20

April

InMobi Exchange Enables Direct Access for DV360 Media Buyers

The InMobi Exchange is now available through a direct connection on Google’s Display & Video 360 (DV360) platform for advertisers across the globe. What does this mean for advertisers? This means that all advertisers, agencies and Agency Trading Desks (ATDs), who work with DV360 as their choice of DSP can now access 100% of InMobi’s SDK supply and audiences directly via the platform. Media buyers can leverage both Open Exchange and Private Marketplace deals on the InMobi Exchange directly via DV360. The direct connection brings efficient pricing benefits to media buyers by eliminating third-party integration platforms, providing access to InMobi supply at scale (without any third-party platform throttling logics in play), and ensuring a much tighter integration. How can advertisers activate InMobi on DV360? DV360 users now don’t need to access it through other exchange partners. Media buyers must activate InMobi directly on DV360 for managing their mobile marketing programs at scale on the InMobi Exchange. To get started, InMobi will need to be selected as an approved exchange that the buyer wants to see inventory from on their targeting portal. DV360 users can enable InMobi using the following steps: Sign in to your DV360 account Select Settings> Basic Details from the Menu Locate the Exchanges Section Check the box next to InMobi in “Targeting and Inventory Sources” Click Save InMobi is a TAG-verified mobile app exchange with a reach of over 1.3 billion unique users globally.InMobi has

Posted on April 20, 2020
By Team InMobi

12

March

Ad Network vs. Ad Exchange: What’s the Difference Between the Two?

How do ad networks and ad exchanges stack up? In short, ad networks offer dedicated support, while ad exchanges are largely technology platforms that serve as an open digital marketplace. Note: Need some reminders to level set? Check out this blog post for all of the ad tech definitions you’ll need to follow along, and this blog post for how programmatic media buying works. How Ad Networks and Ad Exchanges Stack Up As MarTech Advisor has noted, “An ad network is an aggregator that collects ad inventory from publishers and sells it to advertisers. It acts as an intermediary.” Basically, ad networks act as resellers or direct sellers, representing specific ad inventory to buyers on behalf of particular sellers. How does this stack up to an exchange? In comparison, “An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions,” Digiday has noted. To help understand the difference, consider this useful analogy from MarTech Advisor: if an ad network is akin to a stockbroker, then an exchange is like a stock exchange. By serving as an open online marketplace, ad exchanges can do the work of multiple ad networks while also ensuring that everyone has a fair shot at bidding on and winning any ad inventory made available. Curious to see which brands can be classified as ad networks vs. ad exchanges? Check out this blog post from

Posted on March 12, 2020
By Matt Kaplan

19

June

Implementing App-ads.txt: Avoid these Common Mistakes

In March of 2019, the IAB released app-ads.txt, Authorized Digital Sellers for Mobile Apps. App-ads.txt is a repository of authorized sellers that publisher hosts in their developer website to prevent unauthorized selling of their inventory. If you haven’t implemented app-ads.txt yet, read our blog to find out more about how app-ads.txt works. App-ads.txt is an easy and simple solution to adopt, however, It is important for publishers to ensure correct implementation so that buyers can access the file and verify the ads.txt entries. To make your life easier, we have made an 8-point checklist that will help you avoid the most common mistakes we have seen publishers make while implementing app-ads.txt. 1. Let’s begin with the most important task. Remember to list your developer URL on all app stores distributing the app. For example https://www.example.com where "example" is the hostname. 2. Now that you have listed your developer URL on all app stores, please ensure you implement app-ads.txt on the same developer URL (https://www.example.com) that is listed on the app store. 3. If you have multiple developer URLs across apps, ensure app-ads.txt is implemented on all developer URLs and all your apps list the same developer URL on the app store.4. Please ensure that the app-ads.txt file is implemented in the root domain as shown below: https://example.com/app-ads.txtThe crawlers on the buy side

Posted on June 19, 2019
By Neeraja Rajeev

12

June

App-ads.txt: Why Should Publishers Care?

Ads.txt (Authorized Digital Sellers) is a solution that helps buyers identify authorized sellers in the programmatic world. Ads.txt was first released in May 2017 for website and mobile web publishers and then on November 30, 2018, the IAB announced the release of app-ads.txt, Authorized Digital Sellers for Mobile Apps.What is app-ads.txt? The publisher creates a repository of authorized sellers, a .txt file hosted in the root domain of their developer website, that can be accessed by buyers, using a crawler. If you wish to understand more about how app-ads.txt works, do visit our earlier blog, “ IAB Extends Ads.txt to Apps”. Using app-ads.txt buyers can identify the legitimate sellers of the ad inventory they desire.Why should publishers care about app-ads.txt? App-ads.txt provides benefits to buyers and publishers. If you are an app publisher, here is how you can benefit from adopting app-ads.txt: Divert advertising dollars from fraudsters back to you: Certain unscrupulous publishers, ad networks or exchanges time and again misrepresent the nature of their traffic to resemble your legitimate inventory. Top publishers like The New York Times and The Washington Post lose $3.5 million a day to domain spoofing. App-ads.txt, using a developer domain creates a universal namespace, which can help buyers to identify and block instances of unauthorized impersonations, hence diverting valuable advertising dollars back to you. Protect your in-app revenue: Adopting this simple solution can help you secure and

Posted on June 12, 2019
By Neeraja Rajeev

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

08

August

5 Reasons Why You Should Listen to Papa Federighi on iOS 11

[Source: Reddit] Time and again Hair Force One - Craig Federighi, Apple’s Senior VP of Software Engineering has made it to headlines. During WWDC 2016, Federighi created a musical controversy by rejecting a Facebook friend request from Taylor Swift. For the uninitiated, there was even a fake Twitter account impersonating him during WWDC 2014. Although 2017 has been somber on the controversy front, Craig Federighi has promised a series of noteworthy updates to iOS 11. Our top five picks for developers in the upcoming iOS 11 release are: Apple Pulls the Plug on 32-bit Apps Yes, you heard it right - with iOS 11 release - Apple’s mobile devices will only support 64-bit applications. 32-bit apps will stop working. Even the app store search will not surface existing 32-bit apps. Also, the users won’t be able to access the previously downloaded 32-bit apps from the “Purchased” tab. [Source: MacRumors] Apple Promises Faster Approvals Developers can rejoice that Apple will review newly submitted apps much faster than before. Phased releases will also be supported. Goodbye Custom Rating Prompts Apple has always excelled at keeping things user-first and 2017 is no different. In addition to enforcing a cap of three rating prompts per year, developers can no longer request a user to rate its app through in-app pop-ups if the user has already rated the app. A user can also disable the in-app rating prompt by turning it off under the "In-App Ratings & Reviews." The good

Posted on August 08, 2017
By Mona Sharma

10

May

Case Study: Youzu Acquires High Quality Gamers With InMobi's Video Solutions In China

Established in 2009 Youzu Interactive is a global entertainment company with blockbuster games such as League of Angels, Youth of Three Kingdoms and Furious Wings. Youzu Interactive Co. Ltd. partnered with InMobi, the largest independent ad network in China, to acquire quality gamers for ‘Youth of Three Kingdoms ’ at scale. Download Case Study

Posted on May 10, 2017
By Team InMobi

17

November

Developer Economics Survey 2017

We’re proud to be supporting the State of the Developer Nation Survey run by our friends at VisionMobile. This is the 12th developer survey, focusing on a 360 view of developer tools, skills and salaries. The survey features questions on topics like programming languages, platforms, app categories, new technologies, revenue models, IoT verticals and tools. It’s a survey made by developers, so the questions will be relevant plus you will get to learn something new - and it only takes 15 minutes! Also - this is a survey that’s actually fun! Once you complete it, you’ll get to find out what kind of character you’d be in a fantasy world, based on your responses: A mage? A fighter? A dragon slayer? Take the survey and find out! Need extra motivation? Participants can win one of the tens of prizes available including a MeccaNoid G15 KS, an Apple Watch Series 2, an Oculus Rift headset, a Pixel Phone, Udemy courses and more. VisionMobile will show you how your responses compare to other developers’ in your country. You’ll also be the first to receive the State of the Developer Nation report (due March 2017) based on key survey findings. In the meantime, you can download the last report State of Developer Nation Q3 2016. Start The Survey

Posted on November 17, 2016
By Irene Herranz

12

October

Anatomy of InMobi Rewarded Video Ads

Rewarded video is the perfect way for developers to integrate ads into their app that incentivizes the user with in-app coins or currency for watching the entire video. With rewarded video advertising, everyone wins. The user is rewarded with relevant goodies, the advertiser has the user’s undivided attention while the video ad is playing which results in higher performance and therefore, the publisher earns more revenue. Such user opt-in advertising experience brings superior user retention, keeping users engaged for a longer amount of time and away from abandoning the game due to hasty ad overload. The magic math behind this high performing format can be nerdily formulated as follows: User * (Engagement + Retention) = Uplift *(Completed Views + CTR) ⇨ Boost In-app Monetization Introducing the InMobi Rewarded Video Experience In this blog post, we aim to visually deep dive into how we deliver rewarded video ads at the natural breaks of the iOS app flow. Taking as case in point the game flow of Subway Surfers by our gaming partner Kiloo. In particular, we feature the end of game placement where users are offered the opportunity of doubling up the collected prices during the just finalized gameplay race. As an advertiser, we are showcasing the fantastic UA video campaign of Uber, with the objective of looking to drive app installs of their flagship Uber app. Seamless and intuitive, the InMobi end-to-end rewarded video ad experience consists of three simple and distinctive steps: 1. OFFER ⇨ 2.

Posted on October 12, 2016
By Irene Herranz

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

20

September

​The 6 Ultimate Pro-tips to Master Rewarded Video - Part 2/2

This piece is the second and final part of the blog post series around rewarded video pro-tips for game developers. Here is the first part - The 6 Ultimate Pro-tips to Master Rewarded Video - Part 1/2 , in case you missed it. In the following sections we’ll introduce three additional tips to help gaming publishers ride the rewarded video monster wave like a pro monetization surfer: 4. Keep a close eye on the rewarded video results for diminishing effectiveness Rewarded video offers great returns in the first views but it’s generally the case that, after a certain number of videos shown, the impressions become less valuable. Pay attention to your game analytics to track performance, including CTR and CPI to crack early on the engagement patterns of your audience. Such data will give you insight to naturally frequency cap the videos, ensuring the reward doesn't become saturated (for example, only offer 3-5/day). You should be able to split the daily number of videos shown between a wide range of users, over bombarding a reduced group in hopes of never-ending engagement. This would hurt retention and eventually will downsize your revenue generation potential. 5. Offer rewarded video often and in different placements To ensure you are maximizing the number of ads per player per day, be sure to implement reward ads across different ad placements in your game. From our experience, a fantastic combination that makes the most of the natural breaks

Posted on September 20, 2016
By Irene Herranz

19

September

Launching InMobi SDK 600: Monetize Your iOS 10 Users Today!

iOS 10 was released last week and with that, we have released InMobi’s shiny new SDK 600.The re-architectured, iOS 10 compliant SDK 600 brings several under-the-hood changes that improve the efficiency of the internal APIs, simplifies integration and optimizes ad caching, making it the...LIGHTEST. STRONGEST. SIMPLEST InMobi SDK ever!These new changes are available to you right NOW. Here is a sneak peak into why InMobi SDK should be a part of your monetization strategy!Become iOS 10 ReadyApp Transport Security (ATS), a default setting introduced for iOS 9+ traffic that mandates apps to make network connections only over TLS version 1.2 and later. You can read more details here.Also, for the “Limit Ad Tracking” enabled iOS 10 traffic, InMobi will be exercising a best-effort scenario by serving ads on non-IDFA traffic as well, based on the advertiser’s consent.Maximize Earnings with a Lean Mean Revenue MachineOver the last 6 months, our technical teams have been hard at work rewriting InMobi’s SDK. The new SDK decreases footprint in the published app by a whopping 70% with just 555 KB inflation in the IPA file.Attract Brand Dollars with Viewability EnabledGiven that a lot of premium advertisers are spending exclusively on viewable mobile inventory, InMobi SDK provides you a unique opportunity to tap into this growing demand pool and maximize revenue. With InMobi SDK 600, you get baked-in MOAT viewability compliance.Spend More Time on Pokemon with Faster IntegrationWe have simplified the frameworks for you to start

Posted on September 19, 2016
By Mona Sharma

22

September

Publishers’ Pulse: Hussam Hammo - CEO at Tamatem

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

Posted on September 22, 2016
By Irene Herranz

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

24

August

The 6 Ultimate Pro-tips to Master Rewarded Video - Part 1/2

Rewarded video is an incredibly popular and high performing ad format that never gets old. When implemented thoughtfully, rewarded video ads stand as the biggest revenue generator for many game developers, while also adding value to the core mobile game experience. At InMobi, upon completion of nine years of solid experience helping gaming developers from all over the globe getting started with in-app monetization and ongoing personalized 24/7 optimization, we would like to share six practical pro-tips to conquer rewarded video success. 1. Choose the perfect reward to incentivize daily gameplay When settling on what to use as a reward, the first thing to explore is learning what players would consider enticing to keep them coming back for more every single day. Two great strategies are: 1) Offer a juicy reward for a limited time to create a sense of urgency and 2) Frequency cap the best reward to one a day Premium currencies and extra lives are a fantastic choice as well as ‘hard to obtain’ in-game items. The opportunity of unlocking such rewards builds a powerful habit of daily check-in, much improving user retention. This, in combination with in-app purchases (IAP), will eventually turn some of these very loyal players into LTV users who spend money in your store. We’ll cover IAP in depth in the next section. Another incredibly smart tactic is to use rewarded video to amplify the prizes collected after a completed game. For instance, in Subway Surfers,

Posted on August 24, 2016
By Irene Herranz

05

August

Ad Blockers – the death-omen of free content?

Originally published on The Financial Express Author and media theorist Steven Johnson got it right when he said,“Chance favours the connected mind.” And in this era of humankind, the internet is driving the connected mind. It stands as a testament to the great strides we have made and it has changed the world for the better. This level of connectivity has just deepened with the onset of the smartphone era. Rich content is accessible to everyone on the planet, no matter where they are—or is it? The internet has more information than what one person can consume in a lifetime, even if one glosses over all the spam. The rich content from cyberspace has built massive economies, positively impacting the lives of people even in the remotest of villages. To achieve this, the internet has relied on allowing a vast number of information-rich websites to remain completely free. Online content publishers depend on advertising revenues to keep their businesses afloat. Rich content attracts a large number of readers; which advertisers are keen to tap into. To achieve this, publishers can integrate ads into their web page and earn revenues. Similar to print publishers, websites can also employ a subscription based model to keep their content ad-free, but this model has met with limited success on the scale of the internet; where most content is free. Initially, it was believed that the advertiser-publisher-reader synergy would work seamlessly, but misuse

Posted on August 05, 2016
By Arun Pattabhiraman

06

July

Why Audience Segments Are the New Currency in Mobile Advertising

Originally published on Mobile Marketer In the age of data-driven digital and mobile marketing, where mobile ad spend is forecast to account for 72 percent of United States digital ad spend by 2019, we are at a critical inflection point of changing the mobile advertising currency from impressions to audience segments. The shift from desktop to mobile has advertisers following suit, and they are not looking back. Campaign success is now portrayed as the ability to grow a brand's audience by converting prospects that drive mobile purchases, rather than reaching mobile consumers to reinforce brand awareness and recognition. The living proof of this is the Snapchat Discover feature. Since launch more than a year ago, there are now 20 channels produced daily by established media brands such as People, CNN, ESPN and The Wall Street Journal, along with Vice and BuzzFeed. To reach their core target audience – millennials and Generation Z – advertisers are starting to see mobile advertising not just as an option, but as a necessity. Mobile advertisers now more demanding In the face of this media and social revolution, advertisers have fully embraced mobile, and are becoming significantly more intelligent in the process. Advertisers can see the potential from mobile and the ability to accurately identify their audience of choice. This is especially critical when it comes to brand dollars in the programmatic arena, where advertisers are demanding maxed-out campaigns with large budgets, but reach an extremely narrow audience. Gone are

Posted on July 06, 2016
By Irene Herranz

09

May

Developer Economics Survey 2016

We’re proud to be supporting the new developer survey run by our friends at VisionMobile. This is the 11th developer survey and it’s entitled Developer Tools Benchmarking - as you can understand, the focus is on developer tools. The survey features questions on topics like programming languages, platforms, app categories, tool categories, revenue models, IoT verticals - and, of course - tools! It’s a survey made by developers, for developers - so all questions are highly relevant and will give you great insights about the pulse of the market when it comes to tech stacks and developer environments. We’d like to kindly ask you to take 15 minutes and participate in the survey. Upon completing the survey, you’ll get access to the Developer Scorecards, helping you find out how your answers compare to other developers’ in your country, across 9+ metrics (developer experience, preferred platforms and languages, and many more). Additionally, Vision Mobile will be sharing the key findings of the survey in the form of the free State of the Developer Nation report (due July). In the meantime, you can download the last State of Developer Nation Q1 2016 Report here. Need extra motivation? All participants can win one of the amazing prizes available, including an iPhone 6s, an Xperia Z5, a Nexus 6P, and more. Start the Survey Here

Posted on May 09, 2016
By Irene Herranz

27

April

Game Developers: Know What You Bring to the Table Before You Start Looking to Get Published

Game Developers Conference 2016 took place recently in San Francisco, and boy was it a great one! InMobi hosted and moderated a panel with some of the top gaming publishers in the world, including Michael McHale, General Manager of Glu Games, Henry Lowenfels, VP of Biz Dev at Scopely, and Amit Khanduja, CEO of Reliance Games.The panelists represented some of the largest publishers in the industry, while the majority of the audience was made up of indie developers and representatives from smaller studios. They were all there to gain tips and insights into the one big question: “What does it take to get chosen by the greatest gaming publishers?” Since there’s more and more consolidation in gaming, the industry is getting competitive and sometimes smaller guys need help. Finding the right publisher, and conversely, finding the right developer to work with is much like the dating game: there’s always a bit of give and take, but you have to know what you’re looking for in order for the relationship to work.The resounding takeaway is that each game and developer is evaluated on a case by case basis. There is no one-size-fits-all daily active user (DAU) threshold, popular genre, or magic retention number etc. All publishers agreed that it’s a combination of moving parts that will help create the overall picture of success. While this might be unfortunate for some of you to hear, don’t

Posted on April 27, 2016
By Kelly McGrath

14

April

AskMeAnything with 1Button Studios

InMobi recently hosted an Ask Me Anything (AMA) session with 1Button co-founder Thomas Castel. 1Button is the creator of many popular iOS games including the iconic Mr. Jump. Most recently, 1Button's Mr. Jump and Super Sharp were named the"App Store Best of 2015". The AMA brought together experienced and aspiring app developers, and game fans. For those who missed it, here are the hIghlights: On Building Games Successful game concepts sometimes occur naturally, but a lot of brainstorming happens for the others. . @mob_app_review Sometimes it comes naturally (Bicolor) and sometimes we have to brainstorm a lot and iterate (Super Sharp) #Ask1BAnything — 1Button (@1ButtonStudio) March 23, 2016 Start with a prototype and iterate. Know that you will have to kill prototypes, but keep them handy - some can surprise you by coming back and succeeding. . @eurekaashanti We start with a prototype and it is good enough we iterate #Ask1BAnything — 1Button (@1ButtonStudio) March 23, 2016 . @GameYep We brainstorm a lot and yes, we have killed a lot of prototypes. But sometimes an old prototype can become a real game years later — 1Button (@1ButtonStudio) March 23, 2016 Focus on the interactions first. Graphics come later.@AMAmediaStudio I'd say that we focus on the interaction. The prototype must feel great regarding the interactions. Graphics come later— 1Button (@1ButtonStudio) March 23, 2016 Biggest challenge next to conceptualizing the game is naming the game! (who would’ve thought?) .@mob_app_review Finding the name of our games... (True story) #Ask

Posted on April 14, 2016
By Sujoy Golan

19

February

Top Industry Execs Make Bold Predictions for Mobile Advertising in 2016

What the future holds and how we can stay ahead is, no doubt, the most common query amongst business decision makers and entrepreneurs. It’s that time of the year when everyone is looking at predictions, but it is equally important to look back on what worked and what didn’t. Each year, mobile advertising commands greater attention as it captures more of our day and reshapes all the critical touch points through the customer journey. According to comScore, 2015 was the year the number of mobile internet users exceeded that of desktop-only internet users, with over 54% of digital media time spent on apps. While many would have overlooked some of the importance of mobile and the opportunities it presented in 2015, it is essential for brands to look ahead, do some forward thinking and speculate on the mobile strategy they need to adopt to remain relevant. 2016 will be the year where companies will be obsessed with customer behaviour and mobile moments will be the next battlefield where companies will need to win to retain their customers. Enhancing the connection between brands and people to provide relevant customer experiences will be the focus of all major mobile marketing companies. This effort to build two-way relationships, serve relevant and personalized messages, and provide branded experiences to enhance consumers’ lives will be the most powerful developments in the mobile marketing space. While it may be impossible to exactly predict which digital trends will take

Posted on February 19, 2016
By Shamala DN

13

January

Mobile India in 2015 : A Year in Review

Currently the third largest smartphone market in the world, 2015 proved to be a significant year of growth for India's mobile economy. InMobi and TUNE teamed up to help you make sense of what India's mobile consumers did in the past year.

