As a marketer, you cannot ignore the power of mobile. But, do you know how to best leverage the myriad possibilities it offers your brand? With #MobileMonday, we bring to you stories of how the biggest global brands are winning customers on mobile. Check out the best of innovations by marketers in our 2018 throwback. Follow
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L'Oréal Paris India: Beauty for all - Retail Consumer Experience in your palm!
6 awards: MMA Smarties India - Most engaging mobile creative, MMA Smarties APAC - Best use of AR/VR, Maddies - Excellence in Innovation, India Marketing Awards - Customer Experience on Mobile, Mobexx awards - Excellence in rich media campaign, Mobexx awards - Excellence in AR/VR
For over 200 years, L'Oreal - the iconic beauty brand, has provided affordable luxury to those who demand excellence. The brand has further cemented its cult status through its partnership with Cannes, the legendary French Film Festival. While many Indian Ambassadors including Aishwarya Rai and Deepika Padukone, have walked the red carpet, women across the subcontinent couldn't help but feel disconnected from the excitement and glamour oceans away. The brand knew it was time to create a unique and immersive experience for their consumers. The brand launched a mobile-first ad campaign that utilized augmented reality to encouraging users to Get Deepika's red carpet look. This brought retail experience in the consumer’s palms.
Updated June 28, 2019.
Absolutely! Retargeting is totally possible on mobile, but is probably more complex than retargeting users on desktop. For the uninitiated, retargeting is the ability to serve ads across the web or in apps based on past user behavior on a company’s online property such as desktop/mobile website or app.
Interested in setting up a mobile remarketing campaign using the world's first in-app programmatic buying platform that guarantees ROI and complete transparency? Reach out today to schedule a demo of InMobi DSP.
To better understand the complexity of retargeting on mobile, one should draw parallels between retargeting in the desktop and the mobile worlds. Let’s examine it using the below example:A user goes online with the intent of shopping and spends some time browsing through the latest collection of shirts, but leaves without making a purchase. This user action makes for a clear retargeting use case. So, how would retargeting work on both the desktop and mobile?Retargeting on Desktop vs Mobile
Available in 7 Indian languages namely Hindi, Marathi, Kannada, Tamil, Telugu, Bengali and Gujarati, Trainman is the highest rated train app for Indian Railways. Trainman is the fastest app for PNR status prediction and a one-stop shop for all information and intelligence about Indian Railways. Having reached a million installs, Trainman turned to InMobi to address their biggest challenge - monetization. InMobi worked closely with Trainman to understand the app flow and user experience and chalk out a monetization strategy.
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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
LYKE is a great new fashion app for people to discover and shop for the latest trends and styles - combining 100,000’s of products from a huge array of the most popular e-commerce stores in Indonesia. Aiming to become the preferred fashion app among female shopping enthusiasts, LYKE partnered with InMobi to acquire high-quality users across Indonesia.
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As one of the largest online classifieds marketplace in India, OLX provides local communities in high-growth markets with vibrant online marketplaces: OLX connects local people to buy, sell or exchange used goods and services by making it fast and easy for anyone to post a listing through their mobile phone or on the web.
Deciding to aggressively double down on acquiring quality users and to grow its engaged user base in India, here is how OLX leveraged InMobi to acquire and activate high-quality users.
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Founded in the beginning of 2013, Red Rock Apps is a young emerging company engaged in developing and releasing mobile health and fitness applications. In this case study, we see how Red Rock Apps intended to grow a base of highly engaged, active users with key focus on female fitness enthusiasts for its app – “Running for Weight Loss,” the only running app designed for weight loss. Red Rock Apps partnered with InMobi to acquire, engage and retain high-quality users in North America.
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During the summer of 2016, consumers in India were gearing up for the upcoming holiday travel season. To encourage affluent Indian travelers to visit Singapore, Mastercard, collaborated with the Singapore Tourism Board to offer exclusive “Mastercard offers” on a range of experiences, including shopping, hotel bookings and restaurants, that could be redeemed upon arriving in Singapore.
