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インモビ、日本法人の代表に金田信和が就任 インモビ、日本法人の代表に金田信和が就任
July 23, 2015

世界最大級のモバイル広告ネットワークを運営するインモビはこのたび、日本法人のインモビ ジャパンの代表に金田信和(かねだ のぶかず)が就任したことをお知らせします。 金田は、これまで20年以上にわたりIT企業およびアドテクノロジー企業などにおいて、新規事業や新会社の立ち上げ、セールス部門や会社全体の組織作りなどを担ってきました。 アドテクノロジー企業ではGoogleの広告営業統括やリーチローカル・ジャパンのセールスディレクター、アイレップにてロカリオ設立などを経て、インモビ ジャパン入社の直前はリッチメディア広告プラットフォームを提供するCeltraのジャパンカントリーマネージャーとして日本市場進出およびパートナー開拓に大きく貢献しました。 インモビ ジャパンの代表就任に伴い金田は、「世界最大級のモバイル広告ネットワークを運営するインモビに加わることができ、大変嬉しく思います。インモビのグローバルのノウハウを活用して、日本のモバイル広告市場のさらなる活性化に努めていけるよう、インモビ ジャパンを牽引していきます」と述べています。 以上 略歴(抜粋) 1992 年 オレゴン大学 卒業 1992 年 日本アイ・ビー・エム株式会社 入社 2000 年 株式会社CSK (現SCSK株式会社)入社 2006 年 グーグル株式会社 入社 2010 年 ネットレイティングス株式会社(現ニールセン株式会社)入社 2012 年 リーチローカル・ジャパン株式会社 入社 2012 年 株式会社アイレップ 入社 2013 年 Celtra, Inc. 入社 インモビについて インモビは、世界最大の独立系モバイル広告ネットワークです。世界各国の代表的なブランド、デベロッパー、およびパブリッシャーの広告を、200カ国にまたがる10億人のモバイルユーザーへと配信します。ビッグデータ、ユーザー行動、およびクラウドベースアーキテクチャを活用することにより、インモビのプラットフォームは、シンプルなモバイル広告ソリューションをクライアントに提供することができます。 なおインモビは、MIT Technology Review 誌で「2013年の革新的企業50社」の1社に選定されました。 追加情報 URL : japan.inmobi.com Facebook : facebook.com/inmobijapanTwitter : @inmobijp 【お問い合わせ】 報道関係者様のお問い合わせ先: ㈱トレイントラックス(広報代理店) 担当: 佐古、小牧 TEL: 03-5738-4177 E-MAIL: inmobijapan@traintracks.jp ビジネス関係者様のお問い合わせ先: E-MAIL: contact-jp@inmobi.com

世界最大級のモバイル広告ネットワークを運営するインモビはこのたび、日本法人のインモビ ジャパンの代表に金田信和(かねだ のぶかず)が就任したことをお知らせします。 金田は、これまで20年以上にわたりIT企業およびアドテクノロジー企業などにおいて、新規事業や新会社の立ち上げ、セールス部門や会社全体の組織作りなどを担ってきました。 アドテクノロジー企業ではGoogleの広告営業統括やリーチローカル・ジャパンのセールスディレクター、アイレップにてロカリオ設立などを経て、インモビ ジャパン入社の直前はリッチメディア広告プラットフォームを提供するCeltraのジャパンカントリーマネージャーとして日本市場進出およびパートナー開拓に大きく貢献しました。 インモビ ジャパンの代表就任に伴い金田は、「世界最大級のモバイル広告ネットワークを運営するインモビに加わることができ、大変嬉しく思います。インモビのグローバルのノウハウを活用して、日本のモバイル広告市場のさらなる活性化に努めていけるよう、インモビ ジャパンを牽引していきます」と述べています。 以上 略歴(抜粋) 1992 年 オレゴン大学 卒業 1992 年 日本アイ・ビー・エム株式会社 入社 2000 年 株式会社CSK (現SCSK株式会社)入社 2006 年 グーグル株式会社 入社 2010 年 ネットレイティングス株式会社(現ニールセン株式会社)入社 2012 年 リーチローカル・ジャパン株式会社 入社 2012 年 株式会社アイレップ 入社 2013 年 Celtra, Inc. 入社 インモビについて インモビは、世界最大の独立系モバイル広告ネットワークです。世界各国の代表的なブランド、デベロッパー、およびパブリッシャーの広告を、200カ国にまたがる10億人のモバイルユーザーへと配信します。ビッグデータ、ユーザー行動、およびクラウドベースアーキテクチャを活用することにより、インモビのプラットフォームは、シンプルなモバイル広告ソリューションをクライアントに提供することができます。 なおインモビは、MIT Technology Review 誌で「2013年の革新的企業50社」の1社に選定されました。 追加情報...