Posted on January 13, 2016
By Team InMobi

05

January

Native Advertising for Mobile Marketers: 5 Tips for Success

In September 2015, Apple announced that iOS 9 will feature content blocking, which allows users to block ads and give them more control over their experience with ads. Apple’s decision to allow content blocking on iOS 9 acknowledges a significant ongoing shift in how advertisers connect with consumers online, especially in the mobile marketing space. Consumers now have the power to block traditional forms of online advertising—and sources of much-needed revenue—including pop-up and banner ads. Thus, as these traditional sources of advertising revenue dry up, native advertising is emerging as a powerful way for brands to connect with consumers. In a nutshell, native advertising closely resembles or appears to be highly relevant to the platform on which it appears. It can come in a variety of forms such as online advertorials (which look like editorial content but are required to be marked as sponsored content), online videos, sponsored social media posts, and in-feed ads. Native Advertising's Time Has Come Native advertising is more effective in drawing consumers’ attention than intrusive display ads anyway. A recent study by IPG Media Lab and Sharethrough found that consumers look at native ads 53 percent more often than they look at traditional display ads. And the use of native advertising will continue to grow. Business Insider predicted that spending on native ads would reach $7.9 billion in 2015 and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. As content blocking has driven a stake through the

Posted on January 05, 2016
By Jonah-Kai Hancock

23

December

A day in the life of a female developer

InMobi data architect Amareshwari Sriramadasu shares her experiences I love coding and debugging. There’s a sentence I never thought I’d say. When I was a kid, I never sought out to become a developer, but with my Bachelor’s degree in computer science and engineering, and a Masters in engineering, specialising in Internet sciences, I guess I chose my own career path without knowing. I grew up in India and my father was a postman in our village, while my mother was a stay-at-home-mum. I’m the eldest of all my siblings, with a younger brother and two younger sisters, so of course I had to set a precedent for landing a successful career. From a young age I took an interest in maths and science, and excelled in all my classes at school. The moment I started my degree in computer science, I knew it was something that I was passionate about, and it lit a spark in me to become a developer. Now, 12 years on, I’m still here and still enjoying it. As a developer, my typical working day is usually a packed day. In the morning I spend time with my son, help him get ready for school, and I usually reach the office by 9.30am. I’ll scan my emails, reply to any that have come in overnight, and then start working on projects I have been planning or participate in some design

Posted on December 23, 2015
By Amareshwari Sriramadasu

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

25

September

It’s a Bird... It’s a Plane

Here’s a question. What can you do in 20 minutes? Die a couple of times playing the Horde mode in Gears of War? Watch an episode of Two and a Half Men? Make and drink a pot of tea? Read? Go for a walk? Write a postcard to a friend? Take a shower? Eat some cake? Or just sit around doing nothing? Instead, what if you can actually be ready to make $$$ in under 20 minutes? Over six months ago, we asked ourselves a question - If we had to start with a clean slate, how could we make it super-simple for a developer to monetize with InMobi? Six months (and several beers) later….. Introducing InMobi’s brand new monetization platform and a spanking new SDK 500! The platform and the SDK were written from ground-up and we are delighted with the outcome. We can’t wait for you to try it out! We’ve now made it easier-than-ever for developers to work with InMobi. A simple three-step process is all it takes - and guess what? It will not take you more than 20 minutes! So what’s new? Simplified Onboarding: As a part of your onboarding with InMobi, we have introduced a new app registration workflow. If your app is already live on the iOS or Google Play store, we have simplified the app approval and verification flow by completely automating it. Simply add your app’s URL, select your ad

Posted on September 25, 2015
By Abhishek Khurana

10

September

iOS 9即将到来,您的App准备好了吗?

苹果的iOS 9操作系统将于9月16日开放下载,其中包含了许多项改变,可能会影响到您App的广告变现效果。我们希望借此机会向您重点说明这些改变并告知您如何减少可能会对您的广告收入产生的影响。 InMobi SDK更新信息 为了确保流畅的用户体验,并使您能够通过我们的SDK减少本次iOS 9升级对您App广告变现效能的不利影响,我们将于第一时间发布对于iOS9系统的全面支持,包括支持新的优化以及苹果推荐的最佳实践方案。同时我们也建议您及时对iOS 9做好优化和适配准备,并在第一时间升级我们最新版的InMobi SDK(9月中发布)。关于重点新功能的细节介绍,请见如下说明: App传输安全防护(ATS) 在iOS 9中,苹果新增了一项名为App传输安全防护(App Transport Security, ATS)的默认设置,这项设置要求App必须通过SSL协议进行网络连接。同时,ATS对于SSL协议的版本、加密密码和用户强制HTTPs连接的密钥长度都有特定的要求。我们正在通过与100多家业内合作伙伴一起合作,使大家的平台能够一起支持和兼容这些改变。与此同时,为了使您的App能够完全支持iOS9,您需要遵循以下选项中的一项设置要求以确保来自InMobi的广告请求能够继续如期正常运作。 a) 仅对您的域名或您已知符合ATS要求的域名开启ATS功能,具体可参考如下示例并加入到您的应用参数列表文件中。 <key>NSAppTransportSecurity</key> <dict> <key>NSAllowsArbitraryLoads</key> <true/> <key>NSExceptionDomains</key> <dict> <key>example.com</key> <dict> <key>NSIncludesSubdomains</key> <true/> </dict> </dict> </dict> b) 完全关闭ATS以防止iOS对所有的URL强制进行HTTPS连接,具体可参考如下示例并添加到您的应用参数列表文件中。 <key>NSAppTransportSecurity</key> <dict> <key>NSAllowsArbitraryLoads</key> <true/> </dict> 如果您没有对基于XCode 7的App遵循以上指引进行操作,网络连接将有可能会失败,从而导致广告无法被正确地展示并破坏用户体验,广告变现的效果也会因此大打折扣。 强制并默认设置IPv6 苹果已经强制要求,从2016年初开始,所有提交到苹果应用商店的App必须支持 IPv6。我们正在进行增加对IPv6提供全面支持的准备工作,预计在未来几个月内将完成发布。为了确保您的App能够继续无缝地运行在IPv6网络上,我们建议您只使用操作系统的网络框架(例如:“NSURLSession”),避免使用针对IPv4的API,以及避免在您App的URL中使用硬编码的IP地址。 Bitcode和应用瘦身 iOS 9 SDK提供了包含bitcode编译的应用瘦身功能。苹果应用商店及操作系统将通过裁剪App被传输到用户特定设备的容量并最小化footprint来优化iOS和watchOS应用的安装。对于升级到InMobi即将推出的SDK的开发者, Bitcode功能将获得非常全面的支持。但是,您必须确保集成在您的应用内的其他第三方插件也同样能够支持Bitcode编译。 常见问题解答 1. 如果用户已经通过苹果应用商店安装了我的应用但我的应用集成的是InMobi SDK 4.5版本,将会产生什么后果? 解答:iOS 9并不强制或者强迫所有的连接必须使用SSL协议, 因此HTTP的url在所有的iOS版本上都不会受到白名单等约束性要求的限制。 2. 如果我试图基于将我的App在Xcode7的基础上集成InMobi SDK 4.5或者以下版本的SDK(并在苹果应用商店重新上线),将会产生什么后果? 解答:ATS将会阻止所有来自于SDK的HTTP连接,您通过InMobi进行的广告变现将会受到影响,因此我们不建议这样的技术集成组合。 3. 如果我试图在Xcode 6.4和更低版本的基础上集成InMobi即将发布的SDK5.0,将会产生什么后果? 解答:由于即将发布的SDK 5.0所要求的Xcode的最低版本是Xcode 7, 您的app将无法在更低版本的Xcode上编译(例如:Xcode 6.4及更低版本)。这个限制要求是为了确保您的App能够享受到Bitcoding和其他的来自iOS 9系统的先进功能的好处。 4. 如果我试图在 Xcode 7的基础上编译InMobi SDK 5.0,将会产生什么后果? 解答:这是非常完美的情况,因为SDK 5.0本身就是专为iOS 9设计的,因此可以兼容所有来自iOS 9系统的改变。 5. 目前还有哪些已知的问题? 解答:目前没有发现SDK 4.5与iOS 9存在兼容性问题。 6. 对于iOS 9版本的操作系统,InMobi是否还会继续为目前或更低版本的InMobi SDK提供广告服务?如果SDK崩溃了或者与iOS 9的某个新特性发生了冲突该怎么办? 解答:我们将会设法避免这种消极情况的发生。 截止目前,我们还没有任何关于SDK4.5和iOS 9的兼容性及崩溃问题。 7. 为了与iOS 9兼容,开发者应该集成哪个版本的SDK呢? 解答:目前我们没有发现SDK4.5和iOS 9存在任何已知的兼容性问题,同时,我们正在为即将发布的SDK 5.0与iOS 9进行大规模的测试。SDK 5.0包括其更新版本将会全面支持iOS 9的新特性,包括 ATS 和 Bitcodeing. 但如果开发者希望使用Xcode 7.0,那就必须升级到最新版的SDK 5.0,因为更低版本的SDK无法在Xcode 7.0上被使用。

Posted on September 10, 2015
By Kevin Wang

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

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

16

July

The Rise and Rise of Incremental Games

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

Posted on July 16, 2015
By Sonia Abraham

06

July

The Making Of An Evergreen Title - Subway Surfers

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

Posted on July 06, 2015
By Srikanth V

01

July

InMobi's Yogi Helps Gamers Level Up

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

Posted on July 01, 2015
By Sohan Maheshwar

08

June

How iJuror Became A Top App For Lawyers On The App Store

Scott Falbo has created over 100 iOS apps over the past seven years. Scott released iJuror in 2010 to help lawyers with jury selection. I interviewed Scott to understand how he thinks about monetization and user acquisition for iJuror. Inspiration for iJuror Murtza: What excites you most about developing mobile apps? Scott: I think the most exciting part is that I can literally spend an afternoon on the computer and create something that can have a positive impact on the lives of others. It's an amazing time that we live in where almost anyone with a computer can affect another person thousands of miles away. Murtza: What was the inspiration behind iJuror? Scott: Just as the iPad was coming out I was at a party with my wife where other attorneys were present. I overheard some conversation about the Microsoft Word templates and sticky notes that were used in the juror selection process and how tedious this process tended to be. In my head the idea dawned for an app leveraging the new iPad to improve the juror selection process for attorneys. A few months later iJuror was available on the iTunes App Store. User Acquisition Strategy for iJuror Murtza: How did you market iJuror when you first launched it? Scott: When iJuror first launched I contacted legal technology bloggers and they were happy to write about iJuror. iJuror was one of the first (if not the first) iPad app designed for

Posted on June 08, 2015
By Murtza Manzur

05

June

What Every App Developer Needs To Know About Landing Pages

With over 1.4 million apps in the App Store, every common search returns hundreds of apps. For example, searching "todo list" shows 1,952 results. But this does not mean the gold rush is over for indie app developers. It does mean indie app developers need a marketing strategy outside of appearing in the App Store search results. One strategy for marketing a mobile app is to use desktop web traffic to drive installs. Some people will hear about your mobile app while browsing the web from a non-mobile device. In these cases, you want to make it easy for a person to get information about your app, and then install it. A landing page will help you execute this strategy. Another benefit of creating a landing page for your mobile app is to be indexed by search engines. This will help more people discover your app. You can use the organic search traffic to your landing page to increase app installs. A good landing page for a mobile app includes the following: App name and icon, which are prominently displayed on the landing page. For example, please see iTrackMyTime’s landing page. Short description of your app. For example, Instagram uses the description, “Capture and Share the World's Moments” on their landing page. Long description of your app, where you list the unique features and benefits of your app. For example, please see Overcast’s landing page. Screenshots of your app. For

Posted on June 05, 2015
By Murtza Manzur

03

June

We Love Developers Too!

We're meeting indie developers from around the world. Come talk to us about how we can help you address your problems. We recently hosted a bunch of events- from our I/O viewing party in San Francisco to our Arctic Evening roadshows in the Nordics. We’ve also presented at Nordic Game Conference in Malmo, Casual Connect Asia in Singapore and Arctic ‘15 in Helsinki. Here are some highlights and also links to our upcoming events. Hope we can meet you soon! Photos from inDecode developer meetup in SF, Google I/O viewing breakfast and I/O 2015 Meat & Greet Clicks from our roadshows in Stockholm, Copenhagen and Helsinki in association with Arctic Startup Photos from our inDecode developer event at Korea Highlights from the inDecode meetup at our Bangalore officeInMobi inDecode Developer Meetup from InMobi on Vimeo. Photos from Nordic Game Conference and Arctic ‘15 ***Register for our upcoming events:Bangalore: Using Analytics In Gaming - June 6thSan Francisco:Apple WWDC 2015 Keynote Viewing Breakfast - June 8thImprove Your App Store Ranking Without A Marketing Budget - June 16thHow Top Apps Use Social In Ways Most Of Us Haven’t Even Thought Of - June 22nd***Visit indecode.inmobi.com or tweet to us @InMobi

Posted on June 03, 2015
By Sohan Maheshwar

20

May

Is Your Rewarded Video Ad Placement Right

The world is already winning with Rewarded Video Ads, but this winning streak involves more than simply showing a rewarded ad. The meteoric rise of monetization with rewarded ads is backed by the measured science of ad placements, amongst other key reasons. For those lost in the world of ad placements, it’s time to go through the rudiments. And for those already monetizing, now is the time to monetize better with a simple re-look at your placement strategy. The different types of rewarded placements that you can expose your users to are: Storefront (The most common placement) Your user can visit the storefront during the gameplay to buy those quintessential power-ups, crystals, or in-game virtual currency to progress. At this point in the game, place ads giving non-paying store visitors an option to watch a video in exchange for rewards like coins, level up, and so on. Discoverability - This placement has limited exposure as only 1%-5% of users visit storefronts, but each impression is highly valuable in contributing towards high eCPMs.Opportunity - Overall, the placement is high eCPM, low total revenue opportunity.Frequency - It is best to limit the number of rewarded videos to five per day, per user. Also the option of watching the video should be capped in a fashion that the reward value earned doesn’t exceed that of in-app purchases. Payback 2 - The Battle Sandbox ( iOS | Android) Upfront Menu Instead of making

Posted on May 20, 2015
By Mona Sharma

14

May

Succeeding With Rewarded Ads: The Three Commandments

Rewarded video is the popular kid on the block - with visually immersive experiences and skyrocketing ROI. Deciding to use rewarded video is a no-brainer, but here are few key pointers to keep in mind to ensure you have a winning strategy. 1. Present Perfect: Ensure that the Placement and Reward are Correct Design the placement and virtual reward of your rewarded video in such a way that it both entices the user into interacting with the ad, and also serves the two orthogonal objectives of: Ensuring that the user finds the ad interesting.Ensuring that the user stays engaged in the parent app. Sounds tough? Not really. When done correctly, rewarded video can be the most ‘rewarding’ ad format for both user acquisition and monetization. Where?Place the rewarded ad in a slot that ensures optimum monetisation and engagement. Popular ad placements for rewarded ads in a game are: What?After you decide on the placement of your rewarded video, you also need to decide what to reward the user with. Popular rewards include virtual currency and game play elements like skateboards, power boosts, energy shields, and additional lives. Stand out by rewarding users with items that are not usually available through in-app purchases. Remember: Time the ad to minimize interruption, and be generous - after all, you have an unlimited supply of virtual goods! 2. Get Your Timing Right: Figure out the Ideal Frequency for Rewarded Video How often should

Posted on May 14, 2015
By Prithvi Mani

05

May

Going Native? Think Before You Leap

First impressions are everything. Or so someone said. In the world of mobile, this holds truer than anywhere else. With such a large plethora of mobile apps and websites competing for the user's’ share of mind and time - the 1st impression can make or break the app’s story. It is no wonder then that the app experience or user experience has expanded to include the ad experience as well. Hence the rise of Native Advertising. Richard Branson famously said “You don’t learn to walk by following the rules. You learn by doing and falling over”. We at InMobi, now have the experience of working with more than 400 publishers and advertisers for native ads and can honestly say we have learnt the nuances of creating a superb implementation. Most publishers will agree that Scale and Performance are the biggest worries keeping them awake at night. Much has already been said about the high level things you need to keep in mind when working with native ads. Here are a few things to keep in mind to protect the unassuming mobile users, when you get into the nitty-gritty of integrating native ads. Discoverability: Swipe. Click. Click. Scroll. Click. Swipe. Voila! There’s your native ad! If you make the user struggle to discover your native ad, then you will struggle equally to earn ad revenues. Place the ad on the most visited pages of your mobile property, above the

Posted on May 05, 2015
By Tanvi Kapoor

04

May

What Every App Developer Needs To Know About Press Kits

When you are pitching a journalist to write about your mobile app, shorter emails perform better. But if your email should only be a few sentences, what’s the best way to share more information? Include a link to a press kit. A press kit’s purpose is to make it easy for a journalist to write about your app. Imagine a tech journalist’s life. They are getting contacted many times a day by different app developers for the same reason. If they can't find information about your app, they might lose motivation and write about another app instead. Avoid that scenario by creating a single place where they can access everything needed to write about your app. A good press kit for a mobile app includes a description, screenshots, a company logo, an app icon, an app profile, and a contact email. Description - Have two versions, a one sentence version and a paragraph version. For example, please see Apples vs Robots' press kit. Screenshots - Have a variety of screenshots showcasing your app. You can take this a step further by including screenshots of your app in real-world scenarios, where a person is shown using your app. For example, please see Timely’s press kit. Company Logo - Have your company logo available in different sizes, resolutions, color (dark and light) versions. For example, please see Supercell’s media page. App Icon - Same advice as a

Posted on May 04, 2015
By Murtza Manzur

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

Introducing InMobi inDecode

decode diːˈkəʊd 1.convert (a coded message) into intelligible language. Introducing InMobi inDecode. An initiative to help app developers decode and grow their app business. In an ever-growing app ecosystem, developing a great app is only half the battle won. We’re here to help you with the other half. You have to market your app, acquire users and monetize them while keeping your eye on analytics. We work with 10,000s of app developers across the world and believe that we can help. We will connect with you through meet ups, roadshows, blogs, webinars, events (and a whole lot more!) and share everything that you need to know to grow your app business. indie ˈɪndi/ 1. a small independent pop group, film company or app development studio, short for independent. We started InMobi inDecode for you - the indie app developer. We love developers and helping them acquire users and monetizing them is our motto. InMobi can help you become the next success story and honestly, with some acumen (and maybe a little luck!), it isn’t as difficult as it seems. code kəʊd 1. The symbolic arrangement of statements or instructions in a computer program in which letters, digits, etc. are represented as binary numbers; 2. any authoritative, general, systematic, and written statement of the principles applicable to one or more broad areas of life. As a developer, code is the code by which we live by. You can find

Posted on April 01, 2015
By Sohan Maheshwar

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

26

March

A Look Back At GDC 2015

GDC 2015 - Curtains Down It took us a full week and a half to get over the GDC 2015 rush! Here's a quick video that captures where we went, what we saw and how we conquered. A quick word to thank our clients and prospects for making the show so productive. A special shout out to our partners and fellow InMobians who helped deliver a great show. Thanks for watching and stay tuned for more such updates. GDC 2015 Recap from InMobi on Vimeo.

Posted on March 26, 2015
By Kaavya Kasturirangan

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

13

February

Level-Up : Conversations with Friends & Developers: Episode IV with Cashplay

At InMobi we love games. Interestingly, we are also a collection of people who love talking and conversations. Put the two together and you'll know what our new blog series "Level Up : Conversations with Friends and Developers" is all about. We intend to create a cozy nook on our little blog where we catch-up and talk shop with our developer and non-developer friends. Do chime in; did I mention we love participation as well? ☺ The holidays are woefully past us. January has been a blur of activity and we are only just getting started with 2015! I took a few minutes out of our hectic brainstorming meetings, content planning discussions and the like to sit down with George Everly at Cashplay to talk about competitive gaming, cash rewards for playing endless runner games and how developers ought to start focusing and creating specific games for the 30+ segment.KK: Tell us a little about your company and what you do GE: I work as a Business Development Director for Cashplay.co. We are a mobile game monetization platform that enables gamers to play against one another in a tournament format to win real money. In short, if you and I want to play our favorite mobile game for money, we can. As long as the mobile game is skill based (and fun of course) we partner with relevant third party developers. Essentially, I bring developers and their e-sports skill games onboard our

Posted on February 13, 2015
By Kaavya Kasturirangan

19

January

4 Legal Aspects You Need To Be Aware Of When Developing A Mobile App

App development presents many of the same issues involved in other software development initiatives. However there are particular confidentiality, intellectual property, privacy and distribution considerations that should be kept in mind when developing a mobile app.1. Confidentiality : Protect your ideas before you are ready to announce them to the worldThe tech industry is constantly breaking new boundaries and everyday people are thinking of new and innovative ideas. Consequently, confidentiality issues become paramount in order to stop others from poaching ideas or intellectual property. In app development, confidentiality issues will arise when you commission the services of third parties, such as designers or copywriters, whose skills are crucial to the success of your app. These third parties will need to understand your app in order to effectively assist you, but you will want to make sure that they keep all related information secret. The most effective way of ensuring confidentiality is to require them to sign an NDA (non-disclosure agreement) and reiterate the importance of not disclosing any sensitive information about the project. You can’t guarantee that a third party won’t steal your information, but a formal NDA is the best way to prevent against such occurrence.2. Intellectual Property - Protect your IP and respect other’sIntellectual property (“IP”) refers to all work that is created in the process of developing and promoting your app – for example the source code, designs, graphics, app name, app logo, and any copy

Posted on January 19, 2015
By Sophie Thompson

15

January

11 Tips That Will Increase Your App Retargeting ROI

Have you ever noticed those ads that pop up just as you were thinking about the service/product they promote? How about the ads that start showing up on every website or app you use to the point of being annoying?Retargeting ads have become pretty common with many marketers turning to them to get more sales, engagement and installs. This also means that there are some great marketers running optimized retargeting campaigns … and then there are some that are not so great.So what do you need to know in order to run amazing retargeting campaigns for your mobile app?Understand How Mobile is DifferentRetargeting for desktop is already a mature form a marketing. It’s also very simple - visitor visits your site, retargeting cookie is added to the visitor’s browser, ads start following the visitor as he browses.Mobile is a little different. For starters, cookies are rarely used to identify the visitor since they don’t work with apps. Most identification is done through the device or using an ad tracking platform like AppsFlyer.Mobile Retargeting Use CasesMobile retargeting is used most often for the following 3 scenarios: Get mobile users to install an appGet app users to start using an installed app againGet app users to make in-app purchasesHow to Run a Great Mobile App Retargeting CampaignHere are 11 tips to help you create amazing retargeting campaigns for your mobile app:1. Segment Your AudienceThe people using

Posted on January 15, 2015
By Billy Attar

07

January

Level-Up : Conversations with Friends & Developers

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

Posted on January 07, 2015
By Sohan Maheshwar

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

InMobi Lecture Series: User Acquisition Made Easy!