Mastercard’s challenge was to reach out to the right audience and effectively convey why Singapore was not only an exciting family destination but also how Mastercard could enrich their overall holiday experience!
With mobile devices fast becoming the first screens of choice for Indian users by virtue of their always-on’ capability, Mastercard wanted to use mobile as their primary marketing channel in order to instantly capture the attention of affluent Indian travelers and leverage the highly personalized environment offered by a mobile device.
Therefore, Mastercard decided to partner with InMobi, to leverage their superior audience technologies and personalized creative capabilities for mobile to drive Mastercard’s key business objective. By utilizing InMobi’s unique technological capabilities, Mastercard was certain that they would be able to ensure scale and deep user engagement.
A Sneak Peek into the Mastercard mobile creatives:
Find out how InMobi enabled Mastercard to reach the right set of users and engage them with contextual ads powered by InMobi’s rich data signals.
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With gaming apps driving a major share of the app downloads across the country in 2016, India is among the top 5 mobile gaming markets in the world. And yet, monetization remains a challenge for indie game developers. Game developers such as Nextwave Multimedia, however, have tackled this with a well thought out monetization strategy. With a clear objective to improve the game's monetization without compromising on the user experience, Nextwave Multimedia decided to partner with InMobi. Download the PDF About InMobi InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide. About Nextwave Multimedia With blockbuster app store games such as World Cricket Championship 2 (WCC2) and Beach cricket under its belt, Nextwave Multimedia is one of the largest app developers in India. Winner of the Nasscom Gaming Forum Awards’ “People’s Choice Game of the Year” in 2015 for WCC2, Nextwave Multimedia develops games, digital content and digital creation tools.
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
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
我们，是一群梦想的跑者,在我们的骨子里，流淌着“角斗士”的血液。我们天生，是一株株“贱草”，但是我们用奋斗，改变着我们的命运。我们不惧，任何竞争对手，因为我们，人人都是“超人”。我们每天，“三头六臂”，因为我们和您一样，怀揣着梦想。我们每天，承担着极限的工作强度，但是正确的方法，确保我们健康的体魄。每周30公里，对我们来说是小菜一碟，移动互联网，将我们这些“命运挑战者”，连接在一起。你的潜能，超乎你的想像，但是仅凭一己之力，您无法将其释放。您的激情，是宝贵的财富，平凡的组织，无法将其点燃。您可以选择逃避，也可以选择接受这份挑战！我们期盼特别的您，和我们一起并肩战斗，加入InMobi，加入这个梦想团队！目前待招岗位如下(点击阅读原文了解职位详情)：PR Manager (Shanghai/Beijing)Event Marketing Manager (Shanghai/Beijing)Digital Marketing Manager (Shanghai/Beijing)Business Development Manager(Beijing)PartnerManager (Beijing)Campaign Manager (Beijing)
