures, new installs of Instacart, Shipt and Drizly were, combined, up 166% in March. In early March, the number of new Instacart app installs jumped to an all-time high for the year. More specifically, the number

Posted on April 06, 2020
By Team InMobi

25

March

How COVID-19 is Impacting Americans [Mobile Survey Data]

Throughout February and March, the novel coronavirus has quickly spread throughout the U.S., causing sudden disruption to everyday life. To get a sense of the ways in which it is impacting Americans, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution. The survey ran from March 19-22 and reached more than 2,500 people across the country. Over a confirmed third of all survey respondents were from the states that had the 10 most confirmed cases of COVID-19 as of March 24. Top 3 Takeaways 73% of consumers said they are spending more time using their mobile phone. Among this group, 41% said they’re playing more mobile games, 26% said they’re using news apps more frequently and 29% reported using social apps more often now. Among people between the ages of 18 and 25, 56% said they’re playing more mobile games, 43% said they’re using entertainment apps more frequently and 55% reported using social apps more often now. Just over half (53%) of consumers have increased spending in some way — even more so among younger generations (over 60% for those 18-35). Consumers are spending more on groceries (37%) and household care items (18%), followed by pet supplies (8%). Households with kids are shopping significantly more across almost all categories compared to households without kids. Over a third (35%) of consumers expect their shopping, entertainment or personal behaviors to be impacted by COVID-19 for the next two to three months. Here’s what the data revealed: Social Distancing Overview As a

Posted on March 25, 2020
By Team InMobi

06

January

Chocolate Consumption Trends 2020 [Mobile Market Research]

In the U.S. overall, what are the major chocolate consumption trends that the major players in the chocolate industry need to know about today? What does the competitive landscape really look like for the world’s biggest chocolate companies? To find out, we polled hundreds of people throughout the United States using InMobi Pulse to get their opinion.How The Key Players Fared In Survey Results In the U.S. in particular, why do people buy chocolate? What do they look for, and how do they determine which brand to buy? To answer these and other questions, we turned to InMobi Pulse. Through InMobi Pulse, we directly surveyed 500 people (250 men and 250 women across all age groups) in the 10 largest cities by population in the U.S. in October and November 2019. People who had bought chocolate in the last six months were asked a dozen questions about their brand preferences, why they buy chocolate, who they buy chocolate for, where they buy chocolate and how they’re convinced to choose one brand over another. The survey focused on the primary North American offerings from The Hershey’s Company, M&M Mars and Nestle, which are the largest chocolate companies in the world. In particular, individuals were asked about these specific brands: Reese’s, M&M's, Snickers, Kit Kat, Cadbury, Toblerone and Aero.Chocolate Brand Awareness and Brand Recall Snickers and Kit-Kat had the highest levels of awareness, closely followed by

Posted on January 06, 2020
By Matt Kaplan

23

December

What's Healthy to Eat for Breakfast? Americans Chime In [Survey Results]

Have you ever wondered what's healthy to eat for breakfast? You’re far from alone. There are so many options out there that it can be hard to determine what foods to eat to start your day. Is peanut butter on gluten-free 12-grain bread okay, or is a nut butter like almond butter a better choice? How about chia seeds or cottage cheese or boiled eggs? Complicating matters further is the fact that not everyone agrees on what healthy breakfast foods look like. Some people are mostly concerned about lowering their blood pressure or weight loss while others may be more concerned about heart health - or maybe they just want to feel full in the morning. What this all goes to show is that there are a lot of differing opinions out there when it comes to healthy breakfast option. So to get a better sense of what the majority of Americans consider healthy, we asked them directly! Through InMobi Pulse, we surveyed over 550 adults of different genders and ages from across the U.S. to learn more about how they feel about breakfast and healthy eating in the morning.Healthy Breakfast Eating Survey Results Revealed First, before going too far, we wanted to find out whether people actually cared about eating healthy in the morning. All told, 71% of survey respondents said they prefer a healthy breakfast over a normal one. And, 73% of females and 76% of those 35 and older

Posted on December 23, 2019
By Matt Kaplan

18

December

Who Uses the Top Soccer Apps? An Investigation

In the United States, who is so passionate about soccer (or football, as it’s known everywhere else) that they have the top soccer apps on their mobile devices even when the World Cup is years away? To find out, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally to opt-in sourced deterministic first-party carrier telco data. Using our high-quality, data sources, we can see what makes their customers tick. For the soccer space, we looked at three categories of apps that soccer/football fans use: Apps that cover news, live scores and updates. Specifically, we looked at the soccer/football apps 365Scores, LiveScore, Football Live Scores, Telemundo Deportes, Univision Deportes, Fox Deportes and Forza Football. We also looked at theScore and the Bleacher Report, which cover a variety of sports-related topics including (but not limited to) soccer matches and soccer scores. And, to round things out here, we looked at the ESPN Soccer mobile website as well. The official apps from the major soccer leagues and associations like UEFA Champions League, La Liga, the English Premier League, Bundesliga, Major League Soccer and FIFA. Apps from the top soccer teams themselves. Here, we focused on apps from top favorite teams, as determined by Google Play and iOS App Store download figures. Instead of focusing on national teams, we analyzed the apps of

Posted on December 18, 2019
By Team InMobi

09

December

The Role of Mobile Apps in the U.S. Pharmacy Space

The pharmacy space is a $312.6 billion market in the U.S. Between 2014 and 2019, pharmacies will have grown by almost 3% overall. These stores are critical not just for dispensing necessary drugs and pharmaceuticals but also for supplying a wide variety of basic household goods. The pharmacy is now, by and large, the ultimate convenience store. While the space is growing, it’s not without its challenges. Why bother going to a physical drug store location when you can get both basic necessities and life-altering pharmaceuticals delivered right to your front door? To stay competitive, many pharmacies are increasingly leveraging automation and mobile app technology to provide a more engaging and personal experience for their customers. What kind of a difference do these apps make? And who specifically is using them? To find out, we gathered insights from InMobi Pulse, which builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally, to opt-in sourced deterministic first-party carrier telco data to stated feedback directly from the customers. And if you wanted to go deeper on the data we use: Through our first-party carrier data (via InMobi Pulse insights platform), we passively observed over 117,000 physical locations and 9.5 million consumer visits among leading pharmacy, convenience store and grocery brands in the U.S. We reviewed our first-party carrier data to look into who has these pharmacy, convenience store and grocery apps and is visiting the

Posted on December 09, 2019
By Team InMobi

26

November

Who Uses Apps to Meet Their Fitness-Related New Year’s Resolutions?

To meet their main New Year’s resolutions (and to stay on top of their health and fitness goals overall), many people turn to apps. There are hundreds of apps now available to help you keep track of your runs, access workouts virtually, monitor calories and overall stay on top of every element of your health routines. In fact, in January 2019, some of the top health and fitness apps included MyFitnessPal, among others. Who specifically uses these apps? To find out, we turned again to InMobi Pulse. Using our high-quality, first-party telco data, we can see what makes their customers tick.Working Out Who Actually Uses Health and Fitness Apps Here’s a brief snapshot of the average owner of seven of the top fitness apps from January 2019: The vast majority of app owners are female. Across these apps, between 59% and 85% of their app owners are female. For most apps in other categories, like pizza or streaming video, most app owners are male. More or less, app owners are likely to be between 26 and 45 years old; for most apps, 40% or more of their app owners fall into this age range. But, for fitness brands that have been around for longer, their average age range tends to skewer slightly older, with more of their audience being in the 56 to 75 age range. Between 14% and 25% of app owners are between 46 and 55, depending on the app. The bulk of app owners in this category

Posted on November 26, 2019
By Team InMobi

25

November

[New Report] State of Mobile Programmatic Ad Buying in Southeast Asia in 2019

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 finding value. Our latest report, The State of Mobile Programmatic Ad Buying in Southeast Asia in 2019, highlights - the current landscape, challenges undermining the in-app programmatic advertising industry and a glimpse into its future. This survey is the first of its kind research program for mobile marketers. It is designed to help mobile marketers better understand the responsibilities, activities, challenges, and current/future trends of the mobile programmatic world. Get your complimentary copy today! DOWNLOAD NOW What did our survey uncover? Here are the highlights of the report: Close to nine out of 10 brand marketers possess only a basic working knowledge of programmatic advertising. Despite that, 93% of these advertisers aim to conduct their programmatic media buying in-house. Around 90% of advertisers see efficiency gains with programmatic buying. Programmatic buying of inventory reduces the human involvement and the chances for errors and delays, thus improving the efficiency of a campaign instantaneously. When evaluating programmatic partners, performance along with control

Posted on November 25, 2019
By Team InMobi

20

November

Understanding the Modern American Beer Drinker

Americans drink a lot of beer - whether out with friends, watching sports or doing just about anything else. In 2018, brewers in the U.S. cranked out over 8 billion gallons of beer. There are now close to 7,500 breweries across the country, and the beer industry is now worth more than $114 billion. But, staying competitive in this market is not a foregone conclusion, especially for major U.S. beer brands. Overall beer sales in the U.S. dropped by almost 1% between 2017 and 2018, and both craft beer and import sales rose well over 3% in that same time period. So what can major domestic brands do to stay competitive? The key may be better understanding their various audiences and knowing what makes them tick. Why do certain people drink certain beer brands? That’s what we wanted to find out. To dig deeper on the modern American beer drinker, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers.Segmenting The Beer Drinking Audience It’s important to note that when it comes to beer consumption, there is no one-size-fits-all audience. Different people drink different amounts and different types of beer at different locations for different reasons. For our reporting, we segmented out three main types: The sport enthusiast The artisan beer drinker

Posted on November 20, 2019
By Team InMobi

20

November

Drive Away from the Competition through Actionable Consumer Insights

To uncover what the modern car customer looks like, we looked at the data. We used cutting-edge market research and consumer insights solution InMobi Pulse to look at some of the biggest car research properties in the U.S., along with data on how people use the mobile apps of the major automakers themselves. We first looked at the common traits of those in the U.S. who already are customers of the world’s biggest car brands. This data was uncovered by looking at those who have apps indicating ownership from these automakers on their mobile devices. We then compared those insights to the mobile audience data from major car buying and car research websites, to discover the overlap between those who have an affinity for a particular brand and those currently in the car buying research process. The profiles of car owners of auto brands are derived from data around deterministic auto owner properties such as car finance apps. The auto brands reviewed include Chevrolet, Chrysler, Ford, Honda, Hyundai, Kia, Nissan, Subaru, Tesla, Toyota and Volkswagen.Car Owner Highlights: Car owners (i.e. those that have downloaded car brand apps that indicate car ownership) across brands tend to be highest in the 46-55 age group. Individuals with auto finance apps tend to be younger, single renters (i.e. not homeowners). They’re also more likely than other car owners to have other finance-related apps on their mobile devices.

Posted on November 20, 2019
By Team InMobi

14

November

2019 Mobile App Monetization Trends [New Research]

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 header bidding adoption was nascent, it was already providing real benefits to the mobile apps where it was in place, and thus was likely to be included in everyone’s business models in 2019. So did our prediction come true? To get to the bottom of this, we again surveyed dozens of experts in the field, from gaming apps to omnichannel ad exchanges and everyone in between, to get to the truth. What did our research reveal? Download the full report today to find out for yourself. GET IT NOW While you’ll need to get your complimentary copy of the full 2019 Report: Predicting the Future of In-App Advertising and Monetization, to see all the details, here’s a sneak peek of what our data says about in-app header bidding in particular: 38% have in-app header bidding in place now, up from 31% last year. 45% said they were not utilizing it because they didn’t understand the technology, versus 31% who said the

Posted on November 14, 2019
By Team InMobi

13

November

Mobile’s Role in Black Friday Holiday Shopping

Mobile is the most prominent device in our lives, and the weekend after Thanksgiving is the biggest shopping time period of the year. How do these two true but unrelated statements connect? That’s what we wanted to find out. To uncover the truth about mobile’s role in shopping habits from Thanksgiving until the following Monday, we surveyed hundreds of people in and near the 10 biggest cities in the U.S. using InMobi Pulse. So what does our data reveal?Survey Results Revealed For starters, mobile won’t be the dominant shopping channel this year. Only 21% said they would shop during this period through mobile apps, while only 16% said they would turn to mobile websites. In comparison, 18% said they used apps for holiday shopping last year, while 14% said they used mobile websites for shopping in 2018. Between 2018 and 2019, there should be around a 17% increase in planned app use for shopping. But, one in three survey participants said they would conduct at least 40% of more of their holiday shopping through apps. And, over 70% said they turn to digital channels for product research before making an offline purchase. Among app shoppers, 40% said they would use mobile apps to buy clothing, shoes and/or bag. An additional 33% said they would be buying electronics through apps. These are not necessarily impulse buys either, with close to half of survey respondents describing themselves as needs-based buyers. But, 46% said they will be buying items either for

Posted on November 13, 2019
By Matt Kaplan

08

November

Understanding the Connected Indian Consumer’s Shopping Journey

As we’ve noted previously, the Indian consumer is a connected consumer and thus expects a connected consumer experience. As mobile becomes central to how Indians across the country do everything from staying in touch with others to buying groceries, it imperils brands to provide their target audience with a seamless experience across their digital devices. After all, it’s what today’s digitally savvy customers expect. A truly connected customer experience is especially needed in the retail world. The rise of e-commerce has in turn enhanced customer expectations from shipping to customer service and everything in between. To illustrate how connected Indian consumers shop today, InMobi recently surveyed over 1,000 people throughout India to see when and how they would be shopping during the 2019 Festive Season. So what do our numbers reveal? DOWNLOAD NOWUnderstanding how mobile impacts the Shopping Journey in 2019 The festive season records some of the most significant purchase decisions throughout the year, making it the basis of our study. How will connected consumers in India be buying during the four-month period from Dussehra through Christmas this year? As our research shows, when it comes to shopping, connected devices are a crucial component of the buying journey. At the beginning, middle and end of the shopping journey, mobile reigns supreme. Whether the festive shopping is online or in-store, mobile is the constant companion for learning, exploring and buying in the customer’s shopping journey. Consider what our survey

Posted on November 08, 2019
By Rajesh Pantina

08

November

The Emergence of the Connected Consumer in India

The Indian consumer is a connected consumer. No matter where they are or what they care about, connectivity is now central to the customer experience. There’s truly been a digital transformation in India. The change has been led by mobile, with many Indians today having skipped the desktop era and jumped directly to mobile. As smartphones and wireless connectivity expand beyond the major cities into smaller municipalities and rural areas, mobile devices take up a central role in how Indians shop, play, eat and do just about everything. This is a big change from just five years ago.The Connected Indian Consumer Throughout the Country This rise in mobile device and smartphone usage isn’t just happening in Tier 1 and Tier 2 cities either. The Boston Consulting Group (BCG) has previously predicted that by next year, around half of all internet-connected consumers in India will be from rural areas. Considering that around 67% of India’s population lives in rural areas, the growth in connectivity in these parts of the country is significant. “Cheaper mobile handsets, the spread of wireless data networks, and evolving consumer behaviors and preferences will all drive rural penetration and usage,” the report’s authors noted. And, their usage habits are not all that different from their urban peers. BCG noted that the most popular activities undertaken by rural consumers on their phones including accessing social media networks and communicating with others through chat and text messages,

Posted on November 08, 2019
By Rajesh Pantina

23

October

The Festive Season Guide For In-App Marketers | 2019

Starting each September, India witnesses a 4 month-long festive frenzy each year. Marked by celebrations, parties, gifting, and of course, shopping, the Indian festive season provides marketers across the nation a golden opportunity with stakes like no other. With more than half a billion users accessing the internet via mobile, the right in-app marketing strategy can make all the difference. Check out our latest infographic in association with Branch, on how you can make the most of this festive season

Posted on October 23, 2019
By Sreeshna Sreekishan

15

August

How Programmatic is Changing Mobile Advertising [New Research]

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 upturned the status quo - whether brand advertisers are ready for this shift or not. So, in the intervening time since this quote was said, how has programmatic media buying progressed? Are advertisers clinging to the tried and true, or is programmatic becoming truly dominant? To find out, we took a look at data from our own exchange stretching back from the beginning of 2017. Here’s what our Mobile Programmatic Advertising Trends 2019 report found. GET IT NOWTracking Programmatic’s Progression In short, programmatic has never been hotter. From a global perspective, we discovered the following: Global mobile in-app programmatic budgets grew 141% between 2017 and 2018. Programmatic is on the rise in every geography, but its growth is especially strong in North America. Between 2017 and 2018, U.S. spending rose 215%. The U.S. continues to be the largest market. China is the second largest in-app programmatic ad market. Between 2017 and 2018, programmatic ad spending in China rose 102%. In Q1 2019, only 45% of all mobile programmatic ad spending went to banners in the

Posted on August 15, 2019
By Team InMobi

12

August

Biting into the Pizza Category Through Actionable Consumer Insights

Use Actionable Insights from InMobi Pulse to Make Data-Driven Advertising Work for You. Data-driven advertising that drives real connections with today’s mobile-first consumers will only work when it’s powered by actionable customer insights. Data in advertising is not all the same. The goal is to power your digital advertising strategy with both first- and third-party data that yields actionable insights that can directly lead to positive consumer experiences. So how would this work in the real world? We used cutting-edge market research and consumer insights solution InMobi Pulse to look at some of the biggest quick-service pizza restaurants in the United States. By analyzing the unaided carrier data on these major QSR properties, we got unvarnished customer insights that can dramatically improve any advertising campaign. LEARN MOREReviewing the Data: Analytics on the Top Pizza Properties To get a sense of the current state of the QSR pizza space today, we analyzed the mobile websites and mobile apps of three of the biggest pizzamakers in the U.S.: Domino’s, Pizza Hut and Papa John’s. Using our carrier-verified, high-quality data, we can see what makes their customers tick. InMobi Pulse builds a holistic understanding of the customers from across data sources ranging from the InMobi ad exchange which reaches 1.6 billion users globally to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers. So what does the data reveal?Who Are Their Customers? Everybody loves pizza,

Posted on August 12, 2019
By Team InMobi

22

July

New eBook: InMobi and DoubleVerify Brand Safety Overview and Guidelines

InMobi and DoubleVerify Brand Safety Overview and Guidelines For Your Mobile Campaigns Be sure to download our latest ebook today to learn more about InMobi and DoubleVerify brand safety definitions, what marketers need to know about brand safety with in-app media buying platforms and how both companies are working to improve trust and transparency. GET IT NOWThe Current State of Brand Safety Brand safety remains an ever-present concern in digital advertising. A November 2018 survey found that 60% of advertising industry professionals in the U.S. were worried about brand safety. That’s down quite a bit from 2017, when it was a whopping 90%, but it’s still a clear plurality nonetheless. A separate 2019 report found that close to 37% of digital media pros in the U.S. see brand safety becoming an even more pressing concern in the year. “With the stakes higher than ever, it’s critical that digital marketers around the world have a holistic approach to brand safety, digital ad fraud and viewability,” said Wayne Gattinella, CEO of DoubleVerify. “Advertisers are demanding clarity and confidence in the quality of the online platforms and content with which their brands are associated.” Of course, before getting into brand safety guarantees, it helps to note what the term actually means. The ebook provides an overarching definition, clarifies how it’s different than brand suitability and discusses why every brand needs their own custom brand safety definition.The State of Brand Safety Software and

Posted on July 22, 2019
By Team InMobi

20

June

What Brands Can Learn From the Best Mobile Game Marketing Plans: What Mobile Games Get Right About App Marketing

Brands can learn quite a lot from the best mobile game marketing plans. Mobile gaming companies have mastered mobile marketing, and brands have a lot to learn from them. Game developers and publishers have become pros at in-app marketing and advertising, and as major brands begin releasing their own mobile apps, they have much to learn from the mobile gaming space.What Do Mobile Games Get Right About App Marketing? Most game devs are both publishers and advertisers, at once. Being a two-sided player means they understand the system better than anyone else. Their aim is to maximize user lifetime value (LTV). They do this by focusing on (a) driving retention (b) acquisition ads and (c) increasing in-app purchases. You can only do the above if you invest deeply into things like user/LTV modeling, A/B testing frameworks, custom bidders, etc., which enable you to get those insights / learnings that are more nuanced and not really apparent to most, much faster. In particular, here are six other things that mobile gaming publishers and marketers do really well that brand marketers should emulate.1) Don’t Let Preconceptions Affect How You Create Your Target Audience Segments For many brands, it’s easy to assume that the target audience they’ve been marketing to via TV ads or other legacy channels for decades should be the same people they should be marketing to within mobile. But this assumption doesn’t always hold

Posted on June 20, 2019
By Matt Kaplan

07

June

What You Need to Do in Order to Appeal to Customers on Mobile Devices

In order to appeal to customers on mobile devices today, what do CMOs and marketers need to do? Effectively reaching and communicating with mobile audiences requires more than just a responsive version of your website. People on mobile devices have very specific behaviors and expectations. So what is the best path forward? We believe engaging creative and actionable destinations are crucial. And, critically, we recommend taking these two steps:1) Think Hard About the People Seeing Your Ads The amount of money spent creating ads devoted to mobile audiences is skyrocketing. By 2022, eMarketer predicts that close to half of all advertising dollars spent in the U.S. will go towards running ads on mobile devices. Using the mobile space to drive awareness, acquire customers and delight existing audiences makes sense, as eMarketer predicts time spent on mobile to surpass time spent watching television for the first time in 2019. How are marketers actually embracing mobile though? Are marketers keeping the ascension of mobile over TV in mind as they create their mobile experiences for their customers? Are they giving it the same thought and consideration as a TV ad? Is it a mobile ad or simply an adaptation of other creative? And, from a larger perspective, are your mobile ads actually engaging people? Keep in mind your text ads (and really any other ad format and type) can appear very differently on mobile than on any other format. For starters, most hold

Posted on June 07, 2019
By Richard Thomas

21

May

52 In-App Advertising Statistics You Should Know

To do digital marketing right today, you need smart insights on mobile marketing specifically. To help, here are 52 in-app advertising statistics you definitely need to know.Statistics on Mobile Devices Total time spent on mobile devices per day: 215 minutes, or three hours and 35 minutes. It’s expected to reach three hours and 49 minutes by 2020. Time spent on mobile websites? 13 minutes a day, according to eMarketer. By 2020, that will likely drop to 12 minutes daily. 12 percent of all time spent on a mobile device is in browsers, according to comScore. Roughly half of all smartphone owners don’t conduct mobile searches. There are more than 8.9 billion mobile connections/endpoints in the world, according to GSMA. Total number of mobile users in the world: More than 39 percent of the world’s population will use a mobile device to go online at some point in 2018. Over three-fourths of all mobile devices globally are running the Android operating system, while around one in five run Apple’s iOS. Mobile sites have been more popular than their desktop/laptop counterparts since 2017. Over 52 of all web page traffic globally comes from mobile. Percentage of total digital consumer spending coming from mobile: Close to 40 percent of all e-commerce sales originate from mobile devices. More than four out of every five smartphone owner uses their mobile device while shopping in a brick-and-mortar store. When will mobile become more popular than TVs? By 2019, according to eMarketer. In that year, consumers