To help indie developers gain access to the collective wisdom of the industry, InMobi has partnered with YetiZen to present a series of lectures that explore the business of gaming. Tune into Mike Cohen's talk, as part of our ongoing lecture series with YetiZen, focussing on what kind of user acquisition (UA) strategy an indie developer should adopt. UA tactics should ideally include a comprehensive marketing strategy encompassing tactics like social media, daily deal apps, 3rd party app stores, paid user acquisition, app store optimization and guerrilla marketing. Mike discusses all these but delves deep into (possibly the most ignored one) paid user acquisition.

Posted on December 24, 2014
By Team InMobi

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

19

December

All successful games launch their trailers before the game launch #FactOrFiction

Fellow developers, it’s myth busting time!In our #FactOrFiction weekly blog series, we’ll take one prevalent myth in the mobile gaming world, and separate fact from fiction. Got a myth that needs some busting? Tweet it to us or post it on our FB page and we’ll have our experts look at it!This week, we take a peek into the increasingly popular trend of launching app trailers The MythAll successful games launch their trailers before the game launchWith PlayStore and AppStore now supporting app trailers, app developers have an amazing new way to showcase their app through videos. Game trailers may showcase your gameplay screencasts with promotional messages, or simply your game in action, and do everything that screenshots fail to capture. But there is a popular belief that trailers are usually launched way in advance, to build hype ahead of the big launch. Let’s find out how true that is.The ExperimentWe analysed 25 games that made it to the top of the gaming charts on Android and Google, and studied the correlation between the game and the trailer launch timelines. Here is what we found: Conclusion Everbody has a trailer!: Out of the 25 games we analyzed, 19 had trailers for at least one of the platforms. This is just a well stated fact, reinforced.67% of trailer launches tie up to the game launch: Whether it’s a single platform launch, or a simultaneous launch on

Posted on December 19, 2014
By Aksha Kini

19

December

#FactOrFiction: Busting myths in mobile gaming

Do only big budget games get featured on the AppStore? Is an iOS-first launch absolutely imperative to a game’s success? Do all successful games launch their trailers months in advance? There’s only one way to find out.Join the InMobi team as we try to separate fact from fiction in the world of mobile games.Every week, we’ll take one prevalent myth in the mobile gaming world, and pull it apart piece by piece. Our experts will do everything it takes (fires, wrecks, bloodshed etc) to unveil the truth behind the myths. If you have any myths that need some busting: Tweet to us, and mention @InMobi Post them on our Facebook page And don’t forget to add #FactOrFiction to your tweets and posts. After all, we’re doing this only for your game’s success. Really.Until next week, then!

Posted on December 19, 2014
By Aksha Kini

11

December

Level-Up : Conversations with Friends & Developers

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

Posted on December 11, 2014
By Kaavya Kasturirangan

09

December

Big Games, Small Screens

iPhone 6: $649 Super-awesome iOS fps game: $10.99 Playing BioShock on the bus back home: Priceless. Screenshot of BioShock being played on the iPhone 6 © K2 Studios The August 2014 iOS release of the multi-platform smash-hit, BioShock, was one small step for it’s publisher, K2, but one giant leap forward for serious mobile gaming. The iOS game may not be a perfect rendition of it’s PC/console elder brother, but it did send a telling signal: big game studios have well and truly set their sights on mobile. K2 may have just entered the 5” market, but other huge names and much-loved franchises have been around for some time. The mobile version of Capcom’s hugely popular horror franchise, Resident Evil, made an appearance on North American devices back in 2006 under the guise of Resident Evil: The Missions. Rockstar North’s GTA: San Andreas was released on selected iOS devices in December 2013. Many more big games have been on mobile devices for years now, but more and more big studios are waking up to the huge possibilities that mobile gaming offers them. In fact, EA mobile recently announced that it had reached 100 million mobile downloads of its sports-related video games. “About half of the gaming business is on mobile devices right now. It’s a gigantic market in terms of audience size, engagement and participation”, says Frank Gibeau, VP of EA Mobile. Show me the money! And he’s right. The earning potential of

Posted on December 09, 2014
By Sonia Abraham

07

December

Launching the InMobi Mobile Tracking & Attribution Partner (MTAP) Program

Whether you are promoting your app on paid channels to drive downloads, or running a retargeting campaign to engage with existing users, you probably understand well the importance of tracking conversions and measuring RoI for your mobile campaigns. However, mobile attribution is fraught with several challenges, including a fragmented ecosystem of device identifiers across platforms and operating systems, poor quality of identifiers leading to inaccurate attributions, and a constantly evolving tracking technology that necessitates working with a robust and agile tracking partner. Which is why we decided to handpick the best players in this space and build deep technical partnerships with each of them that allows us to extend our robust targeting and optimization capabilities to advertisers working with any of them. Today, we are happy to announce the launch of our Mobile Tracking & Attribution Partner (MTAP) Program, which is a partnership between InMobi and carefully selected independent mobile attribution platforms to provide advertisers the best-in-class solutions for independent, secure and accurate attribution. InMobi Certified MTAPs Why work with one of our MTAPs? 1.Independent attribution: When it comes to attribution, we understand that trust is of paramount importance and working with one of our MTAPs who offer unbiased and accurate attribution, ensures just that. 2.Enhanced reliability & accuracy Certified through our deep technical integrations, our partners ensure high levels of accuracy and reliability in attribution. 3.Improved user experience and advanced features Our partners leverage our advanced technology to improve post-click user

Posted on December 07, 2014
By Arun Pattabhiraman

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

24

November

Level-Up : Conversations with Friends & Developers

At InMobi we love games. Interestingly, we are also a collection of people who love talking and conversations. Put the two together and you'll know what our new blog series "Level Up : Conversations with Friends and Developers" is all about. We intend to create a cozy nook on our little blog where we catch-up and talk shop with our developer and non-developer friends. Do chime in; did I mention we love participation as well? ☺ This week we're catching up with the constantly-traveling but ever-available Martine Spaans at Tamalaki Kaavya. Tell us a little about your outfit and what you do Martine: FGL Mobile is a service for indie developers to bring their games to Android markets like Google Play and Amazon. We handle the QA, game submission, Ad Mediation, Cross Promotion, Notification system, Marketing, etc. I have my own publishing label Tamalaki and I partner exclusively with FGL. I advise developers about UX and Monetization. Tamalaki focuses on publishing casual games for women 30+. Examples are Hidden Object, Match-3, Word games, Time Management, etc.Kaavya. What category of games do you predict will be popular in 2015Martine: Hard to say. Who ever predicted Flappy Bird? It’s a hit-driven market and the App Store superstars often influence what other games will become popular.Kaavya. Is there an audience segment of gamers that has been ignored so far by developers or at least less targeted? Why?Martine: Yes and no. There are

Posted on November 24, 2014
By Kaavya Kasturirangan

13

November

SDK - The Preferred Mode of Integration. Here’s Why

if integration_mode==”SDK"then maximize_monetization else lower_monetization App developers looking to monetize their apps through ads integrate with either an ad network SDK or an ad network server-to-server API connection. While a server-to-server connection, typically an API connection does work to serve ads in your app, we have found that it is not the best solution. At InMobi, we work with thousands of app developers and recommend that they pick the InMobi SDK over our API connection. The reasons are simple, yet significant. Greater User Experience with Innovative Ad Formats: At InMobi, we innovate on Ad Experience nearly every day. These ad experience innovations help provide a superior experience to your users, which in turn boost click-thru-rates and eCPMs. Whether these are animated festive frames or the uber-cool playable ads, these ad units are exclusively available today using the InMobi SDK. The SDK does most of the work for you AND us. You do not have to worry about whether the ads are rendering for all your users on the variety of devices and device OSes out there. Phew! In addition, the most sought after brand campaigns work seamlessly on the InMobi SDK as it is MRAID 2.0 compliant! Better User Quality Signals enhancing Ad Relevance: The InMobi SDK automates user data collection. It automagically collects your user’s geographic, device and session-based data. While the geographic and device data helps us select which advertiser campaigns are eligible

Posted on November 13, 2014
By Abhishek Khurana

11

November

What’s Keeping The Click And Install Apart - Part 2

In our previous blog we discussed how the delay between a user clicking an ad and being taken to the app store might result in lower installs for your app. We also saw how synchronous tracker redirections, one of the major reasons for these post click latencies, may lead to about 20% click loss for your app install campaigns. But that is only half the story. Another reason for click loss is the time taken for the app store to load after the user has clicked on the ad unit. Before we understand the latencies involved, let’s take a look at the ways in which a user might be taken to the app store. By redirecting the user to the App Store Typically, if a user clicks on the ad, he is taken out of the publisher’s app context and into the Play Store/App Store app, where he may choose to download the advertiser’s app. This journey generally includes a visit to the redirection page and a certain delay resulting from the time the app store takes to load.This is clearly not a desirable experience for either the publisher or the advertiser.The publisher is essentially sending the user out of his app and risks losing user engagement, while the advertiser may lose a potential user for his app due to click latencies. By invoking the SK Store within the Publisher’s app On iOS, there

Posted on November 11, 2014
By Aksha Kini

05

November

Monetization vs. User- Experience: The winning combination with Playable Ads

App publishers often face the conundrum of how to monetize through ads without annoying their users. Compromising user experience does bring in those dollars in the short term, but they don’t keep coming in for much longer. A user may be sticky to your app owing to the short game plays, the long hauls of strategy involved, or simply due to the app’s utility. However, if your user is forced to interact with an ad, eventually taking him away from the game, chances are that the stickiness will not last long. In our experience of working with many of the world’s most successful publishers; making money comes down to a short mantra - keep the user engaged and happy. Mobile advertising has matured considerably from the era of just banners to recent innovations like native advertising, video ads, and rewarded ads. Even though each format engages users the best at different points of time in a game, a constant need to engage the users in his or her natural element is felt. And what is the natural element of a gamer? Why, playing a game, of course! Introducing Playable Ads, an ad format that truly addresses the form-element question. These are 20 to 40 second interactive ads that allow gamers to test–drive a gaming app before downloading it. Playable Ads can be made even more effective in the monetization of your app, if coupled with the right placement

Posted on November 05, 2014
By Mona Sharma

03

November

What’s Keeping The Click And Install Apart? - Part-1

As an app developer promoting your app on paid channels, the install rate ( i.e the percentage of users downloading the app post clicking an ad) is the metric that matters the most to you. While improving ad-relevance and enhancing ad-experience are the right strategies to improve this metric,there may also be several technical reasons that may lead to losing a user who had the real intent to install your app.Post-Click Latency - i.e the delay between the user clicking the ad, and being taken to the appstore, is a major reason for click loss and consequent lower install rates. Two important reasons for post click-latencies are: Tracker redirectionsDelays in loading the app storeIn this post, we will focus on how we have solved for tracker redirection related latency issues. What are tracker redirections?When a user clicks on an ad, he is momentarily redirected to a different page, where the tracker collects the tracking parameters (such as a device id or fingerprint) to facilitate a conversion/install attribution. Currently, these tracker calls are synchronous i.e they happen in succession. Click loss due to redirections is directly proportional to the number of redirections and the time it takes for the redirection to happen. With some networks like DSPs, there may be multiple redirections for a single click. Also, in regions with high latency such as China*, the time taken for redirections might be really high. We

Posted on November 03, 2014
By Aksha Kini

05

November

Global lessons for Indie Developers

The world is one large playground. On the app store, more than ever before, game developers are realizing that a well-designed, interesting game can build a loyal fan following outside of their intended markets.So, what makes countries like Japan and Korea monetize better? Understanding tactics like the Gacha Cards definitely help.But also to be noted are how Eastern countries are dominated by game play that is more group-based i.e. folks play games that others are playing. This is commonly referred to as the Billboard mentality.Then, of course, there’s more sponsorship and acceptance of sponsored content within games.Finally, the depth of game play is huge in these markets even for casual and mid-core games.The question though is how can these be adapted and adopted in Western markets? Are these really globally imitable? Happy to learn more. Ping me with your thoughts!

Posted on November 05, 2014
By Kaavya Kasturirangan

31

October

Get Ready For The Holiday Season With Festive Frames

There is a slight chill in the air as wisps of clouds cover the full moon sky. The gentle yellow flicker of the Jack-O-Lanterns lends a haunting atmosphere to the night. A young child shrieks as a ghoulish hand appears out of nowhere. A scene from a scary movie? Well, think again. This year, InMobi embraces the spooktacular wonder of Halloween by providing our publishers with customized frames that include all the elements of this holiday celebration. For years, app developers have enthusiastically joined in the festivities and taken special efforts to update their apps with holiday themes. Advertisers, both apps and brands, too go the extra mile to do a creative ad refresh around the holiday season resulting in a definite uplift in conversions. For publishers who want to build that special connect with their user base and usher in the holiday season with style, we bring to you our brand new festive frames modeled around popular holidays, events and festivals. And what’s more, we have added a little dash of magic (read animation) to delight your users. Animated frames are an industry-first and garnering rave reviews! Be it witches flying, owls hooting or a friendly creepy crawly, our publishers have access to the full spectrum of Halloween themes to personalise ads running on their apps. InMobi launched Halloween frames recently and has already witnessed door-busting demand. User engagement is at an all time high with 10-15% improvement

Posted on October 31, 2014
By Tanvi Kapoor

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

26

October

#GamesPeoplePlay Season Finale

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

Posted on October 26, 2014
By Sohan Maheshwar

22

October

To License Or Not To License – An Indie Game Developer’s Guide

As the mobile gaming ecosystem gets more crowded, game developers are seeking newer ways of grabbing consumer attention and eyeballs. Besides creating differentiation and credibility in the app market place, gaining new users is another challenge indie game devs face early on.InMobi recently hosted a super interesting panel discussion on how developers can leverage well-known and popular intellectual property (IP) – personalities, fictional characters, brands, themes from television shows, films and even the real world like the retail industry - to give their games a little something boost. Here are some of the considerations to weigh before jumping on the IP bandwagon -Golden Rule #1 - IP is really expensive to develop in-house.Neil Haldar from GREE International weighed in that GREE loves building games from scratch since it is the purest way of building IP. He did acknowledge that this route however requires deep pockets. GREE thanks to its Japanese heritage is often able to build quickly, test small and then quickly improve game mechanics and the revenue generation engines before launching formally.Golden Rule #2 - Licensing is often an easier route to monetization.Andrew Green from TinyCo Inc countered that building a game and creating a new niche often takes years to get "exactly right". The game then has to be fresh to create and retain connections. Whereas, Green believed, licensing was easier. At TinyCo, they layered the game mechanics of their ‘Family Guy’ app on the television show

Posted on October 22, 2014
By Kaavya Kasturirangan

16

October

Targeting 2.0 : The Mobile-First Approach

Targeting in the good old days used to be somewhat of an art. To know and understand exactly how to position your product to a specific slice of customers used to be a derivative of decades of experience. With every passing digital generation, the ability to sift through consumers and target the one most-likely to consume and engage with your product is more of a science. Mobile is a different beast altogether. At InMobi, we enjoy thinking of this challenge as an interesting yin & yang between art (enabling beautiful user experiences) and science (leveraging tons of user understanding and data sciences for effective targeting). After several quarters of investments (and hard work!), we are now proud to offer two mobile-first targeting solutions for our brand and app developer clients.We recently launched a complete suite of products at AdWeek, New York aimed to help advertisers and mobile marketers at leading brands and agencies target their end consumers better. Almost permanently tethered to their phones, mobile-first users consume information and content in complex ways. Advertising to them can no longer be linear. Consumers now need to be touched across a variety of moments during their consumer decision process. Consumer insights and decision sciences enable us to help brands predict Moments of Maximum Opportunity (MOMO), so that brands can influence every specific consumer with the right value proposition at the most-appropriate moment. Furthermore, on the back of this nuanced targeting, we are

Posted on October 16, 2014
By Piyush Shah

30

September

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

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

Posted on September 30, 2014
By Emily Basileo

26

September

#GamesPeoplePlay - S01E06

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

Posted on September 26, 2014
By Sohan Maheshwar

25

September

We Asked Twitter About 'Maximizing Monetization Without Going Too Far'

We invited our Twitter followers to #askPaulThind about game monetization. Paul Thind recently gave a talk on how to 'Maximize monetization without going too far' at GamesBeat University 2014 where he addressed some of the questions that were asked. Not at #gamesbeat2014 to listen to @paulthind talk about monetizing without annoying your users? Tweet your questions with #askPaulThind! — InMobi (@InMobi) September 16, 2014 We also asked our followers to share their insights about ad placements, with us. Here are some of the replies that we got. @InMobi 1. place ads at end of each level 2. Choose ad format based on session length and level outcome 3. A/B test— Minion (@DoctorDexify) September 16, 2014 @InMobi don't place ads where there is chance for accidental clicks (= clean UI where the user can clearly distinguish ads and content.) — Sai Vamsi (@sai_vamsi) September 15, 2014 We also got some funny responses like this: @InMobi you could make them completely transparent and have a looping Chuck Norris voice encouraging the user to keep watching? — Anders Lykke (@anders_lykke) September 15, 2014 We gave away prizes for the Top 2 responses and here they are: @InMobi think about how the player "bargains" with the app. Convince the user that they've earned enough free content to warrant an ad — Latis Global (@latisglobal) September 15, 2014 @InMobi make ads enjoyable & experiential. Devices have sensors, accelerometers etc. Get creative with their uses in the ad experience. — interplato (@interplato) September 15, 2014 @InMobi saw a few interesting ones in Wired magazine' tablet edition.