DoNews 9月15日消息（记者 向霜）继在中国市场推出原生广告平台之后，InMobi首席收入运营官Atul Satija、产品副总裁Piyush Shah近期到访中国。在接受DoNews采访时，InMobi两位高管透露，下一步将加快拓展二、三、四线城市业务，推动业务下沉和渗透。同时，年内还会推出游戏类产品的全新广告平台Game on。InMobi中国区总经理杨娟透露，InMobi在三年之前进入中国市场之后，一直聚焦一线城市的移动广告业务，同腾讯等多家大型互联网公司达成了深度合作。伴随业务的不断广泛、多元化，之后会逐步将业务深入到2-4线城市，加快同成长性更快的中小公司合作，帮助开发者更好变现和赚钱。Atul Satija介绍，在推出原生广告平台之后，针对中、重度游戏产品已经在美国推出了Game on平台，提供包括视频、插屏、试玩等多样化的变现方式，结合玩家在玩游戏过程中的情绪起伏，帮助中小开发者更好变现。具体来说，开发者只需要植入Game on的SDK，就可以构建完整的解决方案。用户在玩游戏的过程中普遍会有情绪起伏，包括期待、兴奋、失落，针对不同的情绪来推送相关联的广告形式。比如，在游戏角色升级的一刹那会有兴奋，在这个时候可以适时展现富媒体或视频广告；在游戏降级的时候，可以考虑安抚用户失落心理，展示一则激励广告，奖励用户一次加速包或者角色升级；在用户需要长时间等待或者退出游戏的时候，提供一则试玩广告，以满足其竞技感受。这都是InMobi在游戏领域进行的又一次新尝试。可以看到，Game on囊括了传统的插屏、富媒体广告，并且增加了视频、互动类展现形式，能够与用户的情绪体验关联，提升其对于广告的接受度，变现效率会有明显提升。同时，InMobi设立了总额达2500万美金的激励基金，在收入分成上向开发者倾斜，给开发者更多激励和优惠。Piyush Shah透露，InMobi旨在构建一个独立游戏开发者的社区，向开发者提供包括咨询、业务拓展、货币化、人才方面的帮助，预计基金的设立能够帮助更多中小开发者，并进一步推动移动广告技术发展。据了解，目前Game on已经在国内市场开始测试，同多家公司达成了合作。年内正式版将上线启动，与此前的原生广告平台形成补充。（完）---------（以上内容转载自媒体，不代表InMobi官方观点）---------
客户评论：Orangenose创始人CHIEN MING LIANG这样评论InMobi：“InMobi拥有在市场环境存在很大差异的中国、美国等多个市场帮助我们超额达成eCPMs目标的能力，这种超凡能力是他之所以能从其他移动广告平台中脱颖而出的保证。在不到两个月的时间内，使我们的收入变成原来的100倍，而且收入的增长比我们实际用户使用流量的增长速度快了50%。我们终于为Orangenose找到了最理想的App商业化合作伙伴，那就是
通过锁定20-30岁的都市白领女性人群来展开此次移动互联网推广，根据品牌推广地域（北京，上海，广州, 杭州，南京，苏州，天津）进行区域定向覆盖，通过HTML5富媒体创意形式结合短信sp平台，让用户方便的通过手机广告来获取优惠信息，有效提升了活动效率，在短短的3天内所有专柜小样发放一空，超额完成项目KPI。活动效果：该款广告在上线3天内就超额完成了其既定的目标：有效展示数: 340万次以上点击量: 7万次以上平均点击率: 2%活动注册人数: 11285人
背景和目的：兰蔻发布了一款名为“小黑瓶”的护肤产品，她具有活化肌肤修复能力的功能。该款广告活动推广的主要目的在于通过多个用户接触场景吸引更多的潜在消费者参与“领小样”的线下活动，从而吸引其在韩国市场的目标女性消费群体并提升品牌知名度。InMobi解决方案：InMobi帮助兰蔻通过在富媒体的动态效果在手机屏幕上模拟将“小黑瓶”带来生活的生活场景，并通过以下措施来提升与该广告活动参与用户的品牌互动：1.将顾客引流至“小黑瓶”活动移动站点来免费领取最新发布的新品试用装。2. 吸引访问的顾客移动广告内观看兰蔻“小黑瓶”的广告宣传片，从而在心理层面上打动用户并介绍产品功效。3. 植入社交分享功能使访问的顾客可以点击分享该免费领取新品试用装的活动。案例结果：广告活动在哪些移动广告网络、站点和App分类上投放、投放的时间段和定向什么型号的移动端设备都是这类定向移动广告成功与否的关键要素，该广告活动主要投放在女性消费者聚集的站点和App上，广告上线仅两天，我们就进行了一次基于数据的富媒体用户参与度分析，找出了转化效果最好的站点、运营商、设备和时间段分类来进行广告的优化。该广告活动的效果非常出色，39%的访问用户观看了广告视频宣传片，24%的用户与富媒体广告单元进行了其他深层互动。病毒营销传播的效果同样非常好，17%的访问用户分享了该广告视频到他们的社交网络。
点触的需求：借助植入移动广告的模式将旗下50多款iOS和安卓平台的App进行商业化变现，从而拓展收入来源。InMobi解决方案：在App内植入InMobi广告SDK来展示高相关性的广告。成功要素分析：1. 正确的合作: 点触科技通过Corona Labs的开发平台开发他们的游戏，借助已经预置在Corona解决方案中的InMobi SDK，点触科技可以很快地进行InMobi SDK的无缝植入，而无须担心任何兼容性问题。2. 本地化支持: InMobi位于中国的本地团队能够帮助点触科技优化他们的商业化方案，从而通过持续接收到本地高质量和精确定向的广告活动投放来提升收入。3. 可靠的跟踪和分析: 借助InMobi分析详细的实时数据和洞察，点触科技能够了解到哪类App当下最为最流行并且表现出色，基于这些有价值的信息，点触科技能够很快通过集中资源开发类似App的方法高效配置他们的团队资源。案例结果：