Posted on May 21, 2019
By Matt Kaplan

01

April

Making the Most of a Mobile Ramadan in Indonesia

Every year approximately 2 billion Muslims across the globe observe the holy month of Ramadan as a commemoration of their beliefs [1]. Indonesia, a predominantly Islamic country, is no exception. Indonesia is home to the largest Islamic population in the world, with 87.2% of people identifying as Muslims[2]. During this period, in addition to fasting daily from dawn to dusk and attaining spiritual awareness, Indonesians look forward to travelling back home to their families, shopping for themselves and exchanging gifts. Consequently, while Ramadan is a joyful celebration among Indonesians, it is also one of the largest shopping events on the retail calendar. Consumer patterns change, demand is at an all-time high and shopping budgets soar across households. Get Complete Report Mobile is the Constant Companion In Q2, 2018, business activities in Indonesia grew 20.2%, triggered by Ramadan and the long Idul Fitri holiday [3]. Indonesia is projected to have over 56 million digital buyers in 2019, a 23% increase from 2018[4]. Additionally, with almost 100 million smartphone users as of 2019[5] and the country spending more time on mobile than ever before, it is of little surprise that the Indonesian consumer will be increasingly using mobile as the primary device for shopping during the Ramadan season. Mobile is the companion during Ramadan, with Indonesians turning to their mobile during Ramadan than any other part of the year. How can a marketer maximise impact? In light of this tremendous shopping event - which we can safely call a Mobile Ramadan - what does

Posted on April 01, 2019
By Rosmin Varghese

01

April

How to Craft the Perfect Mobile App Marketing Strategy

Nowadays, getting your mobile app marketing strategy right is critical for the sustained success of any mobile application. There are now more than two million mobile apps in both the iOS App Store and the Google Play Store, and that number keeps growing to new heights every year. In the first three months of 2018, over 6,100 mobile apps became available to Android device owners every day. So how do app marketers break through this clutter to successfully market their apps? What can app marketers do to succeed today? LEARN MORE We’re here to help. Below are our top 10 steps for crafting the perfect mobile app marketing strategy for any kind of app out there.Step 1: Learn Everything You Can About Your Potential Users to Develop a Concrete Target Audience In the world of mobile app marketing - or really any marketing for that matter - who you’re trying to talk to is more important than what you’re offering. You need to have a full and complete understanding of who your target audience and what they really care about. From there, you then need to figure out how your app will materially help them and how you’re addressing concerns or problems they may have. It’s possible, though, that your app will provide a service that your potential users didn’t even know they wanted. For example, while consumers had lots of options for communicating with friends online

Posted on April 01, 2019
By Matt Kaplan

28

March

Answering Your Top Mobile App User Acquisition Questions

Do you have a lot of questions about mobile app user acquisition? Then you’ve come to the right place. This guide is for all mobile app marketing professionals and app developers looking to launch a successful app (in both the Apple App Store and Google Play Store), acquire users at scale while keeping acquisition costs minimized and launch a successful, sustainable app-led business. LEARN MORE Here, we’ve compiled some of the top questions asked by mobile marketers on Quora and provided our answers on how they can differentiate themselves from the millions of apps they’re likely competing against.Q: How Do I Make My App Popular? A: Let me address this question in two parts. First, in terms of popularity, be sure you define what that means for you. Quantify popularity, and then work towards that goal. Does popular mean downloads, MAUs, marketing buzz, first in the app stores for key categories, or something else entirely? Depending on how you’re defining popularity, choose the right tactics to help you reach and maintain your goals. There are lots of great guides out there about App Store Optimization, Paid Mobile App User Acquisition, social media marketing, word of mouth, PR for apps and other tactics to consider. To generate money from your app, there are a few different ways to go. Advertising is the most popular and often the most lucrative, although in-app purchases, subscriptions and paid installs

Posted on March 28, 2019
By Matt Kaplan

17

December

2019 Mobile Data Monetization Trends: Growing Value of Enterprise Data for In-App Advertising

Of all of the mobile data monetization trends likely to take off in 2019, none will be as transformative to every business function as the growing value of all data collected. In the new year, all viable business models will hinge on the rising revenue opportunity presented by all data types. This is especially the case in advertising, with brands increasingly pushing forward data-led mobile app campaigns. Brands: if you don’t take a smarter approach to data usage and data management, then your advertising campaigns are going to fall flat in 2019. Considering less than 10 percent of companies monetize their data completely effectively, a lot of businesses may be looking at failed efforts and wasted spend in the new year - unless they change their approach to data, of course. Note: This is the fourth in our series on top trends for 2019. Our first post was on transparency, the second predictions post focused on OTT and our third post talked about in-app header bidding. Stay tuned for upcoming blog posts all about what leading figures in the mobile advertising and marketing space think will become pervasive in the new year. KEEP READINGThe Growing Global Data Monetization Market In 2017, The Economist now famously proclaimed that the “world’s most valuable resource is no longer oil, but data.” Huge firms like Facebook and Amazon use data to fuel their growth, most notably using data collection and analysis to better understand and further optimize

Posted on December 17, 2018
By Matt Kaplan

27

November

Calculating Mobile Video Advertising Growth and Other In-App Video Ad Stats You Need to Know [Infographic]

Is recent mobile video advertising growth significant, stagnant or non-existent? Will in-app video ad spend continue to grow, or has mobile ad spending on online video in the United States and worldwide about to plateau? To answer these and other questions related to mobile video ads, we took a look at data on in-app ads, we took a look at data from our mobile platforms dating back from the beginning of 2016. In short, we found that everyone is embracing video content in all forms. Even as the attention spans of the users of mobile devices shrink, more and more people watch video ads and respond to them at much higher rates than they do other formats like banner ads. “The answer is clear: Advertisers love video ads. Publishers love video ads. And users enjoy well-delivered and well-placed video ads,” Srinivas KC, Vice President and General Manager of Advertiser Platforms at InMobi, told MarTech Series in July. “In 2017, advertisers doubled video ad spends over 2016. This is a huge move, and it continues into 2018, where we expect similar growth to continue. Publishers have responded to this move, more than doubling video ad inventory from 2017 to 2018. On the InMobi Exchange alone, we saw a 400 percent increase in video ad inventory in Q1 2018 vs. Q1 2017. It’s an exciting time for the ecosystem as far as mobile video ads are concerned.” In our latest infographic, we dive into the stats, highlighting just how the

Posted on November 27, 2018
By Matt Kaplan

18

October

The 2018 Indian Festive Guide for App Marketers

'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.

Posted on October 18, 2018
By Team InMobi

23

August

Why The Right Mobile Video Advertising Metrics Make All The Difference [PDF Guide]

As mobile video advertising becomes increasingly popular, it’s important that advertisers and publishers are using the best advertising metrics to properly gauge the success of their ad campaign and ad formats. To learn more about why certain common digital advertising metrics for video advertising on mobile devices don’t work well and why new metrics are needed for video content, be sure to download our new guide! The Current State of Mobile Video Advertising Earlier this year, we released a report, The Present and Future of Mobile Video Advertising, that highlighted how usage of mobile video ads has evolved since early 2016 through the first three months of 2018. We took a look at our own network data here, to see how video was or was not being incorporated into the typical in-app advertising campaign. Here’s a small snippet of what we found: Globally, spending on in-app mobile advertising grew 109 percent between 2016 and 2017. In the first three months of 2018, over a third of all money spent on in-app advertising went to video. In the U.S. close to half of all video ad inventory is fullscreen now. “We have moved into a world of video consumption and video advertising that’s cross-device and predominantly rooted outside of the browser,” Anne Frisbie, InMobi’s Senior Vice President and GM of Global Brand and Programmatic, told MarTechSeries earlier this year. “A tremendous amount of video viewing is being consumed within mobile apps

Posted on August 23, 2018
By Matt Kaplan

10

July

What is the Future of Mobile Video Advertising? 5 Bold Predictions

In our State of Mobile Video Advertising 2018 Report, we highlighted how advertisers and publishers alike all around the world have increasingly embraced in-app video advertising over the past two plus years. But what will the space look like for the rest of 2018 and going forward? How will everything look in 2019, 2020 and beyond? GET FULL REPORT We’ve gazed into the crystal ball to see what the future holds. Based on trends from the recent past, here’s what we see happening in the coming months and years:1) Short, In-Your-Face Video Ads Will be the Norm While the amount of time people are spending on their phones is rising, users don’t want their time interrupted by too much advertising. Increasingly, shorter video ads are the best option for advertisers. On Facebook, video ads between 16 and 20 seconds long have the best conversion rates, while one YouTube ad experiment found that a 15-second version of an ad was more likely to be recalled later on than a 30-second or 120-second version of that same ad. With limited time, advertisers are utilizing more visually distinctive advertising to effectively reach people. During the first half of 2017, our data showed that 76 percent of all video ad spend went to full-screen spots. Over half - 58 percent - of all video ad inventory during that time period was fullscreen. Short video ads displayed in an immersive manner will become increasingly more common coming up. 2) Current Breakdown in

Posted on July 10, 2018
By Matt Kaplan

25

June

All Hail the King: Mobile Video Reigns Supreme

It’s no secret that advertisers are increasingly turning to video advertising to reach mobile-centric audiences. Numbers released in April 2018 from the Interactive Advertising Bureau show that around 60 percent of all digital ad spend is now going towards video, and that two in three advertisers are moving money away from television spots to fund more mobile video advertising. No wonder eMarketer has predicted digital video ad spend to grow by more than 10 percent year-over-year every year between 2018 and 2021. The numbers from our 2018 State of Mobile Video Report back this up. Between 2016 and 2017, spending on in-app video advertising doubled both globally and in the U.S. within our network. In the U.S. in particular, over a third of all mobile ad spend was devoted to video spots during the first three months of 2018, and that will likely only grow over time. GET REPORT So why are advertisers embracing in-app video advertising so readily? According to our data, there are three main reasons for the shift.1) Because It’s Effective In short, video ads work. Our data shows video ads having click-through rates that are 56 percent better than what banner ads get (no surprise there) and even 34 percent better than native ads. As marketers become savvier about video advertising, and as video display and delivery technology improves, advertisers are seeing improvement with engagement. Just between 2016 and 2017, video ad click-through rates increased 300 percent. 2) Because Publishers are Making More Video Inventory Available The

Posted on June 25, 2018
By Matt Kaplan

05

June

The Crazy Advertising Technology Landscape

If you’re new to mobile advertising or the advertising technology landscape in general, then it can be hard to know where to begin and who all the players are in the space. Below you’ll find a plethora of information about the various players in the ad tech ecosystem. Enjoy! KEEP READINGAdvertisers This may seem like a self-explanatory term, but let’s define it just to be sure. The “advertisers” or “brands” are one end of the mobile advertising technology landscape, and more of them are starting to turn to mobile to find and effectively reach their buyers. They’re looking to leverage geolocation, device ID (ADID) and other similar parameters a publisher can pass back to them to find the right user in the right place at the right time.Media Agencies Media agencies are companies dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. They typically decide whether to purchase inventory from one of three providers: Publishers - those hosting app or websites. Ad Networks - this is a company that has exclusive rights to sell the inventory from a specific group of publishers. Ad Exchanges - this is a programmatic buying marketplace where inventory is auctioned off to the highest bidder. The media agency can choose to implement additional layers of reporting and verification tech to their campaigns. For instance, an ad server is a technology platform that can

Posted on June 05, 2018
By Team InMobi

21

May

Are Your Video Views Accurate? Comparing Video Viewability Metrics

Learn How InMobi Stacks Up to the Industry When It Comes to Video Viewability for Mobile App Advertising Mobile video advertising, especially in-app, has a proven track record. It yields click-through rates that are 56% better than banners and 34% better than native ads. No wonder advertisers are spending more on these ad formats year over year. But, how can you make sure people are actually watching and interacting with your in-app ads? In particular, ad fraud related to invalid traffic (i.e. non-human traffic, like from bots) is on the rise. Brands lost approximately $6.5 billion from this kind of fraud in 2017 alone. In light of this, how can advertisers be sure their video ads are viewable and actually seen by their target audience? The answer lies in using the right partners - ones that are committed to fighting fraud and ensuring quality ad views. This is an area we’ve long been passionate about, and the video ad viewability rates prove it. Compared to the industry standards and benchmark figures from trusted third parties like Moat and IAS, we’re well ahead of the curve.InMobi's Average Video Advertising Viewability Rates Moat Q2 Benchmark: 56% // InMobi U.S. Video: 93% IAS Q2 Benchmark: 50% // InMobi U.S. Video: 92% InMobi vs. Moat in 2018: Q2 2018 Valid and Viewable Rate Moat: 59.9% InMobi: 83.37% Q2 2018 IVT Rate Moat: 0.5% InMobi: 0.09% InMobi vs. IAS: Q2 Viewable Rate IAS: 49% InMobi: 72% Benefits of Mobile In-App Video Advertising And, in the U.S. in

Posted on May 21, 2018
By Matt Kaplan

19

February

Being Mobile-best in a Mobile-first India

InMobi regularly hosts, participates in and contributes to a series of events, meetups, webinars, sharing best practices with partners and thought leaders, across the globe. In this edition of the InMobi Event Diary, we are looking at the highlights and developments from the InMobi webinar on “Being Mobile-best in a Mobile-first India”. 2018 is slated to be the year of big transformation in India as mobile comprises 52.7% of all digital ad spend, up from 38% in 2017. India has emerged as the second largest app ecosystem in the world with users spending more than 50 billion hours on apps, amounting to 90% of their time on mobile. Clearly, in these changing times, the biggest challenge is to Be Mobile-best in a Mobile-first India. The InMobi webinar, thus, was focused on helping marketers Understand the top 7 trends for 2018 in mobile marketing; Gain awareness of the top 5 challenges every marketer is bound to face; And prepare for a mobile-first 2018 Mobile marketing is the next big thing While the consumer obsession with smartphones rises, marketers are not far behind. According to InMobi research, 75% of Indian companies plan to increase their mobile spend in 2018 and 67% companies are streamlining their mobile marketing efforts more than before. In addition, 7 out of 10 organisations claim that mobile will become a key part of their marketing and commerce strategy. No wonder then that mobile is the next big thing for marketers. Ad viewability and fraud remain major challenges While there are several challenges faced

Posted on February 19, 2018
By Rajesh Pantina

02

January

Five Trends That Will Shape Mobile Adtech in 2018

Over the years, some ad tech trends have undergone full evolution, whereas others have only iteratively grown. Nevertheless, each trend has been instrumental in pushing advertising, including mobile advertising, a bit further into the future, while exponentially improving the experience for users, advertisers, and publishers alike.Here are five trends that will be dominating forces come 2018.1. Industry Consolidation: Can't Stop, Won't StopHistory has shown that industry consolidation is a natural process and that systemic market forces make it possible to predict its evolution.In 2017, we saw consolidation of many ad tech players, with merger and acquisition deals reaching record levels. But it's not over yet. What has been most apparent in 2017 is that the ad tech industry is not for the fainthearted.We'll continue to see companies with a unique offering and position in the market being bought by the big players, while a lack of investment will dissolve others and rid the industry of dead weight.2. The Innovating Dragon of ChinaThe (not so) best-kept secret in the ad tech industry is China. It's the world's largest smartphone market and it has become an innovating dragon in the emerging world. Innovations in China far exceed those in the West, and the technology industry continues to attract attention, talent, and investment from the rest of the worldIn the ad tech industry, there have been multiple acquisitions by top Chinese investors of U.S. ad tech and media companies, which is a

Posted on January 02, 2018
By Team InMobi

10

November

Unveil the Magic of Remarketing this Holiday Season

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 to retain their hard-earned app users.Thankfully, we have a time-tested solution for you that is known to deliver 10x higher CTRs, 150% higher conversion rates, amongst other unbelievable returns. Find out how you can achieve the same for your brand this holiday season. Download the full infographic

Posted on November 10, 2017
By Pooja Kalloor

06

November

5 tips to improve Singles Day sales in SEA

Singles Day or 11/11 as it is known in China, has fast outstripped Cyber Monday and Black Friday to emerge as the world’s biggest online shopping event, raking in over $17 billion in 2016 - a 25% increase from 2015. Importantly, 82% of these transactions were driven by mobile in 2016. This explosion in popularity only means that the stage is set for yet another record shattering day of e-commerce and m-commerce in China.And with more and more Chinese firms investing in the burgeoning digital economies of South East Asia (SEA), Singles Day sales are rapidly gaining in popularity in the region, with 2017 set to be the biggest year yet, especially in mobile-first markets such as Indonesia. 50% of survey respondents in Indonesia, Malaysia, Singapore and Thailand reported that they made purchases using smartphones.This clearly demonstrates that SEA consumers are getting more comfortable using their smart devices to research, browse and purchase products, thus strengthening this channel of engagement between consumers and retailersWith Single’s Day around the corner, here are five tips that marketers can leverage when planning their mobile strategy in SEA:1. Be savvy with mobile video: Shoppers in SEA are increasingly relying on mobile video, with November 7th being the peak for mobile video ad views and engagement in the run up to Singles Day. Also, in the region, users begin their weekends early with some quality mobile video ad indulgence, consuming the most ad content on Thursday, followed by Saturday and

Posted on November 06, 2017
By Shamala DN

12

October

Do You Know The Truth About Your App Users

An app install seldom translates into a user, let alone a highly engaged one.Since the advent of smartphones and apps, app marketers have been consistently chasing app installs. This made sense when apps did not have any users and acquiring them was the only goal. However, since then, we have come a long way and today there are millions of apps who boast of a substantial user base. What reason do you have now, when your app has a respectable user base, to continue to solely focus on acquiring more and more users?Find out why focusing on user acquisition alone is far from healthy for your app marketing efforts.Download the full infographic to find out how an app install focused strategy is incomplete for the growth of your app.

Posted on October 12, 2017
By Pooja Kalloor

06

October

The State of App Performance Marketing 2017: Part 2 – User Acquisition Trends

In continuation to our previous post, this post will focus on the results of the survey. While last time, we discussed what the marketers think about themselves, their teams, and the key issue in marketing and in-app advertising; this time around, we will focus on user acquisition trends.If you haven't had a chance to read this comprehensive report yet, download it now to learn what 800+ app marketers had to say about their strategy, priorities and innovative solutions to the biggest app marketing challenges.Acquiring new users is undoubtedly important for app marketers, and we wanted to better understand how they approach it. We surveyed app marketers across industries to discover the what tactics being used to drive new users, channels that deliver the strongest performance, how budgets are being allocated, and what marketers think about ad networks for running UA campaigns.User Acquisition BudgetOn the investment side, there is naturally a small range of monthly marketing support levels for apps. More than half of app marketers allocate less than $50K a month towards user acquisition campaigns.CPI Still Rules Mobile App Media BuyingIn regards to user acquisition campaigns, CPI is still used by more than half of marketers as a preferred pricing model.22% of respondents use CPA model as it offers advertisers more opportunities to increase their revenues while minimizing expenses. Since an advertiser pays only for a specific action in contrast to Cost-per-Click pricing models, ad fraud is

Posted on October 06, 2017
By Shamala DN

19

September

Metrics that Matter: The New Viewability Standards for Mobile Video

Updated July 2, 2019Learn 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 more. LEARN MORE While industry spend still lingers heavily in mobile browser-based ads, brands are quickly shifting focus to meet users where they are with in-app video advertisements. By embracing video that is built for the mobile device and also the behavior of a mobile user, advertisers can achieve superior performance that only video can deliver. But measuring beyond a viewable impression is crucial to know if your ad is being seen, heard and completed by a human. You must understand how these metrics combine to tell a complete story on your overall mobile video performance. Read more: Learn how an MRC-accredited solution such as an SDK integration allows for greater in-app measurement and better mobile performance. Traditional industry metrics that matter for mobile ads have included: View-through rate Completion rate Quartile completion rates Cost per mille (CPM) But new standards allow us to take a deeper dive into the performance of our ad campaigns. So in this post, we’ll show you an expanded set of mobile

Posted on September 19, 2017
By Joel Kirk

11

September

2017 State of App Performance Marketing Survey Result: Part 1 - App Marketer Characteristics

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 post will highlight the insights from marketers’ self-assessments, perspectives on their teams, their goals/objectives, as well as key marketing & advertising challenges they face. If you haven't had a chance to read this comprehensive report yet, download it now to learn what 800+ app marketers had to say about their strategy, priorities and innovative solutions to the biggest app marketing challenges. Marketer Profile: Pioneers in a Dynamic EnvironmentWhile app marketing is a relatively new discipline, its challenges are unique. 65% of those surveyed opined that they have 4 years or less of mobile app experience and are successful. This is a testament to the strength and passion of app business leaders. App marketers do not tend to define themselves as experts. In a constantly evolving industry with new strategies and tactics to learn every day, only a handful of marketers call themselves app marketing experts (14%). Big Goals – Lean Teams65% of the survey respondent’s teams comprised

Posted on September 11, 2017
By Shamala DN

05

September

​Issues Media Planners Need to be Aware of When Buying Interactive Video In Mobile Apps

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 up mobile video advertising, especially in-app. Over the last year, U.S. brand advertisers increased their mobile video advertising spends by 56%. But if videos are not properly optimized for in-app play, media planners are wasting their advertising dollars. hbspt.cta.load(2714195, '9764d9b2-b78c-4bc6-84c3-7dfb41b18a41', {}); If you are looking to buy interactive video ads in-app, keep these guidelines in mind. Make sure your video format matches mobile usage. Heed how your consumers are holding their phones: vertically. So design creatives in a vertical format, and don’t make users turn their phones to watch your video ad. 15 seconds is the new max. Opt to shorten your commercial spot and get to your message right up front — ideally, in 15 seconds or less. In fact, 70% of consumers will not watch an ad that is longer than 10 to 15 seconds. Non-optimized assets are a waste of screen space. Make sure

Posted on September 05, 2017
By Joel Kirk

31

August

InMobi’s Global State of App Performance Marketing Survey Results Are Out

Mobile app marketing has come a long way over the last few years. Today, app marketing goes beyond mere user acquisition to include a wide array of techniques that span the entire customer journey from acquisition to retention and conversion. As part of our continuing efforts to contribute to the growth of the mobile app space, InMobi conducted a Mobile App Performance Marketing Survey to explore the current and future trends in the world of mobile app marketing. The survey results bring to light what’s working and what’s not in the industry, thus equipping app marketers with a deeper understanding of the responsibilities, activities, and challenges facing them. The State of App Performance Marketing 2017 Report presents insights drawn from the responses of 825 participants across 155 countries. The report explores trends in app marketing, user acquisition strategies, user engagement and retention strategies, measurement & attribution, mobile ad fraud and KPIs used to measure campaign success.To find out what over 800 app developers had to say about the future of app performance marketing, download the infographic from the links below. Learn more about how data can impact your business, please reach out to our InMobi Insights team at insights@inmobi.com.