Posted on September 25, 2014
By Sohan Maheshwar

19

September

How Mojang and Twitch Are Changing the Gaming Industry

The gaming industry is seeing a lot of change. The acquisition of Twitch by Amazon, and Mojang by Microsoft come at time when large game studios (and their investors) are worried about the slowing growth of their superstar titles and the uncertainty of success of their new game launches. Twitch and Mojang don’t have much in common. Twitch is a live game video streaming platform, while Minecraft (the game that Mojang is all about) is an open world that players can build and explore - a sort of a virtual Legoland of their own. Minecraft is massively popular. The Pocket Edition, the game’s mobile version, is currently the second most popular paid app on the App Store. In total, Minecraft has had over 50 million downloads - including the desktop versions (15 million), Xbox (12 million), and Pocket (21 million). While Twitch caught wider public imagination (‘is this even a thing?’ ‘really?’) after the news of its acquisition broke, it is huge with tens of millions of monthly active users and growing. A graph of the peak Internet traffic in the U.S earlier this year, put Twitch ahead of Amazon, Valve and Hulu, behind just Netflix, Google and Apple. Popular player Cosmo Wright ‘speedrunning’ on Twitch Their popularity aside, other characteristics of these two companies, now to be part of two large internet conglomerates, could indicate the direction in which gamer and industry interest is shifting.Users Being In Control Minecraft

Posted on September 19, 2014
By Sujoy Golan

12

September

GamesPeoplePlay-S01E05

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

Posted on September 12, 2014
By Sonia Abraham

15

August

#GamesPeoplePlay - S01E02

GamesPeoplePlay is a mobile-game deathmatch tournament to decide what InMobi’s favourite game is. Every episode features two games squaring off against each other. InMobians play these games and decide which one is better. This continues till a winner is crowned. Oh, and we get to have a ton of fun while doing so!Episode 2: BREAKFINITY vs Smash Hit Work is play and we love our mobile games. But work can also be stressful at times - looking at hundreds of lines of code, or massive Excel sheets takes its toll on even the toughest among us. Sometimes even we puny humans want to unleash our inner Hulk and smash things. (© 20th Marvel Studios) Here’s where mobile games help though. While some games can be rage-inducingly difficult (read: Flappy anything) some can have a calming effect akin to listening to the sounds of nature on a sunny morning. The second episode of #GamesPeoplePlay features two such stress-busting games. BREAKFINITY squares off against Smash Hit. We asked BizDev boss Tom Bishop and proficient Partner Manager Sebastian Totté to play these games at the end of their work days and then asked them few questions. L: Tom is all focus and concentration as he tries to top his BREAKFINITY score. R: Sebastian unwinds over a game of Smash Hit. Head to Head Here’s how the two games stacked up: 1. Which game is a better stress-buster? Sebastian: Smash Hit. Throwing steel

Posted on August 15, 2014
By Sohan Maheshwar

24

July

Top 5 Media Tips for Game Developers

Anything is possible in the world of gaming. In the real world, however, your game can get obliterated in no time if you don’t listen and talk the language of your users. You might have a fantastic product on your hands. But communicating this on the right channels, at the right time, in the right tone is the order of the day. The gaming world has definitely tapped marketing in a big way. However advertising dollars can only get you that far if you are a small game developer. More importantly, smaller game developers are mostly cash strapped. Therefore, the right amount of media attention could actually be a huge ‘game changer’ in their overall success.As a PR professional and an avid gamer, here are top 5 things that come to mind when you want to garner the right amount of positive media attention to your gaming app. Compelling Hook – Whether you are a game developer or a pin manufacturer, you definitely need that one compelling hook for consumers to engage with you. Since the beginning of time, we are fascinated and moved by a great story. With thousands of games vying for media attention, it is important to break the clutter and say what’s different in your game. Several casual games like Timberman hook up their users with one simple task at hand. In Timberman you are simply chopping a huge tree trunk as a lumberjack. Games

Posted on July 24, 2014
By Raghavendra Ramesh

25

July

#GamesPeoplePlay

EDIT:Here's what happened in episode 1, episode 2, episode 3 and episode 4.At InMobi, a large chunk of our day is spent on trying to find answers to difficult questions. Questions such as how to design the next-gen big data platform, what the best Star Wars movie is or what the air-speed velocity of an unladen swallow is. We also furiously discuss, dissect and decode mobile games. Playing mobile games is an activity that you will commonly observe at InMobi - at the cafeteria, in cubicles and sometimes even during meetings. It's not an uncommon sight to see an InMobian walk slowly from one meeting room to the other, eyes firmly on mobile screen whilst trying to better a high score on a game. That being said, we’ve found it difficult to agree on what our favorite mobile game is. Numerous water-cooler conversations and Skype discussions have taken place and yet all we have managed to do is to get to a list of games that have been trending in the InMobi offices across the world, this year. We figured that there was only one way to settle this. Here is presenting #GamesPeoplePlay. A mobile-game deathmatch tournament that will once and for all settle what our favorite games are. We have selected a list of 8 awesome mobile games and will square them off against each other. The games are judged by InMobians who play each game for an entire work day,

Posted on July 25, 2014
By Team InMobi

21

July

App Install Ads: 5 things developers need to know about creatives

So users love your app and you are now ready to scale your app business through app-install ads. You have chosen the ad network that you want to work with and the audience that you want to target and are now working on the creatives for your campaign. What seems to be a seemingly straightforward matter, can have far-reaching impact on how effective your app-install campaign would be. In other words, the fate of your app business could hinge on how effective your creatives are.Thankfully, there are ways to increase your chances of success. Following are key creative learnings from some of the most successful app install campaigns.1. Use specific calls to action that take the guess work out‘Download Now’ or ‘Install Now’ don’t tell users what to expect from your app. Instead, how about asking if an adventure game enthusiast would like to ‘Command a dragon’, or if a building game fan wants to ‘Build a successful city’? When in doubt, a button that reads ‘Play Now’ works well too.Do remember to localize your message for different language across your target countries.2. Wow and inform users with your imagesWith fleeting attention spans, your creative won’t get a second chance to make an impact. Successful app install ads use eye-catching graphics that also showcase the best of the app. Ads provide games a great opportunity to promote their best characters and scenes. Take at look

Posted on July 21, 2014
By Sujoy Golan

10

July

How Mobile Ad Attribution Is Changing

The world of mobile ad attribution is changing rapidly. From custom solutions offered by mobile ad platforms to independent solutions offered by pure mobile ad attribution players, and in more recent times changes introduced by Google, the world of mobile ad attribution has never been short on options and excitement. We help make sense of major changes in the attribution landscape.Shift Towards ID StandardizationApple IDFA has been in existence for a while and Google announced its new Advertising ID (AID) last year. Google’s notification on use of AID states that “... beginning August 1st 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes.” Most conversion trackers are updating their SDKs to collect AIDs in order to ensure a smooth transition to the new standard in Android device IDs. Advertisers, in turn, are also upgrading to the latest SDKs. Doing this sooner than later is imperative, as analytics SDKs can ensure that new standard IDs are matched correctly with existing user data, avoiding over-attribution later. Naturally, advertisers would be keen on avoiding a situation where there is a sudden spike in the number of acquisitions. If you’re an Android advertiser on InMobi Analytics - I hope you haven’t been waiting. Just in case you have,upgrade today!Entry of new information parameters and sourcesLeading the charge

Posted on July 10, 2014
By Ramya Rajan

11

July

5 Things Developers Need to Know About Cross-Promoting Their Gaming App

1. What is cross-promotion? Cross-promotion, which involves the practice of setting up apps that promote each other to their audiences, is a wonderful, free way to promote your app. In practice app developers advertise each other’s apps via advertising placements within those apps. It’s a perfect approach for app developers on a tight budget. And, although there’s no real currency being exchanged between the app developers using this model, the app downloads this promotion strategy can drive could certainly be considered a form of currency. Whether you’re exchanging impressions, clicks, downloads, installs, or sales, the fundamental principle is the same. The key is to ensure that all participants are extracting a similar value to the value that they are contributing to the exchange. 2. What are the benefits? What pitfalls to avoid? The benefits cross-promotion offers are plenty. App developers can target their customers with ads related to the apps they already know and love — and it costs nothing! Keep in mind that cross promotion is a kind of barter that relies heavily on data analysis, funnel optimization and testing (and lots of it!). If the idea of cross promotion is sounding more and more interesting, you can take advantage of it by either joining an existing platform or creating one yourself. Many app developers have huge audiences of users. Since users download and use many apps, cross promotion can make business sense. Be sure you swap your

Posted on July 11, 2014
By Sohan Maheshwar

09

July

Cross Promotion Through House Ads With InMobi Analytics

With the multiverse of apps available in the mobile ecosystem, managing and growing your user-base amongst your suite of apps is a challenging proposition. Apart from focussing on building beautiful apps, you also have to focus on the three pillars - user acquisition, retention AND monetization, and each pillar requires time and effort. There are several solutions to these challenges that work in unison to grow and maintain your user-base. One simple solution that works in retaining your users within your app suite is cross-promoting your apps through house ads. And guess what? It is low-cost, easy-to-implement and therefore less-risky! Cross Promotion Through House Ads Scenario 1: Getting Users to Try Your New App Your existing, loyal users trust you, and any new app that you launch already has pre-established credibility with these users. When launching a new app, notify your existing users and get a critical mass of users for your new property very quickly. This not only retains your existing users within your property but also gives you an initial set of reviews and download count on the app stores which people typically consider while making the download or not-to-download decision. Pros: Accelerates the user base growth for your new app. Cons: If you are a gaming publisher, this may migrate users from your earlier game to the new game. And if those users are high-paying users, this may result in lost-revenue. A viable solution is to segment your

Posted on July 09, 2014
By Abhishek Khurana

06

June

插屏风暴来袭,您准备好了吗?

插屏广告(或称全屏广告),由于其展示面积远大于传统的横幅广告,更容易吸引用户关注并相应获得更高的点击率和转化率,因而其广告变现效率也远高于传统的横幅广告(一般来说,广告变现效率高达传统横幅广告的9倍)。加上其灵活部署在App加载或下一关切换等正常用户交互过程衔接点的特性,相当于额外增加了可供变现的广告流量,因而成为了App开发者竞相关注的行业热点。而InMobi的插屏广告,由于技术和平台的先天优势,不仅能够接收到大量来自海外的高eCPMs插屏广告投放,而且拥有横竖皆宜的自适应匹配技术来帮助提升用户体验,在更高收入的前提下获得更好的用户体验,更是成为了App开发者竞相挖掘的“高纯度金矿”。为了帮助中国App开发者更好地挖掘这座金矿,InMobi联合芒果聚合推出了“插屏风暴”促销活动,凡在在6月6日-7月31日期间注册 芒果聚合平台并使用芒果SDK1.4.7及以上版本管理其全部全插屏流量、集成InMobi SDK v4.1.0 及以上版本的App并在InMobi账户中留下真实有效的联系方式(在InMobi账户设置中填写),即可享受月底全插屏总收益返现15%的补贴政策,欢迎大家踊跃参加。具体活动页面请见:http://www.adsmogo.com/fullpage/full.html关于活动的任何具体信息,欢迎咨询:china@inmobi.com另外,为了鼓励更多App开发者向“逆用户体验”的传统移动广告变现模式宣战、拥抱几乎不影响应用内用户体验的InMobi原生广告,我们还隆重推出了“InMobi应用内用户体验提升计划”:从2014年5月1日至2014年7月1日期间,所有在此期间成功接入并持续接入InMobi原生广告6个月的开发者都可以享受前3个月原生广告101%的收入分成(InMobi除了免费提成,还免费额外赠送1%),额外的收入分成部分将会在第六个月统一返还至符合要求的开发者账户。关于活动的具体咨询,同样欢迎写邮件至china@inmobi.com进行垂询。目前,众多全球知名的App已经开始拥抱InMobi原生广告,其中包括阿里巴巴斥资2.15亿美金投资的国外著名聊天类应用Tango。更多关于InMobi插屏广告介绍如下:InMobi全屏广告(插屏广告)是在App加载、下一关切换等正常用户交互过程衔接点展示的全屏广告,由于其尺寸相对传统的横幅广告要大很多,全屏广告更容易吸引用户关注,因而有助于帮助开发者实现高达9倍的流量变现效率。主要功能:1 . 能够完全利用移动设备整个屏幕的全屏广告形式,通过标准的插槽尺寸自适应几乎所有设备的尺寸要求。2 . 不打断用户体验,广告部署在App加载、升级或App退出等自 然App交互过程的衔接点。3 . 通过JS Adcode、API或SDK等多种方式轻松集成 (InMobi SDK只需集成一次,若已经集成到App内则无需额 外集成工作)4 . 提供包括透明边框等一系列定制框架和动画供选择,无需额外集成工作。核心收益:1 . 相比Banner广告,能够提升9倍的流量变现效率,并且对用户体验影响较小。2 . 能够更好融入App的主题、交互流程并抓住用户的眼球,为用户带来更愉悦的体验。3 . 获得来自InMobi拥有丰富效果优化和故障排除经验的专家团队的特别支持。

Posted on June 06, 2014
By Kevin Wang

17

June

InMobi Ad SDK 440 now supports Google’s New Advertising ID

Using mobile ads to monetize is an integral part of the mobile apps ecosystem today, with a large number of developers relying solely on advertising revenue to sustain their businesses. For this purpose, certain unique device-level identifiers are sent to ad networks to allow them to serve targeted and more relevant ads. Apart from better monetization, uniquely identifying devices is extremely important as it helps ad networks do conversion matching (attributing app installs to the source), frequency capping, estimating unique users, security and fraud detection, and re-engagement/retargeting campaigns. However, certain identifiers such as IMEI (a large number of apps actually use this!) are less than ideal from a security and privacy perspective.What's the deal with AID? To balance user privacy and mobile advertising requirements, last year Google announced that it is replacing the unique Android ID with a new Advertising ID (AID). Though this new ID has been available since then, come August 1st 2014, the new policy will be in effect that mandates the use of the Advertising ID. According to Google’s developer content guidelines, “Beginning August 1st 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes.” With this new ID comes new user privacy controls, similar to Apple’s “limit ad tracking”. Users can choose to reset the Advertising ID (similar to resetting IDFA

Posted on June 17, 2014
By Abhishek Khurana

09

June

Are You Monetizing Your Gamers the Right Way?

Mobile gamers are a fickle audience and a game that may have been at the top of the charts yesterday, is easily forgotten today, as more and more apps (with minor differences) flood the app stores. It is becoming imperative for game developers to not just consider monetization potential when implementing ads, but also the impact it has on the game play experience. Having a loyal user base is as much about your game, as it is about how you implement ads in your game. One wrong move and you are likely to annoy your fan base. Among the plethora of ad formats available, lets face it - banner ads in games are dead. Banner ads are obtrusive within a mobile game experience (If you’ve ever accidentally tapped on one while playing your favorite game, you know exactly what I mean) and implementing banners means giving up space at the top or bottom of the game screen for a format which most gamers have learned to ignore successfully. Neither are gamers willing to look at banners during game play, nor are developers happy about having to design their game around this slot. With the death of banners, focus is now on creating a native ad experience for gamers - be it in the look and feel of the ad, or how it fits in the actual game play experience itself. Full page ads which fit into the natural interruptions

Posted on June 09, 2014
By Tanvi Kapoor

29

May

​Reinventing Mobile Programmatic

Desktop advertising has come a long way from the first banner Ad in Oct 1994. As display advertising evolved and matured, there eventually arose the need to move away from segment-based buys to very-fine grained individual buys. Programmatic buying empowered marketers to achieve the efficiency desired, growing disproportionately with the rise of display advertising. Interesting as it seems, mobile advertising adapted itself to the ways of the display advertising world. Consequently, early mobile users experienced banner ads retro-fitted to suit mobile devices. While the focus stayed on capitalizing from the App economy and monetizing users, the user herself was completely ignored, and solving for the problem of ad experience on mobile remained unexplored. Banner Ads continued to grow for a while, and then it all started to fall apart. In fact it got to a stage that the term ‘ Banner Blindness’ was coined. Given its ramifications, the advertising industry turned towards fixing the banner ad problem innovatively. Among the multiple innovations publicized, the one that really caught the attention of the advertising community was the Native Ad format. Unlike programmatic on desktop, which evolved after desktop matured, mobile programmatic grew rapidly right from the onset of mobile advertising. Unfortunately, mobile programmatic is built on a fallacy: banners that worked in display, will work in mobile. Mobile programmatic, like Mobile advertising had never been defined keeping the user in mind. Today, we are proud to announce the launch of the InMobi Exchange.

Posted on May 29, 2014
By PRL

15

May

Native Advertising 101: 7 Things You Need to Know about Native Ads

“Any customer can have a car painted any color he wants, so long as it is black” - Henry Ford.In 1908, Ford created a revolution in the automotive industry with the color black. To some extent banners did the same for the digital advertising industry (and by extension mobile advertising) in the early 2000s. But as the target audience becomes more tech savvy and the competition in the digital space burgeons, both users and developers have begun to ask for more - More options, more innovation and more bang for the buck. Native advertising is being hailed as the latest black of the mobile advertising industry and everyone who is anyone is putting out the word on their capabilities.With so much noise around this offering, it is but normal for there to be several myths, misunderstandings and confusion around the real capabilities. This post digs into the truth about this latest opportunity and presents some insights about some of the common questions that might be plaguing your mind.1) How flexible are native ads?Native ads were born out of a need to present ads in a seamless form - blend the advertisement into the content to create an non-intrusive experience for the user. So what if your mobile property has only star shaped objects? Can an advertisement be formatted to look that way? Probably. But the question you need to ask is - will such an ad even be

Posted on May 15, 2014
By Tanvi Kapoor

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

02

May

ネイティブ広告 Native Ads - vol.1

インモビジャパンの篠原です、今回からこのブログを通じてインモビのプロダクト紹介や、スマートフォン広告のグローバルトレンドなどお伝えしていこうと思っています。初回は、インモビが先般リリースしたネイティブ広告について、紹介していきたいと思います。1. ネイティブ広告について ネイティブ広告という言葉自体は真新しいものではありませんが、昨年後半から今年にかけて、スマートフォンメディアの中でも話題に上るようになってきました。グローバルでもメディア自身が純広としてネイティブ広告を手掛け、通常バナー広告は掲載しないというメディアもあります。日本でも、ネイティブ広告を展開しているキュレーションアプリやニュースアプリが増えて来ています。ネイティブ広告は、コンテンツに合った広告フォーマットであり、ユーザビリティとマネタイズを実現する広告手法として、今後も飛躍的に伸びていくと考えています。 2. インモビのネイティブ広告プラットフォーム そんな中、インモビは2014年2月にネイティブ広告プラットフォーム、InMobi Native Adsを発表しました。 メディアのコンテンツイメージやユーザビリティを損なうこと無く、より優れたユーザーエクスペリエンスとマネタイズの両方を同時に実現できる手法として、現在多くのデベロッパーの皆様にネイティブ広告を導入いただいています。タイムラインをもつSNSやメッセンジャー系アプリはもちろん、ゲームアプリのデベロッパーさまにも評価をいただいています。 インモビのネイティブ広告プラットフォームを導入いただく利点は、世界中のユーザーに対して、各地域の広告案件をネイティブという最適な形で配信できるところです。 従来の広告フォーマットに比べて、最適な位置、イメージで広告が配信され、またユーザーの操作性を損なうことが少ないため、広告パフォーマンスが高く、ユーザー獲得向上に、貢献できています。また、パブリッシャーさまの立場からみても、従来バナー広告よりもCTRが高く収益性の向上につながっています。 こちらのインモビが考えるネイティブ広告のコンセプトビデオも是非ご覧ください。 バナー広告への限界とネイティブがもたらすユーザー体験を表現しています。 3. 事例 直近の事例としては、米国SNSのTango社があります。Tangoは世界中に4億人のユーザーを抱える大きなメディアですが、ユーザーのタイムラインまたメッセージページに、インモビのネイティブ広告プラットフォームが導入されています。 Facebookでおなじみのタイムライン広告ですが、Tangoのように、多くの同様のアプリがネイティブ広告を今後導入していくと考えられます。日本でもニュースキュレーション系のアプリなどが独自に展開していますね。本来この純広ライクなネイティブ広告はメディア自身が手がけることが理想だと思います。ただ、ボーダレスに世界でユーザーがダウンロードしていくアプリの世界の中では、インモビのようなグローバル・ネットワークをご利用いただくことで、世界中で生まれるトラフィックを効率的にマネタイズしていただけると考えています。 4. リリースする新しいネイティブ広告プロダクトについて 昨日、インモビのネイティブ広告プラットフォームに新しいプロダクトが追加されました。http://japan.inmobi.com/ad-formats/native-ads/ 全てのデベロッパー、パブリッシャーが、手間なく簡単にネイティブ広告にアクセスして頂けるように、インモビUI上でネイティブ広告の作成、配信設定が行えるプロダクトを開発いたしました。 インモビは、ネイティブ広告が今後スマートフォン広告のトレンドの中心になると確信しています。今回のプロダクトで多くの皆様にネイティブ広告をぜひ体験していただきたいと思います。ネイティブ広告についてご質問、ご不明点などあれば是非インモビジャパンへお問い合わせください。contact-jp@inmobi.com 次回は、今後導入頂くデベロッパーさまの事例紹介とUI上で行えるネイティブ広告体験について、実際の機能をご紹介します。

Posted on May 02, 2014
By Yoshitaka Shinohara

29

April

Launching the world’s most advanced native advertising platform

We at InMobi often use the phrase “10x thinking” when set strategic goals or validate ideas. Its a way of saying we believe in going after problems that are 10X harder to solve. It also means we don’t believe in doing incremental improvements. Improving the user experience for mobile ads is one of them. Late last year we took an ambitious goal of improving the ad experience on mobile devices by 10X. The march towards that goal started with a committed effort to build the most advanced native advertising platform in the market.The Challenge Almost a year back, we started working on this problem - to fundamentally change the user experience on mobile ads & disrupt the mobile advertising industry. The early version of that solution was what we announced earlier this year as our Native Advertising platform. We started working with select partners to build, validate and optimize truly native ad experiences that we wanted to create together. Unlike banners, native ads require deep customizations, unique to each app and that takes time. You also need to work closely with advertisers and agencies to make sure they can create ad units to your native specifications. This is one of the core reasons, why native advertising has largely remained within the walled gardens of a handful of top publishers. Interestingly, 65% of all mobile advertising today is already native, but limited to just five-six big companies. We want to put

Posted on April 29, 2014
By Team InMobi

29

April

Beautiful ads for your app with InMobi Ad SDK 430!