Games2win (G2W)是全球排名前20的在线游戏公司（基于comScore的数据）并且他们非常认真地看待他们的游戏事业，借助Clearstone和硅谷银行的出资，G2W每月通过旗下的站点每月吸引着2000万以上的唯一用户，运营600款以上的游戏，拥有自己的游戏移动广告平台和移动社交网络。《疯狂停车》是发布仅10天就实现了850万次以上用户乐捧的安卓停车类游戏，G2W希望能够借助广告变现的模式持续从这款App上产生收入。对于《疯狂停车》，G2W尝试了多家移动广告平台来变现全球的用户使用流量来提升广告收入，这与大多数App开发商在通过移动广告平台进行广告模式商业化的思路是相同的，即首先尝试与多家移动广告平台进行合作，通过实际的商业化效果来比较各家平台的真实能力，从而选出广告资源变现能力最强的移动广告平台来持续合作。在尝试了全球多家著名移动广告平台进行了试探性合作之后，G2W开始锁定InMobi来变现他们在50多个国家和地区的广告资源，并且进一步将双方的合作扩展到了其他游戏和公司核心的Appucino（G2W针对游戏的社交平台）。公司联合创始人和CEO Alok Kejriwal甚至直接公开给出了这样的高度评价：“我们与InMobi在《疯狂停车》App上的合作是双方公司的第一次合作，但我必须说相对其他移动广告平台，我们对InMobi的表现非常满意。InMobi帮助我们扩大了地区的覆盖并实现了很高的eCPMs，这再次说明了为何InMobi能够在市场上获得那么好的声誉。”数据说话，我们一起看一看InMobi到底有啥神奇的魔力让G2W如此痴迷？其中我们又能解读出什么讯息？根据官方披露的数据，在与InMobi合作之后，《疯狂停车》的eCPMs提升了69%，相对其他同样优秀的移动广告平台，收入提升了18%。从这个数据里，我们可以解读出三条有价值的信息：1. 作为全球排名前20的在线游戏公司，Games2Win必然不会选择一般的移动广告平台进行测试，InMobi能够在与同样量级的移动广告平台同场竞技的情况下实现收入提升18%，说明其不负全球最大独立广告平台的虚名，还是有两把刷子的。2.在eCPMs提升69%的情况下收入提升18%，说明InMobi的长处在于eCPMs，但填充率相对其竞争对手还是有点弱，这样对于App开发者的建议是，如果你使用聚合平台来变现，一定要把InMobi排在首位，这样你即能享受到超高的eCPMs，同时能够通过其他广告平台来补量，解决填充率的问题。如果你没有选择使用聚合平台，你需要综合考虑eCPMs和填充率，这两大因素综合后才主要决定你的收入，但是相对来说，高eCPMs的广告质量相对较高，可能很多是知名品牌的广告，这样对于App内的用户体验会更好，因此如果在总体水平差不多的情况下，还是要选择高eCPMs的移动广告平台进行合作。3. 从全球移动流量变现的角度来说，相信G2W选择InMobi的一大原因是InMobi全球的移动广告网络覆盖，目前InMobi已经覆盖了165个国家和地区的7.59亿移动用户，国内App开发者可以参考的是，如果需要实现发布在海外的App的商业化，InMobi这类全球性的移动广告平台是个不错的选择，毕竟只需要和一家公司沟通而且变现效率有保证，会省却很多的隐性成本，另外，由于这类公司在全球的渠道和网络已经很健全，他们还能建议合适进入的市场并提供针对不同国家市场的建议。另外，InMobi的广告SDK实际上是“多合一”SDK，里面还集成了InMobi分析和LTVP交叉推广等工具，集成该SDK对于App推广和监测也比较有用，在能分配给SDK的空间比较紧张的情况下不失为一个好选择。
案例体验地址：http://l.inmobi.com/adidas（该广告活动已下线，由于案例体验服务器部署在国外的因素，需要等待比较长的加载时间，由于微信的限制，建议通过将链接复制到手机浏览器后打开的方式来体验）合作伙伴评价：“InMobi对我们来说并不只是平台的提供者,而是长期值得信赖的业务合作伙伴,InMobi最吸引人的地方在于他们充满激情的一流创意和技术 团队能够帮助我们一起不断满足客户的营销期待。鉴于安布思沛希望不断通过颠覆性的数字营销活动来支持客户与消费者进行深层互动,我们 希望和InMobi建立长期的战略合作伙伴关系。”- Shayne Garcia, 数字营销总监, 安布思沛菲律宾
InMobi与PHD携手运作的联合利华清扬“F1 Fantasy冠军赛车经理”App品牌营销活动在去年斩获了全球无线营销联盟(MMA)颁发的“Smarties 2013”大奖，本文主要介绍本次推广活动中积累的经验，力图为营销界人士提供有价值的参考。背景和目标：清扬是F1莲花车队(Lotus Team)的赞助商, 其“F1 Fantasy冠军赛车经理”App是其2013年品牌战略的重要组成部分，借助F1赛事赞助这一事件，本次品牌营销活动通过在清扬品牌和中国的F1粉丝之间构筑起了一座良好的沟通桥梁，提升了清扬目标用户群体的品牌参与度。清扬的媒介代理公司PHD选择了InMobi来发起并促进这一创新移动应用在其目标受众之中的使用。解决方案：清扬 “F1 Fantasy冠军赛车经理”App允许用户通过虚拟组建自己的F1车队并在每周与其他竞争车队进行比赛来参与“清扬F1冠军赛”赛事。InMobi 精心构建了一系列的移动广告推广活动来吸引用户从安卓和iOS应用商店下载该移动应用。二维码也被应用到了该系列推广活动中，使用户可以通过二维码直接从应用商店下载该应用。该推广活动的目标受众是18至35岁年龄段、热衷男性体育运动的中高收入阶层用户。InMobi的广告投放团队将该应用的广告针对新闻、金融、汽车、旅游、娱乐、游戏、生活等类型的App进行定向投放，并在周末时间段增强曝光量以最大化广告影响效果。该团队还基于根据 InMobi 广告服务平台提供的各项优化建议, 通过更新“Banner”广告并在效果比较好的站点增强广告曝光以进一步优化该推广活动的效果。活动结果：InMobi帮助清扬获取了39.9万个活跃用户和下载量，这相当于渗透了中国12%的F1赛车迷。更令人难以置信的是，有4.6万个F1虚拟车队为该App进行了注册，这使得清扬“F1 Fantasy赛车冠军经理”App 在短短上线7周内，就成为了中国排名第一的体育类移动应用。该App的移动广告推广还实现了高于2%的点击率(CTR), 远远高于行业平均水平。该品牌营销活动还为清扬实现28%的业绩增长（同期行业平均业绩增长水平仅9.6%）和12%的关键品牌衡量指标增长作出了非常积极的贡献。由于该推广活动出众的创新和业务影响力，该活动还斩获了全球无线营销联盟颁发的“Smarties 2013”大奖。活动结案视频：http://v.youku.com/v_show/id_XNjgxMDY2Njg0.html
