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Targeting 2.0 : The Mobile-First Approach

Piyush Shah
Piyush Shah
Chief Product Officer
5 min read
Posted on October 16, 2014
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 the only mobile advertising platform that offers 'Guaranteed Outcomes' on mobile ROI to brands & agencies.

Likewise, for the first-time ever, app developers looking to drive installs and increase user engagement will be able to target users based on the type of app concepts users love or are most likely to appreciate. Cooking in the InMobi Labs is a disruptive, proprietary audience-targeting technology, code-named 'Appographic Targeting', that takes an ‘app-first’ view of the mobile consumer and attempts to understand the apps that users truly love.

While in the old desktop world, advertisers have successfully targeted users based on their demographic, behavioural and psychographic profiles, advertisers will be able to target them based on appographic profiles that directly relate to the user’s app preferences. Excited to share more details on this once we launch in beta in the next couple of months. Watch this space for more!

About the Author

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Piyush Shah is InMobi's Chief Product Officer responsible for the overall vision, strategy and direction for the InMobi product portfolio. Previously he was InMobi’s VP and GM for Performance Advertising and Developer Platforms.

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