Today is an exciting day for all mobile app developers around the world. InMobi’s Native Ad platform is now open to any developer looking to monetize his/her app. The InMobi Ad SDK is a critical component of InMobi’s Native Ad platform which allows you to create ad layouts in the shape, form and function of your choosing. And today, we have released InMobi Ad SDK 430 to help your app monetize with these beautiful ad units.What's newMade for Native Interstitials and Native Content Ads:Through partnerships with several publishers, we have continuously improved upon the delivery mechanism of InMobi Native Ads in order to provide the mobile app ecosystem with the best performing, yet simplest product. Using InMobi Ad SDK 430 guarantees that the high-performing native interstitials and native content ads are delivered seamlessly to your app.Session-based eCPM Optimization:What does this mean? A user session begins when an end-user accesses your app and the user session ends when the same user quits the application. Typically, your app may have millions of user sessions per day (based on your install base). What if, the ads being served were session-aware, thereby preventing the same ad from being served in the same user session or even in the consecutive session?With InMobi Ad SDK 430, the ads a user sees, have been optimized at the session-level. This allows for a greater diversity in ads being served to the user, thereby

Posted on April 29, 2014
By Abhishek Khurana

29

April

A New Chapter in the History of Mobile Advertising

Over the last few years, one of the things that constantly bothered me was that we were powering an entire industry on the back of banner ads, which we never liked. InMobi has worked with more than 30,000+ app developers, fielded 4 billion+ ad requests per day, and helped them monetize their apps on the back of our best-in-class technology and global scale. However, along with helping developers monetize at scale, we also want to give users a great experience.So, early last year, we decided to disrupt the industry and change the way ads are viewed today. We took it upon ourselves to achieve one goal, which is to make ads beautiful and give the user a seamless, non-intrusive experience. We decided to break up with banners!However, this couldn’t be done in isolation. We want to empower every developer out there to monetize using native ads. That is our way of ensuring that we are truly causing disruption and a fundamental shift in the industry towards making ads beautiful and to accelerate the death of banner ads.At present, a large portion of native advertising is limited to just five big companies. We wanted to change this and democratize native ads and bring it to all developers. InMobi Native Ads platform will give the power to all developers in the world to monetize through native ads and giving users a great experience. We are absolutely thrilled to democratize native

Posted on April 29, 2014
By Naveen Tewari

28

April

スマートフォンアプリジャム(SPAJAM2014)の応募が開始!

スマートフォンアプリのコンテスト、スマートフォンアプリジャム(SPAJAM2014)の応募が開始されました。東京国際スマートフォンアプリアワードが、今年からスマートフォンアプリジャム(SPAJAM)という名称に変わり、更にパワーアップして戻ってきました。SPAJAM 2014では、ハッカソン形式の競技を通して、才能ある若手開発者に交流の場を提供し、世界を変える新しい才能の発掘と育成を目指します。今年は実行委員長を、ガンホー・オンライン・エンターテイメント株式会社の森下社長が努め、また、インモビもスポンサーとして、世界へ飛び出して行く新しい才能を応援していきたいと思っています。そして、そのSPAJAM 2014もいよいよ応募を開始!応募はハッカソン部門と企画部門とあり、6月の予選または地方予選を勝ち抜いたチームが、7月に2泊3日で行われる本選ジャムで競います。企画部門は、「2020年のアプリ」をテーマに、近未来の社会を想定してその時代に求められる未来志向のアプリ企画を募集。ハッカソン部門は、一般書類選考と地方予選から10チームが選ばれ、本選のハッカソンにて競う事になります。優勝賞品にはシリコンバレースペシャルツアーをはじめ、豪華賞品が用意されています。まずは、SPAJAMの予選へエントリーして、チャンスを掴んでください。SPAJAMと応募については下記公式サイトをご覧ください。スマートフォンアプリジャム(SPAJAM)2014公式サイトhttp://www.spajam.jp/スマートフォンアプリジャム(SPAJAM)2014 ツイッターhttps://twitter.com/spajamインモビでも、SPAJAMの状況、またアプリ開発者向けの最新情報をFacebookページで紹介していきますので、ぜひフォローしてください。https://www.facebook.com/InMobiJapan

Posted on April 28, 2014
By Tetsuo Kaji

22

April

Massive Improvements To InMobi Portal To Deliver A Superior Developer Experience

Introducing InMobi's All-New Developer Experience from InMobi on Vimeo. In the past, InMobi has empowered developers to understand their users deeply and take the most relevant actions, track conversions across multiple mobile marketing platforms, leverage best in class ad monetization and more. A few months ago, we set out to deliver this complex world of offerings through a really simple and intuitive interface. Today, we are rolling out massive improvements that are focused around the following tenets:Simplify Predominant developer actions are available front and center while the less used actions are accessible through a consistent workflow and clearly defined experience that allows mastery over time. For instance, A quick view of ad monetization and analytics metrics that matter are readily available on the listing screen while one time actions such as configuration and other settings can be accessed through additional settings, just hit the spanner to bring out the toolbox. Far more powerful and granular reporting available as presets or custom reports through a simple, consistent query grammar. This is available for different offerings such as ad monetization, user acquisition, analytics. The granular reports will allow developers to uncover deeper insights quickly and take action appropriatelyContextualize Show what matters to the user at the right time and place - in context. For instance, Inline edits/actions on the campaign and property listing screens Spend charts and inline alerts around remaining funds on the ‘Funds’ screen In context information that

Posted on April 22, 2014
By Rangasayee Chandrasekaran

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

21

March

GDC Final Day : of Talks, Virtual Reality, and Creativity

GDC2014 drew to an end on a day that was lined with an impressive list of talks. The talks had a myriad list of topics to chose from. The topics covered everything from the technical aspects of gaming, tutorials, understanding gamer psychology as well as mobile game monetization.Sony's new Virtual Reality set garnered a lot of attention this year and rightfully so. It is sleek and early previews have been pretty great! They had a massive booth where they let select users try Project MorpheusWe were also blown away by the creativity of the indie games at this year's GDC. For example here's a photo of Roflpillar, where two players lie on the ground and wiggle around to control two caterpillars on screen. So much crazy fun!Unfortunately the festivities had to come to an end. At the dot of 3PM, the stalls at the expos were dismantled as they attendees rushed out of the crowded doors of the Moscone Convention at the heart of San Francisco. We had a great time at the InMobi stall, speaking to a bunch of game devs, designers, product managers etc. We also had a blast hosting Appy Hour and the InMobi VIP Program. Looking forward to next year's edition of GDC!

Posted on March 21, 2014
By Sohan Maheshwar

20

March

Day 2 - Day of Indie Gaming

Day 02 was all about indie gaming at GDC. Every year, on the sidelines of the GDC, the Independent Games Festival (IGF) honours the best indie games across all platforms to encourage developers and small publishers. The winning games get a substantial cash prize as well as massive publicity for their games / game studios.This year puzzle game Papers, Please won the top honours at IGF. All the nominated games had their own game booths at the venue and this year's selections featured a really strong bunch of games, from the wholly immersive ExtraSolar to the noir-ish stop motion Dominic Pamplemousse. The thriller Device 6, one of the top iPhone games of 2013, was also 'present' in its own special way.Unity had a massive presence at the expo and their talks seemed to be well-attended too. Similarly, Intel and ARM also had a few 'expert' sessions at their respective booths which were fairly crowded. Microsoft announced DirectX 12 for Windows with appropriate fanfare.SpaceX made a rather surprising appearance at this year's GDC. They bought along a working rocket engine for good measure!Valve demo-ed (albeit exclusively) its much-awaited Steam Machines with a new design for their controller. The machine is slick and with Valve's history of disrupting things in the gaming market, it is already earning rave reviews.Booth swag was in full flow on Day 2. We spotted everything from miniature speakers, stress balls, t-shirts, phone cases, hangover kits, temporary tattoos and

Posted on March 20, 2014
By Sohan Maheshwar

19

March

Oculus, Goat Simulator And Other Fun Stuff at GDC on Day 01

My watch must still be on Asia time since there is no way I could have spent 11 hours and 25 minutes at the Game Developers Conference in San Francisco!The expo began with a bang and witnessed the who’s who of the gaming industry arrive in the Bay Area for the 16th edition of the GDC. The distinct flavour of Day0 and Day 1 seems to be “immersive environments” especially with Sony’s big announcement on Project Morpheus. The attention-grabber on Day 1 of the expo was clearly the Oculus Virtual Reality stall. There seemed to be a perpetual queue to try the headset on. I tried it on for size and left really impressed!The indie game contingent at the GDC has been quite strong. We saw multiple indie gamers debuting games that were truly unique in design, mechanics and music. These ranged from the very complex h4ck3r Server Challenge II to the downright bizarre and fun Goat Simulator.The Independent Games Festival (IGF) awarded “Papers, Please”, a masterful independent game, the prestigious Best Downloadable Game award this year. If you haven’t played it already, you have truly missed something cool. Day 1 of the expo also showcased familiar faces in the gaming industry such as Steam, Unreal, Crytek as they all unveiled cutting-edge gaming technology. Mozilla had a booth displaying their Mozilla OS as well.The InMobi booth had a steady stream of visitors and generated such a

Posted on March 19, 2014
By Sohan Maheshwar

18

March

Day 0 at GDC Expo - The Excitement is Palpable

We are counting down the hours to Game Developers Conference aka GDC 2014 and the excitement is palpable! In preparation for tomorrow and mostly just to get a sneak peek, we went down to the Moscone Center in San Francisco and took a look at all the booths that were being setup before "The Gaming Event" of the Year!Everyone from Crytek, nvidia, ARM and Unreal to Microsoft, Steam, Sony and Intel is making an appearance at this year’s edition of GDC.InMobi too has a super booth where we will be giving away several copies of Apponomics - The Insider's Guide to a Billion Dollar App Business. If you’re in the area, do visit us at Stall #211 at the Moscone Center and you might just win yourself a free copy of this book!While there are many interesting booths to swing by, do NOT miss the Video Game History Museum which this time has a Nintendo showcase. Satisfy your retro gaming cravings with this slice of history.Comic books, board games and souvenirs are also freely available for purchase in the expo.Many big studios have promised massive announcements in the days to come. We were just happy that we got to see a game 3-D printer in operation!Do check our blog for a recap of the day’s events at GDC. Also, follow us on twitter.com/inmobi for live updates. Stay tuned!

Posted on March 18, 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

Breaking the Magician’s Code

“Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C Clarke. For people who aren’t aware of the inner workings of an ad network, user targeting can seem like magic. User targeting refers to advertisements being placed in such a manner that they reach appropriate consumers based on various traits such as demographics, location, interests etc.Understanding user behaviour is instrumental in delivering an enhanced consumer ad experience. Consumer attention to ads, especially on the mobile platform, rises if it relatesdirectly to their interests. User targeting is an essential tool to help advertisers reach their desired segment of audience. This tailored approach yields greater user-engagement and interaction, providing advertisers with better ad campaign results.For example, a travel app might be told by a network that their ads will be shown to users who are travelers or potential travelers. But, how does an ad network identify travelers and how does the brand ensure its targeting is effective?This blog addresses the top five questions you should ask your ad network so that you know exactly what you are signing up for.Question 1: How do you uniquely identify users?For most of the targeting to work correctly, you will need to identify unique users first. If this user identification is not accurate, then this could potentially derail all your campaign setup and targeting.Without user de-duplication,(a technique for eliminating duplicate copies of repeating data) you could end up with

Posted on March 06, 2014
By Shringar Pangal

05

March

Putting Your Data Into Action

The market for mobile app analytics is crowded yet fragmented. Despite there being several different tools to help app developers capture key metrics and analyze user behavior, many solutions only focus on a single problem. The result is that many app developers are forced to install multiple SDKs to achieve one overarching purpose: understand user behavior and respond with appropriate action.Here’s how it often plays out. An app developer installs one SDK for ad campaign tracking, another to capture user behavior in the app, and one more for crash and error reporting. This is just to gather data. Then they need to act based on this data. In goes another SDK to send push notifications and manage house ads. Add in half a dozen ad network SDKs to monetize users, and suddenly the developer is faced with several MBs of additional weight, increasing the CPI they need to pay for user acquisition.Not only that, but most of these systems don’t talk to each other. The data sitting in their campaign tracking dashboard cannot easily be consumed by their dashboard with retention stats. The non-paying user segment they created with their in-app analytics tool likely does not sync up with the ad calls placed to their mediator.Thankfully the app analytics market seems to be consolidating. The recent merger of Kontagent and PlayHaven is evidence of this. Although it is still early days, more tools are becoming

Posted on March 05, 2014
By Ryan Goeden

24

October

App Spotlight: Wheels of Steel

App Spotlight is a new section on the InMobi blog where we feature mobile apps made by indie developers or small publishing houses. Write in to developer@inmobi.com to get your app featured! This is our first post.Wheels of Steel is a 3D train simulator for Android developed by Dutch publishing house Vasco Games. It is a simple game where the objective is to transport goods from one town to the other in a specified amount of time. If a mission is successful you are rewarded with money that you can use to improve your train. You can even chose to spend that money on increasing the speed or power of your train or maybe even buy a new locomotive if you have enough money as you progress through the game.Speaking about where they got the inspiration for the game, Vasco Games said “We have been fans of the nostalgic train games for years. In late October 2013 we met with a development party who could translate our wish of having a cool looking and accessible train simulator. Together we decided that the game should be suited for a large group of train lovers: kids, parents but also fun to play for the most hard-core train simulator player. Wheels of steel throws you right in and the player should explore his own options.”

Posted on October 24, 2013
By Sohan Maheshwar

17

October

App Spotlight: Get your app featured on the InMobi blog and newsletter!

We at InMobi are excited to launch the App Spotlight program. We would like to feature your apps on our blog and on our developer-centric newsletter - APPetite which goes out to ~70k developers, publishers, investors and other industry folk. We have been hearing some great stories about app developers off-late and would really love to hear yours.If you have developed or have been part of a team that has worked on an iPhone/Android app and you use InMobi’s Ad SDK, do write in to us at developer@inmobi.com. Please include The link to your appPromo codes if anyA write-up (300 word limit) on how you got the idea for the app and how it was developed and marketed.A video of your app in action. (optional)We will pick the best ones that we receive and feature them on the InMobi Blog. What are you waiting for? Get cracking!

Posted on October 17, 2013
By Sohan Maheshwar

27

August

Gamescom 2013

And so gamescom is over and members of the games industry have dispersed across the globe once again. This was InMobi's first foray (as an exhibitor) into this giant of gaming events so now that the dust has settled it's time to re-cap on exactly what makes this gathering of gamers so special. Each Summer keen representatives from every facet of the gaming sector descend on Germany's fourth largest city. Dominated by the stunning gothic cathedral and the River Rhine, the city is an unlikely backdrop to Europe's largest gaming event. With over 340,000 attendees and 600 exhibitors from 88 countries, this year's event saw a phenomenal 23% leap in attendance numbers compared to 2012. Clearly InMobi's presence at the event provided a major pull (!) but the crowds were also seduced by the opportunity to preview  Microsoft and Sony's next generation consoles. Blue was most definitely the colour of the day at the InMobi booth, the team sported varying shades of navy, turquoise and every shade in-between whilst modelling the highly-coveted InMobi sporting accessory! As first-time exhibitors Team InMobi took the conference by storm experiencing the latest games as well as networking with new and old friends from the gaming community at our Mobile Mingle at the ber-chic Shepheard. Team InMobi are safely installed back at EMEA HQ now but we're happy to be looking at busy weeks ahead working with many of those we met at Gamescom - developing

Posted on August 27, 2013
By Claire Owen

27

May

The million download question - quantity versus quality

Rovio Angry Birds crossed the 100-million download milestone in no time; Temple Run has registered over 100 million downloads and OMG POP Draw Something acquired 15 million users in two weeks, before Zynga bought them. The rapid and huge success of these games has led to the launch of new or extended titles that have changed the fortunes of many studios overnight. From serious developers to brand and media companies - new and established, everyone is dreaming of making it big in the world of mobile apps. Many, or perhaps most of them may not have a very clear idea of what the product is or would be, but all of them aspire for a large number of users acquired at a very low cost that will bring in enormous rewards. The big question is whether all app developers need to have millions of users to be profitable and successful? And can those millions of users be acquired at a very low cost? If the number of users alone could determine success, then only large players with hefty marketing budgets would thrive in the mobile ecosystem. There would be a few lucky developers as well but they would be the exceptions that prove the rule. Organic growth of user base is ideally the way to go. While not the easiest approach, it involves getting a few basic things right.1. App descriptionDiscoverability is key to organic growth. Using unique and relevant key words

Posted on May 27, 2013
By Sumit Kumar

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

14

May

InMobi to the rescue: Optimizing Android Apps for Tablets

In our earlier blog post , we talked about 3 mistakes developers commonly make. Ad monetization on tablets can potentially jump 3-4 times when these mistakes are eliminated or rectified. In this blog we focus more specifically on Android apps and a couple of tricks to optimize them for tablets. The fragmentation of devices on the Android platform across the of continuum form factors, resolutions and OS versions can make the task of selecting and requesting the right slot size seem fairly daunting. This is compounded by the fact that Android apps usually use the same APK to render advertisements both on smart phones and tablets. The key to picking the right ad slot to get maximum results on your app is in understanding the size of the device, its screen density and size available to render the ad slot in Density-independent pixels (dp) . Click here to know more: Android documentation Optimizing Android apps for tablets We have created a function that returns an optimal slot value when requesting for a banner ad from the Inmobi network. Any publisher who would like to request the optimal slot based on the screen dimensions, can use the code below. public static Integer getOptimalSlotSize(Activity ctxt) { Display display = ((WindowManager) ctxt .getSystemService(Context.WINDOW_SERVICE)).getDefaultDisplay(); DisplayMetrics displayMetrics = new DisplayMetrics(); display.getMetrics(displayMetrics); double density = displayMetrics.density; double width = displayMetrics.widthPixels; double height = displayMetrics.heightPixels; int[][] maparray = { { IMAdView.INMOBI_AD_UNIT_728X90, 728, 90 }, { IMAdView.INMOBI_AD_UNIT_46

Posted on May 14, 2013
By Mohan Narayanaswamy

28

April

Top 3 Mistakes Developers Make While Monetizing Their Tablet App

It is common knowledge that Tablets provide a much higher and superior monetizing opportunity when compared to smartphones. Since Tablets have more premium and high value users, if done right, Tablet-optimized apps can make 3-4x more money for the developer. But ironically, due to simple and basic mistakes, Tablet apps at times make half the money that a Smartphone app makes through ads. Half the monetization when these apps should be making more than double! So, what's wrong with this picture? From InMobi large Publisher base, here are the top 3 usual suspects that result in a decreased monetization for Tablet app developers. Missing Slot Size: When sending an ad request to an ad network, developers are given the flexibility to not mention a slot size. The ad network will simply provide a default ad based on the type of device. While this is a convenience in case of smartphones, it can spell disaster for a Tablet experience. The below example shows how a 320x50 ad would look on a Tablet app. The user experience is poor resulting in low CTR and low monetization. [caption id="attachment_6047" align="alignnone" width="544" caption="Figure 3: The experience of a 320x50 ad vs 728x90 ad in an iPad application."] The immediate question would be, why not serve a 728x90 ad instead of 320x50 by default? In some cases, the 728x90 ad could get cut off in a 320x50 slot size resulting in a worse

Posted on April 28, 2013
By Shringar Pangal

25

April

Social Apps: Ride the global wave of NHN Line & more...