year the Advertising Research Foundation (ARF) organizes Re:Think, a 3-day
conference that gathers the best and brightest minds in advertising, marketing
and research. Attendees have the opportunity to hear inspiring talks from
industry leaders and experts who have helped shape the research and marketing
landscape of today. Attendees can also gain valuable insight from a number of
specialized tracks, which covered a range of interesting topics. This
year, InMobi was selected to present our insights surrounding mobile shopping
behaviors and ad performance. Our presentation “Using Mobile Shopping Behavior
to Design Exceptional Ad Performance” discussed:How consumers are using mobile media in every
day lifeHow mobile fits in with other channels
throughout the path to purchaseHow creative can impact the overall success of a
this particular discussion, we looked at American auto purchase intenders on mobile. We
discussed how mobile users who are shopping for vehicles use their mobile
devices to help them shop. We used insights from both our Mobile Media Consumption and Vertical Insights research series and highlights from Land Rover’s mobile rich media campaign case
study. Key insights from our presentation include:Mobile use is everywhere and anywhere, and mobile devices are the most personalized devices in our lives. Mobile creatives need to be designed with both the unique capabilities of mobile devices in mind, as well as the personal tastes of mobile users.Mobile is the preferred media channel for auto information consumption,
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
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
Please join me at the MMA Forum São Paulo | 17-18 October, 2011
James Lamberti Research and Marketing InMobiRed Hot Rio A Case Study on Mobile Commerce 18 October, 2011Please use this 15% discount code when booking: SPKR15_saopaulo
Dear colleague, Now is the time to register for Latin America's leading mobile marketing event, featuring global brands, agencies and publishers. This year's Forum focuses on the customer, and how marketers can leverage mobile to communicate with audiences in personal and relevant way.
Key topics this year include:
Mobile Marketing Futures: The Next 3-5 Years: Gerd Leonhard, Media Futurist, author and blogger, looks at the future of the industry
The Role of Mobile in Kellogg's Marketing Strategy: Guillermo Obregon Rodriguez, Senior Cross Category Marketing Manager at Kellogg Company, Mexico shares case studies
Traditional and Innovative Ways to Build Your Brand and Engage your Customers Through Mobile: Adriana Knackfuss, Senior Consumer Connections Manager will share Coca-Cola Company case studies