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CyberZの「F.O.X とアドウェイズの「PartyTrack」の モバイル広告トラッキングシステムを、 インモビのMobile Tracking and Attribution Partner CyberZの「F.O.X とアドウェイズの「PartyTrack」の モバイル広告トラッキングシステムを、 インモビのMobile Tracking and Attribution Partner
June 17, 2015

~両者は、広告主により安全かつ正確なアトリビューションの提供が可能に~世界最大級のモバイル広告ネットワークを運営するインモビは、インモビが提供するMobile Tracking and Attribution Partner(以下、MTAP)Programにおいて、株式会社CyberZ(以下、CyberZ)および株式会社アドウェイズ(以下、アドウェイズ)と業務提携したことをお知らせします。 本提携により、CyberZのスマートフォン広告向けソリューションツール「Force Operation X」(以下、F.O.X)とインモビのアドネットワークが連携を強化しました。同様にアドウェイズのスマートフォンアプリ向け効果測定ツール「PartyTrack」とインモビのアドネットワークが連携を強化しました。これによりCyberZとアドウェイズは、中立的でより安全かつ正確なアトリビューションを可能にする業界最高レベルのソリューションを広告主に提供できます。 MTAP Programはインモビが、F.O.XやPartyTrackのように厳選された独立系モバイルアトリビューションプラットフォームを認定するパートナーシッププログラムで、2014年12月に開始しました。アプリ開発者にとって、モバイルにおけるアトリビューション、コンバージョンのトラッキング、および広告キャンペーン成果のROIの測定は非常に重要な業務である一方、いくつかの課題を抱えるのが現状です。その課題とは「デバイスを識別する為の情報は、OS/プラットフォームによって個別な生態系をもっている」、「精度の低い識別情報は不正確なアトリビューションにつながる可能性がある」、「絶えず進化するトラッキングテクノロジーの分野では、俊敏かつ確実な対応ができるパートナーとの連携が必須である」などが挙げられます。 MTAP Programはこれらの課題を解決するソリューションとして設計されています。F.O...

~両者は、広告主により安全かつ正確なアトリビューションの提供が可能に~世界最大級のモバイル広告ネットワークを運営するインモビは、インモビが提供するMobile Tracking and Attribution Partner(以下、MTAP)Programにおいて、株式会社CyberZ(以下、CyberZ)および株式会社アドウェイズ(以下、アドウェイズ)と業務提携したことをお知らせします。 本提携により、CyberZのスマートフォン広告向けソリューションツール...

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インモビ、パワフルなストーリーを伝えるインタラクティブ動画広告プラットフォームを発表 インモビ、パワフルなストーリーを伝えるインタラクティブ動画広告プラットフォームを発表
February 10, 2014

〜 消費者を惹き付けるユーザーエクスペリエンスでエンゲージメントの向上に 〜世界最大級のモバイル広告ネットワーク、インモビは、インタラクティブで魅力のあるユーザーエクスペリエンスを創出する動画広告フォーマットを発表しました。 インモビの新しいモバイル動画広告フォーマットは、従来の動画広告と異なり、インタラクティブな機能やユーザーコンテキストを動画に組み合わせることにより、より高いエンゲージメントを、ブランド広告主とアプリデベロッパーに提供します。 モバイルマーケティング協会(MMA)CEOのGreg Stuart氏は以下のように述べています。「消費者のエンゲージメントを向上させる、このようなモバイルの革新的技術をブランド各社が活用できるということは、嬉しい限りです。モバイルは比較的小画面ですが、消費者をブランドメッセージに引き込み、広告主と消費者を緊密に結び、ストーリー性の高いメッセージを伝える究極の機会を提供します。」インモビの動画広告を試験的に実施しているゲーム、音楽、メディア、エンターテイメント等の様々な大手アプリデベロッパーにおいては、アプリインストール率の増加を最高200%達成しています。また、インモビの動画広告を見た後にアプリをダウンロードしたユーザーは、インセンティブが無くとも、より高いエンゲージメント率、収益、ユーザーLTVを生み出しています。 ブランド広告主は、プリロール型動画広告、フルスクリーンのビデオスティシャル広告(動画インタースティシャル)、クリックトゥビデオ(Click-to-video)広告だけでなく、以下の高機能な動画広告フォーマットを活用することが可能です。 1.インタラクティブ・キャンバス(Interactive Canvas)動画広告に、クリック可能なボタン等のインタラクティブコンテンツを組み合わせて表示させることにより、インタラクションを強化します。2.ビデオ・スマートアド(Video SmartAd)ユーザーの現在位置、天候、もしくは株価情報のフィード等、ライブデータを含めた外部フィードに基づき、関連性のある広告を表示させることが可能です。例: ユーザーの現在位置の外気温が高い場合に清涼飲料の動画広告が表示される等、天気情報に合わせた広告表示3.ビデオシリーズ(Video Continuum)配信した動画広告をユーザーが閲覧したかを識別して、シリーズに分けた動画広告の続きをリターゲティングすることにより配信することが可能です。キャンペーンを複数の動画シリーズに分けて展開する場合、広告のデザインを統一することにより、ユーザーにシリーズの各動画の関連性を明示します。4.フォームキャプチャ(Form Capture)動画広告にカスタマイズしたフォームやアンケートを組み合わせて配置し、そこから得られる消費者の回答から、より関連性の高いリターゲティングを可能にします。インモビのプロダクト担当副社長Piyush Shahは以下のように述べています。「インモビは、広告のユーザーエクスペリエンス向上に全力で取り組んでいます。インモビの動画広告インプレッションは10億を超えており、これはプロダクトの規模とリーチを示すものです。インモビの動画広告は、ビッグデータを活用した多彩な動画広告フォーマットや、数々の受賞歴を持つクリエイティブチーム、詳細な分析機能など多岐にわたり、消費者に単なる広告以上の動画体験を提供します。」

