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Describe your company and what role does it play in the mobile marketing ecosystem?
InMobi is the world’s largest independent mobile ad network. We are a display ad network reaching 194 million consumers through 26.5 billion impressions monthly. Our goal is to helps publishers monetize their inventory and helps advertisers reach their audience. We provide mobile technology services to advertisers, publishers, and developers in hundreds of countries around the world.
How does your company add value or differentiate itself in the marketplace?
InMobi differentiates itself in three ways. We offer massive global consumer reach and are indifferent to the OS, Handset, Creative, or Call to Action desired. We support everything with our highly scalable mobile technology platform. Second, we are committed to performance-based results using our mobile customer discovery technology or AdROIt™ (Advertising ROI tracker). This unique technology gives advertisers unique targeting capabilities with a focus on post-click optimization in real time. Finally, we believe the customer should be in control. Our analytics and reporting provide transparency and control to help maximize ROI.
What advice would you give to someone who is new to mobile marketing?
Think Scale. Mobile can offer cost effective reach and frequency to compliment your existing media plan. Think Device – try to avoid becoming married to just one platform and your campaign should cover all consumer use cases in mobile (e.g. make a call, link to social media, SMS text, download content, make a purchase, or do a search). Think Technology. In mobile, it’s your best friend. Use technology to help target and discover customers with broad based buy combined with your standard “no spillage” targeted buy. You will get the best results.
What is the one thing you wish you would have known before getting into the mobile marketing industry?
Mobile is NOT just like PC. Be prepared for new, exciting learning and don’t assume it’s just another version of PC web. The nature of the mobile web makes it impossible to translate the methods used on the PC to collect information, which is why InMobi created an in-house research team. We use our network to supply this information to our clients and the entire mobile eco-system.
Would you like to mention one of your successful campaigns?
InMobi recently ran a successful campaign for Fiplab out of the U.K. They used display ads targeted at iPhone and iPad users to promote their new app, Talking Gremlin. 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.
What are 3 three things one should do to ensure a successful MM campaign?
For advertisers InMobi suggest the following:
- Know your audience: When developing a campaign it’s essential to really understand your audience. Using research and data is a must, but so is taking the time to observe and get a real ‘feel’ for what that data actually means.
- Assume nothing and test everything: Advertisers should let the technology work for them rather than against them. There are so many ways to optimize and test that it’s unwise to make assumptions up front. The feedback loop these days is 24/7 and you should respond to the market as fast as possible.
- Volume counts: In digital marketing volume actually matters. You gain very little trying to develop one perfect campaign. InMobi recommends setting a high bar, and then fill your messaging pipeline with as much content as possible. By keeping your messaging relevant and timely, your best customers will appreciate the extra effort.
How does Mobile Marketing Association help you drive your mobile strategy?
We learn what people need and build it. It’s simple. Our goal is to educate and respond to customers – the best of which are in and around the MMA.
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