Case Study from Argentina: Pablo Poncini, CEO of TBWA Argentina shares the story of a script written collaboratively through Twitter
For more speakers and full session descriptions, view the agenda.
Red Hot + Rio 2 is the latest entry in the series of tribute albums produced by the Red Hot Organization to raise money for HIV/AIDS awareness and prevention. This new album is a modern tribute to the late 60's Brazilian Tropic¡lia movement. The Red Hot organization engaged InMobi to help promote the launch of this long awaited album.
A rich media banner experience that incorporated sounds and video was run across Android inventory globally. The creative featured well known artists from the album and used Sprout's innovative HTML 5 mobile rich media platform to help drive significant brand engagement. The campaign peaked with a CTR of 1.07% in the UK.
Paul Heck, Director of the Red Hot Organizations says, Mobile advertising on InMobi's network was a huge success for Red Hot + Rio 2. The creative potential of the mobile advertising format is very impressive, when combined with Sprout's technology. Reaching scale in markets such as Brazil and Spain in that past, has been challenge with traditional media. Download The Case Study PDF > Email this Case Study PDF
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
One of Sony's flagship offerings in the smartphone arena, the Xperia X1 was also the company's first Windows Mobile device. With its slick design, touch screen, slide-out keyboard and full array of media options, it was the perfect choice for consumers who wanted both work and entertainment capabilities on a high-end phone. Sony selected InMobi to build word-of-mouth publicity through mobile networks ahead of the phone's launch date.
A campaign that was developed highlighting the phone's lightweight design, sleek good looks, personalization options, as well as features like a camera for still film or video and a multi-format music player. Users who viewed the mobile video showcasing the phone could forward it on to their friends, along with their pre-order forms. Colorful wallpapers featuring the phone's breakthrough features were also available for download.
For Sony Ericsson, the power of InMobi's mobile network was immediately apparent in the interest and excitement that materialized around the Xperia X1 launch. Almost 85% of pre-orders were sent to buyers' friends. When that figure was put alongside the number of wallpaper downloads and shared videos, it became clear that InMobi is pioneering innovative new best practices in word-of-mouth marketing.