Posted on August 31, 2017
By Shamala DN

21

August

How to Write the Perfect End Cards for Maximum Mobile Engagement

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 more than 10 times the engagement of banner ads. To get the most return out of their mobile video ad campaigns, retailers and brands should be adding "end cards" into their video experiences that capture consumers’ attention and persuades them to take action. The following are ideas for getting the most out of mobile video ads with end cards. hbspt.cta.load(2714195, '9764d9b2-b78c-4bc6-84c3-7dfb41b18a41', {}); Why are end cards important? End cards give the viewer something to do after seeing an advertisement. From an advertiser’s perspective, end cards provide a templated yet customizable rich-media experience for greater engagement. In fact, according to InMobi data, interactive end cards following a 15-second video drive up to 9x engagement over static banner ads. End cards are a way to increase engagement and keep viewers attentive until the very last second. If you’re considering using this advertising method, the following are ideas for getting the most out of

Posted on August 21, 2017
By Joel Kirk

15

August

How to Repurpose Your TV Commercial for a Mobile Video Advertisement

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 as well. According to Adobe, 36% of smartphone users watch long-form videos on their devices every single day, and 58% will watch short-term videos daily. Additionally, Google research revealed that mobile ad video viewability on smartphones was higher (83%) than on desktop (53%) or tablet devices (81%). Mobile video and mobile video ads will only continue to grow as people become increasingly reliant on their on-the-go devices. If you have produced a TV commercial for your brand, it is wise to transform it into a mobile video advertisement as well. hbspt.cta.load(2714195, '9764d9b2-b78c-4bc6-84c3-7dfb41b18a41', {}); Tips for repurposing your TV commercial into a mobile video ad It can be costly and time-consuming to make your TV commercial into a mobile video advertisement, but it is well worth it. You are going to reach more consumers as well as that key 18- to 49-year-old demographic that is going to purchase your goods and

Posted on August 15, 2017
By Joel Kirk

11

August

Mobile Usage — And Mobile Video Advertising — in North America is Growing [2017 Report]

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 to eMarketer. Now, in 2017, adults are spending 1.5 times more media time on their mobile devices than desktops. hbspt.cta.load(2714195, 'f271927b-acdc-4ea8-b64f-df623813fafe', {}); Mobile usage, especially mobile video usage, will only continue to grow as more consumers embrace the medium. It is estimated that between 2016 and 2020, the number of digital video viewers will reach 235.9 million, which is a 10% increase, according to Statista. Now is the time for brands and retailers to invest in mobile video advertising to capture consumers’ attention and accurately target them with products and services. The rise of mobile video advertising in the U.S. U.S. based brands are heavily capitalizing on mobile video advertising in an attempt to reach consumers. According to IAB, U.S. brand advertisers increased mobile video advertising spends by 56% over last year. In the first half of 2017, North America represented 52% of global mobile video ad spend, which was a 50% increase from the first half of 2016, according to Statista. Measuring viewability metrics

Posted on August 11, 2017
By Joel Kirk

09

August

Can You Retarget on the Mobile Device?

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 today to schedule a demo of InMobi DSP. LEARN MORE To better understand the complexity of retargeting on mobile, one should draw parallels between retargeting in the desktop and the mobile worlds. Let’s examine it using the below example:A user goes online with the intent of shopping and spends some time browsing through the latest collection of shirts, but leaves without making a purchase. This user action makes for a clear retargeting use case. So, how would retargeting work on both the desktop and mobile?Retargeting on Desktop vs Mobile Whenever a new user visits a website on the desktop, a cookie is dropped to track the user’s activity across the browser and to follow them across the web. The user in this case hence is continuously served ads about the latest collection of shirts based on their footprint - wherever they go. This means that advertisers can “retarget” users by merely embedding a javascript on their website. Sequence of

Posted on August 09, 2017
By Rajesh Pantina

08

August

​Back to School Advertising: Important Mobile Video Trends for Retailers

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 is the highest that back-to-school spending has been since 2013. Families with children going to college will earmark $970 for school supplies, according to National Retail Federation. Overall, U.S. back-to-school retail sales are going to climb to $857 billion, which is a 4% uptick from last year, according to eMarketer. hbspt.cta.load(2714195, '37481465-27f8-4335-bc76-06fead80710a', {}); If retailers and brands want to reach parents and students and encourage them to purchase, they need to advertise to them through the relevant channels. It's not too late: In fact, 21% of back-to-school parents are planning on doing their shopping a week before school starts. How do you reach them? This year, it’s all about mobile. Utilizing mobile advertising for back-to-school More than half of retailers are going to change their marketing approach to parents this back-to-school season by focusing on mobile. In addition, 89% of marketers plan to boost their investment in mobile advertising, according to Retailmenot.com. Though most

Posted on August 08, 2017
By Joel Kirk

04

August

TrulyMadly Chooses InMobi As Their Ad Monetization Partner

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 advertisers who are constantly hunting for innovative ways to reach out to their users, TrulyMadly is the perfect app. With a huge urban active user base in the age group of 18–34 years across male and female audiences, TrulyMadly provides inroads for brands who aim to target mobile-first audiences such as millennials. Leveraging a combination of TrulyMadly’s highly engaged audience data and InMobi's powerful ad serving technology, advertisers can deliver high-performance creative to the right audiences.”Talking about the partnership, Rahul Kumar, Co-Founder, TrulyMadly said, “After evaluating multiple partners for monetization, we decided to go ahead with InMobi. While we were aware of the benefits that the InMobi SDK offers across ad experiences and yield optimization, we were also surprised at the ease and rapid go-live of the integration. As a mobile-first player for almost a decade, InMobi has always been at the forefront of delivering great ad experiences to users. InMobi continues to be a collaborative and strategic partner for TrulyMadly.”Explaining this

Posted on August 04, 2017
By Team InMobi

07

August

Ad Viewability Trends: Top Insights from the IAB Mobile Symposium

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, 'd9b3fae8-4861-45a0-b056-6e9469b648e7', {}); But how can advertisers be sure that consumers are actually engaging? Follow these top takeaways to ensure that consumers are actually watching ads, and that marketing messages are getting through. Invest in in-app advertising About 90% of the time on smartphones is spent in-app, and in-app is the next phase of digital ad viewing. To ensure you’re doing right by the consumers, you need to use advertising technology designed specifically for apps. Too often, advertisers these days are relying on outdated desktop ad technology. Instead, they must switch to ad technologies that are compatible with the native viewing environment. Hone in on visual content and queues More and more advertising is image and video-based. In fact, 37% of marketers say that visual marketing is the most critical form of content for their business. Advertisers must figure out ways to identify content by using image recognition and artificial intelligence. If they

Posted on August 07, 2017
By Team InMobi

02

August

Doing Mobile Video Right Vlog – Part 1 Programmatic with Kayla Wilson

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:   hbspt.cta.load(2714195, '91a6bafa-918b-4a4f-be48-f7ae6bb5f694', {});

Posted on August 02, 2017
By Joel Kirk

31

July

How to Measure Mobile Video Viewability (Without Slowing Performance)

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 on mobile without sacrificing media performance. hbspt.cta.load(2714195, 'd9b3fae8-4861-45a0-b056-6e9469b648e7', {}); On one hand, you can utilize the Video Player Ad Interface Definition (VPAID) to host your videos, which lets you track information on your users’ behavior thanks to browser-based cookies. But then your load time is slow, as a user’s mobile phone must dredge up an advertisement from the user’s mobile browser. (In fact, InMobi found in a study that VPAID browser-based ads have a load time of up to 2.6 seconds. Of course, most users will abandon the ad after two seconds.) With a slow load time, viewability and completion rates are both severely lessened. On the other hand, you could use the Video Ad Serving Template (VAST) to ensure a quick load time — since this method loads video using the device’s native video player. In fact, VAST ads load within 0.06 seconds, according to InMobi data. But, unfortunately, many advertisers feel limited by

Posted on July 31, 2017
By Joel Kirk

13

April

​Being Smart About Mobile Native Video

The human penchant for sight, sound, and motion has transcended the boundaries of TV. Likely so, video is gaining prominence as a primary mode of communication in the mobile world too. An average user is exposed to about 32.3 videos in a month 1. To ensure that the message stands out to achieve the desired outcome, marketers need to be cognizant of the medium and the environment of the user. The basic tenets of marketing: the right message, to the right user, at the right time and place have to be imbibed while devising campaigns. hbspt.cta.load(2714195, '28d99608-64b2-4fd4-98c2-3cb7dd6d3060', {}); A mobile native video is a perfect combination served within the user’s context in her favorite medium on her preferred device. To drive the best results out of the mobile native video, the MMA native committee members inclusive of InMobi, Adxcel LLC, Electronic Arts Inc, Flipboard, Jun Group, Nativo, PubNative, Triad Retail Media, and VEVO have come together to craft native video best practices based on their past experiences of running similar campaigns. To summarize, marketers should heed the following to improve the efficacy of their native video ad campaigns: Grab user’s attention within the first 2-3 seconds of the video with a compelling narrative. Become truly native to the user’s experience by making sound secondary. Tailor the video in a fashion that storytelling comes through even when

Posted on April 13, 2017
By Mona Sharma

16

February

Top 2017 Mobile Advertising Trends in Indonesia

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 based on InMobi’s network data. Download the Infographic

Posted on February 16, 2017
By Team InMobi

04

January

InMobi Yearbook 2016 : A year in review

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 a few key themes : The rise of mobile video advertising : 200% growth in video ad consumption In 2016, video was the fastest growing ad format available to marketers, charting over 150% growth in ad spend and 200% increase in consumption. Additionally, marketers around the world allocated 24% of their digital ad spend to mobile video [1], confirming that ad dollars follow user behaviour. By delivering unparalleled results - 4X higher user engagement and 2X higher conversions compared to static formats, it is not hard to see why video was the preferred choice amongst marketers. Driving loyalty : Mobile remarketing adoption soars by 400% The app ecosystem is reaching a ‘tipping point’, and app developers are considering user retention to be as important as acquisition. Nearly 50% of all app marketers across the world adopted app retargeting as a means of engaging users in 2016 [2], and many more intend to allocate budgets in the next 12 months. On the InMobi network alone, mobile remarketing adoption surged by 400% across the first 3 quarters of the

Posted on January 04, 2017
By Pooja Kalloor

28

September

Mobile Programmatic Set To Be a Game Changer, Despite Hurdles

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 display ad spending, according to eMarketer. The growth the programmatic marketplace is experiencing is undeniable, as it becomes a mainstay of digital advertising. A study by AdRoll found that 98% of marketers surveyed expect their programmatic ad budgets to increase or stay the same in the coming year, while 87% of marketers believe programmatic ads provide a greater return on investment (ROI) than traditional media. There is no doubt that programmatic has revolutionized online media buying and that it offers significant benefits, but this road to opportunity is ridden with obstacles such as Viewability and traffic fraud. Mobile programmatic advertising can be challenging in many ways but when done thoughtfully and strategically, the ROI can outweigh the challenges. Mobile Programmatic: The Three Biggest Challenges Any revolutionary method or new technology brings challenges and it is no different for programmatic advertising. There are three major challenges surrounding programmatic advertising – Viewability, ad fraud, and ad blocking. While these are disturbing, they are definitely not insurmountable. The Battle for Viewability Ad

Posted on September 28, 2016
By Tanvi Kapoor

28

September

How Sports Impact Smartphone Usage and Mobile Ads

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 an interesting trend on mobile, particularly around national and global sporting events. In the run up to the Super Bowl 50 in February, American smartphone users began downloading NFL related gaming apps. These gaming apps witnessed over a 100 percent increase in downloads, and by the last week of the Super Bowl, users consumed 150 percent more of their favorite sports app than usual. Similarly, during the COPA America Centenario in June, users from the 16 participating countries went on a downloading spree of gaming apps, increasing app installs by more than 70 percent. Fans were constantly scouring sports apps to check scores, game schedules, and to keep track of the latest updates, results and commentary, which saw a 200 percent increase in content consumption of sports apps on mobile devices. According to Accenture, 87 percent of consumers use a second screen device while watching TV. It’s not surprising then that sports fans were glued to not just the TV, but they had their mobile devices

Posted on September 28, 2016
By Pooja Kalloor

30

August

Back To School Shopping 2016 Insights

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 to Ace Back-To-School Shopping Through Mobile Video!

Posted on August 30, 2016
By Shamala DN

26

August

Developer Economics Report: The State of the Developer Nation Q3 2016

We’re happy to announce that our friends at VisionMobile have just published the State of the Developer Nation report for Q3 2016 - the latest trends in the developer economy which you helped shape! The report includes insights and analysis based on responses from over 16,500 developers globally across multiple research areas including Mobile, Desktop, Cloud, IoT, and Augmented / Virtual Reality, as well as Machine Learning. It focuses on four major themes – each with its own visualization: Mobile platform wars - The mobile developer population is shifting east and to Android. After years of stability, Android is now extending its dominance in device sales to even greater developer mindshare and priority over iOS. Desktop and cloud developer tribes - There are strong correlations between desktop developer platform priorities and their choice of language on the server side. These illustrate how the developer population is split into technological tribes. A new phase in the IoT market - The massive influx of developers to IoT in 2015 has slowed significantly, and developers are picking which vertical markets to target. Where are bets going to be placed as the market begins to mature? Where are developers looking next? Augmented and virtual reality, and machine learning – are they just the latest over-hyped technologies or the next big things? The level of developer interest in both areas suggests the latter. Insightful Key Highlights: Leaping to a new record for any platform since they started measuring, Android now

Posted on August 26, 2016
By Irene Herranz

16

May

Mobile Media Consumption in Vietnam [Infographic]

More insights on Mobile Media Consumption in Vietnam is available in this report

Posted on May 16, 2016
By Team InMobi

08

February

2016 State of Mobile App Developers

The InMobi Insights team is excited to release the first State of Mobile App Developers 2016. We undertook a survey of mobile developers across the world in an attempt to understand the ever growing ecosystem better. The Mobile app developer survey 2016 from InMobi drawn from over 1000+ respondents across 155 countries showcases some insightful data on the latest trends in the mobile app ecosystem, including developer mindshare, platform of choice, revenue models, and mobile ad network preferences. Find out what 1,000+ developers had to say about the latest developer trends in 2016. Learn more in our complete report. Download Infographics Interested in connecting with our team to hear more about the data and how it could impact your business? Please reach out to our InMobi Insights team at insights@inmobi.com

Posted on February 08, 2016
By Shamala DN

15

December

Double Attribution, Double the Trouble

Can you imagine being charged for a pair of jeans you tried on at one retailer even if you actually bought the pants at another? Probably not. But that’s exactly what happens all too often in the app marketing ecosystem because of double attribution.Double attribution is when two different media sources take credit for a single install. Why does it happen? Mostly, because many app marketers still work directly with a number of ad networks. They add the networks’ SDKs which enables them to attribute their campaigns. Beyond the problem of multiple SDKs slowing down app performance, marketers are often charged by each network for the same installs as they are blind to the activity of others. Add to that the inconsistent attribution modeling across networks with different windows ranging from 7 to 30 days, not to mention networks that charge for a view - and you get why it becomes a major headache that even the most potent drug cannot alleviate. The problem of double attribution is not just about budget waste. It also messes up your optimization efforts as it is impossible to optimize your media or calculate your cost per install (CPI), cost per action (CPA) or return on investment (ROI) using network-provided attribution.Despite all the talk about the importance of data and analytics in today’s marketing, the reality is that many still do not apply basic data measurement best practices. We see it every

Posted on December 15, 2015
By Shani Rosenfelder

15

December

‘BLOCKERGEDDON’ – How To Thrive in The New AD Blocking World

Does the rise of ad-blocking tech spell doom for ad monetization in mobile? In a word, no, says Amit Gupta, Co-Founder & President-North America of MEF Member InMobi. By now you’ve heard of iOS9’s launch of content blocking technology ( here, here and here), and the catastrophic doom that will beset any company involved in ad-based monetization in any capacity. The brouhaha did cause some initial concern and confusion. Could Apple build something that would potentially destroy a $32 billion burgeoning mobile ad business? The simple answer I come back to, is no. There are three key myths surrounding Apple’s announcement that I’d like to address and hopefully clear the air around this ‘adversity’ (pun intended). Myth#1 – Ad-blocking is automatic and will affect all ads on all mobile websites. That is not how this is set up to work. There are multiple steps a consumer must take to enable the ad-blocking software and the process is destined to be full of friction. No device, by default, will be able to block ads. Myth#2 – Everyone will block ads. Ad-blocking has been available on desktop browsers for years. As far as we have seen, there hasn’t really been a tangible impact on the desktop ad business because of ad blocking. Myth#3 – Every mobile publisher will be impacted. Mobile apps are not affected by ad blocking, nor are native ads typically affected by ad-blockers. Here is a quick back-of-the-envelope calculation that

Posted on December 15, 2015
By Amit Gupta

02

December

Decoding Monetization Methods of Dating Apps

Swipe right - the new age dating gesture, has permeated the mobile world. Today, users spend almost 90 minutes1 of their day sifting through myriad potential partners, in search of the "perfect fit". This is greater than the average time spent by a user on traditional social networking sites, creating an alternate social network that is distinctly different from its older cousin. Global Web Index, Q1 2015, Clickz.com With a young, increasingly busy, always-mobile audience, the allure of the dating app business is becoming extremely addictive. Tinder is valued at $1 billion with 50 million monthly active users2 and in the east we have Momo with 78.1 million monthly active users, valued at $3 billion3. The intelligentsia might argue the emphasis on the valuations citing that the true value of a business lies in the unit economics i.e. when the user pay! But the trailblazer Tinder is at a serious advantage here as a quarter of its users are already paying for dating services. Global Web Index With the lowering of stigma attached to online dating, technological advancements and a growing target demographic, the industry looks like it will continue to grow for years to come. The dating industry is worth $2.2 billion, but most apps aren't turning a profit. Many haven't even introduced a plan to monetize their services. But there are a few who are leading the way. Here is how they are successfully making money: Subscription Like online dating sites, “Subscription” is

Posted on December 02, 2015
By Mona Sharma

05

November

Introducing User Opt-In Video Ads on InMobi Exchange

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 spreading the brand message, concerns are often raised around viewability and completion rates. InMobi has long been moving towards a consumer-first approach to mobile advertising that provides a more valuable user experience and improved performance rates for brands. The InMobi Exchange now enables this vision through Opt-In video ads that allow users to discover great products based on their consent. This ensures the marketing message is well received and provides higher performance for the brand campaign . The equivalent of rewarded video ads, opt-in video enables advertisers to buy in-app video inventory with 90%+ completion rates and high user intent. A recent study by Millward Brown, AdReaction Video, reports highest consumer favorability for opt-in videos amongst digital media. User opt-in video ads are most common in apps which feature virtual goods and IAP. User opt-in video ads are essentially 10-30-second ad spots that are seamlessly woven into the app experience at relevant points in a consumer’s journey. For example, an

Posted on November 05, 2015
By Tanvi Kapoor

21

October

View-Through Attribution - The Missing Piece in Your Ad Strategy

While the mobile ad space is certainly still developing, most advertisers understand the importance of tracking clicks and installs. Savvy advertisers use these data points to streamline and optimize their ad spend. Some of these same advertisers are also tracking impressions to understand their click-through rates (CTRs) as well as adding a layer of accountability to ad-network reporting.Impression tracking is available through a few mobile attribution & analytics providers. Tracking impressions is only the first step. The real insight comes with impression attribution or view-through attribution. There are several reasons why view-through attribution is important.View-through attribution is the capability to credit an install or in-app event to a specific impression. This also enables insight into the influence impressions have on downstream engagements.The ProblemAttributing clicks to installs is the first step to understanding mobile ad effectiveness, but it does nothing to uncover the truth of click-through rate (CTR) or effective frequency. The only way to understand these metrics is by tracking impressions in addition to clicks, installs, and events.Part of what creates a healthy ecosystem is transparency. Historically, only ad networks have had any insight into impressions served. By introducing 3rd-party tracking into the process, an independent source can verify impression volume and effectiveness.In the same way that click attribution rules can vary between networks, impression tracking and view-through attribution include a variety of configurable aspects. Ad networks count impressions in different ways and attribute based on

Posted on October 21, 2015
By Justin Landis

03

September

Preparing Your Apps for iOS9

This fall Apple will release their latest operating system, iOS 9, which will include a number of changes that might impact your app’s monetization. We would like to take this opportunity to highlight the changes and how you can minimize the impact on your revenues. Update to the InMobi SDK To ensure a smooth experience and minimize the impact on your monetization through our SDK, we plan to release full iOS9 support once the Gold Master build is available. We plan to also support the new enhancements and best practices recommended by Apple in the new OS. Key highlights of the new features and how we will address them are detailed below. We also recommend that you prepare your apps for iOS 9 and upgrade your integration with InMobi when the new InMobi SDK is launched (Mid September). App Transport Security (ATS) With iOS 9, Apple has introduced a new default setting, known as App Transport Security, which requires apps to make network connections only over SSL. ATS also has specific requirements on the SSL version, encryption cipher and key length used for enforcing HTTPS connection. We are currently working with over 100+ ecosystem partners to transition their platforms to support this change and ensure that they are compliant. In the meantime, for updates to your apps to fully support iOS 9, you will need to follow one of the options below to ensure demand from InMobi continues to work as expected. a. Enable

Posted on September 03, 2015
By Abhishek Khurana

31

August

Debunking Video Jargon: Monetize Wisely with Video Ads

This blog originally appeared on Appsflyer A publisher’s complex life reflects the ever evolving, but fragmented, advertising technology space. Within mobile itself, there are innumerable ad networks, mediation partners, trading desks, and so on. In fact, the many choices have only made it worse. A point argued aptly by Barry Schwatrz in his book ‘ Paradox of choice’. Something similar has spilled over to video, arguably the most engaging ad experience on mobile. As a publisher, you have the option to choose from multiple ad networks and a myriad of video specialists. Here, performance and ad experience are the primary axes of selection. However, the very marginal difference between these options has only added to the chaos. It has, therefore, become imperative to look beyond the primary axes and pay close attention to the details of each option. What they Say and What they Mean They say that language is the soul of a civilization. And our industry is no exception. The following are the set of common video jargon used by the partners. Deep-dive into them to extract maximum potential from each video impression: 1. Our video ads have best in-class Instant-Play technology We prebuffer ads by caching them on a device’s external storage. To enable prebuffering, you must have access to the user-device’s external USB storage. However, note that even with prebuffering, there will be some delay before the video actually plays. The acceptable video load time

Posted on August 31, 2015
By Mona Sharma

26

August

InMobi Insights : Indonesia Tops the App Download Charts Once Again in Q2 2015

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 capital of the world with an 18% share of the world’s app downloads. The younger generation is tech savvy and loves social media. With a growing middle class, millions of new consumers are added to the fray every year at a growth rate of 6-7% for each of the next five years. We are yet to see the best of it.Fastest Growing MarketsEmerging countries such as the India, Philippines, Indonesia and Malaysia are witnessing growth in app installs as more users join the smartphone bandwagon every year. These markets with their low smartphone penetration boast of an eager audience willing to explore and download mobile apps. The market is flooded with a range of affordable smartphones to suit every whim and need. It has never been easier to own a smartphone, and coupled with a convenient data plans, is offering the world on a platter to new users. This combination is driving app

Posted on August 26, 2015
By Pooja Kalloor

24

August

Mobile Makes a Major Impact this Back-to-School Shopping Season

It’s time again for students to get ready for another year at school and for parents to plan and research this year’s back-to-school shopping. Traditionally, this meant a trip to the mall, but the mobile era has introduced new ways to research, compare, and shop. Even if consumers do visit a store, mobile devices are impacting the way they shop, as almost all shoppers are influenced by the information they obtain on their phones. Mobile devices present a unique opportunity for brands to create excitement and a sense of urgency, and to activate shopping while consumers are on the move. As we all become more tethered to our phones, it is important for brands and marketers to adopt mobile marketing strategies and create effective mobile campaigns to stay ahead of the competition. Smart Phones = Smart Shoppers According to a National Retail Federation survey, the total combined spending for back-to-school and college will reach $68 billion this year, and the average family with children in grades K-12 will spend $630.36 on back-to-school shopping in 2015. Recent research by InMobi revealed that this back-to-school season is expected to rake in more money than even the holiday shopping season, with 25 percent respondents planning to spend “much more” during back-to-school. Smartphones empower shoppers with access to more knowledge about products and a greater ability to comparison shop than ever before. Accordingly, smartphones are becoming the go-to shopping tool for parents to research and organize their

