Leveraging Dynamic Audience Segmentation and Dynamic Creative Optimization 

Tata 1mg and InMobi focused on improving the first-time and repeat purchases for the brand, especially across Tier II and Tier III cities in India. The brand leveraged rich, in-app signals such as the various behavioral touchpoints on the home page, the frequency of home page visits per user, and frequency/nature of searches and views for related products and services on the app, to dynamically create the following audience segments. 

• Drop off users who would break the purchase journey at various touchpoints 
• Dormant users who were inactive on the app between 30 to 45 days 
• Users who started checkout before 2 days to 50 days 
• Hourly active users identified during their peak hours on the app

Tata 1mg further optimized the remarketing strategy to avoid spillage and maximize efficiency via micro buckets of unique, dynamic user cohorts. Additionally, the brand identified the peak activity time of its customers and the apps they are mostly active on to deploy time-based targeting and ad serving. Nudging these cohorts to re-engage and then purchase, the brand could consistently maintain a growing lifetime value (LTV). By targeting users who visited the app frequently, the brand encouraged them to visit diverse app categories, expanding their purchase portfolio. The dynamic audience segmentation was combined with compelling rich-media banner and interstitial creatives that focused on two key areas: 

• Affordability: To make their offerings more accessible across income groups, the creatives featured discount codes for the users. 
• Convenience: With crisp, direct messaging and a one-click call-to-action - "Order Now," the audience got the message clearly and were immediately directed to the Tata 1mg website, where they could purchase medicines at a discounted price.