In 2012, Facebook & What's app dominated the social networking space on mobile devices, accounting for 85% of usage in North America and securing #1 position in most markets. However, in 2013, Asian Newbies such as Line and Kakao have redefined social networking on mobile. With 74 million users in less than 18 months and already profitable, Line, a messaging application from NHN Japan, has adopted a completely different strategy for acquiring and monetizing users on mobile devices. On the other hand, traditional messaging & communication apps have started experiencing a slowdown in growth of users from the west and are looking for new expansion opportunities. Needless to say, Asian markets seem to the obvious choice. While the idea of going into the east sounds exciting, the sheer size and opaqueness of Asian markets can be daunting. So, what's the difference between Skype & Line? And why do some apps grow much faster in Asian markets than others? Here are some best practices to make your social app a whopping global success: Multi-country launch and special focus on Asia: Typically, in the past, most communication apps are designed for local markets. Most US and European developers have been apprehensive about Asian markets and their low monetization. However, this trend is changing fast. According to a recent App Annie report, the average lifetime value of users in Japan is 3x times that of the US. Also, Japan and Korea accounted for higher revenues on Google Play in 2013

Posted on April 25, 2013
By Mahak Sharma

25

April

London Developer Party

Last night, Wednesday 24th April, saw London Grace Bar welcome some of the biggest names from the mobile app developer ecosystem through its doors for the first ever InMobi Developer Party. With 200 industry pros in attendance, the night provided the perfect platform for developers to network discuss new business ideas over a few drinks and a bite to eat. The event proved to be a particularly special event for Somo designer Dan Sherratt, who took home the coveted prize of a Marmalade license and a brand spanking new iPad Mini for his winning app idea, which is aimed at helping users avoid getting into sticky situations on a night out.   The idea for the app was based around constantly making mistakes during a night, so by letting the app know which bad decisions youve made on a night out with a series of key words, it will tell you that you are making a wrong decision. Quite simple but very effective, he explained.Commenting on how it felt to have won the Marmalade license, he added: "Its incredible; I cant actually believe it. Im really looking forward to pushing forward now and developing something" The lucky runner up, Andrew Smith of Spilt Milk Studio, also walked away with a superb array of InMobi & Marmalade swag, Andrew's idea, creatively named "Boss Bashing", was an inventive take on how to relieve angst towards your manager! Simply upload a picture of

Posted on April 25, 2013
By Claire Owen

12

April

InMobi Diagnostics - A new tool for developers to improve monetization

At InMobi we are constantly working on making it easy for our customers/partners to integrate faster and make life easier. We are very excited to share this with all of you (and as always look forward to your feedback and suggestions). Sending more information as part of an ad request improves monetization. As sending more information is not always easy, we have built a new tool, InMobi Diagnostics, to help you. With Diagnostics you can: Integrate faster Improve eCPM Integrating faster Developers often receive no fill messages from ad serving systems due to faulty ad requests. Upon setup, Diagnostics provides actionable next steps to the developer based on what went wrong with integration. This quickly enables the developer to rectify integration issues in a single sitting. Improving Monetization Developers, who do not receive expected eCPMs for some of their inventory segments, typically optimize for what just works or divert traffic to other ad networks. In essence, they are not well equipped with tools to help themselves and solve problems related to monetization. Diagnostics highlights information that is missing from ad requests and indicates how to send them as well. The illustration below shows the average monetization improvement (eCPM lift) developers can expect to see by sending more information. Given below is the screenshot of the tool that tells an interesting story where the developer uses his/her personal Galaxy S3 as a test device and realizes that geo location

Posted on April 12, 2013
By Rangasayee Chandrasekaran

21

March

Privacy as a Priority in Mobile Advertising

Privacy is always a priority topic for discussion in technology circles, and only the other week we saw Google summoned to appear before European data protection officials regarding their privacy policy. As InMobi has developed in size and stature - particularly over the past year, we have also grown in sophistication through continuing to evolve and improve the services that support the smooth running of our ad network. A significant part of this has been in achieving external recognition for our efforts to be transparent and open in our business and building a reputation as a company that treats its customers data privacy with care. In January we were proud to be awarded the TRUSTe Privacy Seal - recognized and trusted by millions of consumers worldwide as a sign of responsible privacy practices. In addition to this, last month we gained a Privacy Fix Comfort rating - the highest level available. Privacy Fix (also known as Privacy Choice) are independent specialists in compliance and the company monitors a comprehensive database of over 450 advertising and data companies in terms of their privacy policies and opt-out-opt-in processes. Privacy Fix use this information to advise their users whether they should approach working with these companies with Concern, Caution, or Comfort. This is just one measure we are taking to ensure our users can have full confidence in their interactions with our network. Privacy is a complex and crucial consideration for us as an

Posted on March 21, 2013
By Chris Davies

15

March

Massive improvement to InMobi monetization

This week, InMobi made a significant change to its core ad serving algorithms and data systems resulting in massive improvements in publisher eCPMs and advertiser ROI. Internally known as project Dark Knight, this change had been in the works for the past 8 months and cut across the entire stack making massive overhauls to every system being used at InMobi. As a result of this change and associated changes which will follow over the next few weeks, users will be able to see far more relevant ads from InMobi as measured through various relevance metrics including CTR, conversion rates and eCPM. We believe that for most publishers, the changes in eCPMs will be dramatic and urge you to track your numbers and make appropriate changes to your yield optimization strategies accordingly. For most advertisers, ROI improvements should allow you to spend more judiciously on segments that show the improvements.

Posted on March 15, 2013
By Abhishek Bapna

24

January

HTML5 for mobile developers

Why HTML5 and why now?When it comes to touch-screen mobile devices, native applications have led the way in terms of performance, speed and tighter integration to specific platforms. Unbound by the need to conform to standards, native apps could rapidly take advantage of the latest hardware and operating system innovations, while Web technologies always had to wait for the international community to agree and implement standards first. But with the HTML5 specification coming to fruition, browser-based mobile apps are rapidly catching up with the natives. Native apps, however compelling the user experience, create a plenty of challenges for developers. They are forced to create, maintain and support apps for each platform often requiring different versions of the app for variants of the same operating system. The problem is exacerbated when target users are not up to date with platform upgrades and app updates pushed via proprietary stores. The HTML5 standard is the answer from Web technologies to these rapid innovations at multiple layers, especially in mobile and handheld devices. HTML5 and related technologies provide the foundation for building responsive, sophisticated apps that can run directly within a browser, providing the same great experience of a native app. Still in draft state, HTML5 is expected to become an official W3 recommendation of Web standards by 2014. All Web and mobile browsers have been aligning themselves to HTML5 pretty aggressively for a while now. If you are a mobile app or Web

Posted on January 24, 2013
By Santthosh Selvadurai

27

December

The future of mobile advertising is in your hands

There is no doubt that there has been a radical shift in 2012 with regards to mobile. In Australia, mobile consumption usage has reached a tipping point, with the rising penetration of smartphones and publishers and brands realising that in order to deliver an optimal digital user experience, they need to evolve their screen strategy to meet ever demanding user expectations. The Australian Online General and Mobile Advertising Market report, released by Frost and Sullivan in October, predicts a strong growth in the Australian mobile advertising market over the next five years. In the June 2012 IAB Online Advertising Expenditure report also showed healthy increases in mobile advertising spend, growing 212% vs 2011. This presents a great outlook for the industry but what does this really mean for Australian marketers now? According to our latest Australian media consumption research, there is a huge amount of opportunity for marketers to invest in mobile as consumers become more mobile savvy and if you want to get a good head start, now is the time. This year, mobile consumption overtook the internet with mobile web users spending more time consuming media on their smartphones than on their computer. Of the 7.5 hours of media time each day, mobile makes up 100 minutes - significantly more than the 93 minutes spent on a computer. Two out of five Australians also now identify mobile as their primary or exclusive means of going online. With mobiles becoming more easy to use, having more

Posted on December 27, 2012
By Marc Fine

14

December

The new 'SMS' in smartphones

The first wave of Telco revenues was driven by text and voice. Thanks to shortened innovation cycles in the mobile eco-system, the revenue mix of Telco industry is now poised to change. Increase in usage of mobile devices to access Internet and penetration of Internet enabled smart phones have accelerated data related revenue growth of Telcos.Smart Phones leading Mobile Internet adoptionAccording to eMarketers global media intelligence report, the total number of mobile Internet users will be close to 85M by end of 2012. This represents a 170% year on year growth. In the same time period, smartphones have grown by a whopping 225% and it is estimated that there would be close to 75M smart phone users by the end of 2012. The interesting part is that by 2016, 26% of all mobile phones in India would be a smart phone. Given our 75% mobile penetration, the smart phone number is going to be a one massive target segment.One major reason for this growth has been the availability of smart phones across multiple affordable price points. With new models and attractive finance schemes this trend is expected to continue.Shift in consumer usage patternWith their limited penetration, smart phones are already changing the usefulness of our mobile device. Instant access to data (thanks to cheaper pay per use plans) has altered our expectations and usage behavior. Consumers are now open to access content over their mobile device. One of the ways to understand the surge

Posted on December 14, 2012
By Hari Ganapathy

10

December

Mobile Gaming in Taiwan : Transcending global barriers with InMobi

The 2012 Game App Developer Conference held last week in Taipei brought together over 250 attendees across mobile game developers, investors and other industry stakeholders to discuss some of the opportunities and challenges that the Taiwanese developer community faces. The Taiwanese digital gaming industry began to emerge in the early 1990s when personal computers gradually replaced television as the common platform on which games were played. The trend of online gaming continued into the early 2000 as online gaming became a craze amidst the Taiwanese youth. Today, with the proliferation of smartphones that offer greater mobility, Taiwan sees a burgeoning market for mobile games amidst newer segments of consumers including women, daily commuters and the elderly. While Multiplayer Online Role-Playing games have remained the most popular amidst Taiwanese gamers, the market is slowly opening up to all kinds of games with new segments of users emerging in this space. Taiwans greatest asset is its pool of high quality local talent that provides easy access to software developers, artists and game designers. Despite the availability of local talent and a robust demand for gaming apps, running a successful mobile gaming business in Taiwan comes with its share of challenges. In a market where the winner-takes-all, large cash rich game studios make it difficult for smaller game developers to survive, urging them to look outside the country to expand their business. However, the lack of cultural understanding of the west prevents several app developers in

Posted on December 10, 2012
By Arun Pattabhiraman

30

November

FAQs: InMobi Lifetime Value Platform

As part of this week's launch of InMobi Lifetime Value Platform, we hosted a webinar for a deep-dive into the product. The slides are available for download and viewing on Slideshare. Ready to get started? Sign up for our beta program today. How was the session? Let us know with this quick survey.Don't forget: We're giving away $500 in free advertising dollars to the first 25 developers who integrate and go live with LTVP before Dec 31st. Get started today! Given the large number of questions that came in, we did not have time to answer all of them during the live session, so we are addressing them in this blog post (below the video). The video from the session is available on YouTube: http://youtu.be/NkPMJ0n2o9Q   Analytics/User behavior Can I transfer data from my existing systems into InMobi Lifetime Value Platform? Also, is it possible to do the reverse as well, take data out of LTVP into my systems? We have built LTVP trying to keep it as open as possible. We have plans to add both import data (in UID form) and export API (aggregate level) to be able to view in other forms. For the Engagement tab, is there a way to see retention rates for Day 1, Day 7, Day 30, etc.? Retention rates of one day, seven days and thirty days are a planned feature in the next

Posted on November 30, 2012
By Vishnu Shridhar

27

November

Announcing the launch of InMobi Lifetime Value Platform (InMobi LTVP)

The accelerating trend towards Appification of everything over the last few years has thrown an interesting wrench in the mobile ecosystem: On the one hand, cost of user acquisition is going through the roof while on the other hand, monetization hasn't kept pace. This imbalance fuels the need for developers to maximize the life time value (LTV) of each user acquired - This entails the science of understanding each user and optimizing her value on acquisition, monetization & engagement dimensions. However, building such capabilities in-house requires a deep understanding of big data analysis, predictive algorithms and continuous optimization. This is expensive, time consuming and, most importantly, beyond the core competencies for most app developers. Today, InMobi is proud to announce the Private Beta launch of InMobi Life Time Value Platform (LTVP) - an absolutely free-to-use platform that helps app developers maximize the lifetime value of each user. This platform allows developers to gain precise insights into their user behavior and enables them to act immediately on these insights - to maximize monetization and engagement seamlessly. Ultimately for developers, being able to manage their users better will directly improve their chances of running an intelligent and successful app business. InMobi LTVP is built on three solid pillars: 1.Insights beyond the basics Analytics that really matter to understand in-app user behavior better. As app users start using the app, all the in-app interactionacross users are put together in interesting ways to make

Posted on November 27, 2012
By Pratik Shah

26

November

Unleashing the Chinese dragon - Deep dive into the Chinese mobile app ecosystem

Let China sleep, for when she awakes, she will shake the world. -Napoleon And indeed she has! Whether it is a change in the country's leadership, the $1.5 billion war-chest that Baidu, a home-grown tech behemoth is expected to unleash for mergers and acquisitions overseas or even the latest Bond flick that features Shanghai & Macau China is now more in focus than ever before. Big, crowded, complex My colleague Arun wrote about app discovery, independent app stores and the need to localize in an earlier post. One of the aspects he highlighted was the presence of numerous independent app stores like Appchina, Gfan among others that are preferred for Android app distribution considering Google Play is almost non-existent in the country. Such is the lure for apps and the possibilities the ecosystem offers that even an e-commerce site like 360 Buy with its $400 Mn Series D funding has launched an app store! Competition is tough; both for app stores as well as for app developers. But then competition is a way of life in China. When I enrolled for conversational Mandarin classes earlier this year, my teacher was an 18 year-old Chinese student studying in India. A national-level swimming-champion, he asked us to guess how many national-level champions China had an astonishing 10,000 plus! If you extrapolate that statistic and apply it to the app-ecosystem you begin to realize how big, how crowded it can get. Surely, if app developers can survive and thrive

Posted on November 26, 2012
By Shubha Pai

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

09

November

Mobile is a Brand Marketers' Dream

I am a fervent believer that mobile is today, and will be in the future, one of the strongest channels for true brand engagement, and I am talking TV-level top of the funnel break through the clutter brand engagement. (I also believe that mobile will be one of the first marketing channels to perform very well at the very top of the funnel and at the very bottom of the funnel. Think about consumers making calls for bookings. I mean it is a phone! But, we can talk about that 1-2 punch in another blog.) My belief in the strength of mobile to drive brand engagement is long held, but today I am even more gleeful about this potential based on the results from strong research that AOL & BBDO released.I had the good fortune of attending an AOL mobile client event in Los Angeles yesterday where I presented InMobi Mobile & Movies research that we did with IAB. http://www.inmobi.com/insights/2012/10/03/67-of-regular-moviegoers-use-mobile-to-pick-movies-2/ At this event, AOL presented their research study with BBDO, 7 Shades of Mobile. http://advertising.aol.com/research/research-reports/seven-shades-mobile. Praise to the boudoir Shades reference, but more importantly to this very comprehensive mobile research study that leveraged qualitative, quantitative and ethnographic methodologies, and got me thinking. The biggest takeaways were that Mobile might not be that mobile for US smartphone consumers, 68% of mobile usage is in home. And, just to clarify, this

Posted on November 09, 2012
By Anne Frisbie

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

20

September

App Distribution - Why it makes sense to include alternative appstores in your distribution strategy

With low barriers to entering the app market for everyone, making a totally addictive game or an awesome app is not enough to guarantee success. Effective marketing to ensure maximum app discovery and promotion are both key to unlocking high volumes of installs, establishing an app community and paving the way to a greater business success.With an estimated 500million + activated Android devices globally Google Play is the place to be right?Why should you also include alternative appstores in your app distribution mix?Well, there are an estimated 90m forked or non-Google Android devices active in China (no Google Play access on device) and major OEMs including Samsung, Sony Ericsson, Huawei, ZTE and LG as well as mobile operator groups like Vodafone Group have their own App stores across the world, launching from home screens at the touch of a button. Thats a whole lot of devices where the first port of call is unlikely to be Google Play or where there is no Google Play. The universal goal is to maximise the revenue receipts for all IP the company owns and you have finite time and resources- so where do you focus first if you want to tap into the alternative App Store marketplaces above? All in all, there are way more than 200 other independent app stores to be discovered in and promoted, each engaging with specific target audiences or serving specific needs in different market. Think SlideMe,

Posted on September 20, 2012
By Charles McLeod

20

September

De-mystifying Lifetime value - A simplified approach to applying LTV to your app business

Its not surprising that the traditional marketers favourite tool has eventually found its way into an app developers life sooner than expected and with good reason. Lets face it your app is your business and you want to measure, monitor and control the value your users bring to your business. Customer Lifetime value -CLV or LTV, as different people choose to call it- is the new metric that app developers across the world gravitate towards for measuring the effectiveness of their marketing spends and in assessing the quality of users they attract for their app. Like with most other measurement models and tools, calculating and applying LTV in any real business is fairly complex, confusing and often many people misuse it. However, it can be an extremely useful tool to app developers if they attempt to discern the philosophy guiding it. So what is LTV? Life time value is metric that measures the monetary value of user over the lifetime through which he/she is engaged with your product. By attributing the time value of user to your business, it differentiates itself from the other common metrics such as ARPU (Average revenue per user) which measure the average quantum of revenue that users generate within defined unit of time-typically in month or so. LTV, on the other hand attempts to capture the net present value (pardon me for sounding like an investment banker) of the estimated cash flows from user

Posted on September 20, 2012
By Arun Pattabhiraman

18

September

Why you should be excited about InMobi Ad SDK 360 for iOS6 and Jelly Bean

Its here the season for OS updates! Apples iOS 6 announcement that accompanied the marketing launch of iPhone 5 on September 12th has generated plenty of excitement among developers, consumers as well as industry-watchers. By now, the updates to Maps, Siri, the tighter integration with Facebook, the nifty Passbook and easier ways to manage calls have been written and spoken about. Registered developers have been able to access the Xcode 4.5 Golden Master (GM) seed since September 13th for testing and making last minute changes to their apps before it launches publicly on September 19th. Any developer interested in his/her apps being available on iPhone5 is busy updating apps (that is if he/she hasnt done so already). Visually, unmodified apps will run letterboxed, that is, have œblack bars showing up on the sides when rendered on iPhone 5. Developers can use this extrreal estate to add additional information. User Privacy, New Identifiers and Limit Ad tracking feature For mobile ad networks and app developers monetizing viads, of special interest is the introduction of the new limit ad tracking feature. What this means is that user can now choose to block ad tracking used by ad networks to deliver relevant ads across apps. Apple has introduced Identifier for Advertisers (IDA), substitute for UDID that is now supposed to be used to serve targeted ads. non-permanent, non-personal device identifier, IDwill help with targeted advertising alleviating privacy concerns surrounding UDID. We at InMobi, are

Posted on September 18, 2012
By Vinay Uttamchandani

14

September

Why Developers Will Like The New WP8 Platform

Nokias launch of it flagship WP8 handsets, the Lumia 920 and 820 was an exciting piece of news not just for the Windows Mobile (WP) platform but also for developers who are looking to expand their mobile app business beyond Apples iOS and Googles Android. WP7, despite the combined force of Microsoft and Nokia, could not make any serious inroads into the smartphone eco system and offer a strong 3rdalternative to Apple and Google. The result of which was that the WP platform never caught on with developers and consumers continued to struggle to find their favorite apps and games on the Windows Marketplace. For a while Microsoft and Nokia took the application eco system into their own hands, building their own version of popular apps for the WP7 Mobile platform and even went to the extent of incentivizing developers with monetary benefits to build apps for the platform. While this made a few developers happy, it didnt make much sense for the majority of developers who would rather spend their limited resources into developing for iOS and Android, which provides a much bigger and monetizable user base globally. It is unfortunate, for the WP platform does provide a refreshing approach to mobile interfaces and UI. So coming back, what is it about WP8 that got me so excited? Lets find out. The complete Windows experience on mobile For starters, this is the first COMPLETE Windows for mobile. WP7 was always a

Posted on September 14, 2012
By Sukamal Pegu

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

02

August

Cracking the Chinese app market

China! The word conjures up an interesting concoction of images:the Great Wall, Tai Chi, worlds manufacturing hub, burgeoning market of eager consumers an intriguing past and promising future. With more than 1 billion mobile subscribers, it is this immense opportunity that the Chinese mobile market represents that attracts hundreds of mobile developers looking to launch and grow revenues in China. It would be an understatement to say that this market is complex. For starters, the Google Play market ds not exist! Users typically download apps from other alternative localised app stores, some of the most sought after being: AppChina, Gfan and Hiapk. Operator app stores run by ChinTelecom (Tianyi) and ChinMobile (MobileMarket) are also popular options for app downloads. This significantly complicates app distribution in the country. Cracking the right distribution channel is absolutely critical to acquiring quality users in China. secret sauce, which most successful global developers in Chinwould vouch for is localisation. Developers need to ensure that their app is localised to have Chinese flavour to give it fair chance to fly. It would be wise to not just translate the app in Chinese but also to use localised Chinese characters or Avatars or even socialize the game vipartnerships with local social networking sites like Renren. Take Halfbrick Studios popular app Fruit Ninjfor instance. In September last year, Halfbrick introduced Chinese version of their app complete with China-themed fruits and blades and with background images of twelve zodiac

Posted on August 02, 2012
By Arun Pattabhiraman

02

August

Does your app work the first time your user opens it?

Statistics show that 66 percent of newly developed mobile apps fail at launch. The only way to avoid as many failures is by testing the apps with human testers versus computerized/electronic testing. We want developers to be a success, thats why were really pleased to announce our partnership with Global Telecom Testing. One of the reasons we love GTT, is that they have worldwide testers who can perform In-Country QA testing on actual mobile devices! No more half-hearted automated testing. Now you can be sure that you app works in 165 countries. GTT will test your mobile applications to verify and confirm in-Country network access, mobile origination, termination, SMS origination & termination, email access, and data access. According to GTTs Vice President, Stephen Levenson: The convenience of electronic testing provides a false sense of security. But the reality is that computerized/electronic testing simply isnt comprehensive for a global launch. Mobile App Companies invest massive amounts of time and money on development. Choosing not to properly test is like playing Russian roulette. We know that bad reviews kill app download rates. You want your users to have a positive first experience “ that means testing on as many devices as possible, in as many countries as possible! So, what are you waiting for? Get yourself over to http://www.globaltelecomtesting.com/ and make sure your app work everywhere. Your apps reputation depends on it.