〜 消費者を惹き付けるユーザーエクスペリエンスでエンゲージメントの向上に 〜世界最大級のモバイル広告ネットワーク、インモビは、インタラクティブで魅力のあるユーザーエクスペリエンスを創出する動画広告フォーマットを発表しました。 インモビの新しいモバイル動画広告フォーマットは、従来の動画広告と異なり、インタラクティブな機能やユーザーコンテキストを動画に組み合わせることにより、より高いエンゲージメントを、ブランド広告主とアプリデベロッパーに提供します。 モバイルマーケティング協会(MMA)CEOのGreg Stuart氏は以下のように述べています。「消費者のエンゲージメントを向上させる、このようなモバイルの革新的技術をブランド各社が活用できるということは、嬉しい限りです。モバイルは比較的小画面ですが、消費者をブランドメッセージに引き込み、広告主と消費者を緊密に結び、ストーリー性の高いメッセージを伝える究極の機会を提供します。」インモビの動画広告を試験的に実施しているゲーム、音楽、メディア、エンターテイメント等の様々な大手アプリデベロッパーにおいては、アプリインストール率の増加を最高200%達成しています。また、インモビの動画広告を見た後にアプリをダウンロードしたユーザーは、インセンティブが無くとも、より高いエンゲージメント率、収益、ユーザーLTVを生み出しています。 ブランド広告主は、プリロール型動画広告、フルスクリーンのビデオスティシャル広告(動画インタースティシャル)、クリックトゥビデオ(Click-to-video)広告だけでなく、以下の高機能な動画広告フォーマットを活用することが可能です。 1.インタラクティブ・キャンバス(Interactive Canvas)動画広告に、クリック可能なボタン等のインタラクティブコンテンツを組み合わせて表示させることにより、インタラクションを強化します。2.ビデオ・スマートアド(Video SmartAd)ユーザーの現在位置、天候、もしくは株価情報のフィード等、ライブデータを含めた外部フィードに基づき、関連性のある広告を表示させることが可能です。例: ユーザーの現在位置の外気温が高い場合に清涼飲料の動画広告が表示される等、天気情報に合わせた広告表示3.ビデオシリーズ...

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アドウェイズ、世界最大級のモバイルアドネットワークを保有する インモビと全世界に及ぶ包括的業務提携 アドウェイズ、世界最大級のモバイルアドネットワークを保有する インモビと全世界に及ぶ包括的業務提携
January 30, 2014