Posted on August 24, 2015
By Shamala DN

10

August

Path-To-Purchase: How Smartphones Are Disrupting Consumers’ Retail Journeys

A consumer’s journey, which was predictable and straightforward until a few years ago, has now become sketchy and complex. Driven by technology, the retail industry is undergoing a paradigm shift. The traditional, linear path-to-purchase is being replaced by the checkered path of the modern consumer whose purchase journey is across a multitude of channels from desktops and laptops to smartphones, tablets, connected televisions, and wearable devices. The biggest challenge faced by an advertiser is to understand a customer’s journey across these devices and deliver personalized content that is relevant, optimized and seamless across all the mediums. Similarly, increased use of mobile devices has created a multitude of opportunities for customer interactions with a brand. As a result, marketers need to keep pace with their audiences, create unified multi-channel strategies and understand how to leverage the smartphone to engage customers across highly contextual moments throughout the day.So, what does this new route-to-purchase mean for marketers and what opportunities does it present? There is a clear demand to ensure consumers have access to information, interact and shop anytime and anywhere, build customer satisfaction, nurture loyalty and drive sales across all channels.InMobi in partnership with YouGov surveyed around 3,000 smartphone users in three key markets (Australia, Indonesia & India) to determine what drives people to shop via mobile; how they currently use mobiles during the path to purchase, how they want to use their mobiles for shopping, the role mobiles play

Posted on August 10, 2015
By Shamala DN

23

July

Deep Dive on In-Feed Native Ads

Rome wasn’t built in a day. It took Romans years of vision and hard work to create a cultural heritage that delights people to this day. Native Advertising is like Rome. At the beginning, some marketers had the vision to create unobtrusive ads which fit into the app layout instead of standing out like a band-aid. As Native Advertising enjoys global adoption, it is imperative to refine the vision for native ads and create ad units that are better than their predecessors in experience and efficacy.With this objective in mind, a small working group in the IAB Task Force on Content Marketing and Native Advertising, comprised of InMobi, ShareThrough, Yahoo and the IAB, set out to do a deep-dive on the most popular native ad unit, in-feed ads. The ultimate goal is to help refine the scope of the in-feed ad unit to fit into the publisher’s environment while maximizing the advertiser’s goals. After weeks of collaboration, we have come up with the following guidelines:The publisher’s environment is more than just a layout - understanding the publisher’s context is important to identify the user’s mindset and intent, which in turn affects the campaign efficacy. Hence, the in-feed ad has been classified by the publisher context: Social Feed, Content Feed and Product Feed.With different apps opting for different media forms to communicate with the user, it is important to identify the different

Posted on July 23, 2015
By Tanvi Kapoor

09

July

6 Essentials for Programmatic Buying

With more brands shifting budgets to programmatic buying, Brands and DSPs need a deep understanding of what will result in the best outcome, for each bid placed. Below is a ready reckoner, with tips for best results: 1) Start broad before creating a whitelistAs a best practice, it is better to start off with a large supply base; and then create a whitelist based on campaign learnings (such as CTA metrics, engagement). Unlike the desktop world, it is hard to identify and tag premium supply on mobile that works well across verticals. Therefore it is important to identify the supply that works for each brand and its desired objective. 2) Campaign pacingTime bids through the day, with strict frequency capping. This helps buyers a) maximise reach, b) take advantage of inventory pricing volatility and c) engage with different consumer segments through the day. Additionally, first few hours of the day present activity peaks, time windows when other DSPs are active and competition is high. Timing bids for the campaign outside of peak competition will yield better results.3) Choice of Ad unitIn order to maximise scale and engagement, brands need to leverage media spend across ad formats. For proven engagement metrics, choose ad units beyond static banners. Including higher real estate campaigns such as interstitials, video, and native yields higher engagement and delivers rich mobile experiences.4) Target right, especially for Private DealsFor Private Deals, it is important to have deep clarity on what

Posted on July 09, 2015
By Niveditha Viswanathan

10

June

InMobi Insights : Indonesia is the App Download Capital of the World

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 of the world based on analysis of millions of app downloads on the InMobi network for Q1 2015. Indonesia surpasses USA to become the top app download destination with a share of 17%. This growth is mainly driven by a intense demand for Game and Communication apps courtesy local smartphone manufacturers offering lower cost handsets, cheaper mobile internet charges and a technology hungry audience.As Philippines boasts of the highest per capita app downloads of 16 (16 downloads per 100 users). This is followed by Indonesia. UK : App downloads over Android phones cost app developers 13% more than an iOS download. This is contrary to the norm where downloads over iOS cost more than on Android.Gaming app installs have grown > 200% Y-o-Y given their global appeal and demand.mCommerce apps have seen great uptake in South Korea (39% share), Indonesia (14%), Saudi Arabia (16%) and China (12%)In the next four years, app stores revenues are likely to double. As apps become a way of life, a

Posted on June 10, 2015
By Pooja Kalloor

06

May

The world outside of gaming interests : Photo & Video tops the charts

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 look at the data we analysed revealed interesting answers to some questions we posed, such as - Which is a more popular category? Instant Messaging or Photo & Video sharing? Is app interests similar across Smartphones and Tablets? Does no country deviate from the global trend on app interest? The answers were reflective of the cultural diversity. The world in 10 concepts In this age of selfies, instant sharing and updates and live stream video, it is no surprise that the top concepts around the world are reflective of that. As new users join the smartphone bandwagon everyday, there is an ever increasing need to connect and communicate with the world. Apps satisfying such a need either via video and audio calls, photo and video sharing or through good old instant messaging, top the charts. Top App Interests across Markets The trend continues across markets as users around the world consume and contribute via photos and video, chat and visual and audio calls.

Posted on May 06, 2015
By Pooja Kalloor

23

April

InMobi Insights: Brands on Mobile Advertising Trends

The research team at InMobi is excited to release their latest research report, Brands on Mobile: Advertising Trends. With mobile being accepted as the definitive medium to access consumers’ minds and wallets, Brands have begun a multi-million dollar spending race to allure and retain customers. But what benchmarks should Brands look at to determine mobile ad spend? Which ad formats work best for different verticals? Should Brands concentrate more on tablets? In Brands on Mobile: Advertising Trends, we provide Brands and agencies with insights and guidance on how best to use mobile as an advertising medium. This report features global and regional data from the InMobi Ad Network in 2014. Here are some key findings from the report: Top Spenders On Mobile Entertainment was the top vertical, followed by CPG and Telecom. Food & Drink, Social Media, Retail, Technology, Telecom, and Travel were the fastest growing verticals. Top Verticals by Effectiveness The Travel, Social Media, and Retail verticals led the way with the highest CTRs (Click Through Rates). Trending Creative Formats Video, Native, and Rich media creative ad units showed a phenomenal rise in engagement. Native ads registered the highest CTRs in Health & Fitness, Finance, Social Media, Apparel & Fashion, and Travel. Consumer Engagement By Time, Day, and Content Engagements peak on Friday evening and weekends across verticals. Engagements are high in the morning, likely during commute hours; and remain low in the afternoon before peaking in the evening. Consumers engage with ads

Posted on April 23, 2015
By Shamala DN

16

April

InMobi Insights : The Dynamics of a Booming App Economy

In the previous blog, we laid out the regional landscape for app developers in terms of share, app install costs and app earnings. We also explored the OS landscape across regions. In this blog, we move forward and explore the dynamics of a booming mobile app economy - factors driving mobile app growth and it’s interconnectedness with smartphone adoption. The story starts with smartphones, as it always does. For the first time ever, there are now more active mobile devices than there are humans on the planet. About 1.167 billion smartphone devices were shipped last year, a year-on-year increase of 25.9%. With increasing competition amongst smartphone manufacturers, costs are being driven low and more is being offered for less. This, in turn, is driving growth in emerging markets, opening up a wider and eager audience for app developers. Let’s look at how this impacts the app economy of countries around the world. Smartphone Penetration and Install Growth Emerging countries such as the Philippines, Indonesia and Russia are the growing app install destinations of the world. These markets with their low smartphone penetration rate boast of an eager audience willing to explore and download mobile apps. This drives the install growth through the roof. Spurred by low cost smartphones, cheap mobile internet plans and an enthusiastic audience, these markets are golden for app developers. Smartphone penetration and Cost Per Install (CPI) Consequently, emerging markets with low smartphone penetration and high install

Posted on April 16, 2015
By Pooja Kalloor

01

April

InMobi Insights : The State of App Downloads and Monetization

With 2.6 million [1] apps available and 150[2] billion app downloads, Apple’s App Store and Google’s Play Store have come a long way since their 2008 launch. With more developers than ever before and smartphone penetration on a rise in emerging and developing countries, the mobile economy is booming. As developers pursue user acquisition and monetization strategies, many questions need answering. Which countries are driving growth? Which markets download the most? What OS has the majority market share, and who earns developers the most? The latest InMobi report, State of App Downloads and Monetization, based on InMobi Network research from 2014, answers these questions, and many more. Here, we present some interesting patterns and insights. Regionally Your’s: Market Shares, Costs, and Earnings by Geo The developing Asia Pacific region had the largest shares of both ad impressions (49%) and app installs (47%), followed by North America. Also, the latter region continued to be the land of both the highest earnings (eCPM) and costs (CPI), closely followed by Europe. World-wide, ad impressions grew by 62% and app installs by 28%. Asia Pacific expanded its already-large user base and witnessed positive growth in both ad impressions and app installs. Europe, however, did see a decline in app installs, and Africa, in ad impressions. The key to garnering high app installs as well as great eCPMs is for developers to strike a balance between mature First World markets, and the buoyant, developing markets of Asia Pacific, the Middle East,

Posted on April 01, 2015
By Pooja Kalloor

11

March

Launching InMobi Appographic Targeting™

Over the last two years, we sought out and met hundreds of app developers across the world to ask them two simple questions - “How would you describe your app?” and “Who is this app designed for?”While the specifics vary, the responses’ structure was almost always a variant of the following sentences: “Have you used app A? It’s kind of like that, but with X being a key differentiating concept”“It’s an app that lets users do XYZ”“The audience for this app is very similar to the audience of app A”“Users who play Game A and Game B will love my app”Very rarely have we heard an app developer describe their app in terms of app store categories, and almost never in terms of a demographic or a location. As humans, we tend to relate to new things in terms of something we already know, which helps us anchor new experiences. This translates to how people perceive apps, as well, where app definitions and potential audiences are referenced in terms of other apps, with a few key differentiators.This is where the core insight for Appographic Targeting™ emerges. Users and app developers have a common language of evaluating and developing new apps - the language of how apps are described in terms of key functional, design and interactive elements that appear in those apps and similar apps. This language, like any other language, has

Posted on March 11, 2015
By Abhishek Bapna

11

March

Ad Club NY Leaders Have Their Say On The Most Important Mobile Trends This Year

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 may be how mobile viewing behavior and using mobile devices as a portal for just about everything continue to change how consumers engage with the world. As advertisers, we will find that mobile native advertising – where the ad fits in naturally with the form and function of the surrounding user experience – becomes more standard and measurably increases engagement with our campaigns. And as native mobile becomes increasingly available for both direct as well as programmatic buys, marketers are likely to consider experimenting more broadly with this evolving ad format thus helping it to develop even faster.” Advertisers must also keep an eye on snack-able mobile content, payments, performance, privacy, UX, and interconnectivity, as these trends are slated to hit every marketer's agenda in the coming months. Check out everyone’s views on this important topic here.

Posted on March 11, 2015
By Ramya Rajan

26

February

Programmatic Buying Channels Demystified

Programmatic buying is now on every brand marketer’s agenda. However, the world of programmatic buying is ever evolving, dynamic, and complex. Brand marketers seek to clearly understand the nuances inherent in different types of programmatic channels. Buying could occur through auctions in a closed chamber, in an open field, or among various kinds of participants.Among various programmatic channels, the Open Exchange is perhaps the most straightforward. As the name suggests, it is an auction where ‘all advertisers are welcome’. In an open exchange, the advertiser with the highest bid wins the auction and thereby the ad placement.Then there are two other key programmatic channels - Private Marketplaces (PMP) and Programmatic Direct.PMP and Programmatic Direct are two very distinct channels though they are easily confused. In a nutshell, a PMP is like a walled garden that limits participation of demand and supply, whereas Programmatic Direct is an automation tool for direct sales. In a Private Marketplace, a publisher invites a shortlist of advertisers that are relevant for their app/ website. An auction is conducted between the select advertisers, for that publisher, and the advertiser with the highest bid wins the auction. In effect, a PMP is similar to Ferrari’s invite-only models; that are opened up to only a few (lucky) buyers. Programmatic Direct, on the other hand, automates the standard IO process thereby letting advertisers buy targeted supply through an exchange. The automation is done at

Posted on February 26, 2015
By Niveditha Viswanathan

07

January

Seven Mobile Trends That Brand Marketers Can't Ignore in 2015

In 2014, we witnessed several exciting developments in the world of mobile. Microsoft bought Nokia’s mobile devices unit and Lenovo purchased Motorola from Google. The rise of Chinese smartphone manufacturers threatened large players, while One Plus launched the Flagship Killer with an innovative marketing scheme. Apple gracefully accepted the large-screen phone revolution by launching the 5.5-inch iPhone plus, and completely revolutionized payments with the launch of Apple Pay. Wearables like Google Glass, Smart Watches and various fitness trackers were the showstoppers of the year. Mobile is set to create an even bigger impact this year by bringing truly engaging experiences into consumer hands. As mobile usage continues to rise and shape consumer expectations, brands will have to re-think their strategy to win, serve, and retain customers. Mobile is now the primary source of information and action. Due to its effectiveness and the ability to reach people anytime, anywhere, every brand needs an effective mobile marketing strategy. Here are some trends that brand marketers need to watch out to stay on top in 2015. 1. Native advertising will get further traction Native Advertising emerged in a big way in 2014, and will scale further this year. Native advertising is more engaging, less intrusive and enables sophisticated campaigns. As more innovators enter this space, they will address challenges such as the nature of the ad format and scalability. Advertisers will place higher bids on an ad unit that mimics the form and function of the

Posted on January 07, 2015
By Shamala DN

26

December

#FactOrFiction: Users Acquired Through Video Ads Deliver Higher LTV Than Other Ad Formats

In our #FactOrFiction weekly blog series, we’ll take a prevalent assumption in the mobile gaming world, and separate fact from fiction, with insights from data. Got a myth that needs some busting? Tweet it to us or post it on our Facebook page and we’ll have our experts look at it! THE ASSUMPTION: Users acquired through video ads deliver higher Lifetime Value(LTV) than other ad formats Nothing showcases your game’s features better than a video trailer. Just like movie trailers are popular with movie buffs, your game’s trailer does the job of showing off your game’s features, characters, sounds and graphics, leaving your users in anticipation. This sets in a belief that video ads drive more engaged users, that end up spending a lot of time, and even money, on your app. In other words, video ads are expected to deliver higher quality users as compared to other ad formats like static interstitials. But is this hypothesis a right one to make? Let’s find out! THE EXPERIMENT: Advertisers define LTV in broadly two dimensions- retention and purchase. Retention is measured in terms of levels cleared or how active the player is. Purchase, on the other hand, is a measure of the number and the amount of purchases a user makes in the app, and applies to apps that offer in-app purchases. We took multiple advertisers on our network, and analyzed the LTV on

Posted on December 26, 2014
By Aksha Kini

24

December

6 tips for creating an engaging mobile video ad campaign

Video will become the largest driver of global mobile traffic by 2017. Nearly 40% of YouTube video views are on mobile. Propelled by large screen smartphones and fast data connections, video mobile consumption has increased dramatically in recent times. This is creating huge opportunities for brands to reach their customers through video ads, a nifty ad format for brand communication and customer engagement. Marketers will spend over $1.4 billion on mobile video ads in 2014, or close to one-quarter of total digital ad spends, per eMarketer. Overall, the US digital video ad spend alone is projected to more than double between 2014 ($5.96 billion) and 2018 ($12.71 billion). hbspt.cta.load(2714195, '28d99608-64b2-4fd4-98c2-3cb7dd6d3060', {}); A number of factors are driving ad dollars from online video to mobile video. Users spending more time consuming content on mobile, Higher click through rates (CTRs) for video ads on mobile compared to online, and Higher user engagement on mobile compared to online Given these trends, how can marketers maximize their chance of success for mobile video ad campaigns? 1. Not all screens are used the same way Although most video ads can run on tablets and smartphones seamlessly, each of these platforms brings unique value to video marketers. Smartphones offer greater reach and usage distribution through the day compared to tablets. Mobile marketers should factor this in while determining the targeting parameters - if the campaign requires a wider reach or targeting throughout

Posted on December 24, 2014
By Shamala DN

23

December

The Personal Technology Revolution: Smart Wearables Moving Mainstream, Blurring Boundaries Between Human and Tech

The Infiltration of Smart Wearables Each day, smart technology is becoming more ingrained in our personal lives; smartphones and tablets are just the tip of the personal technology iceberg. Our need to “be connected” has become such an inherent part of our lives that devices now allow us to stay connected at all times. Personal technology has evolved from merely carrying portable devices to the state of actually wearing our devices. Among these advances are smart watches, smart glasses and wearable health/fitness monitors – and these are merely stepping stones into the personal technology revolution. Not Just Early Adopters International Data Corporation (IDC) predicts that wearable technology is poised for explosive growth, projected at 483% worldwide by 2018, with a compound annual growth rate of 78% i. As use cases for wearable technology multiply and as devices become more personalized, this number may see even larger growth over the coming years. Even with the influx of wearable devices currently available in the market, wearable device penetration remains relatively low, as compared to smartphones and tablets. According to our research, only 11% of our mobile users currently own a wearable device. However, our research also suggests that the wearable trend is beginning to move mainstream; only one-third of wearable purchase intenders consider themselves early adopters. Instead, the “average” wearable shopper believes that wearables are the future of technology (53%) and is increasingly finding him-or-herself dependent on technology (48%). Fragmented Market and Purchase Consideration The wearable device market

Posted on December 23, 2014
By Emily Basileo

02

December

The State of Mobile App Monetization: Health & Fitness Ads Are Star Performers

This edition of InMobi’s State of App Monetization Series dives into in-app network insights for app developers and publishers. Through analysis of billions of impressions served each month, these reports showcase the latest trends within the mobile app ecosystem on our network.Android Apps Accrue Most Impressions; iOS Apps Dominate Ad PerformanceAds in iOS apps continued to dominate in-app Android ads with respect to both CTRs and eCPMs. In-app iOS ads yielded 21% higher CTRs and 51% higher eCPMs than in-app Android ads.In-app iOS ads earned higher eCPMs than both Android smartphones and tablets. Although Android tablet ads yielded 23% higher CTRs than iOS smartphone ads, they earned eCPMs 25% lower than iOS smartphone ads. This may be in part attributed to the common believe that iOS users spend more money for apps and within apps than Android users.Game and Entertainment Apps Remain Star PerformersGame and entertainment apps again led the charge; both categories accrued the most impressions, averaged the highest CTRs, and earned the best eCPMs. Also, during Q3, Social Networking ad impressions nearly doubled from Q2, accruing as many impressions as game apps.As we noted last quarter, health/ medical apps perform significantly well. Although accruing just shy of 1 billion ad impressions during Q3, medical/health apps earned an average eCPM 41% higher than the global average.Brand Ads Rake in the Money; Health & Fitness Ads Are High-PerformingIn general, non-standard ad content (not illustrated, <1% of ad impressions) earned app

Posted on December 02, 2014
By Emily Basileo

02

December

Location-Based Mobile Video Ads Deliver On The Promise Of Engagement And Call-To-Action

Nearly everyone with a smartphone has used the “reminder” feature on the phone at least once. An Indian TV network cleverly combined this feature with mobile video ads to drive viewership for a movie that it was telecasting.Crafted by InMobi, the mobile video ad unit allowed users to store telecast timings directly from the ad. The ad registered more than 125K interactions and the number of consumers that added the telecast timings to their calendar was 11.6K. This is nearly 10% of those who actually viewed the ad; the average time spent on this creative video ad was 15 seconds. This might be seem to be a blink for most people, however, in the world of mobile advertising, this is a marketer’s delight. This campaign shows that brands now not only have an interesting ad format for delivering their message, but can also explore creative ways to drive call to action. The reminder on the user’s phone calendar itself serves as an additional “ad” for the consumer, reinforcing a brand and driving recall.Video is the largest and fastest growing category within mobile data traffic today. Devices with larger screens and powerful processors, declining prices and faster data speeds are making it easier for people to consumer streaming content on the go. Mobile video currently accounts for over a quarter of video consumption. According to eMarketer, spending on mobile video ads will increase considerably over the next five years,

Posted on December 02, 2014
By Shamala DN

20

November

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

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

Posted on November 20, 2014
By Mona Sharma

19

November

The world in gaming concepts : Pattern matching tops the charts

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 Matching being the second favorite. Fantasy themed games came a close third. Popular gaming concepts ranked in order of user preference worldwide Users in USA, UK, India and Indonesia show a preference for Short Session games, as do users in Japan. Users in Chinese and South Korean prefer Fantasy and Blood & Gore [6] themed games. Top gaming concepts by share of users across markets Concepts and regional variations Users in North America and Europe demonstrate similar gaming preferences with over 60% of games downloaded being short session games. More than 40% of all games downloaded in these markets had Pattern Matching concepts. While Europe preferred Resource Management [7] themed games to Blood & Gore themed games, the pattern was reversed in the case of American users. While the APAC region followed suit in the 1st two categories, that is where the similarity ends. Games in APAC show a clear inclination towards Blood & Gore and Fantasy themed games, with Resource Management rounding up the Top Five. Popular

Posted on November 19, 2014
By Pooja Kalloor

18

November

Seize the moment #1: Brands need to market to the moment. Here’s why.

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. Today’s ‘always-on’ consumer can’t be quickly stereotyped by a dipstick approach to consumer understanding. She makes decisions in far more complex ways as she experiences different moments in life. Why Moments?A consumer’s mindset inextricably changes from moment to moment. That ‘spendthrift fashionista’ might have recently started checking out gyms, reading health blogs, looking for healthy recipes, clicking on fitness related ads, and using expense apps. As she currently zips through the shopping mall, she might be looking for affordable gym shoes, and not a designer dress, in that moment. Her buyer persona needn’t always dictate her impulses. Mobile is the only common denominator that can cut through changing moments and moods, reach new audiences in unparalleled ways, and leverage new signals to truly begin to understand consumer moments.In the battle for consumer attention, consumers are moving targets through their own journeys. Consumer moments are up for grabs, and Brand marketers who tap these moments most successfully will

Posted on November 18, 2014
By Ramya Rajan

21

November

Building Great Brands in the Mobile Age

Time For Advertisers To Open Up To The Mobile Reality? There are close to 7 billion mobile subscriptions worldwide, which is equivalent to 95% of the world population. The number of mobile phone users are estimated to be 4.5 billion while the number of Internet users is 2.7 billion. These staggering numbers are eye candy for a marketer as these demonstrate the enormous potential for brands seeking to engage their consumers. The ubiquitous nature of mobile, which blends personal and professional lives, provides endless opportunities for brands and marketers to reach their target consumers base. Advanced handsets, cutting-edge technology and better bandwidth delivers highly insightful customer insights and intent on their buying and decision patterns. Although smartphones and tablets have existed as advertising mediums for less than a decade, mobile marketing trends during this period shows a rapid evolution of the advertising landscape. Interestingly, the exponential growth of mobile and smartphone adoption has not witnessed a corresponding increase in mobile ad spends. The amount of time spent on mobile media consumption is disproportionate to the advertising share on mobile. According to eMarketer, American adults spend roughly one quarter of their media time on smartphones and tablets, compared to just 2 percent on newspapers. This year's projected mobile ad spending growth will raise the medium's share of the ad market to only 9.8 percent, compared to the current figure of just under 10 percent spent on newspaper advertising. Advertisers spend 17 cents on TV for every hour of consumption

Posted on November 21, 2014
By Shamala DN

10

November

InMobi Insights : Asia drives global app download growth in Q3'14

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 mobile users downloading apps? Nearly 17,000 apps hit the app store every week[1], bombarding users with an array of choices. Mobile app downloads measured on the InMobi network witnessed a 32% growth in Q3 as compared to 13% in Q2. This could in-part be attributed to the growing smartphone penetration. Where can I find mobile app users? While USA continues to lead the world of mobile app downloads, four of the top 5 app downloading destinations are in Asia. Not only do they account for a substantial share of downloads, they are also some of the fastest growing nations. With 69% Q-on-Q growth, China leads the way, showcasing some promise as a major app economy in the coming quarters. India and Indonesia aren’t far behind with over 60% growth. A majority of these countries are mobile first - mobile devices are their primary source for internet access. This bodes well for advertisers and developers. How many apps do users download? Along with high share

Posted on November 10, 2014
By Pooja Kalloor

29

October

Android Growing Faster Than Apple, Accounts For Over 61% of Ad Impressions Globally

Today we released our Q3 2014 Network Research, which reported on the latest mobile device and OS share trends on the InMobi network. Here are some of the global highlights: Overall, in Q3 2014, the volume of impressions on the InMobi network was up globally compared to the previous quarter. This growth was driven by in-app ads that contributed 80.0 percent of mobile ad impressions. Smartphones still account for the lion’s share of impressions with 78%, up 5.9 percentage points from the previous quarter. Ad impressions from tablets accounted for almost 18% of the total platform impressions in Q3 2014. • Samsung maintained its spot as the No. 1 manufacturer in terms of impressions, and increased its lead by three percentage points over No. 2 on the list is Apple. Overall, Apple and Samsung devices count for 70% of our impressions.• Nokia’s share of impression has declined considerably by 9.0% compared to Q2 2014. Android remained the largest OS on our platform (61.4%), growing 11.6 percentage points from Q2 2014. Apple contributed to 32% of impressions, up marginally by 2.2% from the previous quarter. On the handset front, Apple devices dominated in ad impression share across the globe in Q3 2014, but some Samsung mobile devices appeared to see greater engagement.Note: The data presented in the report was sourced from the InMobi mobile advertising network for Q3 2014. To learn more about regions/countries: Click here to download InMobi Network Research Q3 2014. Interested in understanding more about this report and how it could impact your business? Reach

Posted on October 29, 2014
By Shamala DN

27

October

Google Install_Referrer: A Mixed Blessing?

