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Stepping Towards a Curated Future

Team InMobi
Team InMobi
3 min read
Posted on September 16, 2021
Stepping Towards a Curated Future

Coming soon: A curated environment for advertisers powered by high quality, contextually relevant supply and audiences to test and scale their mobile marketing strategies. 

During the pandemic, people spent more time spent indoors and more time on their phones. For example, last year saw casual gaming app downloads increase by 45%. 

For brands and agencies looking to run more advertising on mobile apps, it can be hard to identify where they can engage their best audiences. After all, there are close to 3.5 million apps in Google Play and over 2.2 million apps in Apple’s App Store – and these numbers continue to grow. In addition, with time spent in app now above 3.5 hours a day in the U.S., the scale and breadth of available apps and in-app audiences is simply astounding.  

The past 18 months have further enhanced mobile’s claim to being the primary channel for advertisers to capitalize on. Mobile marketing empowers brands to directly interact with their customers, given the huge diversity in its highly engaged user base. No wonder mobile ad spend is growing by 17% in 2021 and is projected at 22% for 2022, surpassing pre-pandemic predictions.  

This impressive scale has made advertisers ask if they can now find specialized user environments that meet their diversified campaign needs and interests.  Can they more easily find and reach their best audiences and run ads on all the best apps? 

That’s why we at InMobi are creating a curated and contextually relevant “marketplace” that will match bespoke mobile advertising needs to only the most relevant mobile users.  

Curated, by InMobi. Coming soon.  

What it will be: 

To help advertisers discover, test and scale their mobile marketing campaigns in the shortest amount of time, this upcoming offering by InMobi will be focusing on curation by advertiser vertical – and will offer them the most contextually relevant supply, custom-built audiences, custom creative support and managed service for KPI optimization.   

Our first two marketplaces will be around Premium Sports and Holiday Shopping, with lots more in the works.  

Interested in learning more? Reach out to your InMobi contact or send us a note at https://www.inmobi.com/company/contact/

Why it will help:    

In any given year, scale and relevance are usually influenced by industry seasonality and audience consumption patterns. Across both, creating context is paramount. Curated, by InMobi will look to bring predictability to these patterns within a large pool of contextually curated supply.     

In addition, broader industry asks are moving from pure audience to casting the spotlight on publishers as well. For example, we have been having more conversations with our advertiser partners around how we can help them meet their diversity, inclusion, COPPA and Latinx targeting goals. Add to this, the complexity around identity-based targeting solutions that requires an expert eye. Curated, by InMobi will provide all this for advertisers, globally.    

Our offering will also help advertisers take advantage of new ad formats as soon as they become available. A dedicated setup, a curated environment and some insight-driven handholding are what makes for successful testing of new innovative formats on mobile. Guided by InMobi’s mobile specialists, our KPI-mapped new formats will look at deriving maximum value while tracking advertiser goals.   

Further, we see Curated, by InMobi as being critical in how we work with brands going forward that operate in categories like alcohol, gambling, sports betting, politics, etc. Often, advertisers working in these kinds of categories hesitate when it comes to mobile advertising due to the additional layers of checks required to reach the right audience. Our offering will ensure the validity of supply and audiences for these kinds of advertisers, all while meeting the unique needs of these brands.    

And finally, while a few programmatic platforms are currently able to serve the full-funnel marketing needs of some brands globally, there isn't one that can solve the perceptional and performance-related issues of mobile overall as a channel. Partnering with a mobile-specialized partner will allow advertisers to take advantage of mobile-first expertise. 

Interested in learning more? Reach out to your InMobi contact or send us a note at https://www.inmobi.com/company/contact/.  

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