Posted on August 02, 2012
By Terence Eden

31

July

The Impact of Tablets on Device Usage in Australia

Tablet sales in Australia are growing exponentially by the end of this year, tablets are expected to reach nearly 40% of households. Consumers love their large screen sizes and user-friendly experiences, so these devices are already having a huge impact on web usage. Results from Mobext and InMobi's research study on Connected Devices in Australia reveal how increased tablet usage is impacting consumer behavior, and how usage of other devices is being impacted. Tablets provide complementary experiences to TV viewing; over 60% of tablet owners use their device while watching TV. Most tablet browsing actually occurs around the same time as prime time TV, between 6 P.M. and midnight, right in the home. A cross channel strategy is increasingly important to ensure campaigns resonate well with audiences and to reach high value lean back browsers. Tablets, smartphones, and PC's are all used at different points throughout the purchase process. At home, tablets and PC's are preferred throughout the purchase process, from initial browsing to conducting transactions. Meanwhile, the mobility of tablets and smartphones make them the preferred shopping devices out of home. The growth in tablets is having an impact on media consumption and purchase behavior; marketers can adapt by considering the unique role that each device plays in the decision making process. To read more, access research results here: Australian Whitepaper, Australian Infographic

Posted on July 31, 2012
By Marc Fine

23

July

Global Telecom Testing

Does your app work the first time your user opens it? Statistics show that 66 percent of newly developed mobile apps fail at launch. The only way to avoid as many failures is by testing the apps with human testers versus computerized/electronic testing. We want developers to be a success, that's why we're really pleased to announce our partnership with Global Telecom Testing. One of the reasons we love GTT, is that they have worldwide testers who can perform In-Country QA testing on actual mobile devices! No more half-hearted automated testing. Now you can be sure that you app works in 165 countries. GTT will test your mobile applications to verify and confirm in-Country network access, mobile origination, termination, SMS origination & termination, email access, and data access. According to GTT's Vice President, Stephen Levenson: "The convenience of electronic testing provides a false sense of security. But the reality is that computerized/electronic testing simply isn't comprehensive for a global launch. Mobile App Companies invest massive amounts of time and money on development. Choosing not to properly test is like playing Russian roulette." We know that bad reviews kill app download rates. You want your users to have a positive first experience - that means testing on as many devices as possible, in as many countries as possible! So, what are you waiting for? Get yourself over to http://www.globaltelecomtesting.com/ and make sure your app work everywhere. Your app's

Posted on July 23, 2012
By Terence Eden

09

July

App-solutely fantastic evening at AppCircus London

This is a guest blog by Claire Owen. London's silicon roundabout was awash with hopeful, if sightly nervous, app developers last Wednesday evening as we saw the finale of AppCircus London 2012! The concept behind the AppCircus roadshow is to provide a platform to some of the most creative and innovative apps in the market, app creators get exposure to fellow developers and key industry specialists as well as the opportunity to receive a nomination to present at the Mobile Premier Awards during the Mobile World Congress in Barcelona. <caption id="attachment_223" align="aligncenter" width="512" caption="Expert panel flexing their mobile muscle.">    </caption> Past winners of AppCircus London have included SwiftKey, Echo Echo and The Next Web Review. What more of an incentive could you ask for to submit an application!? This year AppCircus London promoted their interest in attracting both female app developers and female targeted apps  the 10 selected pitches definitely reflected this move to attract developers with more of a focus on social, children's play and arts/heritage themes. The Final 10 pitches: British First Aid - Free first aid app bringing life-saving skills into your hands, featuring animated content, interactive quizzes, and videos. CircleMe - CircleMe is the social network that connects you to the things you love and to people around the world who share your interests. PilotUniPPL - Pilot Uni PPL is the app that makes you a real pilot.

Posted on July 09, 2012
By Terence Eden

01

July

Impact of the "Leap Second" on the InMobi Network

The leap second was a one second adjustment made to the atomic clock at 23:59:59 UT (just before 8pm ET). This caused havoc across the entire internet world and brought down several sites including - Reddit, FourSquare, Yelp, LinkedIn, Gawker StumbleUpon, and more. See the news coverage here: http://bit.ly/NjREt0 When the time came and the clock automatically added a sec, one of the utilities that ensures all of InMobi server clocks are insync started to act up, and caused all our servers across the globe to stop responding. We were able to recover quickly (thanks to our amazing team of engineers) after restarting all the servers that took approximately two hours. This issue did impact the revenue of our publishers during this time. We are continuously monitoring each and every server to ensure everything is normal. We pride in ensuring the best uptime of our ad-network and appreciate the patience and ongoing cooperation of our customers. As of now, all the systems are back and reporting is current, however we will continue to monitor the situation closely to ensure the best possible service to our customers across the globe.

Posted on July 01, 2012
By Team InMobi

29

June

InMobi offering for Marmalade Developers

Interested in monetizing your Marmalade App? Make money from your Marmalade app through the display of rich, targeted adverts from InMobi - the largest independent ad network. With over 10,000 app partners and thousands of global advertisers, we can reach 578 Million users in 165 countries. InMobi has a dedicated sales network which is instantly capable of monetizing your mobile ad inventory in any region of the world. We know your market InMobi has 700+ employees in 25 global locations and over 578 million consumers on its network. We have the unrivalled local knowledge required to monetize your inventory better than the competition. Engage consumers with full-screen interactive mobile rich media ads InMobi modules for Marmalade are built using our latest SDK for iOS and Android. The SDK supports a variety of ad formats and sizes - ranging from standard banner, full screen interstitials, vertical adverts for tablets, and inline video support. Download the modules now to maximise your earning potential! You're in control Our 24/7 self-serve tools provide real-time reporting. You'll have the control you need to consistently improve performance. You can monitor what's working and instantly change what isn't working. Truly global platform agnostic solution We can help you reach targeted audiences across platforms and devices. Our iOS module runs across the iPhone, iPod Touch, and the iPad. The Android module runs on a variety of phones, tablets, TVs and other devices. Read more about the InMobi offering for Marmalade Developers

Posted on June 29, 2012
By Terence Eden

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

25

June

InMobi Developer Meetup - London

We had a great time on Thursday welcoming developers into our new London office. We held our inaugural meetup on the topic of Location Based Services. There was a great turnout - and I want to thank everyone who came along - especially our presenters. We had Ricky Brundritt talking about Bing Maps developer tools. Bing have some really high resolution imagery for maps and it will be interesting to see if they can take significant market share from Google. Next up, Shazad Rehman discussed the Pearson Location API. Pearson are behind some really big brands - which means they're perfect if you need high quality content for your apps. Then, Taras Filatov from QuickBlox. If you need to quickly add location based functionality to your apps, check out QuickBlox. Finally, Terence Eden gave a presentation on location based advertising. Location Based Advertising with InMobi View more presentations from InMobi If you want to understand how to get LBS advertising working in your apps, check out the InMobi Developer Wiki. The whole event was rounded off with pizza, beer, and our world-famous bottle-opening iPhone cases.

Posted on June 25, 2012
By Terence Eden

21

June

Can you achieve brand engagement on mobiles?

Can you build brand awareness and engagement on your mobile? If this sounds like a familiar question, that's because it is exactly the debate the marketing industry had around online advertising just over a decade ago. We've clearly resolved the online branding and engagement argument and how. So take the premise of online brand engagement and turn it up to 11 and you'll begin to understand the potential of mobile brand engagement. Just as online advertising began with a cost-per-click model, mobile advertising has established its rapidly growing global footprint on this volume model. And while it's certainly an important part of the picture, the real potential lies in what brands can do with the most personal medium available to advertisers. InMobi's recent global media consumption survey showed the average mobile web user in Australia consumes 6.5 hours of media daily and mobile devices represent 26% of this time (a greater proportion than TV). It's a trend that will only continue as smartphone adoption continues to reach critical mass, connection speeds improve, and publishers begin to offer more mobile content. And as smartphone and tablet penetration increases, the platform for rich media experiences really opens up. Last month the Mobile Marketing Association of which InMobi is Australia's founding member released its global guidelines setting standards for ad units to streamline the buying and selling process. Billions of ad impression were analysed to devise six standard units which form the Mobile Universal Ad Package

Posted on June 21, 2012
By Scott Polchleb

06

June

Over The Air 2012

The InMobi team had a brilliant time at OTA12 this year. As well as sponsoring the Saturday breakfast, we were also handing out our ever-popular bottle-opening iPhone cases. Thanks to everyone who came to our talk on Saturday morning - even if a few of you were bleary eyed! We'll be putting up our new Economic Calculator on the site soon - until then, you can use our older Excel based calculator to work out how much your app could be earning. Everyone who attended should have received a special offer - 10% bonus on your first three months' earnings and $75 to get started with your first campaign. If you missed it, drop me an email and we'll get you set up. Whether you're iOS, Android, HTML5, or something else - all our documentation can be found in our Wiki.

Posted on June 06, 2012
By Terence Eden

02

May

How To Track Your App Campaigns

How do you know which ad network is working hardest for you? It's an important question. You're spending money on ad campaigns on multiple networks - which ones are driving the most downloads? Which are driving the cheapest way for you to acquire customers? We've come up with a cross-platform and cross-network way for you to track how well your advertising campaigns are performing. Here is a single dashboard which lets you view reports, track how many people are downloading and installing your apps.   We track across multiple touchpoints - web, app, you name it. If you can advertise on it, we can track it. Oh, and as we've mentioned before - there's no requirement for UDID. We use a range of techniques including browser cookies, ODIN 1, and Market Referrer. We support multiple technologies to make sure that if one of the schemes gets deprecated, your reports keep working. Total cost to you? Zero! Zilch! Nada! Nothing! It's 100% free for you to track advertising campaigns. We want you to concentrate on running effective campaigns, and leave the messy business of tracking to us. Sign up to InMobi Ad Tracker today!

Posted on May 02, 2012
By Terence Eden

30

April

InMobi @ Apps For The High Street

I've just come back from a fantastic weekend hackathon - Apps For The High Street. 15 teams competing to produce useful apps for a range of London businesses. InMobi were there handing out jelly beans, $75 in free add spend, 10% bonuses from ad earnings, and - of course - our famous beer-bottle opening iPhone cases. We saw some incredible presentations - apps which help small businesses manage loyalty cards, apps to remind you to buy cakes when it's your friends' birthdays, and even an app to call you when special offers are added to your favourite deals websites. But the winners of the InMobi prize for best use of our API were these guys.... They came up with a brilliant idea - a method for estate agents to auto-generate mobile banner ads for new properties. This means that an estate agent can quickly and easily create adverts containing property details the minute they've been added to the site! An innovative idea - and worthy winners! Congratulations to all the teams involved. If you want to get started with our SDK, pop over to the InMobi Developer Wiki.

Posted on April 30, 2012
By Terence Eden

16

April

New SDK for Android & iOS

It's here! Get started straight away - download the iOS SDK and download the Android SDK. As we mentioned previously, iOS app developers don't have to worry about the UDID related app rejection that Apple recently put into motion. InMobi Ad SDK 350 does away with UDID and uses ODIN1 instead. Transmitted only once encrypted, no one can spy on it. You can read more about the companies other than InMobi employing ODIN1as an alternative to UDID. Features We've got a load of new features for you. The main highlight of this release is support for inline video ads. We firmly believe that this feature will lead to higher eCPMs as we think users will interact more with video ads as this format tends to be more engaging. The new release is MRAID 1.0 compliant. MRAID's goal is to make life easier for creators of Rich-Media ads by enabling easy understanding and correct rendering of ads written using the MRAID API. So, what are you waiting for? Improve monetization for your apps now - download the iOS SDK and download the Android SDK. If you need any help, check the Wiki, write to helpdesk@inmobi.com, or you can always turn to your Partner Manager. Here's to making kick-arse apps with even higher monetization!

Posted on April 16, 2012
By Team InMobi

02

April

Goodbye UDID

The app world woke up a few days back with a scare when news about Apple going through with its UDID deprecation plan hit the industry. While this definitely has substantial effects on a lot of app developers and companies that provide services using UDID, it is not new information as this idea has been floating around for over 6 months. At InMobi, we respect the decision to deprecate the UDID keeping in mind the privacy of users. We are in the business to provide value add to users and any solution which can potentially compromise the privacy is a big no-no for us. However, it is important for companies working with ad networks to understand how the deprecation of UDID can affect them. Currently, most ad networks use UDID to provide a whole gamut of product offerings, which will all begin to fail in the lack of UDID. Without an alternative, the impact will be seen on both the advertiser and publisher front. InMobi has been working on a UDID free solution for our Publishers and Advertisers ever since the potential connection of UDID and privacy concerns emerged. We have invested time in finding a solution that will have long-term benefits rather than a quick-fix solution to the problem at hand. I am happy to announce that we will be rolling out this new solution to all our partners shortly. So, both publisher and advertisers working with us will be

Posted on April 02, 2012
By Shringar Pangal

02

April

Hackday at #foolsAPI

We had a great time at the #foolsAPI at The Hub. Huge thanks to our friends at Apigee, Vodafone, Pearson, and SoundCloud for showing off their APIs and helping people create some really innovative products. I spent the day giving out beer-bottle-opening-iPhone cases, talking about our HTML5 SDK, eating cupcakes, and judging apps for the grand prize. [gallery link="file" columns="2"] There were loads of great entries - and many bizarre ones - but the InMobi prize of $250 went to What A Plan for their brilliant London event guide. If you've got a hackday coming up - and want InMobi to be there - drop us an email

Posted on April 02, 2012
By Terence Eden

29

March

OMG! UDID WAT?

There's been a whole lot of Sturm und Drang around apps which uses the iPhone's UDID to track users. We're getting reports of Apple banning apps which access UDID - although there's nothing official yet. Frankly, it's well overdue. Users want their privacy respected, app developers want to know if their advertising campaigns have been successful, and ad networks (like InMobi) want to make sure we're sending relevant adverts to users. UDID was the easiest way for people to do all of that - but it wasn't very respectful of privacy. So it's going - and good riddance to it. The new InMobi SDK 3.5 does away with UDID. It's in beta now, and should be available for you to download in early April. If you have any pending updates or new submissions, hang on for a bit and integrate with InMobi Ads SDK 3.5 as soon as it becomes available. Look for it in the publisher section of your InMobi account - we'll also announce it on this blog. And Twitter. And via email. And on the Developer Wiki. Trust me, you'll hear about it! So, what's replacing UDID? Primarily, we're looking at ODIN1 which completely avoids UDID. In addition, ODIN1 is only ever transmitted once it has been encrypted, so no one can spy on it. With upcoming releases of the SDK, we're going to be looking at better ways to protect users' privacy. We want to make sure that

Posted on March 29, 2012
By Terence Eden

21

March

What's The Truth About Battery Usage of Mobile Advertising?

There have been a lot of extraordinary claims recently that mobile ads could use up to to 75% of your phone's battery. Well, extraordinary claims require extraordinary evidence. So - let's take a look at the original Microsoft research paper. The first thing to note is that the paper doesn't claim that ads are responsible for 75% of battery drain. In one case, the researchers only looked at the first 33 seconds of usage when playing a chess game.    Naturally, at start up, an app will open communications to download an ad. Once the ad has been received, the app shouldn't poll for another ad for some time. However the time it takes to play a game of chess (the computer usually beats me in 10 minutes) a few ad calls are dwarfed by the energy consumption of the screen, the speakers, and the haptic feedback. If your game or app requires network connectivity to function, or the user already has an active data session, there is only minor incremental power usage when retrieving an ad. Also of interest is that the research was based on the HTC Magic and Passion. These are the two oldest Android phones - they went on sale in 2009. Since then the Android operating system has become a lot more efficient. Hardware changes in modern phones also achieve big battery savings. That said - it is important that developers make sure their code is as efficient as

Posted on March 21, 2012
By Terence Eden

12

March

InMobi Developers at Mobile World Congress

We had an awesome time at the Mobile World Congress last week. We gave out loads of goodies - including our ever popular Beer Bottle Opening iPhone Case. If you've got an event that you want the InMobi Developer team to come to - let us know! [gallery columns="2" orderby="rand"]

Posted on March 12, 2012
By Terence Eden

24

February

CELL·SDK - Great Competition for Developers

We're teaming up with CELL·SDK to give developers some great prizes. CELL·SDK allows you to use C# to create applications on Android, iOS, and Windows Phone. It's a fast and easy way to create cross platform apps. CELL·SDK has a huge range of features which we think Developers will love. So, if you want to be in with the chance to win a CELL·SDK Starter License, an iPad 2, a Nokia Lumia 800, and $250 in InMobi Ads Vouchers - enter the competition now.

Posted on February 24, 2012
By Terence Eden

23

February

InMobi + HTML5 = <3 && $

For a year or so now there's been a great deal of buzz around HTML5 and all the changes it will bring to the mobile web. And, to be fair, there's a great deal of truth to that. The spec introduces a whole host of new APIs and specifications that are geared towards the kind of applications we all have been building in recent years. More specifically, this means easier geolocation, storage, graphics and 3D rendering. Oh, and don't forget projections of HTML5-enabled handsets reaching a staggering 1 billion devices by 2013!! And now there's news that Mozilla will be helping HTML5 devs with distribution with an app store of their own. All in all, this is great news for the web development community as it allows for faster app prototyping, development, and easier deployment (no gatekeeping markets as middle men). The question remains: how can you make money with HTML5 applications? After all, you don't have the paid-app option, nor really tying into the marketplaces in-app purchases. Well, I've got a couple of answers for you: If you want to build in-browser web applications, you just need a couple lines of JavaScript and you're off to the races with rich-media InMobi ads monetizing your inventory If you're a webdev, but you want to build native applications, you can use the same code and a tool like PhoneGap to build functionally native applications Ok ok, you're the adventurous type. Take a

Posted on February 23, 2012
By Team InMobi

20

February

Casual game devs - make money with Pocket Change

InMobi has teamed up with Pocket Change, an interesting new start up from the Bay Area. They have an SDK that allows developers to monetize their mobile games one quarter at a time, as if it was a coin operated arcade machine. We realize that ads work well for many apps, but there are some developers who are interested in other ways to make money. So how does Pocket Change help you make money? It allows you to monetize each turn. For those of you following along at home, you can check out either Pocket Change's sample iOS app, Recess, or one of their developer's Android apps, Boost 2. The user has a collection of tokens that you can work into your game play. The tokens are just $0.99 for 30 so the user isn't hesitant to start spending and keep playing. There's even a nice built-in social hook to Facebook that encourages your users to invite friends to play the game, giving them a few tokens as a reward. In company's demo app, Recess, each time you want to shoot your rubber ball at the school-yard bully, it costs a token. And when all the tokens run out, the user is prompted to purchase some more. There's no credit card needed, it simply goes through the platform's in-app purchasing API. The best part (besides making some extra money, of course) - you decide when and how those tokens are sold and collected;

Posted on February 20, 2012
By Jeremia Kimelman

15

February

Make Money with PhoneGap & InMobi

PhoneGap makes app creation easy You can code in your standard HTML, CSS and JavaScript (and don't forget some awesome device API hooks) instead of Objective-C or Java and build apps quickly. This is not just for building out prototypes or hackathon apps, there are a few really popular apps that utilize PhoneGap to manage their codebase across multiple devices. There are many advantages to the native approach, and many to the PhoneGap approach. But one thing is for sure, PhoneGap lets you get up and running very quickly. And its even easier to get some revenue flowing in with InMobi ads Here's a quick tutorial about how to get ads displayed in your PhoneGap app, and the whole process from project set-up to seeing ads takes less than 7 minutes. Ready? Set? Make Money. How much money? Figure that out here with our Economic Toolkit [youtube Q1CNTWNSh-I]

Posted on February 15, 2012
By Team InMobi

31

January

Ten Ways Device Manufacturers Can Appeal to Android Developers

The InMobi developer community is thousands of developers strong and represents billions and billions of ad impressions on our network. Over the past year and half I have met hundreds of mobile app developers from organizations of all sizes. This includes the one-man garage start-up, all the way up to 50 person companies, spanningmultiple geographies. In building this programI experimentedwith many different tactics. Based on this success, Huawei asked me to present at a thought leadership forum they conducted at their R&D center in Santa Clara, California. My talk focused on strategies and tactics, based on our experience,that device manufacturers shouldadopt to attract Android developers. Here are ten different tactics I recommended: 1. Increase Your Device Footprint Scale matters.Developers need access to device platforms that are at the scale where they can make a profit. A one million plus market, of the same device is a very attractive offering for developers. With anything less, it's hard for the developer to see how they can achieve any ROI. 2. Stop Contributing to Fragmentation Different screen sizes (not at the same aspect ratio), different sound chips, different bus speeds, etc. Device manufacturers have contributed significantly to fragmentation. Android developers not only have to deal with all the OS versions, but the hardware fragmentation makes testing and debugging a significant drain on resources. Device manufacturer should set minimum hardware standards internally and limit fragmentation in a logical way. 3. Have Unique and Useful

Posted on January 31, 2012
By Gregory Kennedy

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

12

December

Hello InMobi Developers!

Hey InMobi Developers! I'm really excited to join the Developer Evangelism team and work out of the North American office here in sunny San Mateo! I look forward to working together to ensure that the mobile developer community thrives and gets paid! For a bit of background, I was most recently the developer evangelist at an early stage startup in San Francisco and am on the board of Mobile Monday Silicon Valley. At MoMo, I head up organizing the developer-oriented events so if you live in the area, be sure to let me know if you're interested in attending. I'm here to support the InMobi developer community, so if you have any questions or need anything, I'm your guy. I can help figure out the proper monetization strategies for your apps or provide implementation help. Oh, and I'm helping Terence keep the docs up to date so please don't hesitate to point out any mistakes 😊. Connect with me on Twitter, LinkedIn or GitHub. Let's rock it and make some money in the process. -Jeremia

Posted on December 12, 2011
By Jeremia Kimelman

03

November

Publishers and Developers, Here's Some Advice on Managing Advert Filters

There are two really important things you have to do when adding adverts to your apps or sites. Don't piss off your users. Don't advertise your competitors. Luckily, InMobi gives you total control over the adverts that you display. Here's a quick walk-through to show you how to expertly manage what ads are shown. To start, visit My Apps / Sites in your dashboard, and click "Manage Filters". Category Filtering This is the easiest way to filter adverts. InMobi offers over 40 categories which you can use to filter. You may choose to remove "Gambling" but keep "Alcohol" - the choice is always yours. Remember, choose categories which are suitable for your audience. If you display adverts which aren't suitable, as well as losing revenue and customers, you're likely to get bad reviews. Keyword Filtering If you want a little more fine-grained control over the adverts displayed, use InMobi's Keyword Filtering option.   You can filter on the text in the advert and the URL. Domain Filtering Finally, you may want to exclude any adverts which go to a specific domain - perhaps a competitors.   It's really easy to use. If you want to block "example.com" just type it in. If you want to block example.com AND example.co.uk AND example.jp etc - just type "example." - easy. So, that's a quick and easy way to get only the adverts that you and your users want.