To many, the world of mobile ad attribution might look complex and patchy, where two of the most popular mobile tracking parameters: Device Identifiers and Device Fingerprinting, are fighting a constant battle between maximum inventory coverage and minimal losses.Device Identifiers offer 100% accurate ad tracking, but are available only on SDK inventory and may be absent at click-time in certain countries and for certain publishers.Device Fingerprinting, although readily available, is a probabilistic model and might lead to attribution inaccuracy or losses.On Android devices, another ad tracking identifier called the Google install_referrer has been in play since long. While it shows a lot of promise with 100% accuracy for tracked downloads across mobile web and app inventory, it is still not free from the vice of attribution losses. Let us look at how the Install Referrer works to understand this better.How does the Install Referrer work?The Install_Referrer is a unique string code that is passed to the Play Store whenever a user clicks on the ad. The same code is broadcasted by the Play Store to the app when it is downloaded. Upon app open, this code is passed to the tracker which looks for a successful match to attribute the conversion to its source. Unlike fingerprinting, the Install Referrer is independent of the device and does not change with the changing device parameters, thereby nullifying the possibility of a false match/mismatch. Hence, the attribution

Posted on October 27, 2014
By Aksha Kini

22

October

The Dev Masterclass Series: The “How the Hell Do I Choose App Store Keywords” Guide

One of the most important tools of your app marketing campaign (with or without paid acquisition) is Keyword Optimization (KWO). With it, you'll improve your keyword pool, i.e., the collection of words on your app's metadata that are scanned by search engines.Choosing great keywords and key-phrases takes time, and you have to make a considerable list of words and phrases that are somehow related to your app. The list should have hundreds and thousands of key-phrases and keywords.After you've brainstormed your list, it is time to filter the bad terms out and choose your final set of keywords. Pay attention and take your time to make a great selection. The keywords you choose will impact directly on your app’s exposure, downloads, and, therefore, revenue.Selecting your Keywords and Key-phrasesThere are several methods out there to choose keywords. The one that worked best for me is the straightforward, three-step Relevance, Competition and Volume method, and I'll show you how you can do it and why you should do it.Step One: RelevanceIf you have to learn one thing from reading this article, it's this: relevance is king. Period.The single most important aspect to consider in keyword selection is relevance. Without relevance, you get no conversion, no matter how great your app, icon, screenshots, or video previews are.Imagine the following situation: you search for a "golf assistant app" and the third app you see is an

Posted on October 22, 2014
By Evaldo Rossi

17

October

​Brands, unwrap your holiday season gift!

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 and will post a further 65.6% jump this year. Mobile commerce will account for a substantial share of total UK retail e-commerce in the coming years—27.0% this year, almost one-third by 2015 , and near 40% by 2018. Mobile meshes together our personal and professional lives, providing endless opportunities for brands marketers. Mobile’s ubiquitous nature, coupled with smarter phones, better technology, and high bandwidth provides brands with a highly nuanced understanding of customer intent and insights around purchasing decision patterns. Mobile usage is at an all-time high, and the shift to mobile is on. According to InMobi’s Mobile Media Consumption Study, mobile phones and tablets together grab an ever-increasing share of time with all media—potentially at the expense of online media and TV. Globally, consumers now spend an average of almost 2.2 hours per day with mobiles and tablets, which together account for 37% of media time - ahead of television, computer usage, print, and radio. Source: Global Mobile Media

Posted on October 17, 2014
By Shamala DN

16

October

We Surveyed Digital Advertising Buyers About Their Mobile Native Plans. Here's What We Found

InMobi and Rubicon Project conducted a Survey on Mobile Native Advertising and how brand and agencies are thinking about mobile native advertising. The results are in, and here are some of the key insights we found: Most (44%) brands and agencies see native advertising as being about adapting to the content, followed by the segment that sees native as the reflection of the user's attributes (22%), and the smaller group that feels that native is an extension of the user's surroundings or the physical environment around him/her. Data suggests that even though most digital advertising buyers realise that native is going to be an increasingly bigger chunk of their spend in the coming months (70 % want to spend on native in 2015) there seems to be some inertia about moving to native ( 37% will spend in 2014 itself) which is most fuelled by lack of expertise or best practices. However it goes without saying that the inertia is fast wearing off and there is an exodus in digital ad buyers towards native (28% have already spent on it last year). When asked the modus operandi of mobile native, the vast majority (93%) is inclined towards automation of their native campaigns, which clearly stems from the lack of expertise and know how in the buying of mobile native ads. The following chart highlights some of the trends, motivations and challenges that advertisers have while considering mobile native: Download Report B

Posted on October 16, 2014
By Chetan Raghav

30

September

7 Tips to Map Out Your Next Geo-Fencing Strategy

Last month, I indulged in a Parisian gastro-tour. Before traveling, I carefully selected only the most elite restaurants for each of my reservations. Amass. Check. Le Atelier de Joel Robuchon. Check. The list went on. With a plethora of tasting menus and mountains of foie ahead of me, I didn’t expect to find myself hungry in the middle of Paris. But I was. I immediately deferred to my always on, always there companion – my smartphone. I frantically scrolled through its apps, looking for nearby diners before I became too hangry to function… Overwhelmed with options, I stared helplessly at its screen, hoping that one café would magically stand out from the rest. As though reading my mind, an ad for a neighborhood bistro magically appeared in my app. 100 Meters… less than a block away. An ad saved my day. * * * With mobile devices becoming more ingrained in everyday users’ lives and as buyers’ expectations increase, advertisers must fight to remain center stage. Their mobile ads must be both engaging and relevant – and these days, location is becoming even more important. In our personal care study we found that 4 out of 5 American consumers actually expect mobile ads to help them find something nearby and that more than half of them expect mobile ads to influence them to switch brands. This is great validation for advertisers to incorporate geo-fencing as part of a comprehensive strategy. And according to a study conducted by

Posted on September 30, 2014
By Emily Basileo

30

September

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

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

Posted on September 30, 2014
By Emily Basileo

19

September

App downloads on iOS are 85% more expensive compared to Android

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 10% respectively in terms of share of app downloads. With its high smartphone penetration and a vibrant developer community, US leads the pack. China, despite being a late smartphone adopter is growing quickly fueled by its home-grown brands of mobile phones and the iPhone. What’s the cost of an app downloadFor an app developer looking to acquire users, the cost of every app download or Cost Per Install (CPI) can add up very quickly. While the market determines CPIs, how much a developer is willing to pay depends on the expected lifetime value (LTV) of the user. Higher the LTV, higher will be the willingness of the develop to pay for a high CPI.CPI varies across countries and app categories. Indexed against the average CPI on our network, France is the most expensive amongst the top 10 app download nations with a CPI Index of 176. Malaysia and Indonesia are the cheapest with a CPI index of 42.

Posted on September 19, 2014
By Pooja Kalloor

05

September

State Of Mobile Messaging Apps In Indonesia – Functionality Wins Over Features!

Indonesians are highly social digitally and as such have embraced this new generation of instant messaging applications with great enthusiasm. The latest available numbers illustrate the explosive demand in Indonesia*: LINE has attracted 10 million users since launch in early 2013, with 25 million app downloads from the LINE suite already recorded Kakao Talk added 120,000 new users per day in the second quarter of 2013 WeChat has grown its Indonesian user base fifty fold since their February 2013 launch The market in Indonesia is ripe for further penetration as smartphone adoption accelerates (Indonesia, which has a population of more than 240 million, has been showing increasing interest in smartphones, with the Indonesian Internet Service Providers Association (APJII) predicting that the number of mobile data subscriptions in the country will more than double to 125 million in 2017, from around 60 million last year) and the middle class demographic group continues to expand. Also, for Indonesians, smartphones are less about gaming apps or streaming music and more about chatting, in all of its forms. To better understand the growing popularity of mobile messaging apps—and help all players in the mobile ecosystem figure out how to profit from their growth—we at InMobi conducted a research project to understand the consumer behavior. InMobi conducted this study in Indonesia to uncover trends and provide an improved understanding of consumer behavioral insights in context of mobile messaging apps to craft meaningful user acquisition and monetization strategies for app developers. The key research

Posted on September 05, 2014
By Shamala DN

09

September

iOS 8 Beta Adoption Was Slower Than iOS 7 Beta - A Sign Of Things To Come?

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 7 beta. An analysis of unique devices running iOS 8 beta on the InMobi network between July 1st and July 31st shows that the response to iOS 8 beta globally has been less enthusiastic compared to iOS 7 beta. This in turn is likely to reflect in fewer iOS 8 app releases on the app store in the first few weeks of general availability of iOS 8. In absolute terms, North America leads the way with 196K unique devices running iOS 8 beta showing up on the InMobi network. Europe and APAC rank second and third respectively. As a region, North America came closest to matching iOS 7 beta adoption numbers - iOS 8 beta adoption numbers were close to 80% of iOS 7 beta numbers. Chinese developers spurred on by iOS 7 success Chinese developers seem to be on a high, post their success with iOS 7 apps. China is the largest iOS 8 beta adopter in Asia and the second largest around the world with 3

Posted on September 09, 2014
By Pooja Kalloor

02

September

Six Mobile Creative Ideas to Dramatically Increase Holiday Sales

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 and interactive way: Combine an immersive visual experience with highly personalized content to maximize audience relevance and engagement with the Virtual Mobile Catalogue. Users can swipe through and view product imagery, descriptions and pricing customized to the their profile and location. For an even more immersive experience, brands can include “Shoppable Video” units, which leverage interactive overlays to promote engagement with specific products. Users can click through to a mobile site or app to buy on-the-spot thereby driving immediate sales. 2. Advanced Geo-Targeting For the brand interested in driving store traffic to their location (and away from their competitors): Use geo-location to target customers in close proximity to a your retail location or that of your competitors and engage them with a holiday offer and directions to the closest store. 3. Event Countdown For the brand seeking to promote a big online or retail sales event: Create a sense of urgency by counting down to a big sales

Posted on September 02, 2014
By James Riess

20

August

Unravelling the Indian Messaging Apps Usage Behaviour

A few years back, there was a race to join social networking sites from Orkut to Facebook and Twitter. This was all about building a network of friends, creating personal profiles, and sharing photos, videos, music and status updates. Today, people ask whether you are on WhatsApp, WeChat, Kik etc., and even now all of this is about networking and sharing. Times are changing with tech-savvy young people turning to a wave of smartphone-based messaging apps which are now sweeping across the world. All of these are predominantly driven by mobile. Mobile messaging apps, or social messaging apps as they are called, are the biggest threat to the existing social networks. The apps provide a quick and easy way for smartphone users to combine elements of text and social networking and bypassing both the SMS plans offered by telecom carriers and also the established social networking websites. This growing trend of messaging apps are not only replacing traditional SMS and voice calling, but they continue to grow and may even replace social networking sites as well. What started off as a habit of SMS messaging on a mobile phone has evolved into an engaging conversation using instant messaging initially on PCs and then on smartphones. A rapid growth of mobile data subscriptions and the proliferation of reasonably priced smartphones have been the major contributing factors for this growth. The other reason is quick response time and the ability to have

Posted on August 20, 2014
By Shamala DN

20

August

InMobi发布《2014全球移动媒体消费报告》

InMobi发布了最新年度《2014年全球移动媒体消费报告》,该报告旨在协助行业上下游人员分析移动媒体消费习惯的发展趋势。2014年报告再次表明移动设备已成为人们日常生活不可分割的一部分,并强调移动设备正日趋获得用户的信任和依赖,该趋势预计将对2014年的移动电子商务产生重大影响。报告特别预测2014年移动电子商务用户数将出现15%的增长,有83%的受访者打算在未来一年中进行移动消费。手机已成为影响购物决策的关键因素,全球有48%的受访者将手机列为影响购买决策的关键媒介;而在印度等重要的消费市场中,消费者对手机的依赖比例甚至高达60%。“在去年的报告中,我们发现手机触及到了人们现代生活中的多个方面。今年,手机实际上已成为日常生活的基本构成,甚至堪称是不可或缺的日用设备;在收集主要信息、媒介消费、完成购物和支付账单等日常事务的各个方面,手机都已经取代了台式/个人电脑和电视,”InMobi全球CEO Naveen Tewari称,“正因如此,由于手机内容获得了与电视同样的关注度,从小额日常消费到汽车购买等大宗消费,移动广告目前正影响着整个购物过程中所包含的消费者行为。”主要趋势一:用户花费在手机上的时间日渐增多去年手机在媒介整体消费方面已经超过了电视,而今年还将有更多的用户借助手机连接至移动网络——用以代替台式/个人电脑进行上网,并在观看电视时进行多屏互动。2014年移动媒体主要消费数据: 移动互联网用户平均每天花费在媒介上的时间为6小时;目前全球有60%的移动互联网用户将移动设备作为上网的主要或唯一方式;多屏行为非常普遍,有61%的移动互联网用户在看电视的同时也从事手机活动(比如社交网络和消息发送);移动设备成为人们碎片时间中的重要伴侣,有83%的受访者在等待时都会使用手机,而81%的受访者在躺在床上时使用移动设备;40%的印尼人将手机等移动设备作为唯一的上网方式,而印度和南非以34%的比例紧随其后。主要趋势2:移动广告对购物行为的驱动力与电视广告相当很明显,手机等移动端已成为消费者整个购物决策流程中极具影响力的渠道。有87%的受访者已注意到了移动广告;有61%的移动互联网用户已经习惯移动广告,正如他们对电视或互联网广告的习以为常,而这一切都在不断地影响着人们的购物行为。受访者对移动广告的反应: 78% 的受访者下载过一种移动应用;68% 的受访者访问过一家广告客户的网站;56%的受访者为了解更多信息而访问过一家商店;52%的受访者曾借助移动设备进行购物;44% 的受访者曾在电子地图上定位一家广告客户;43% 的受访者曾通过点击广告中的电话号码来呼叫该广告客户。主要趋势3:移动电子商务正在崛起,今年预计增长率将达15%在智能手机渗透率不断上升的背景下,将有越来越多的消费者利用移动设备来研究产品信息并选择在购买过程中最能满足其需求的零售商。移动电子商务洞察包括: 68%的受访者已通过移动端进行了消费;商业行为正在从数字商品延伸至实物和金融商品;83%的受访者预计在未来一年中将通过移动端进行消费,这一比例与目前相比增加了15%;针对不同细分市场的消费者,何种移动广告更具吸引力也是不尽相同的。对公司和品牌的意义:该报告表明,移动平台可对公司产生真实且可量化的影响:定位工具的使用、有针对性的移动广告以及自适应网站可促进客流的形成并显著地提升销售额。《2014年全球移动媒体消费报告》由 InMobi与其研究伙伴Decision Fuel和OnDevice Research共同出版,采集了从14个国家的14,000名用户处获得的数据。报告全文可从InMobi Insights网站(www.inmobi.com/insights/on-demand)下载。

Posted on August 20, 2014
By Kevin Wang

14

August

Using Mobile Advertising to Ketch-up with Modern Grocery Buyers

Everyone needs to eat – so it comes as no surprise that 95% of users on our UK network plan to buy groceries within the next 30 days. Here at InMobi, we wanted to understand just how our UK consumers are using their mobile devices to help them shop for groceries and ultimately how advertisers can best reach them. Our newest study, The Rising Role of Mobile for UK Modern Grocery Buyers, attempts to answer these questions.Modern Grocery BuyersPractically everyone is in the market to purchase groceries soon. That being said, Mobile Grocery Buyers – mobile consumers who intend to purchase groceries within the next 90 days – share similar mobile habits as other users on the UK network; Modern Grocery Buyers enjoy playing games and perusing social media sites just as much as the next person. Knowing this, retail grocery advertisers can use mobile to engage with their consumers through multiple mobile touch points. Advertisers can also leverage mobile as part of a multi-media campaign strategy – most Modern Grocery Buyers turn to mobile for more information after seeing or hearing ads on other media channels.Digital Window ShoppersThese days, mobile consumers use their mobile devices to research anything and everything. With easy and convenient access to information, Modern Grocery Buyers can decide where to shop without even leaving their homes. Our research shows that 2 out of 3 Modern Grocery Buyers do use mobile to research grocery and grocery store information – most often to learn about

Posted on August 14, 2014
By Emily Basileo

29

July

Sports and Media apps scored over Gaming apps during Football World Cup 2014

The best team won the Football World Cup 2014. While 32 teams were fighting hard over four weeks to determine who would be crowned World Champions, the Insights Team at InMobi looked at how sports fans were using mobile during the event. Did the game change the media consumption habits of mobile app users? Which categories of apps were keeping the sports fans busy? Which countries were most active on mobile on the opening day of the event? Which countries showed the most activity before, during and after a match? Here is what we uncovered. Sports apps rule the roost, Gaming apps take a backseat Gaming apps have been the craze among mobile users across the world. 39% of casual gamers in the U.S. spend up-to an hour a day on gaming apps [1]. During the first week of the World Cup, however, gaming apps took a backseat, as mobile users took to sports apps to track the progress of their favourite football teams. Sports app consumption saw a 60% surge worldwide on the InMobi ad network, while media & video apps experienced a 49% increase. The graph below indicates the % change in app consumption during the 2014 Football World Cup. Source: InMobi Network Opening Day loyalty The Opening Day match was a highly anticipated event across the world. Nations such as South Korea, Japan and Singapore were remarkably loyal on mobile even though the game kicked off in these countries at pre-dawn hours. Countries such as

Posted on July 29, 2014
By Pooja Kalloor

24

July

Mobile and Sports Ticketing: Hitting a Home Run

From the Winter Olympics to a fantastic World Cup, it’s already been a great year for sports around the world. And as the summer baseball season unfolds in the US, the IAB Mobile Center, InMobi and Decision Fuel (now YouGov) have collaborated to publish a look at how US consumers use their smartphones to plan and purchase tickets to sporting events.This report completes a trilogy of studies examining mobile and ticketing. Previously we looked at mobile and movies and mobile and live theater and music performances. Like those event categories, sports benefits greatly from the ease and convenience of the mobile internet.Among the key findings from the sports research:85% of mobile sports fans turn to mobile after seeing ads for entertainment events on other channels.49% of mobile sports fans say they find information about entertainment activities via mobile, making that channel more important than PC and print for entertainment information.78% of mobile sports fans use their mobiles to help plan trips to watch live sporting events.1 out of 3 mobile sports fans purchases game tickets directly through their phones or tablets. Box office, online and mobile are now all major sources of ticket sales. Read IAB's full blog post hereDownload the report hereTo learn more about our research, contact insights@inmobi.com Related:From the Bedroom to the Box Office: The Role of Mobile in the Moviegoing ExperienceRaising the Curtain on Mobile

Posted on July 24, 2014
By Emily Basileo

23

July

Apple Gains Ground While Android Pushes To 50% Share Globally On The InMobi Ad Network in Q2 2014

Today we released our Q2 2014 Network Research, which reported on the latest mobile device and OS share trends on the InMobi network. Here are some of the global highlights: Overall, the volume of impressions globally in Q2 2014 on the InMobi network was up significantly compared to the previous quarter. This growth was driven by in-app ads that contributed 62.3 percent of mobile ad impressions. Smartphones still account for the lion’s share of impressions with 72%, up 4.2 percentage points from the previous quarter. Ad impressions from tablets accounted for almost 16% of the total platform impressions in Q2 2014. Samsung leads the table of manufactures in terms of impressions, followed by Apple. Nokia, despite its global decline still contributes a sizeable 13% of impressions, though its share has declined by 2.2% compared to Q1 2014. Android is the largest OS on the InMobi Ad Network (50%), growing 4.3 % from Q1 2014. Apple contributed to 30% of impressions, up marginally by 1.0% from the previous quarter. On the handset front, Apple devices dominated in ad impression share across the globe in Q2 2014, but some Samsung mobile devices appeared to see greater engagement. Note: The data presented in the report was sourced from the InMobi mobile advertising network for Q2 2014. To learn more about regions/countries: Click here to download InMobi Network Research Q2 2014. Interested in understanding more about this report and how it could impact your business? Reach out to our insights team at insights@inmobi.com

Posted on July 23, 2014
By Shamala DN

02

July

Maximizing Mobile Marketing Opportunity: Key Takeaways from SVAMA's Mobile Marketing Panel

Last week, the Silicon Valley Chapter of the American Marketing Association (SVAMA) invited me to participate on their panel, Mobile Marketing: Creating An Effective Mobile Experience for Your User. I discussed mobile marketing strategy alongside marketing mavens Deborah Kelson, former Senior Director of Mobile and Multichannel Marketing of Walmart eCommerce, and Dave Lawson, Director of Mobile and Digital Unification of Knotice, an IgnitionOne Company. Shannon Ryan, Founder & CEO of ArchetypeDNA, moderated the panel. Key Takeaways 1.Marketers need to account for the differences of mobile from other traditional media channels, such as TV and online, yet still incorporate similar elements to create a cohesive multi-channel ad experience. Oftentimes, marketers try to force their traditional strategies into mobile. Although mobile complements other channels, it is its own separate channel and should be treated as such. Marketers most likely wouldn’t air the same exact TV commercial on the radio - instead, they may emphasize individual media attributes, e.g. sound for radio or video for television, but still incorporate many of the same elements, e.g. characters, voice, product slogan, to develop a cohesive multi-channel experience. The same goes for mobile. Examples of mobile properties to consider are physical attributes, e.g. screen sizes or touchscreen capabilities; usage context, e.g. while commuting or while at home; and connectivity. 2.Mobile is highly personalized; customization is essential to designing an engaging mobile experience. When crafting a mobile strategy, marketers need to understand how

Posted on July 02, 2014
By Emily Basileo

17

June

​What are the best times to reach football fans on mobile

Football fans have been ‘second-screening’ in front of their televisions since the earliest laptops. But without understanding specifics of this behavior, marketers often have trouble taking targeted action.Four years ago in South Africa, The Beautiful Game saw breakthrough scale of its global mobile audience, and new data on their behavior.1. Mobile internet usage (and engagement with mobile advertising) increases while TV commercials are on during matches. Mobile engagement numbers saw spikes during ad breaks and half time. This is a great time to reach this audience.2. Momentum on mobile is high even before and after the match. In fact, engagement peaks after the end of the match. This indicates that consumers are looking beyond TV for content at these times. Do look at engaging users during these periods.3. Football fans are not restricting themselves to only sports content while second screening during a match. Mobile News & Entertainment saw 57% higher browsing activity. Targeting content verticals is not as important as targeting audiences and their context.4. As for the type of mobile advertising they’re most responsive to, 33% say they want to watch ads that are entertaining and creative. Only 17% say the relevancy of the advertising is important (source: ‘2014 World Cup: A Global Mobile Perspective’ by the IAB). So bring out all your creative firepower (and think outside football, too) to engage consumers with advertising that they like and are responsive to.Contact us, to learn more about how InMobi can

Posted on June 17, 2014
By Sujoy Golan

11

June

FIFA World Cup and Mobile Marketing: A Match Made in Heaven

FIFA – A Golden Opportunity For Marketers Any world cup or a large sporting event is big for marketers and brands, and FIFA World cup 2014 is undoubtedly the largest marketing platform in the world because of the sheer numbers involved. With a total of 64 matches and 32 teams across 12 stadiums, the entire event is scheduled to take place from 12 June to 13 July 2014 with an estimated 4 billion fans following across television, mobile and social media. With so many eyes and ears paying attention to the games, this World Cup is braced to be a record-breaking marketing event which is bound to offer massive payoffs for advertisers. The FIFA World cup has a global fan following who is not only glued to their television sets, but also active on social media to follow the journey and express their views even months after the games have concluded. For marketers, this tournament provides an incredible opportunity to reach their consumers at a large scale across multiple screens. Although only the official sponsors are allowed to mention the World Cup in their marketing, opportunities always exist for the non-official sponsors as well to create campaigns around the FIFA ecosystem. Hence it is important for the marketers to have a solid grip on the current trends in sports marketing and incorporate them in their campaigns. The volume of user and publisher activity around the World Cup every four years shows how much global reach mobile platforms have achieved.

