In collaboration with Precision and Spark Foundry, InMobi created and ran a PMP campaign programmatically for Marriott. The campaign creative was an interstitial display banner, created with the primary objective to drive maximum CTR and high-quality website traffic.
But it was really about how this campaign reached Marriott's intended audience that made the difference. This was done primarily through sophisticated Audience Segments to identify specific users, and using location technology to find those users in a geographical context relevant for Marriott's campaign. Here’s how:
- The campaign was targeted through InMobi's Audience segments, built over years of 1st party SDK data, type of app and usage patterns. InMobi identified affluent and high net worth audiences such as Luxury Shoppers, Frequent Travellers, Expats and Lifestyle Enthusiasts in the UAE.
- The audiences' mobile behaviour patterns were then evaluated against whether they use credit cards or frequent flyer programs and if they're interested in travel and holiday packages.
- InMobi’s polygon mapping and geofencing technology was applied precisely around affluent residential neighborhoods, hotels, airports, business centers, and other buildings that saw a higher influx of their identified Audience Segments.
Marriott, Spark Foundry and Precision worked with InMobi to continuously optimize the campaign on high performing sites to ensure it was reaching relevant, target audiences in an effective manner on mobile channels.