Reebok invented HexRide cushioning technology to create a cushioned, lightweight ride for runners. Using a pattern of hexagonal recesses containing sealed air pockets, the shoe shields the wearer's body from the impact of the pavement. As a result, the HexRide shoe makes running a smoother and more delightful experience for runners. With the aim of highlighting this new level of fun made possible by HexRide, Reebok chose the InMobi mobile ad network.
To generate as much buzz as possible around the launch of HexRide, especially among younger buyers, an interactive game was developed and made available for download. Highlighting the idea of making HexRide "your move," the game positioned the shoe as a personal statement, while re-creating the excitement that all runners feel at making it to the finish line.
The interactive game was particularly effective in making a connection between the brand and the thrill of athletic competition. Over a third of users who clicked through the banner ads downloaded the game, and quite a few also took advantage of the Invite a Friend feature through SMS. For Reebok, what InMobi delivered went above and beyond industry benchmarks. Download the case study PDF
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
United Nations Children's Fund (UNICEF) is a global organization with operations in 190 countries. Its mission is to build a world where the rights of every child are realized. As part of its campaign to raise awareness about the benefits of exclusive breastfeeding of children, InMobi donated media for a mobile ad campaign across Indonesia.
Mobile display ads were targeted at specific content categories. Users who clicked through the banners were sent to a mobile landing page. This page was used to collect the name, email and phone number of users. Communication materials were then sent to this list and it was immediately followed by phone to raise fund for UNICEF.
Liem Ay Ling from UNICEF Indonesia said, InMobi's scale and understanding of mobile market in Indonesia was essential to the success of this campaign. We saw impressive results including a peak CTR of 0.31% and a conversion rate of 6% after optimization." Download the case study PDF
NIIT is leading Global Talent Development Corporation, dedicated to IT education. They offer learning solutions to Individuals, Enterprises and Institutions across 40 countries. With the assistance of Percept Knorigin, NIIT saw an opportunity to leverage mobile advertising to drive awareness and generate leads for their schools.
campaign was developed to promote their 8th annual scholarship program. Display ads were run across number of mobile devices. The ads linked to landing page, which contained simple lead gen form. InMobis AdROIt (Advertising ROI Technology) was deployed to track results post-click and continuously optimize the campaign to maintain ROI.
The campaign peaked with CTR of 1.22% and saw Click to Lead ratio of 1.45%. Vimal Pandey, Head of Product & Marketing for International Business from NIIT said, "The campaign generated thousand of leads and proved to be very cost effective marketing channel for us. Boby Paul, Head of National Sales from Percept Knorigin adds Set up and campaign management with InMobi is easy, and their customer service is consistently great. Download the case study PDF
Fiplab is a leading app development studio based in London, U.K. As part of their launch campaign for their new entertainment app, Talking Gremlin, they engaged InMobi to help drive downloads and increase their AppStore ranking.
As part of their broader marketing plan for the Talking Gremlin app, Fiplab ran both display ads and text ads, targeted at iPhone and iPad users across the InMobi network. The iPhone app reached the number one slot in the iTunes U.K entertainment chart and 6th overall in the free chart. The iPad app broke into the Top 20, achieving the number 11 overall spot.
Anirudh from Fiplab said, Achieving the top spot on the AppStore had a significant impact on driving our organic downloads. Once youre on the charts its easier to sustain your position through a combination of organic downloads and advertising. InMobi was a key partner in our success and we plan to continue working with them. Download the case study PDF
Close Up is a popular Unilever brand of toothpaste and is the number one or two toothpaste brand in over 50 different global markets. Unilver brand managers in Indonesia saw a unique opportunity to leverage the power of InMobis mobile advertising network to reach the youth demographic.
As part of their new Hook Up promotional campaign Close Up selected InMobi for it's sophisticated handset targeting. Display ads drove users to a WAP landing page where consumers could enter a Blackberry phone sweepstakes and share their Hook Up stories through a Close Up Facebook page.