Posted on June 11, 2014
By Shamala DN

28

May

Raising the Curtain on Mobile

With the summer concert season under way and the Tony Awards fast approaching, the Interactive Advertising Bureau (IAB), its Mobile Marketing Center of Excellence, InMobi and Decision Fuel (now YouGov) have released results from “Raising the Curtain on Mobile,” an in-depth study that shows that 89 percent of live entertainment seekers conducted mobile activities in direct relation to performances they have attended in the last six months. Further underscoring how mobile plays a critical role in helping concert promoters, theater producers and other performance marketers reach target audiences, the research demonstrates that these mobile activities occur at all stages throughout the live performance-going process – including pre-show planning and post-show activities.Some key highlights of the study: · Mobile rivals TV as the preferred media channel for getting information about live performances (60% mobile vs. 53% TV)· 41% purchase concert and show tickets directly through mobile devices· Over three quarters (78%) use mobile to help plan trips to shows· 89% of live entertainment seekers have used mobile in relation to live shows they've attended in the past 6 months Read the full press release hereDownload the study hereTo learn more about our research, contact insights@inmobi.comRelated:From the Bedroom to the Box Office: The Role of Mobile in the Moviegoing ExperienceInMobi Insights > Consumer Research

Posted on May 28, 2014
By Emily Basileo

23

May

US Auto Shoppers - An Infographic

I never knew much about cars. When I was a teen, I carelessly sped around in my rice rocket, while Daddy changed the oil and rotated the tires. After high school, I eagerly traded my driving days for New York City student life – with parking space as sparse as desert diamonds (and priced accordingly!), car ownership was not an option. Now, years later, with big city life behind me, a car purchase glistens on the horizon.Last month, InMobi released stats surrounding mobile consumers’ auto purchase behaviors. Suffice it to say, I compared my shopping habits to those of other American auto purchase intenders. Similar to 45% of American female auto shoppers, I am most interested in purchasing a small or mid-sized car. And I am definitely part of the 88% of small car shoppers who turn to their smartphones for more information after seeing and hearing auto ads on other media channels. Now, you too, can compare your auto shopping habits to other American auto shoppers. InMobi’s design team just created a beautiful infographic that compares mobile shopping habits for small cars, luxury cars and SUVs and illustrates mobile’s influence throughout the path to auto purchase.Click or tap here to download the infographic (pdf) now!About the study: InMobi’s Vertical Insights Research Series helps brand advertisers understand how consumers are using mobile media to research and shop for certain types of products and how mobile complements other

Posted on May 23, 2014
By Emily Basileo

06

May

IDFA and how to avoid getting your app rejected by iTunes

With a strong emphasis on user privacy, the mobile app ecosystem has gone through several changes over time (such as deprecation of UDID, MAC address and so on). Recently, Apple introduced certain updates to their app submission guidelines wherein each developer must declare their intended usage of the Identifier for Advertising (IDFA) and respect Apple’s Limit Ad Tracking requirement. InMobi respects user privacy and its SDK is in compliance with all of Apple’s policies.What is IDFA?The Advertising Identifier (IDFA) is a unique ID for each iOS device that mobile ad networks typically use to serve targeted ads. Users can choose to limit ad tracking by turning off this setting on their devices. Apart from serving targeted ads that result in better monetization for developers, ad networks also use this ID for conversion matching (attributing app installs to the source), frequency capping, estimating unique users, security and fraud detection, and for re-engagement/retargeting campaigns.Brief History on Apple’s IDFA-related PoliciesIn February, Apple started enforcing a clause that affected apps that were retrieving the IDFA but were not showing ads. This resulted in several app developers facing app store rejections, followed by an outcry from several ad networks and analytics companies that purely relied on IDFA to attribute app installs back to the source.However in April, Apple updated its stance on IDFA by allowing it to be used for attributing installs and post-install actions, which was

Posted on May 06, 2014
By Abhishek Khurana

29

April

Connecting with Today’s Super Consumers: Mobile Moms

From parenting to beauty habits and from mobile devices to social media behaviors, moms are driving and shaping the new digital world. With a do-it-all attitude, moms are not only taking care of their families but are also driving social media trends and smartphone usage. Moms are a critical audience for marketers, and understanding their mobile media behaviors and attitudes can help marketers to take advantage of the emerging trends. In the crowded marketing landscape, it’s been an increasingly challenging task to keep on top of moms’ media experiences. Mobile moms are a critical target not only for their amazing buying power, but also for their incredible influence on others. So the question for every mobile marketer is “Are they doing enough in reaching moms in an effective and efficient manner? “ hbspt.cta.load(2714195, '37481465-27f8-4335-bc76-06fead80710a', {}); In partnership with Decision Fuel & On Device Research, InMobi uncovered the first truly global analysis of this highly influential demographic through our Global Mobile Media Consumption Study. Our study explores mobile media behaviors of Mothers, defined as female with children living at home, to provide advertisers with a deeper understanding of their media habits, purchase behaviors and receptivity towards mobile ads. Moms Are Mobile Ninjas Mobile moms globally spend an average of 6.2 hours per day consuming media content, with more of that time spent on mobile devices than any other platform. This generation now devotes an average

Posted on April 29, 2014
By Shamala DN

23

April

Consumer is King – Embrace Mobile to Cater to Royal Tastes and to Combat Showrooming

When I was a young child, I would prance around the house in my pink frilly play-gown and pretend to be a princess. I’d make ridiculous demands of my poor younger brother, who played various roles in my fantasy world, including court jester, humble servant and street beggar. I ruled my pretend kingdom, knowing in my heart that one day, I’d have to replace my scepter with tools of the common world. However, these days, consumers really are royalty. Maybe we don’t all preside over entire countries, but we are masters of our individual kingdoms. We have a myriad of services at our beck and call - with a simple tap of a screen, we can hire couriers and chauffeurs, wedding planners or housekeepers. And the existence of an open and competitive marketplace means that consumers do rule. Although brands can adjust their products and prices, it is we, the consumer, who ultimately dictate what and from whom we’re willing to purchase. And the advent of the Internet has provided us with an often overwhelming amount of information from which we can make educated decisions – from product reviews to brand comparisons – it’s all there. With so many options and so much information at our fingertips, it can be hard for brands and products to differentiate themselves. InMobi’s Vertical Insights research series illustrates how mobile can complement other media channels to help stores and brands

Posted on April 23, 2014
By Emily Basileo

15

April

Native Ads: Debunking The Integration Myths

Before we take a deep dive into native ads, let us understand first what native ads are. Q: Why would you want to show Native Ads? If you are an app developer looking to monetize your app by display advertising, but want to customize ads according to your app’s look and feel, then native ads are what you should be after. Q: What are InMobi Native Ads? InMobi Native Ads are mobile ad units that have been adapted to an app’s appearance and behaviour, providing users with a seamless experience. For example, if the native look of a property is a tiled format, the ad will be in a tile. If the native behavior of the property is flipping tiles, the native ad tile will also flip. A native ad can also easily get blended in a table view, or any other view, so as to appear integral to your property’s UI. Q: What are the basic steps required for integrating native ads? First, create a mock of how the native ad should fit in your app’s user interface. I’ll be sharing my own app experience to make this process easy to understand. This a screenshot of my basic tic-tac-toe app.Now here it is with a standard banner at the bottom. It’s clearly distinct from the app, but it’s not always best to stand out so much - rather than attracting response,

Posted on April 15, 2014
By Rishabh Chowdhary

02

April

Using Mobile Shopping Behavior to Design Exceptional Ad Performance

Each year the Advertising Research Foundation (ARF) organizes Re:Think, a 3-day conference that gathers the best and brightest minds in advertising, marketing and research. Attendees have the opportunity to hear inspiring talks from industry leaders and experts who have helped shape the research and marketing landscape of today. Attendees can also gain valuable insight from a number of specialized tracks, which covered a range of interesting topics. This year, InMobi was selected to present our insights surrounding mobile shopping behaviors and ad performance. Our presentation “Using Mobile Shopping Behavior to Design Exceptional Ad Performance” discussed:How consumers are using mobile media in every day lifeHow mobile fits in with other channels throughout the path to purchaseHow creative can impact the overall success of a campaignFor this particular discussion, we looked at American auto purchase intenders on mobile. We discussed how mobile users who are shopping for vehicles use their mobile devices to help them shop. We used insights from both our Mobile Media Consumption and Vertical Insights research series and highlights from Land Rover’s mobile rich media campaign case study. Key insights from our presentation include:Mobile use is everywhere and anywhere, and mobile devices are the most personalized devices in our lives. Mobile creatives need to be designed with both the unique capabilities of mobile devices in mind, as well as the personal tastes of mobile users.Mobile is the preferred media channel for auto information consumption,

Posted on April 02, 2014
By Emily Basileo

25

March

Building An App? How Do You Decide What App To Build?

As we stand on the threshold of what many analysts are calling the “year of personalization,” it’s more important than ever to put the user — the individual — at the center of all you do. Unfortunately, the goal of ‘one-to-one marketing’ is often inconsistent with the aim of many app developers to make a winning app.This disconnect exists because the business of developing a great app is quite different from marketing one.As Arun Kumar Pattabhiraman at InMobi observes: “Developers are stuck in a design paradigm that reduces app development to making functionality and content design based on a limited definition of user personas.” As a result, app development is based on an “introverted logical grouping of seemingly homogenous users” rather than a sophisticated understanding of user personas. “It’s a sorely insufficient approach that sadly leaves app developers blind to the needs of the individual user.” This steep learning curve is further documented in the 2013 edition of Developer Economics, the research series from VisionMobile. The findings of this report, based on an online survey of over 3,400 developers worldwide, reveal that app developers lack a clear understanding of the customer at critical stages in their app development. Only 24% of app developers surveyed plan their apps based on discussions with users, a figure which does not change with development experience or proficiency.Almost half of developers (49%) decide which apps to develop based on their own needs. Unsurprisingly, those same app

Posted on March 25, 2014
By Sohan Maheshwar

17

March

Top Recommendations for Breaking into the American, Chinese and Korean Mobile Game Markets

These following recommendations are from InMobi's Mobile Gaming Cross-Market Analysis report:Develop and market games specific to gamers of their target country: Mobile developers must understand the typical gaming consumers specific to each country. For example, Chinese and Korean gamers prefer RPG and adventure games, whereas Americans prefer puzzle games. In addition, gamers who prefer the same game genres share similar reasons for gameplay (e.g. strategy gamers play because they enjoy the challenge and casino gamers play primarily to kill time). Understand app discovery/ distribution specific to each target country: Each country has varying app distribution ecosystems; nevertheless, developers should take a multi-channel distribution approach, leveraging both organic app store and word of mouth downloads, as well as utilizing mobile, online, and social marketing. In particular, since China has a particularly fragmented ecosystem, developers must partner with established developers and large app platforms in addition to being featured in app stores and running ads. In Korea, the Kakao platform acts as a primary app download discovery epicenter. In fact, developers should monitor the emergence of chat applications as mobile gaming platforms and may even want to incorporate them into their distribution strategies. Utilize the free-to-play game model: Mobile game developers looking to break into East Asian mobile game markets should create free-to-play game models with in-game purchases. The threat of software piracy continues to deter many developers from producing single-player of localized games. Also, charging for a download usually

Posted on March 17, 2014
By Emily Basileo

17

March

What Developers Can Learn from My Mobile Game Addiction

My name is Emily, and I’m addicted to mobile gaming. What started as an innocent time killer rapidly spiraled into an insatiable obsession. I found myself actually making time to play games, crafting creative ways to extend gameplay when I ran out of lives, begging friends I hadn’t seen since high school for special game boosters, and at times, spending real money on intangible in-game purchases. Even so, I never realized the extent of my addiction until I compared my gaming habits to those of other mobile gamers in the U.S.InMobi conducted a study of American mobile gamers to identify game segmentation trends and analyze game consumer thought and behavior. According to this study, I am an archetype of what our newly released Mobile Gaming Playbook dubs the “ever-gamer,” a gamer who plays everywhere, all the time, across multiple genres. In fact, our research indicates that not only do traditional mid-core gamers frequent game apps and play long game sessions, but casual gamers also play games multiple times per day and for long periods of time. According to our study:60% of American mobile gamers play mobile games multiple times per dayAmerican mobile gamers average 31 minutes per game sessionIn addition to game segmentation and consumer analysis, our playbook provides insight on how developers can utilize gamer metrics to construct successful app acquisition and monetization strategies in the U.S. market. Download our Mobile Gaming Playbook now to

Posted on March 17, 2014
By Emily Basileo

06

March

Men on Mobile – Growing up and Getting Groomed

Like many young schoolgirls, I grew up thinking boys were icky. Many of us grew up chanting the 19th century nursery rhyme, “What Are Little Boys Made Of”. Variations of the poem included combinations of, “slugs and snails and puppy-dogs’ tails,” but whatever the concoction, the point was clear – boys were gross.Contrary to my childhood beliefs, I’ve found that many men are not the boy-monsters I once imagined them to be. An informal poll of my guy friends showed that all of them used some sort of personal care product (e.g. toothbrush or deodorant) and that many of them had entire grooming regimens. Just when did my mud-covered friends mature into groomed gentleman? More importantly, how are men, in general, making their grooming product purchase decisions?InMobi partnered with Decision Fuel to answer the latter question. This particular vertical insights study, How Chief Household Officers Use Mobile, examines how consumers who purchase personal care and grooming products in the US are using mobile media and how advertisers can best communicate with them. As it turns out, 86% of men on our network are shopping for personal care and grooming products within the next 90 days, and more than 90% of men use mobile to help them shop. Other key takeaways from the study are:· Men are highly receptive to mobile ads. 81% of male personal care shoppers expect mobile ads to introduce them to new products and 72% believe mobile ads influence

Posted on March 06, 2014
By Emily Basileo

28

February

From the Bedroom to the Box Office: The Role of Mobile in the Moviegoing Experience

With the Oscars just around the corner, the office is abuzz with movie chatter. We’ve partnered with the IAB Mobile Center and Decision Fuel to examine just how mobile helps moviegoers learn about movies, purchase tickets and plan trips to the theater.In its new Mobile in the Movies article, the IAB writes, “If there was an Oscar for Best Supporting Technology for Moviegoers, mobile phones would have a lock on it.” It’s true. Our new research shows that smartphones play an important role for moviegoers, from movie discovery and research to ticket purchase and movie trip planning. Our key takeaways from the study are:· 87% of moviegoers turn to mobile after seeing ads for movies on other channels. Film and multiplex marketers should leverage mobile as part of a comprehensive mixed media strategy. · Moviegoers use mobile at all stages throughout the movie trip process – during pre-show activities such as planning and purchasing, while at the theater to “check-in”, and after the show to go to other events. Marketers should use mobile to reach these consumers at all times. · 1 out of 3 moviegoers purchases movie tickets directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales. The full report is available to download via IAB's website: http://www.iab.net/mobilemoviegoingTo read the article published by the IAB, visit: Mobile and the Movies: Phones Play a Starring Role in Selection and Ticket Purchase

Posted on February 28, 2014
By Emily Basileo

21

February

InMobi Releases Third Wave of Mobile Media Consumption Survey - Global Results

The research team at InMobi is excited to release our latest series of research reports dubbed the Mobile Media Consumption research. This report is the third in the series to cover 14 countries on an on-going basis to keep abreast of how mobile devices have changed the way we consume media. From our research results it clearly reinforces that the growth of the mobile media is immense throughout the globe and constantly reshaping how we interact in our everyday lives. Here are a few interesting statistics from our third global release: Mobile usage is at an all-time high: The shift to mobile is on. Mobile & tablet together is grabbing an ever-greater share of time with all media—potentially at the expense of faster online growth and TV. The average mobile web user globally consumes 6.0 hours of media per day .Globally consumers now spend an average of almost 2.2 hours per day with mobile (97 minutes) and tablet (37 minutes) together, which together account for 37% of media time, ahead of television (81 minutes), the desktop (70 minutes) , print (33 minutes) and radio (44 minutes). The culture of multitasking is growing and placing more screens in front of consumers at all time. Our research shows that 61% of mobile web users engage in mobile activities while watching TV and this creates a new type of engagement for consumers. Growth in mobile use in the coming year will be primarily driven by social media (41%), finding for general information (28%), search/download apps (25%), and

Posted on February 21, 2014
By Shamala DN

21

January

Android Continues to lead the Global Mobile Ad Impression Market

Today we released our Q4 2013 Network Research, which reported the latest mobile device and operating share trends on the InMobi network. Here are some of the global highlights: Overall, the volume of impressions in Q4 2013 was up, globally, significantly on the InMobi network since the previous quarter. Of the growth, in-application ads contributed to 53% of mobile ad impressions. On the device front, smartphones accounted for 61% of total platform impressions in Q4 2013. Tablets accounted for almost 15% of the total platform impressions, up 1.7% from the previous quarter. When it comes to the overall share of manufacturer impressions across smartphones and tablets globally, Samsung is the clear leader with 31% market share, followed by Apple (27%) and Nokia (20%). In terms of advertising by operating system, Android is the largest OS on our platform (39%), growing 3% from Q3 2013. Apple contributed to 27% of impressions, down 0.8% from the previous quarter. On the handset front, Apple devices dominated in ad impressions across the globe in Q4, but some Samsung mobile devices appeared to see greater engagement. Note: The data presented in the report was sourced from the InMobi mobile advertising network for Q4 2013. To learn more about data in specific regions/countries, click here to download InMobi Network Research Q4 2013. Interested in connecting with our team to hear more about the data and how it could impact your business? Please reach out to our marketing team at insights@inmobi.com.

Posted on January 21, 2014
By Shamala DN

16

January

What is the cost of promoting your app?

At InMobi we work with thousands of developers and host app promotion campaigns on our network. In an effort to understand app download and purchase trends worldwide,we analyzed all the campaigns in Q2 2013 that ran on our network. After thorough number-crunching and analysis we arrived at some valuable insights on how you can really drive downloads to your app and make your product stand out in the crowded app ecosystem.Before charting out a marketing budget, publishers usually estimate what their user’s Lifetime Value (LTV) will be. This is a key metric because it determines how loyal a user is going to be to your app and how much he will spend on it. The more loyal and dependant on the app the user is, the more he/she is willing to spend on it. Deciding this metric also will give you an indication as to how much you should spend on acquiring users. This is where you will come across Cost Per Install (CPI). The CPI of your app is a measure of how much you would pay to get a legitimate download of your app. This varies from on what kind of app it is and also on the country you are targeting.Here’s what we’ve gleaned from the analysis of the app promotion campaigns in the recent past:Indexed against the costs in the US, our research indicates that driving a download in

Posted on January 16, 2014
By Sohan Maheshwar

30

December

Nine Mobile Marketing Trends for 2014: The Year of Turning Ideas into Marketing Magic

2013 was a year where many businesses started to prioritize their effort on emerging services like mobility, cloud and analytics. Tablets and smartphones are more popular than desktops and mobile devices have surpassed desktops in enabling people to do more on the internet regardless of physical location. The growth in the mobile sector and ecosystem within the past two years has been impressive. With the total value of mobile traffic having already increased multi-fold this year, mobile advertising has gained huge prominence and become hot tech topic. Mobile communications will further evolve as mobile operators continue to invest heavily in next generation mobile infrastructures. The number of mobile phone subscribers is expected to outgrow the world’s population in the coming year and this is expected to impact business models, empower consumers, and improve collaboration and marketing. With so many people using smartphones and tablets, mobile strategy is going to be more important than ever in 2014. A new year is a time for change and another chance to do things the best way possible. It’s important to look back at the way businesses were marketing to customers in 2013 and how they can improve in the new mobile year. Let’s take a look at the top mobile trends for 2014. This is where business can start looking at innovative mobile marketing strategies to ride the mobile wave and improve their positions in global marketing. 1. Programmatic Buying – The latest ad technology is

Posted on December 30, 2013
By Shamala DN

23

December

Over 100 million users being tracked via InMobi Analytics!

Creating an innovative product is just not enough. Does it drive enough value to its users? Is the product better than its competition? Is it easy enough to integrate into one’s app? Do users get a free rein on experimenting with the product while adopting it?A product’s adoption hinges on the answers to some of these crucial questions, which InMobi Analytics has undoubtedly addressed. We are happy to report that InMobi Analytics is seeing stellar adoption over the past few months and striking the right chords with the global developer community.Chart (i) Number of apps available on iTunes and Google Play that are live with InMobi AnalyticsOver the last few months, the number of mobile apps leveraging the power of InMobi Analytics has skyrocketed. Since August 2013, 13 times more apps have integrated and are live on InMobi Analytics, with this number still growing exponentially. Chart (ii) Hundreds of millions of events being tracked using InMobi AnalyticsTracking events is crucial for app developers who are looking to experience the true potential of InMobi Analytics. By understanding how their users interact with apps, app developers can derive insights and take meaningful actions on them. Let’s take the example of a casual game such as Candy Crush Saga, where the levels get progressively tougher. Sometimes, if a level is too difficult to cross, a gamer may stop playing altogether. InMobi Analytics can be effortlessly used to find the users

Posted on December 23, 2013
By Abhishek Khurana

18

December

Go East101: China Mobile Market Insights [Infographic]

Developers around the world are now looking at China to fulfill their user acquisition needs. Although it is a difficult market to crack, a smartphone base of 400 million users known to spend on IAPs is enough to make China an indispensable part of any developer's app distribution strategy.To facilitate deeper understanding of this complex market, we're sharing a comprehensive infographic that covers interesting insights about the China mobile market, the purchase and usage behavior of Chinese users, and the obstacles to entering this territory.