Posted on November 03, 2011
By Terence Eden

05

October

Steve Jobs we salute you!

I know I speak for everyone at InMobi when I say, "Steve Jobs we salute you!" You were one of the most inspiring and innovative leaders the tech world has ever seen. We're filled with sadness at the news of your passing. InMobi is an iFund company and we're extremely proud just to be in an ecosystem created by You! Your innovations have changed the lives of billions of people on this planet. May you rest in peace. Sincerely, Naveen Tewari Founder and CEO of InMobi

Posted on October 05, 2011
By Naveen Tewari

30

September

The Creative Revolution in Mobile: How to Capitalizing on the Immersive Experience of Mobile Advertising

  Follow Us: #MMAF2011 Please join us at theMMA Forum London | 4-5 October, 2011   Rob Jonas VP & Managing Director Europe and Middle East InMobiThe Creative Revolution in Mobile: How to Capitalizing on the Immersive Experience of Mobile Advertising 5 October, 2011 Dear colleague, Please join me at MMA Forum London, 4-5 October, 2011. This event offers a global view only the MMA can deliver, exploring how mobile marketing is working in Africa, India, Japan, China, the US, and beyond. The central focus of the 2011 MMA Forum Series is how today's mobile-dominated consumer behavior impacts brands. Leading marketers from across the world will come together to share their experiences, challenges, learnings and successes in the mobile channel.Session topics currently include: Driving Mobile Capability Globally Operating in a Consumer-centric Marketplace Turkiye, the Real Home of Mobile Marketing Global Insights on Consumer and Business Mobile Adoption and Readiness Consumer Insight at the Heart of Strategy Just some of the industry leaders presenting at the Forum: Thomas Libretto, Global Vice President, Nokia Jeremy Copp, Vice President Mobile, Europe, comScore, Inc. Thomas Labarthe, Vice President of Mobile Advertising, Alcatel-Lucent Jonathan Stephen, Senior Producer of Mobile Products, JetBlue Airways Neelay Patel, Commercial Director, The Economist Digital View the current agenda for further details. Connect with the MMA P.S. We’ve teamed up with mobileSQUARED to host a Permission-Based Marketing event the day prior to the Forum, 3rd October. Join us to learn how to deliver

Posted on September 30, 2011
By Team InMobi

27

September

3 Tips for Successful Mobile Ad Campaigns

If you're new to advertising with InMobi, these tips from our campaign team, will help improve your campaign performance and prevent your from making costly mistakes. Start With Handset Targeting InMobi's handset targeting is the best place to start with, when considering how to set up your campaign. Targeting users of every handset is costly and unnecessary. Think first about what type of audience you want to target and what devices they are using, For example, if you're targeting a premium audience, iPhone and iPad devices will work well for your campaign. If you're targeting a more general audience, consider targeting lower-end devices.Consider Targeting Specific CarriersSelect carriers that fit the size and type of target audience you'd like to reach. Besides the large national operators, there are lots of smaller, regional operators who cater to specific market segments. With a large operator, you will get more impressions and the more premium the operator's profile, the more premium the audience but you also face more competition and higher prices.Segment Your Campaigns With Ad GroupsWe often see accounts target all of their customers with one ad group. This is a big mistake, because all customers aren't like. It makes sense to treat different customers differently. By segmenting your campaign with multiple ad-groups and optimizing each one separately, it's possible to dramatically improve the performance of your campaigns. Here's an example. Before we optimized the account, there was a single campaign

Posted on September 27, 2011
By Abhinav Gupta

21

September

Sonic & SEGA All-Stars Racing Reaches The Number One Slot In iTunes With Help From InMobi’s Mobile Ad Network

The ChallengeTo celebrate the 20th anniversary of Sonic The Hedgehog, Sega released a brand new iOS game called Sonic & SEGA All-Stars Racing. Available for iPad, iPhone, and iPod Touch, the hit game features great track variety, critically acclaimed multiplayer modes, and superb production values. The SolutionGraphical display banner ads were run across iOS inventory in North America. A dynamic landing page featuring the game trailer and a link to download that game was also developed. Handset optimization in conjunction with compelling and bold creative helped drive results. The campaign CTR peaked 0.9% far above the network average.The ResultsBen Harborne, Brand Manager from Sega says, Mobile advertising on InMobi's network was a huge success for Sonic & SEGA All-Stars Racing. We saw increased levels of engagement with the incorporation of video into the campaign and we're very happy with the results. Advertising on the InMobi network has been one of the key components to our success. Download the case study >

Posted on September 21, 2011
By Team InMobi

14

September

Sneak Peek - InMobi Developer Wiki

I thought I'd give you all a sneak peek of what we've got coming up for developers. We realise that one of the most important parts of what we deliver to developers is documentation. Without good documentation, it's really hard to integrate an SDK and know what all the options do. So, we're revamping our documentation and placing it all into a Wiki. We'll constantly update it, ensuring it has the very latest information about our new SDKs and their features. We'll be launching later this month.   What I'd like to know from you is which areas we should focus on? Code sample are obviously a priority - do you prefer code snippets, or full files to download and explore? As an industry, advertising using lots of weird acronyms like CPC, CPA, CTR, PQN - are there any that you'd like explained? Our new SmartPay and Sprout services are great - but do developers understand their full potential? Our mobile web APIs are widely used - can we make the documentation better to ease deployment? Anything else?

Posted on September 14, 2011
By Terence Eden

25

August

HTML5 Mobile Rich Media Allows Advertisers To Go Beyond-The-Banner Ad

Discussion around HTML5 continues to heat up. InMobi was recently quoted in this article from Mobile Marketer on the subject:HTML5 mobile rich media allows advertisers to go beyond-the-banner ad, said Gregory Kennedy, director of global marketing at InMobi, Palo Alto, CA. These campaigns are designed to enrich the brand narrative the advertiser has with the consumers. Brand engagement tracking tools allow advertisers to measure performance of these campaigns and using HTML5 provides scale across many devices,he said. Platforms like Sprout [which InMobi recently acquired] are simplifying the entire mobile rich media production process, and increasing its popularity, by making it easy for creative agencies to execute in the mobile space.Read the complete article here: http://www.mobilemarketer.com/cms/news/advertising/10782.html

Posted on August 25, 2011
By Gregory Kennedy

18

August

Track Your Apps' Sales, Mopapp Presents An Exclusive Offer To All InMobi Users

For a limited time, Mopapp presents and exclusive offer to all InMobi develoeprs. If you register now, you'll get four additional free months of the Professional Mopapp plan. Mopapp - a developer's tale from Marco Bellinaso on Vimeo. Follow this link to sign up: https://www.mopapp.com/signupinmobi

Posted on August 18, 2011
By Gregory Kennedy

10

August

Twitter Dev Nest - Don't Forget The Rest of the World

Last week, the InMobi team (well... just me...) went to Twitter DevNest in London. It was great to meet so many interesting Twitter developers - and to hear on the interesting things they're doing. While there, I gave a presentation urging developers to look beyond UK/USA for revenues. By looking at some of the popular Twitter apps and websites which run our advertising, I aimed to show that there are great revenue opportunities all over the world - Indonesia, South Africa, Venezuela. Dev Nest Presentation - Terence Eden View more presentations from InMobi The main thing to remember is to internationalise and translate your sites and apps - Android has a great i18n framework as does the iPhone. Then submit your apps to local app stores. Remember - your customers are global; make sure your app or site works for them.

Posted on August 10, 2011
By Terence Eden

27

July

Cross-Platform?

When it comes to developing apps, there's no doubt that you need to do more than just serve iPhone or Android. There are lots of different platforms and you need a way to target customers on each one. Research your customers' needs and provide a solution that works for as many of them as possible. Your potential customers probably use a wider range of handsets than you would expect. But coding natively for Android, iOS, BlackBerry, and all the rest can be a real chore - and it's very expensive. It's often worth looking at cross-platform solutions which will allow you to write your app once (usually in HTML) and then port it easily to different phones. We're very impressed with Tribal Labs' Cross Platform App Development Report. It covers 22 different application development frameworks, including Grapple, PhoneGap, Titanium, and Sencha Touch.   If you're thinking of writing an app and know that your customers are on a wide range of platforms, this report is essential reading. It's a great overview on a complex subject. At InMobi, we'll quite happily serve adverts to your native app or to your mobile website. We even have an API so if you want to serve mobile adverts on a PlayStation Portable or an Internet Fridge, you can. Our adverts are designed to work on a wide range of phones - and we're working hard to make sure that our tools work with a variety

Posted on July 27, 2011
By Terence Eden

22

July

Intel Drives Awareness and Increases Purchase Intent With InMobi

The ChallengeThe Intel Corporation is a global leader in technological innovation and is known for producing computer processors used in the majority of PCs and other devices sold in the world. For the launch of their new Intel CoreTM processor family, they selected the InMobi network to run a mobile campaign. The campaign was designed to increase purchase intent and awareness of Intel products.The SolutionDisplay ads were developed that helped convey the benefits of the new Intel CoreTM processor family. Users who clicked through the banners were sent to a WAP landing page. This page helped demonstrate the benefits to consumers. DoubleClick was integrated to allow Intel marketers to track the performance of the campaign with their existing DoubleClick account.The ResultsJayant Murty from Intel said, InMobi's handset targeting allowed us to optimize by device, which helped drive strong results on Nokia handsets. The CTR peaked 0.21% and over 20 million impressions were delivered, results that we were very pleased with. Download The Case Study

Posted on July 22, 2011
By Gregory Kennedy

21

July

Reducing Signalling Overhead in Your App and Website

The engineers at Nokia Seimens Networks have written an excellent article about the level of traffic signalling in mobile apps which use advertising.    Around the world, people pay varying amounts to access data. You can't assume that your customer is on an "unlimited" plan. Even if they are, you don't want to waste their battery or congest the mobile network with needless requests. With our mobile-web platform, it's easy to reduce the amount of requests you send to us: // Use the MkhojAd.php file supplied require_once("MkhojAd.php"); // Use your unique Site ID $base = newMkhojAd("12345678901234567890"); // You can request up to 3 adverts at a time $base->set_num_of_ads(2); if($base->request_ads()) { // The top ad echo $base->fetch_ad(); /* Display your web page here */ // The bottom ad echo $base->fetch_ad(); } You only need to do one call to the InMobi network to get two adverts. Your user's phone should only initiate a single session to our servers to retrieve the adverts. With apps, it's a little more complex. Consider how often you should be displaying adverts. Is it worth requesting 1 new advert every minute? Should you display an advert constantly during a game - or just during the interstitials? Do you need an advert at the top and at the bottom? Use our analytics - find out where are your adverts most effective. Remember: respect your users and their bandwidth. Got

Posted on July 21, 2011
By Terence Eden

05

July

Calling All Developers

My name is Terence Eden and I'm InMobi's new Developer Community Manager. If you're a developer, I want to hear from you: What you think InMobi could do better. What platforms you want us to target. How we can make life easier for you - especially if you're an individual developer or small business. Why you choose InMobi - and if you didn't choose InMobi, why not. Where you see the mobile advertising world going in the next year. So whether you're just getting started in mobile development, or you've been creating J2ME apps since the Motorola i85s, get in touch and let me know what matters most to you. You can follow us on Twitter @InMobiDeveloper, leave a comment here, or drop me an email.

Posted on July 05, 2011
By Terence Eden

20

June

InMobi SDK Adaptors for AdWhirl

To help correct AdWhirl integration issues, our team has created new adaptors for developers who are using AdWhirl with InMobi. These new adaptors should fix all the integration problems for both Android and iOS. AdWhirl iOS SDK For iOS developers, download these new adaptors from InMobi and update the ones AdWhirl provides. Download Links: http://developer.inmobi.com/wiki/index.php?title=InMobi_AdWhirl_Adapter_SDK_3.6.0 Please contact helpdesk@inmobi.com if you have any questions.

Posted on June 20, 2011
By Gregory Kennedy

23

May

How to Integrate the InMobi Ad Network into Your iPhone App

  Thanks to the team over at Tapptics for producing this step-by-step InMobi SDK integration guide. We love it when people from the community get involved. Keep up the great work.

Posted on May 23, 2011
By Gregory Kennedy

09

May

New and Improved - InMobi's Economic Toolkit for App Developers - Free Download

LAST UPDATE 12.01.2011 Financial planning and developing ad sales projections is dry and boring topic, but no one would deny that it's also core aspect of building successful business. Because app developers and entrepreneurs tend to be busy bunch, (we know this because we're an organization of entrepreneurs ourselves) we put together complete Economic Toolkit for App Developersin Excel, which is free for you to download here. The model takes you through step-by-step, with instructions on how to: Calculate your eCPM on monthly basis and adjust it based on number of impressions served, fill rate, click-through-rate, and CPC. Develop basic 12 month sales projection and calculate your yearly earnings from advertising. Determine how much of your monthly budget you should spend on advertising to promote your app. Understand what impact advertising will have on your earnings, when compounded over 12 months. If you have questions or feedback on this Economic Toolkit send an email tomarketing@inmobi.com. UPDATE 08.17.2011 The datthat is included in our economic model is conservative estimate based on the Android advertising market in the U.S., for long tail apps. Fill rates and CPCs vary greatly, depending on platform, region, seasonality, content type, time of day and number of other factors. We can't publish fill rates or CPCs for obvious reasons. The best way to get accurate datfor your app or business is to run 30 day long test on our network and then use that datin the sheet. UPDATE 12.01.2011 We

Posted on May 09, 2011
By Gregory Kennedy

25

April

Free Tapptics Icon Set Download

The people at Tapptics were kind enough to provide us with a sample set of icons that are FREE for developers to download. The graphics come in a variety of formats which makes them ideal for use in any smartphone application. Download the zip file here

Posted on April 25, 2011
By Gregory Kennedy

01

February

Thank You World Developers, The InMobi World Developer Fund is Now Closed

3 Billion impressions and six months later, the World Developer Fund is empty. As of January 31 2011, we officially closed the program. We view it as a huge success and hope the hundreds of developers around the world who participated feel the same way. To commemorate the fund, we undertook our first ever global analysis of our network data focusing on iOS and Android app ad inventory. You can download and read all about it here. While stats are great (we love our stats, don't we?), in this case there is a far more human aspect to the program's success. Here are some facts you won't read about in the PDF analysis: We had developers participating from every corner of the globe - Africa, Asia, North America, Latin America, The Middle East and Europe. We joined Meet-Ups or developer events as a result of the fund in London, Paris, San Francisco, Nairobi, Capetown, Dubai, Budapest, Bangalore, Mumbai, Austin, and Munich just to name a few. We have numerous case studies sourced from this fund. These case studies help illustrate the collaborative way devs work through shared information and learning. We love that about the program and especially want to thank Invictus Games, Inedible Software, Fiplab, Neon Play, and Outfit7 for sharing their stories. We expanded our relationships one-by-one to thousands of developers globally. In the process we learned about our product, our support, and are working to improve both. We experienced, first

Posted on February 01, 2011
By Gregory Kennedy

24

January

The InMobi Network Versus The Google / Admob Network, How Do We Stack Up?

Last Friday, the friendly folks over at Admob released some very interesting databout their network size, growth and composition across the world. We took this datand dissected it in order to conduct comparison of the InMobi network versus the Google / Admob network, to see how we stack up. The results are very interesting and help substantiate the remarkable growth InMobi has experienced in just four years, with only $15 million in funding. With over 1 billion ad requests daily the InMobi network now represents half the size of Google / Admob. Over the past 12 months, our network has grown by over four and half times, slightly outpacing Admob's network which has quadrupled. Interesting findings come to light when we dive into the network composition globally. The two networks differ most significantly between the two largest regions, North Americand Asia. Given the history of each company (InMobi was founded in Indiand Admob in the U.S), it's not surprising that Asirepresents 54% of the InMobi network and North Americ18% (versus 33% and 43%, respectively, for Admob). InMobi North Americoperations launched only seven months ago, in June 2010 and InMobi is already one-fifth the size of Admob in this region. Beyond North America, we see that InMobi has substantially greater presence in Africa, where 11% of all InMobi ad requests originate. Western Europe represents only 8% of the InMobi network, compared to 15% of Admob. Latin America, Eastern Europe and Oceanirepresent relatively similar portions on our network when compared to Admob.When

Posted on January 24, 2011
By Surag Patel

07

December

Get a 10% Deposit Bonus Through PeerFly From InMobi

We have put together a special offer for PeerFly community affiliates who want to work with InMobi. If you sign up for an account with InMobi we will add a 10% bonus for all PeerFly users. For more information about this offer please follow this link: http://peerfly.com/blog/2010/11/10-inmobi-deposit-bonus/

Posted on December 07, 2010
By Gregory Kennedy

10

November

Answers to Developer's Questions on Windows Phone 7

While here in Austin at 360iDev we actually received a number of questions from developers about monetization on the new Windows Phone 7 system. We passed along these questions to our contacts at Microsoft and have the following answers. 1. If I want to run ads in my WP7 app where do I get the SDK? Microsoft offers a free ad SDK which you can download from this link: http://advertising.microsoft.com/mobile-apps 2. Who is operating the WP7 ad program? Where will my check from? Microsoft is operating the ad program and your check will come from them. InMobi is just one partner who is providing Microsoft with ad inventory. 3. Can I use an InMobi WP7 ad SDK? We don't offer one at this time. Microsoft does allow third party tools and in the future this may be something the InMobi will offer. 4. Where do I sign up to get the SDK to develop apps for Windows Phone 7? Developers can access tools to build apps for Windows Phone 7 from this link: http://create.msdn.com/en-US

Posted on November 10, 2010
By Gregory Kennedy

17

September

InMobi Included in Microsoft's Mobile Ad Exchange for Windows Phone 7

InMobi is proud to have been selected as one of four different ad networks who are working with Microsoft on the launch of their new Advertising SDK for Windows Phone 7 Apps. The new SDK will feature access to a real real-time, bidded mobile ad exchange which enables multiple ad networks to bid on mobile inventory at the exact moment when an impression is served, increasing yield and reducing waste. Their exchange is a first for our rapidly growing industry. Click here to read the full story.

Posted on September 17, 2010
By Gregory Kennedy

26

August

Download Ashwani Kumar’s Silicon Valley Android Users Group Presentation

We want to thank everyone for showing up at the Silicon Valley Android Users Group last night. InMobi is very happy to be working with such an engaged and energized group. "Hey guys, it was great to share some learnings about the Android market and advertising metrics. There were quite a few who were interested in looking at the presentation afterwards. We have posted it on our blog for everyone to download. Let us know if you have some issues accessing it or have other questions. For the fastest response find us @inmobi on Twitter." Ashwani A PDF of the presentation can be downloaded here: http://dl.dropbox.com/u/9843154/AndroidMeetupAug2010.pdf

Posted on August 26, 2010
By Gregory Kennedy

24

June

Raising the Bar For Developers

Hopefully you've noticed all the InMobi news these past couple weeks. Very exciting times for sure.  Our US launch, a big article in Techcrunch, and finally our $2 Million World Developer Fund.  So far the response has been excellent. Hundreds of developers have shown interest and new applications are launching daily. We've had two great meet-ups in San Francisco and connected with some great developers that way also. Thanks to all the early believers out there who have helped us get this far. Now its time to raise the bar... Press releases and promotions are fine, but the most important thing we can do at this point is to engage organically and authentically with the developer community. To that end, allow me to introduce Gregory Kennedy. Gregory started just a few days ago to help us coordinate with the developer community to partner and grow the mobile advertising ecosystem.  While this has obviously been in the works for us for months, the need for an alternative developer advertising and publishing platform is clearly greater than ever.  We are working like hell to provide it and Gregory is now here to help. Our plans from here are simple: 1.  We will live and engage with developers using http://www.twitter.com/inmobi and our Facebook community at http://www.facebook.com/group.php?gid=28792048322 2. We will do our best to address issues, answer questions, and provide information in

Posted on June 24, 2010
By James Lamberti

22

January

Haiti Still Needs Our Help! Text "Haiti" to 90999 to Donate $10

The InMobi community joined dozens of mobile industry companies across the world helping provide relief to the Haitian people. We launched a US campaign yesterday with a click to text call to action campaign running through our mobile ad network. Consumers will be encouraged to simply text the word HAITI to 90999 to give $10. When prompted, they reply with YES to confirm a one-time gift. The $10 donation will appear on their next mobile bill and 100% of the donation will go to Red Cross to help those hit by this natural disaster. The campaign was set up by mGive which you can read about at http://blog.mgive.com. We will be sure to share results of the campaign with you in a follow-up post. Please spread the word and if you have the means, text "Haiti" to 90999 to donate your $10. Thanks, The InMobi Team

Posted on January 22, 2010
By Team InMobi