InMobi clearly demonstrated their ability to drive strong results. We saw a 45% increase in CTR, peaking at 0.2% after campaign optimization. said Unilever marketing manager. InMobi also allowed us to easily combine mobile ads with our social media campaign, a truly winning combination. Download the case study PDF
Inedible Software is a leading mobile software developer and creator of the wildly successful Shotgun Free iPhone app. Founded in 2009 by two Stanford graduates, Edward Marks and James Anthony. Shotgun Free for iPhone has been downloaded over 7.5 Million times and at peak was receiving over 3.5 Million of page views a month.
InMobi's mobile ad SDK was incorporated into Shotgun Free for iPhone, along with a host of other mobile ad networks. InMobi outperformed them all internationally, delivering a 3X increase in international eCPMs. In the U.S. eCPMs also increased on average by 10%."InMobi's SDK is very stable and set up was easy", said Edward Marks of Inedible.
Edward Marks also says, "InMobis ability to monetize internationally is unmatched. With over 45% of our traffic coming from other countries InMobi is essential to our monetization strategy. In the U.S. we use a number of other ad networks along with InMobi and the performance here is strong as well. Overall, we're very happy with the results. Download the case study PDF
Thailand is a world renowned vacation destination, known for it's white sand beaches, crystal clear water and year round tropical climate. The Tourism Authority of Thailand selected InMobi as a part of their ongoing campaign to promote tourism to their country. Reaching the right demographics was going to be key to the campaigns success.
Display ads were developed with creative that depicted popular tourist attractions throughout the country. Verticals such as news, sports, lifestyle and entertainment were targeted and Facebook social media integration was provided through a WAP landing page which helped extend the campaigns reach.
Kitsana Kaewtumrong, Director of International Advertising Publicity Division said, InMobi made integration with Facebook simple. Social media is a very cost effective way for us to extend the reach of our advertising efforts. We were very happy with their customer service as well. Download the case study PDF
Econtact Pro is an iPhone app for enterprise users who want a simple way to organize their business cards and create a digital library of contacts from them. After launch, the app was featured by Apple and downloads were strong. But once the initial excitement around the launch faded, and a few competitors entered the space, Econtact Pro needed to respond in order to keep their app top of mind with their target customers.
As part of an integrated marketing campaign which included email and social media, the InMobi ad network was selected for it's ability to reach the proper the target segment and drive app downloads. InMobi's handset targeting allowed eContact to Pro target enterprise users on the iPhone platform. Sophisticated self service tools enabled them to closely monitor the campaign and ensure they hit their CPA.
Julian Nachtigal the marketing manager for Econtact Pro said, "The InMobi platform clearly drove downloads of our iPhone app and functioned as an essential direct marketing tool for us. During the campaign Econtact Pro saw up to a 50% increase in downloads. Econtact Pro was satisfied with the results and plans to use InMobi in the future to promote new apps. Download the case study PDF
Invictus Games is a leading international game developer. Founded in 1992 as a computer entertainment software company, they have created games on a variety of platforms including PSP, iPhone and PC. Recently they have seen tremendous success with their iPhone game Froggy Jump. The game has been downloaded over three million times and has been successful at driving revenue through mobile advertising with InMobi's global ad network. Rather than charge consumers for the game, Invictus chose a mobile advertising supported business model together with in-app purchasing to monetize the tens of millions of minutes users spend playing the game. After learning about InMobi's World Developer Fund, Invictus decided to work with InMobi as one of their mobile advertising publisher partners.
InMobi's mobile ad SDK was incorporated into the Froggy Jump iPhone game along with two other mobile ad networks. Monetization with InMobi immediately exceeded other competing networks. Overall eCPMs were double those of other networks and increased on average by 40%. "Set up was easy, and InMobi's online tools for publishers are very comprehensive", said Tamas Kozak CEO of Invictus. Tamas and the Invictus team also appreciated the high level of customer service they received from InMobi reps.
eCPMs for Froggy Jump reached an average of $5.99 and bumped even higher in some regions. "InMobi has been a great solution for us given the global nature of the iPhone gaming ecosystem. We use three different ad networks