Posted on December 18, 2013
By Aksha Kini

10

December

Demystifying Japanese App Download & Discovery Behavior

Japan App Market – At a Glance Japan has been the leading country in producing some of the most unique technologies over the course of recent history. For example, Japan was playing with phones featuring TVs and cameras before mainstream smartphones starting circling the globe. Japan is a country that thrives and succeeds with technology, so with iOS and Android devices reshaping the Japanese mobile market, smartphones have taken the entire country by storm. With smartphones come apps, and revenue from these apps grew considerably over the years. In 2012, Japan surpassed the U.S. in terms of smartphone app revenue generation. Gaming is the largest category of demand with social media on the rise. Although the Japanese mobile app markets are well developed, the differences in culture and the nature of the app ecosystem in Japan pose significant challenges to foreign developers in finding success here. Almost all apps need to be localized and this localization goes beyond simple translation. There are many cultural nuances that may necessitate customization of app characters and promotional strategies. Japan had always been an insulated market, but now with the dominance of smartphones, foreign developers have a direct line of approach to develop apps for the market. The familiarity of these platforms and tools encourage quick development and leaves developers to focus mainly on localization and cultural challenges without worrying about different hardware and various feature phone operating systems. InMobi fielded a survey in Q3 2013

Posted on December 10, 2013
By Shamala DN

27

November

Auto Millennials: Millennial Auto Consumers on Mobile

Earlier this year, we introduced our Global Media Consumption Study, which provides an in-depth analysis of consumer mobile media behaviors. We took this research a step further to identify mobile consumer purchase trends by vertical. Our new Vertical Insights Research Series helps advertisers understand how consumers are using mobile media to research and shop for specific products and how mobile works with other channels throughout the purchase process. As you probably know, Millennials (consumers ages 20 – 34) have been identified as one of the most influential demographics on mobile. In February, we highlighted the mobile media behaviors of Millennials, and we analyzed Millennial media consumption habits, purchase behaviors, and receptivity towards mobile ads. Our recent research now allows us to understand how Millennial auto consumers in the UK are using mobile media and how advertisers can best communicate with them. Here are key highlights from the study: 72% of UK Millennial survey respondents on InMobi network are shopping for or looking to purchase an automotive in the next 6 months 95% of UK Millennials respondents would use their mobile to help them shop for their auto purchases Male Millennials prefer mobile over all other media channels for auto research and information consumption 93% of Millennials turn to mobile for more information after seeing ads for auto on other media channels UK Millennials are most interested in ads that show vehicle specs and are attracted to ads with video, sounds and photos Nearly half of UK Millennials

Posted on November 27, 2013
By Emily Basileo

21

October

InMobi App Insight Report

As app developers, you’ve spent time designing, developing and delivering your app. Now you are on the brink of beginning the next important phase – acquiring users. But guess what, the mobile app ecosystem is a highly competitive marketplace. App developers constantly jostle for their niche in an already crowded market. Carving out that space is not easy unless you have the right tools of knowledge in your pocket and know what you need to, to be successful in this effort. This is where the InMobi App Insight Report comes in. As part of the first edition of this report, we have analyzed thousands of app promotion campaigns that ran on our network. Following thorough number-crunching and in-depth research, we present data that is visually arresting, quantitatively significant and vital to your app’s success. We’ve selected global data from Q2 2013 to arm you with knowledge of the top trends in app promotion campaigns that can help you effectively drive app downloads globally. Aligning your app with these insights will make your product stand out in the vast ecosystem and give your app that competitive edge! Download Report

Posted on October 21, 2013
By Shamala DN

13

February

Using GPS, Food Delivery Ads Appear When Users Are at Home – Outlook of mobile industry for Korea in 2013

Joongang Ilbo, Korean newspaper, reported the interview of Seung-Yeon Kim, the CEO of InMobi Korea, on their lunar new year edition on February 10th. Seung-Yeon explains the outlook of Korean mobile advertisement market and how media can survive in the mobile era.Article:http://sunday.joins.com/article/view.asp?aid=29149- Bullet points -Korean Mobile Advertisement MarketSince more than 50% Koreans have started to use smartphones, the mobile ad market is rapidly growing as well.According to ‘2012 Mobile ad survey,’ released on February 6 by Korea Communications Commission, the Korean mobile ad market reached KRW 215.9 billion in 2012. This year, it is likely to reach KRW 416 billion which means a 93% growth.“The core of mobile ad market will be Rich Media which requires users’ active engagement,” said Seung-Yeon Kim.InMobi’s Strengths“Speed” is InMobi’s key strength. We focus exclusively on mobile ads since we can quickly make decisions and adopt new technologies.Global network that enables local businesses to be in line with the rapidly changing consumer trend is also our strength.HTML5 based advertisements can only be produced by mobile ad experts like us.About InMobiInMobi is the world’s biggest independent mobile ad company which has built the mobile ad network in 165 countries in 5 years.InMobi Korea carries out global ads for Korean top 50 companies such as Kia Motors and Samsung Electronics.Different Devices, Different AdvertisementsTablet users are likely to have bigger purchasing power so luxury brand ads

Posted on February 13, 2013
By Kosuke Seto

11

September

Engaging Consumers In A Multi-Screen World

Increasingly, TV viewers are engaging with visual content across a variety of screens including smartphones and tablets, leading to the multi-screen viewing experience. This growing trend has become a way of life with the ever-increasing capabilities for smartphones and tablets, and provides valuable opportunities for marketers. Here are a few guidelines that will help marketers benefit from these opportunities.1. Know your audience Be wary of targeting too many channels and spreading your content too thin. Find out which channels your targeted audience is most active on, and encourage engagement on those. Rather than using Facebook, where your audience engagement may be low, create great hashtag-based content on your Twitter account. Remember that it's easier to reinforce behaviors than to force new ones.2. Keep it simple Shorten the distance between the consumer and your brand by keeping your engagement strategy uncomplicated and simple. This is especially true for the multi-screen environment, where distractions are plentiful and continuous. Instead of resorting to QR codes or convoluted directions, keep your call-to-action simple, with straightforward Web addresses, phone numbers and short text messages.3. Be relevant Ensure that your content is relevant to your audience and ties in with the content they watch. You can get viewers interested by providing unique offers and content depending on the type of device, geography, time, day of the week, new versus returning visitors, and more. Fine-tune content to a TV episode, for example, to make it highly relevant

Posted on September 11, 2013
By Shrikant Latkar

02

September

10 things you need to know about mobile marketing

As the mobile juggernaut rolls on, fundamental shifts are taking place in the way consumers use mobile devices (moving from feature phones to smartphones) and consume content (rich media, multi screening). Phalgun Raju, VP and GM for India, Southeast Asia, Taiwan and Hong Kong, InMobi in this MEF article talks about these changes and the top 10 things that we need to know about mobile marketing. Smartphones shipment will cross 1 billion in 2014 Smartphones will outship feature phones for the first time in 2013 Mobile devices rule media consumption Mobile traffic is moving fast, ad-spend to mobile is not Mobile apps have left the mobile web far behind Multiscreening is on the rise Rich media drives consumer engagement Mobile display ads are much more than banner ads Consumers are comfortable with mobile ads Mobile ads drive purchase behavior Read the complete article here.

Posted on September 02, 2013
By Bikash Chowdhury

21

August

The Mobile Opportunity for Travel Marketers

Mobile phones have elevated from a means to communicate into the channel of choice for information source. It is known fact that Mobile devices have completely changed the way consumers shop, and search for information. Mobile phones have been impacting every business and travel industry is no exception. Approximately a million people are flying across the world making travel and tourism one of world's largest industries, and impacting many economies either directly or indirectly. A record one billion people made international trips in 2012, according to data from the World Travel and Tourism Council. Travelers are now equipped with advanced smartphones by which they can access outright information related to booking, location, weather etc. Mobile phones are being used across the travel booking funnel from planning and booking and until the last day of the trip exploring maps, local information and weather information. According to a Nielsen study travel related searches raised the third highest number of follow-up actions per mobile search out of 15 categories. With the wide availability of free WiFi across many airports and in flight WiFi becoming a reality, the brands have tremendous opportunity to reach travelers and keep them entertained. THE IMPACT OF MOBILE ON THE TRAVEL INDUSTRY According to e-Marketer, US mobile travel sales will more than triple between 2013 and 2017, totaling nearly $50 billion in 2017. Mobile sales will account for almost 30% of digital travel sales. The main driver is tied to mobile penetration and usage trends and

Posted on August 21, 2013
By Shamala DN

09

August

Interstitial mobile ads are killing it: 25 times video views, 7 times conversions, 9 times revenue

In a continuously evolving world of mobile display advertising, different variations of ad formats now play a critical role in the success of engaging with customers. In order to interact with audiences within an increasingly limited and competitive space on the mobile screen, advertisers need to ensure constant innovation and agility amidst strict constraints to capture a consumer’s attention.The full-page interstitial ad is probably one of the most interesting solutions to this problem.A full-page ad that appears between content pages, typically on gaming and mobile apps, interstitials are conducive to content “interruptions” between gaming or app levels. Since an interstitial ad unit is typically 10 times larger than the size of a traditional banner ad and also because of how it appears within the flow of regular content, this type of ad is more likely to capture the user’s attention than other formats.25X increase in video views, a 7X increase in conversions, 9X increase in eCPMsLeading brands and app developers from across the world continue to use interstitials on our network and the results have consistently exceeded expectations. Interstitial ads work wonderfully for a number of advertisers, ranging from those focused on hospitality to fast-moving consumer goods (FMCG) and game developers. For instance, a leading hotel chain saw as much as 25x increase in the number of video views when using interstitials. Another leading European casual game developer saw a 7X increase in conversions while promoting

Posted on August 09, 2013
By Piyush Shah

05

August

Launching InMobi Insights: Our thought leadership portal on mobile advertising

Mobile devices have evolved into 'must have' shopping accessories as consumers are increasingly using the mobile web to research products, comparison shop or make purchases. With consumers increasingly using advanced mobile technologies in every aspect of their lives, all the stakeholders in the mobile advertising ecosystem are scrambling to align their strategies with consumer behavior. Furthermore, marketers are grappling with the explosion of digital channels for consumers to interact with brands. In this scenario, advertisers need to adopt a mobile advertising strategy that engages customers with relevant content at the right time. In 2013, with mobile advertising going mainstream, creating advertising campaigns that engage consumers and capture their fleeting attention requires insights and this is exactly what InMobi provides through this new solution - Insights on Demand, a single portal that provides actionable insights by leveraging the results of our consumer surveys along with data sourced from our global ad network. The portal includes the findings of InMobi Media Consumption Research Study to provide a comprehensive view of evolving media consumption and usage behaviors of over 15,000 mobile Internet users across 14 countries. With our advertising network spanning 165 countries, InMobi has access to large amounts of data relating to mobile consumer behavior. By leveraging the InMobi Network Analysis tool, we run analytics on this data to provide actionable insights to advertisers and help drive their mobile marketing strategy. The results are aggregated by processing big-data from multiple sources to offer a snapshot of

Posted on August 05, 2013
By Hemant Kumar

29

July

Mobile Transforming the Face of Beauty & Personal Care Shopping

Mobile devices are transforming the consumer mobility landscape across the world, and have become more of an always-on personal companion. With the rapid penetration of smartphones, Internet and email, traffic on mobile devices has already started taking over desktops. According to Litmus, mobile email open rates are now 43 percent vs. desktop at 32 percent. This increasing reliance on mobile devices for Internet and social media has also altered the path to purchase. Mobile devices are influencing consumers buying decisions and how they engage with brands, using mobile social media peer notions and reviews. So what does it mean for the marketers? The rise of the mobile consumers have created a shift in trade as they choose to access information on products through their mobile devices before making a purchase. Because of this trend, it is becoming more important than ever for advertisers to understand complete consumer behavior on mobile Hence, reaching the right consumers at the right time, at the right place, with the right message is the key to a successful campaign. In partnership with Decision Fuel, InMobi just concluded a research that covers how mobile usage has altered the consumer path to purchase of personal care products. 4 important things a marketer needs to know/ should understand In-depth understanding of consumer behavior when browsing and shopping across multiple channels. Changes in the way consumers are engaging with their mobile devices Impact of mobile advertising on purchase funnel of personal care

Posted on July 29, 2013
By Shamala DN

21

May

App Discovery & Download behavior: Why developers can no longer ignore China

It is evident that the competition for the world’s most lucrative mobile app market is getting fiercer by the day. While the US had long established itself as the de-facto market developers look to for superior monetization opportunities, it is becoming clear now that its burgeoning alter ego from the Far East – China, can no longer be ignored. Last year, China was declared as the world leader in iOS and Android device activations and more recently, it broke a new world record in smartphone penetration bysurpassing the total number of 321 million mobile phones active in the US. By the end of 2013, China’s smartphone market is expected to be twice the size of the US market with over 500 million smartphones. For a very long time, cultural barriers, piracy concerns, fragmented app distribution ecosystems and the need for localization prevented most app developers from testing this market. The common perception that Chinese app users may not be willing to pay for content and that app usage levels may not be high enough to warrant investments in heavy marketing kept most developers at bay in China. InMobi’s recently concluded developer research reveals that app usage and download behavior in China is now comparable to that in the US and in fact, on several counts, fares better.Willingness to pay for content Contrary to the popular belief that Chinese users are unwilling to pay for content,46% of users surveyed in China

Posted on May 21, 2013
By Arun Pattabhiraman

17

May

App Marketing 101 : How to break into the top 25 on the App Store?

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 organic downloads. As you may have already guessed, there is indeed no silver bullet to resolve this challenge and there never will be. Appstore dynamics change every day and the right approach is somewhere in the middle. Using the right mix of paid marketing channels, social marketing, direct mailers, SEO and PR all contribute towards a successful launch. While there are a few developers such as WeChat that opted for the traditional media route to launch their app successfully, it is often an expensive and risky approach to adopt at the time of launch. For most app developers, it's advisable to test the waters first and launch the app on the big screen only after stress testing it for a few weeks!So, how should app developers measure the success of their launch marketing strategy? The most important metric is indeed the appstore rank. As an app marketer, you should measure the efficacy of each marketing

Posted on May 17, 2013
By Mahak Sharma

18

April

How Auto Brands Can Win With Mobile

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, photo galleries, vehicle reviews, ratings, ownership reviews, and vehicle comparisons.Why this shift to mobile?Mobile devices have completely changed the way consumers shop, and search for information and looking for a new or pre-owned vehicle is no exception. Current mobile statistics reveal that there are over 1 billion mobile web users worldwide with more than 90% of smartphone users being mobile Internet users. According to a new mobile focused study by J.D. Power and Associates almost 60% of auto intenders in the US are looking at their smartphone while they are on a dealers lot. Briabes Auto Shopping On-the-Go with Mobile: A Study of How Consumers Are Using Mobile Devices in Auto survey in US found that:Three out of five respondents have noticed an auto ad on their mobile phone or tabletMore than one-third (37 percent) have clicked on auto ads for more informationUsers are most interested in research (85 percent) and / or price comparison (86

Posted on April 18, 2013
By Shamala DN

12

April

New Research from the IAB, Viggle, and InMobi: Personal Finance Habits on Mobile

With April 16th approaching, InMobi teamed up with Viggle and the IAB to survey mobile users on how they use their devices for personal finances. We found that awareness and adoption of mobile banking and mobile bill payments are relatively high, with the majority of those surveyed conducting mobile banking and almost half paying bills on mobile. Use of peer-to-peer payment services is still lower, but we expect this category to grow quickly as consumers become increasingly comfortable transacting on their devices. To read the full results click here for the press release.

Posted on April 12, 2013
By Taimour Azizuddin

02

April

InMobi works with Hortonworks to incubate Falcon with Apache Software Foundation; to provide huge benefits to the big-data community

InMobi has been using big-data technologies (Apache Hadoop and its family) for the last 2.5 years for storing and analyzing large volumes of serving events / machine generated logs. InMobi receives in excess of 10 billion events (ad-serving and related) every day through multiple sources/streams originating from over ten geographically distributed data centers. In a typical day we process tens of terabytes of data. In the beginning, we had a single central data center where all the processing took place resulting in high IT costs related to servers and network bandwidth. As we explored cheaper and more effective ways of processing this huge amount of data, we came up with a simple in-house scheduler to manage job flows in our environment then. We realized that to be able to process data in a decentralized fashion, we needed to have the complexity pushed into a platform and allow the engineers to focus on the processing / business logic. Besides data processing needs, all other data management functions also became de-centralized or repeated in such a setup. So we invested time to build a data center location aware processing and data management platform, Falcon. There are numerous challenges when it comes to managing big-data. These are related to data movement (import/export, replication), retention (purge, archival), processing (late handling, workflows, geographically distributed processing) etc. Falcon has been deployed in production within InMobi for nearly a year and is being widely used for various processing pipelines

Posted on April 02, 2013
By Mohit Saxena

02

April

Connecting the dots between mobile ad creatives and consumers

The same regions of the brain light up when someone touches their smartphone, as when they touch their family or pet, concludes a research that used MRI scans for its findings. There is indeed something fundamentally different and personal when it comes to mobile phones and how we interact with them. A large part of this difference relates to the anticipation and engagement that we experience as we consume content on our smartphones. But, when that content is a mobile ad, reactions may differ. According to Millward Brown AdReaction 2012 report mobile ads came in third from the bottom in terms of likeability. Is there a way then, for marketers to overcome such negative perceptions and leverage mobile as a channel for marketers. The solution to this problem is as simple as building better, more engaging and mobile specific creatives to engage consumers. Mobile consumers have come to expect slickly designed content be it apps or mobile web. But most of the creatives in mobile advertising are simply a reproduction of the online ads or worse still a reuse of the same digital assets. This leads to poor consumer experience and is likely the reason why mobile ads lag other media ads, especially television ads, in terms of likeability. Mobile is a unique medium that goes beyond the creative canvas of television and provides the ability to experience a brand, product or service. As per a study conducted by InMobi, 71% of

Posted on April 02, 2013
By Pranjal Desai

27

March

App Distribution simplified: Reach millions of new users through alternate app stores

Android is an open platform, and with openness comes diversity. Although most people equate Android with Google, truth is that more than 30% of Android devices don't even have the Google Play Store installed. These include nearly all devices in China, as well as several devices from OEMs like ZTE, Huawei, Samsung, Sony Ericsson and LG, and operators like Vodafone, Verizon and Telefonica. Fact is for nearly 100 million Android users out there, Google Play is either not an option, or buried under layers of Menu options, while the app store of choice is well integrated and launched from the home screen. In addition, due to the overcrowding of apps on Google Play (800,000+ as of February 2013), several advanced Android users are already looking for apps on independent app stores like SlideME, Getjar or Mobango. If your app is not present on these stores, nearly 20% of the Android users are unreachable for you. As Charles wrote a few months ago, there are numerous reasons to include alternative app stores as a core part of your distribution strategy. That said, there are nearly 200+ alternative Android app stores, including all the options above. With finite resources, it is extremely challenging, if not impossible, to actually take your app to these multitude of stores. Here are some of the pain points:1. Closed DoorsSeveral of the App Stores are just hard to reach, and many don't have direct developer programs - a huge wall.2. Complex Laws and

Posted on March 27, 2013
By Ujjwal Kabra

27

February

InMobi Releases Second Wave of Mobile Media Consumption Survey - Global Results

The research team at InMobi is excited to have released our latest series of research reports dubbed the Mobile Media Consumption research at Mobile World Congress. This report is the second in the series to cover 14 countries on an on-going basis to keep abreast of how mobile devices have changed the way we consume media. From our research results it clearly reinforces that the growth of the mobile media is immense throughout the globe and constantly reshaping how we interact in our everyday lives. Here are a few interesting statistics from our second global release:Globally mobile ranks first in media consumption with 1.8 hours of the 7 hours spent consuming media this is more than a quarter of time spent on mobile, outpacing TV (1.5 hours), PCs (1.6 hours) and any other channel.Internet access via mobile is no longer a niche activity and is increasingly becoming part of everyones lives. 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going onlineIn addition to mobile Web, study reveals the accelerated usage of mobile apps and found that the average consumer actively uses 6.5 apps throughout a 30-day period.Mobile has been thoroughly adopted among users largely becomes of its convenience & on the go factorsGrowth in mobile use in the coming year will be primarily driven by social media, search/download apps and search activities.Globally, 54% of users discover mobile ads via apps, 40% on a search

Posted on February 27, 2013
By Shamala DN

26

February

Global Mobile Media Consumption: Reaching Millennials

The Millennials are the educated, digital savvy, tech-proficient, optimistic trendsetters. They are the generation who are always connected and refuse to live without internet, cellphones or laptops. The Millennials, known to adapt and transition to the ever changing technologies, are soon to be the largest generation ever and with strong purchasing power they are extremely valuable to the marketers. In partnership with Decision Fuel & On Device Research, InMobi has uncovered the first truly global analysis of this highly influential demographic through our Global Mobile Media Consumption Study. The study explores mobile media behaviors of Millennials, defined as those aged 20-34, to provide advertisers with a deeper understanding of their media habits, purchase behavior and receptivity towards mobile ads. Here's a summary of the key takeaways of the survey, and what marketers and companies need to keep in mind as the generation continues to become more dominantMillennial spend an average of 7.2 hours per day consuming media content, with more of that time spent on mobile devices than any other platform64% of global millennial mobile web users multi-task while watching TV and are mainly engaged in social activities followed by search, music and shopping.Study reveals the accelerated usage of mobile apps among millennials; 27% of respondents stated they have actively used 6-10 apps in the last 30 days ,averaging to 6.5 54% of millennial mobile web users now use mobile as either their primary or exclusive means of going onlineGrowth in mobile use in the

Posted on February 26, 2013
By Shamala DN

11

February

Extending The Momentum of a Newly Launched App - Ad Content

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 to click on the ad and finally download and use your application. The big difference between how a brand advertiser and app advertiser creates the ad content lies in the intent of the advertiser i.e. a brand advertiser wants the user to engage with the ad and have brand recall, whereas, an app advertiser requires the user to actually download and install the application. Here are some suggestions that could help increase the chances of a user clicking on your ad and finally installing your application Tile image A tile image is by default associated with a mobile application by most users. In situations where you do not have the budget for a fancy ad unit and would like to keep the banner ad simple and minimalistic, it helps to add the tile image of your application in the ad. You are

Posted on February 11, 2013
By Shringar Pangal

03

January

Digital is Dead - Long Live Digital

The exponential growth in internet usage has led to traditional forms of advertising such as print and TV gradually losing share of wallet to digital advertising. The latter is highly targeted, results in a higher percentage of conversions, far more cost effective and hence offers higher return on investment. Digital advertising also has a positive effect on branding as it exposes a product to a large worldwide audience. The $80B digital advertising industry is dominated by Google, Facebook and Yahoo.Even as digital advertising is causing a paradigm shift in the rules of the game, there are changes that are occurring in the landscape. The mobile phone is emerging as the most used digital device by a big margin, and this trend is only expected to continue:This is corroborated by several surveys that show a steady increase in mobile media consumption. While Koreans consume an average of 5.7 hours of media per day, mobile media consumption accounted for 34.7%. Interestingly, half the viewers even multi-tasked on mobile devices while watching TV. In the US, while average media consumption per day is nine hours, mobile tops with a share of 2.4 hours overtaking TV (2.35 hours) and PCs (1.6 hours). People, especially the younger generation, are increasingly consuming media on their mobile devices to make decisions about which movie to watch, where to shop and research the best deals on offer. The 2012 ForeSee Mobile Satisfaction Index: Retail Edition revealed that usage of mobile for shopping

Posted on January 03, 2013
By Shrikant Latkar

30

December

Mobile Trends 2013: Mobile Emerges as Core Digital Marketing Channel

2012 saw profound growth across all of the mobile ecosystems: mobile apps, mobile social media, data traffic and mobile advertising.We saw unprecedented competition with the launch of smartphones and mobile operating systems. Mobile advertising turned mainstream and budgets have had to keep pace with smartphone and tablet adoption So what's coming in 2013? 2013 will see more smartphones and more tablets being sold with exciting innovations. Device wars will widen with the recent launch of Windows 8 and the expected launch of the RIM new platform Blackberry 10. Mobile tops Gartner top ten strategic technology trends for 2013. Mobile devices are known to surpass desktops as the most common ways to go online - making mobile marketing more important than ever. Companies must start looking at innovative mobile marketing strategies to ride the mobile wave. eMarketer predicts that the rapid expansion of smartphone and tablet user populations will cause marketers to shift their ad spending from more traditional media to mobile at an increasing pace. With an optimistic eye towards the future, here are few key mobile trends for marketers to grab opportunities in the coming year. Mobile Search Consumers are increasingly using smartphones to search on the internet and to access local information. Location aware queries such as restaurant searches, ATMs, Fuel stations are becoming more common on mobile devices. This trend will continue to expand to other services and advertisers need to deliver relevant ads based on keywords. Location Services Most of the

Posted on December 30, 2012
By Shamala DN

25

November

7 deadly mistakes of ads based app monetization

At InMobi, we work with thousands of developers across the globe and one question that we frequently receive from them is around how to make more money from ads. In this blog post, I would like to address that question, but in a slightly different way - I would like to share with you some of the common but deadly mistakes that developers looking to monetize their apps using ads should avoid. Most often we have noticed that avoiding these alone can result in increase in revenues, sometimes up to 100%! Mistake #1: Not segmenting your inventory effectively When it comes to inventory segmentation for advertising, developers usually do not categorize their inventory well. It's absolutely imperative to understand which inventory you want to use to show house ads vs. inventory that you wish to monetize through an ad network or an ad exchange. For instance, to your premium users, you could show promotional house ads to sell virtual goods instead of showing an ad-network ad. You will realize that by effectively understanding the sections/ placements of your app where your ads perform well, you will be able to generate higher eCPMs. Mistake #2: Low Signal Quality Data is of key importance for any ad monetization platform/ ad networks. User insights are useful not just to developers who wish to optimize their app experience for users, they are also critical to ad networks and exchanges to enhance relevance of ads shown to these

Posted on November 25, 2012
By Vinay Uttamchandani

19

October

Mobile app development - a true global phenomenon. Deep dive into India.

I've often wondered how different mobile app developers in emerging markets like India are, from their peers in established markets like US and Europe. In a diverse country with a population of more than a billion, a scorching pace of telecom growth and a young bright demographic, what do Indian app developers aim to achieve? Does the motivation to build something that gets users hooked, solves problems, creates a business that makes money (hopefully tons of it!) change as we transcend geographies?Smartphones A truly global phenomenonMarkets like the US and Europe have lead the pack when it comes to mobile app development. And it's no surprise they should have these regions are the biggest Smartphone markets today. Globally, the 1 billion Smartphone mark has been breached in Q3 this year with a majority of the consumers being from these geographies. While it took nearly 15 years to reach the first billion, it is estimated that the next billion-milestone will be crossed by 2015. It is fair to conclude that economically growing countries like India would play a big part towards reaching this milestone. No wonder so many talented, passionate developers in India have jumped on the mobile app bandwagon.Mobile Apps from India Coming of ageSo what is common to Parking Frenzy, World Newspapers and Iris? Other than the fact that they are all mobile apps, highly popular on a global scale and even talked about they have been created by Indian

Posted on October 19, 2012
By Shubha Pai

19

October

iOS 6 and How App Marketing is Affected

With the release of iOS 6 for Apple mobile devices, developers and ad networks are finding that they will need to implement a new strategy when developing and advertising their latest apps. This was apparent as reports trickled in about the changes that occurred to Apple's App Store. App Store Redesigned Once the users finished testing out the new iOS 6 options, they were eager to find all their favorite apps and new apps to install into the extra row on their app home screens. Unfortunately, they quickly became frustrated, discovering it was hard to find all their favorite apps and new ones to load from the restructured App Store. It seems that Apple has implemented a new card style format for displaying search results returned by a new search engine and algorithm based on chomp.com technology which replaces the old list format of results. Chomp.com is one of Apple's recently acquired startups. When a user searches for a particular app, results are displayed one at a time -- users can no longer glance through a list of apps. It seems that the "Categories view has now been hidden behind the "Genius view. The new design does offer more detailed information (app icon, rating, pricing, and screenshots) all in one place, but users may find the method of swiping through these long lists time consuming and abandon their search. Mixed Reports from Developers on New Changes to App Store The

Posted on October 19, 2012
By Ryan Merket

17

October

Behavioral Segmentation Basics for App Developers

Great Insights lead to great actions and when it comes to managing an app business, knowing what insights to look for matters the most as its easy to get overwhelmed by the abundance of datthat can be tracked or measured. In my previous post, I introduced the notion of LTV, what it means for an app and how one can measure it. The obvious next point of discussion is how and what developers should do to maximize the LTV of app users. Before we dig into this deeper, it is imperative to realize that LTV maximization is not just one-time exercise for app developers, but often needs to be continuous effort. App users are an extremely dynamic group and their behavior constantly evolves over their lifecycles. This necessitates constant and varied actions at different points in time to maximize users contribution to the apps LTV. Why segmentation is important Traditionally, marketers have used segmentation as an important technique to divide their customers into manageable homogenized buckets, on which they can take targeted actions to extract the maximum marketing value. While demographic and geographic segmentation serve this purpose for most businesses, managing more complex customer segments such as app-users calls for fairly more sophisticated techniques. Given that the primary objective for app developers is to maximize the lifetime value of their users through higher engagement and monetization, it makes most sense to start monitoring, segmenting and measuring app users on precisely

Posted on October 17, 2012
By Arun Pattabhiraman

11

September

Cracking The Korea App Market

With an estimated 28M active iOS and Android devices, South Korea is one of the biggest and most attractive markets for app developers trying to gain a foothold in Asia. It also helps that it is the unofficial home of the Android ecosystem, largely due to Samsung and LG, two of the biggest Android phone manufacturers in the world, based out of here. But if developers think that all they need to do is to simply localize their apps and release it on Google Play or App Store to be successful in South Korea, they are in for a rude shock. But it is not rocket science either. All developers have to do is to dig a little deep into the market and understand what makes apps tick in Korea. So, lets try to scratch the surface see whats happening in South Korea. South Korea is smartphone country with a data connection to matchA recent study suggested that over 76% of the adult population (15-64 years) in South Korea use a smartphone. When you consider South Koreas total population of roughly over 50M, it is a huge penetration!28M iOS and Android active devicesAlthough South Korea is a big Android market, Apple has made huge inroads since 2011 with its iDevices, largely due to their desirability quotient and Apples seamless ecosystemWhile the western world happily sips from modest 3G mobile connections, South Korea is still outpacing anywhere else with the adoption of

Posted on September 11, 2012
By Sukamal Pegu

05

September

mCommerce Last Year, Today, and Beyond

A couple of weeks ago InMobi released its Q2 Mobile Media Consumption research results for the US and the UK. The study examines how mobile users around the globe consume media and how trends are evolving over time. The latest results reveal some interesting changes in consumer behavior. Mobile has been an essential component of media consumption activities for consumers in both of these markets for quite a while now. In the past, however, late technology adopters were using mobile in a more limited fashion than early adopters; we now see increased mobile behavior across a much wider set of mobile activities among late adopters. This is best illustrated through mCommerce usage rates. This table shows the percentage of mobile data users in each market who use any mCommerce features (including bill payments and purchases of digital and physical goods or services): In the US, we estimated annual mCommerce sales by comparing these mCommerce usage rates to the average reported spend per user, the US population, and Nielsen device penetration rates. These figures compare quite closely with eMarketer estimates, which are $11.6 billion for 2012 and $17 billion for 2013. We expect these increasing usage rates to have an exponential effect on mCommerce sales; as consumers begin to use mCommerce, they benefit from its unique advantages and increasingly conduct more transactions on mobile. For example, the further a consumer is from a retail outlet, the greater the time and economic cost of shopping there.

Posted on September 05, 2012
By Taimour Azizuddin

03

September

Attracting new Mobile subscribers with free talk time and data

In South Africa there are more mobile subscribers than people, in Nigeria nearly 60% of the population have a mobile phone and in Kenya it is just over 60% who have a mobile phone. For the telecommunications companies trying to attract new mobile subscribers then, especially in markets such as South Africa, buy winning a new customer, means a competitor lost a customer; there are no more new customers. Besides increasing the number of subscribers, telecommunications operators also want to increase the average revenue per a user (ARPU), one of the tried, tested and successful ways of doing this is to offer the subscriber free talk time, data or text messages. The subscriber uses the talk time for example, but talks too long, and then the telecommunications operator earns revenue. These offers are usually made when the operators network is quiet, and they are delivered in a variety of ways ranging from text messages to USSD updates. In research conducted by InMobi 51% of consumers in South Africa said they would be attracted to offers that include bonus free talk time, in Nigeria 62% of consumers said they would be attracted to offers that include bonus free data, and in Kenya, 52% of consumers would be attracted to offers that include bonus free data. It is easy for an operator to analysis how busy their network is, how much a subscriber uses, when they use, how often they overspend “ this is all work of

Posted on September 03, 2012
By Daryn Smith

29

August

Building Stronger Brands With The Most Influential Consumer Segment: Mobile Mothers

Mobile Mothers in the US are an increasingly important demographic for marketers. According to BSM media, U.S. moms control $2.4 trillion in household purchases every year and wield greater influence over most everyday buying decisions. As avid users of digital media, moms are turning to smartphones to help organize their activities. Their ability to research purchases combined with their spending power gain marketers attention and provides great opportunity for marketers to engage with moms in personalized and highly interactive environment InMobi, the largest independent mobile advertising network, released their U.S. Mobile MediConsumption Report for Q2 2012 developed in partnership with On Device Research, revealing the unique trends on mobile mediconsumption among US Mobile mothers. Mobile Mothers Multi-MediApproach Mediconsumption has evolved, along with smartphone adoption. On average, Mobile Mothers are spending 10.1 hours daily with media. Mobile Mothers spend 27% (2.7 hours) of daily meditime with their mobile phone, which is on par with TV (28%), and outpaces other medilike Internet (19%), Radio (14%), and Print (7%).Interestingly moms have started to embrace tablets and spend 6% of their meditime there. It is known fact that mothers multi task across various activities between work, home and family. Research highlights that 77% of mobile mothers use mobile devices while watching TV. Its no surprise that moms also multitask across variety of meditypes including the smartphone, computer and tablet. Marketing takeaway: Moms are connected 24/7 in the mobile medichannel and marketers should be creating multiple mobile touch points to leverage the time taken

Posted on August 29, 2012
By Shamala DN

24

August

The Mobile Social Graph

Mapping connections is interesting! According to Wikipedia, Social graph is a term used for sociograms in the Internet context. Sociogram is a graph that depicts relations. It has been referred to as "the global mapping of everybody and how they're related". The term was popularized at the Facebook f8 conference on May 24, 2007. It was used to explain how the Facebook Platform would benefit from the social graph by taking advantage of the relationships between individuals and also with brands. Even though the definition later expanded to refer to a social graph of all Internet users, Social graph is even now synonymous with online networks like Facebook. But…. If you were really to think about what your real life is like for a moment- Are you really closest to the people or brands whose items you like the most on Facebook? For most people its not. Sociologists say that most contacts in your friends list on a social network (like Facebook) are "weak ties": people with whom you have spent low amounts of low-intensity time but with whom you're still friendly. A social network for most people is just a way to keep their weak social contacts alive. Wait! Instead, the best indicator of who we actually interact with in real life are the people we call; the people we text, the services we order from- be it your pizza or your plumber — it’s all in mobile interaction. A mobile

Posted on August 24, 2012
By Team InMobi

31

July

Connected Devices & Consumer Behavior: Insights for Developers

As penetration of smartphones, tablets, and other connected devices such as smart TVs increases around the world, consumer behavior is shifting but how does this impact developers? InMobis connected device research with Mobext uncovers key trends and the opportunities they create for developers. Consumers are constantly using and switching between multiple devices throughout the day. Tablet users, for example, will use smartphones on the go and while commuting, PCs at work, and tablets and connected TVs at home. Developers should not only ensure their apps work on multiple types of devices but use the cloud to allow their apps to sync in real time, so a user can simultaneously update information from all their devices; smartphones, tablets, and even PCs and connected TVs. This provides users with a seamless experience across all the devices they depend on. The importance of a multi-device strategy is best exemplified through an examination of the shopping process. In many markets the majority of mobile data users are now conducting transactions on mobile; mCommerce has become mainstream. However, these consumers rely on multiple devices throughout their purchase process, depending on their location and the types of items they may be shopping for. At home, tablets and PCs are primary devices throughout most of the stages of the purchase process; while out of home, however, the mobility of smartphones and tablets makes them the preferred devices for everything from comparison shopping to actually conducting transactions. mCommerce

Posted on July 31, 2012
By Team InMobi

09

July

Planning Marketing Activations for Ramadan, Christmas and Back to School

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 Back to School periods. Ramadan is the 29 to 30 day period within which Muslim people fast, it is the holiest of all periods. During the fast Muslims practice and exercise self-restraint, and humility. Food is eaten only after dark and before sunrise, and so it needs to be highly nutritional for prolonged sustainability. There is a great opportunity for Food retailers to assist their Muslim consumers with suggested recipes, pre-packaged meal plans and promotions. From a financial services point of view, money is often given to children on Eid; astute organisations could offer their Muslim consumers special savings and investment plans, in order to provide a longer lasting gift for family and friends to give on Eid. For Christmas, most brands are experienced at developing campaigns to increase sales as Christians buy gifts for family and friends and celebrate over meals. More shoppers are using their mobiles while shopping, and this means that brands and shopping malls have

Posted on July 09, 2012
By Daryn Smith

09

July

How Mobile innovation and technology can give political parties innovative new ways to reach voters in Kenya?

Given the upcoming elections in Kenya early next year, there is no more vital time to reach a broad audience come voting season for political parties. Finding the triggers to a nation's touchpoints what policy matters to them, how they need to hear information and how best to get them this information - is key to informing the people about their choices. A political election is much like a marketing campaign showdown, and the team with the best product usually sways the biggest audience. Look at Barack Obama in his first campaign, afterwards cited as the most successful "new marketer" in history for his ground-breaking use of online and social media to reach out to potential supporters. More than anything, his campaign showed that online and social media could no longer be ignored. In Kenya, while TV and Radio are still the preferred way for people to receive political information, mobile is catching up fast. In fact, according to recent research released by InMobi, 33% of Kenyans prefer receiving messages via TV, with 20% preferring to hear their news via the radio; this is likely to be in the form of news broadcasts. The challenge remains that only around 750Â 000 Kenyan homes actually have a TV, and using these two channels as a mouthpiece can prove costly. This leaves the gap wide open for mobile, which is catching up fast as the preferred method of communication from political parties. In fact, as far

Posted on July 09, 2012
By Team InMobi

28

June

Connected Devices are Transforming Shopping and Media Habits

Over the past year penetration of connected devices has been increasing around the world. To better understand the impact of the changing device landscape on consumer behavior, Mobext and InMobi conducted a research study, The Role of Connected Devices in the Consumer Sales Journey, in 7 markets around the world. The US results, released this morning, uncover behavioral shifts around consumer shopping and media habits: Media consumption is increasingly digital: time spent on media tends to increase after purchase of a connected device, and about a third of these users report spending less time consuming print media and surfing the Internet on PC's after purchasing their device Usage habits differ for each device: smartphones are always-on constant companions, tablets tend to be used at home throughout the evening, and PCs are preferred for business communication Tablet users are frequent on-device shoppers: over half shop on their device, and 22% shop less in brick and mortar stores after purchasing their device This infographic shows device usage throughout the purchase process at home, at work, and on the go. When out of home, smartphones are the preferred device to use throughout the funnel; at home, however, tablets and PC's are preferred: For more detailed findings, view our our press release. We are continuing our research in this area, and have findings on additional markets coming out soon!

Posted on June 28, 2012
By Taimour Azizuddin

27

June

Joint research on Smartphone apps for education (Macromill X InMobi)

"A joint research on Smartphone apps for education (Macromill X InMobi)", 21 June. "Every second user feels educational apps are effective InMobi Japan and research firm Macromill conducted a joint research on Smartphone apps for learning. (Research period: May 15 - June 7, 2012) In Japan 51% of the Smartphone users have learning application in their Smart phones. Among them English conversation and English vocabulary are the most widely used applications. Furthermore, every second person who uses these applications says that these are effective. 65% of the women mentioned the they can learn as if they played a game, 61% said they can learn without paying for it (only 33% of the men replied in the same way for each question). Compared to men, learning applications became the part of women's everyday life, and they use these more freely. In addition, asking about the application they would like to use in the future, the answer given by most of the respondents was "Test Preparation". It seems that in Japan Smartphone learning style is widely accepted as a free forum of learning outside of the traditional learning environment.

Posted on June 27, 2012
By Kosuke Seto

29

May

The importance of Mobile Marketing to attract tourists to Africa

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 sources. In most first World countries, accessing the Internet via a mobile device has overtaken accessing it via a Desktop computer, in addition most of these market are using Smartphones and are very comfortable using Mobile Apps. These are some of the reasons why mobile has dramatically altered travel, whether it is pre-trip planning or location aware information. Mobile has transformed every phase of the travel process and as a result has created new marketing opportunities for astute travel and tourism organisations. If you walk around your village, or city, you see tourists taking pictures with their mobile devices all the time. They then share the picture, influencing friends, and then maybe they search for a place to have lunch, or an activity to do for the afternoon. This creates a touch point for marketers, and opens up avenues for incremental revenue after the big elements of a trip are booked.

Posted on May 29, 2012
By Daryn Smith

06

February

Super Bowl XLVI Polar Bears are more popular than than Elton, Betty and FlavaFlave

Between bites of pita chips with hummus and swigs of beer, we released a survey to the InMobi network to capture mobile users' behavior during the Super Bowl the biggest U.S. advertising day of the year. We saw some great ads - and who really cares about the game anyway, especially since the SF Niners weren't in it? According to our survey of 1000+ respondents, the Coca-Cola Polar Bears were the clear winners of the favorite commercial question, beating out runners-up: Pepsi, Go Daddy, and Bud. Which Super Bowl Commercial Was Your Favorite? Check out our press release on what mobile users were doing on their devices during the game, when, and for how long. Cheers, InMobi Marketing's Susan Kuo, Alexis Kushner, and Kathie Green BIG THANKS to Taimour Azizuddin, Global Research Analyst, for running the survey and providing the data!

Posted on February 06, 2012
By Alexis Kushner

17

January

Handset Stats - 2010-2011

We've been digging through our statistics to provide you with an accurate view of the way the mobile market is moving. What a difference a year makes! You can download the full set of statistics from the InMobi Research Centre - here are some highlights. World We're close to hitting the point when half the advert requests we get are for smartphones. While sales of smartphones have taken off in recent years - there are still millions of people using regular phones. Are you targeting them all? Europe In Q4 of 2010, Android accounted for around 16.7% of advertising impressions in Europe. In Q4 of 2011, it rocketed to 32% - zooming past iOS. North America With dozens of manufactures churning out lots of different models, it's always really interesting to see who's up and who's down. Want to see the full set of statistics? Download them from the InMobi Research Centre.

Posted on January 17, 2012
By Terence Eden

15

December

Does It Make Economic Sense To Release a Free App?

One question I often get asked is if a developer can make more money from selling an app than from using advertising. I thought I'd step you through why advertising may be financially advantageous. Let's assume that you sell your app at 99 cents - or 99 pence - or any "cheaper than a cup of coffee" price point. Most app stores charge you 30% for the privilege of selling your app. So, straight away, you're at 70c per user, per app. Still, 70c isn't bad, is it? One thing we're very keen to talk about at InMobi is the lifetime value of a customer. Imagine if you sold your app on the first day of the Apple App Store in 2008. A user downloads your app for 99c - she then upgrades her phone to the 3GS and downloads the app again. You don't see another penny. She upgrades to the 4GS - and again downloads your app - still no more money for you. In mid 2012 she upgrades to the iPhone 5G (she loves her phones!). You have been selling your app for four years. How much is that customer worth to you? Customer Lifetime Value: (99c * 0.7) / 4 years = 17.5c per year After four years, your dollar app has earned you less than 20c per customer per year! For every year that your customers upgrade their phones and download the app again, it gets worse. After five years, it's down to 14c. Can

Posted on December 15, 2011
By Terence Eden

17

November

Thanksgiving 2011 Will Be Largest Ever for Mobile Shopping; Nearly 60 Million Mobile Users to Shop on Mobile Phones on Black Friday and Cyber Monday

Attention shoppers! Expect incredible deals this Thanksgiving weekend, as retailers compete for the attention of mobile savvy consumers who are using their phones to shop and check prices both in stores and online. On Black Friday and Cyber Monday, nearly 60 million mobile users are planning to shop on their phones, and over 21 million (36%) intend to make purchases directly from their mobile handset. InMobi released a Holiday Mobile Shopping Study this week to help retailers prepare for the big shopping weekend. Key highlights from InMobi's study include: Price comparison shopping on mobile devices will more than double to 45%, up from 22% in 2010. 29% of mobile users will use mobile devices to learn about new products or services, and 27% will use their phone when making a purchasing decision. 15% of shoppers will use their mobile device to make a purchase on their device while in a store. Information Shoppers are Most Likely to Research on their Mobile Devices: Check out the press release at www.inmobi.com/press. About the study InMobi conducted an on device survey among 907 US mobile users, questioning planned behavior over the upcoming holiday season. The survey was conduced Oct 28th to Nov 4th 2011; the data is representative of all major platforms in the US market, including Android and iOS. Forecasted numbers are based on percentage of respondents against the current total number of US mobile users, 123 million users, comScore, November 2011.

Posted on November 17, 2011
By Team InMobi

17

October

MEF Global Consumer Survey: The Mobile Web is Starting to Eat Into Fixed Line Internet Usage

According to a new report by the MEF (Mobile Entertainment Forum) 33% of respondents, across all countries surveyed, say they're using the fixed line internet less than than they did 18 months ago. While we're used to seeing data which shows strong growth in the mobile web, it's interesting to now see data showing a decline in fixed line internet usage. While the fixed line internet isn't going to go away any time soon, a measureable shift away from fixed line access is happening fast and the implications are big. At InMobi, we have been predicting this for sometime (in our Mobile Insights Research Reports) and believe this trend will continue, accelerated by the rapid adoption of smartphones across both developed and emerging markets. Other interesting findings in the report include: 72% of respondents across all countries surveyed use the mobile internet daily 49% of respondents across all countries surveyed use the fixed line internet daily Of all respondents who access the mobile internet daily, 59% use the fixed line internet daily but 18% do not access fixed line at all 33% of respondents across all countries surveyed use the fixed line internet less than 18 months ago 20% use it roughly the same, while 26% use it more Countries surveyed include a broad range of developed markets like the U.K., U.S., and Singapore, plus emerging markets including Brazil, Egypt, India, Indonesia, Qatar, and South Africa. The report is available for purchase from the MEF website here.

Posted on October 17, 2011
By Gregory Kennedy