~アプリデベロッパーの海外プロモーション支援を強化~株式会社アドウェイズ(本社:東京都新宿区、代表取締役:岡村陽久、以下アドウェイズ)と、モバイル広告で世界最大級のアドネットワークを保有するインモビ ジャパン株式会社(本社:東京都港区、代表:小尾一介、以下インモビ)は全世界に及ぶ包括的業務提携を行うことになりましたので、お知らせします。インモビは、2007年にインドで誕生し、世界最大級のモバイルアドネットワークを保有しています。現在世界165カ国、月間1,200億以上のインプレッション数を持ち、6億9,100万のユーザーに広告配信を行うことが可能です。今回の提携により、アドウェイズがアプリデベロッパーの海外プロモーション支援を行う際、インモビの保有する各国の市場状況やローカルトレンド情報を活用して、より効果的なプロモーション設計やクリエイティブ制作が可能になります。加えて、インモビのテクノロジーを活用した効果的な広告商品の提供により、今まで以上にROI (Return On Investment:費用対効果)を追及した広告配信を実現いたします。今回の提携にあたり、両社代表からのコメントがございます。□株式会社アドウェイズ代表 岡村陽久氏のコメント「アドウェイズは現在、アジアのスマートフォン広告事業でNo.1になる、という目標を掲げています。昨今は10ヶ国の海外拠点を活かし、いかにそれぞれの国にあった費用対効果の高い広告事業を実現できるかが課題でした。アジアNo.1の広告ネットワークを誇るインモビ ジャパン株式会社様との提携により、アジアだけでなく全世界でよりパフォーマンスに優れたプロモーションの実現が可能になると感じております。」□インモビ ジャパン株式会社代表 小尾一介のコメント「従来協業していただいていた株式会社アドウェイズ様と今回新たにパートナーシップを結べたことにたいへん喜んでおります。このパートナーシップを通じて株式会社アドウェイズ様のクライント様に弊社がグローバルに展開しているアドネットワークへのシームレスな活用をご提供できると同時に、弊社のネットワークに参加している広告メディア提供企業様に新しい収益化の機会を提供できることとなると確信しております。グローバルに拡大するスマートフォン・アプリケーションビジネスの発展に今回のアドウェイズ様とのパートナーシップを通じて一層貢献できれば幸いです。」今後もインモビでは、ターゲティング・トラッキング・クリエイティブ技術を駆使したスマートフォン広告サービスを展開し、アプリデベロッパーのグローバルな収益拡大とユーザー獲得に貢献してまいります。□■□株式会社アドウェイズについて http://www.adways.net/2001年設立。国内最大級の広告主を有するモバイルのアフィリエイトプログラム「Smart-C」の運営を始め、PC媒体向けアフィリエイトプログラム 「JANet」の運営、スマートフォン向け広告サービス「AppDriver」の運営、アプリ/コンテンツの企画・開発・運営など多彩な事業を展開。子会社の愛徳威広告(上海)有限公司においては中国でのインターネット広告事業を展開。海外拠点は、アジア、北米地域など10カ国。2006年に東証マザーズ上場。

~アプリデベロッパーの海外プロモーション支援を強化~株式会社アドウェイズ(本社:東京都新宿区、代表取締役:岡村陽久、以下アドウェイズ)と、モバイル広告で世界最大級のアドネットワークを保有するインモビ ジャパン株式会社(本社:東京都港区、代表:小尾一介、以下インモビ)は全世界に及ぶ包括的業務提携を行うことになりましたので、お知らせします。インモビは、2007年にインドで誕生し、世界最大級のモバイルアドネットワークを保有しています。現在世界165カ国、月間1,200億以上のインプレッション数を持ち、6億9,100万のユーザーに広告配信を行うことが可能です。今回の提携により、アドウェイズがアプリデベロッパーの海外プロモーション支援を行う際、インモビの保有する各国の市場状況やローカルトレンド情報を活用して、より効果的なプロモーション設計やクリエイティブ制作が可能になります。加えて、インモビのテクノロジーを活用した効果的な広告商品の提供により、今まで以上にROI (Return On Investment:費用対効果)を追及した広告配信を実現いたします。今回の提携にあたり、両社代表からのコメントがございます。□株式会社アドウェイズ代表 岡村陽久氏のコメント「アドウェイズは現在、アジアのスマートフォン広告事業でNo.1になる、という目標を掲げています。昨今は10ヶ国の海外拠点を活かし、いかにそれぞれの国にあった費用対効果の高い広告事業を実現できるかが課題でした。アジアNo.1の広告ネットワークを誇るインモビ ジャパン株式会社様との提携により、アジアだけでなく全世界でよりパフォーマンスに優れたプロモーションの実現が可能になると感じております。」□インモビ ジャパン株式会社代表 小尾一介のコメント「従来協業していただいていた株式会社アドウェイズ様と今回新たにパートナーシップを結べたことにたいへん喜んでおります。このパートナーシップを通じて株式会社アドウェイズ様のクライント様に弊社がグローバルに展開しているアドネットワークへのシームレスな活用をご提供できると同時に、弊社のネットワークに参加している広告メディア提供企業様に新しい収益化の機会を提供できることとなると確信しております。グローバルに拡大するスマートフォン・アプリケーションビジネスの発展に今回のアドウェイズ様とのパートナーシップを通じて一層貢献できれば幸いです。」今後もインモビでは、ターゲティング・トラッキング・クリエイティブ技術を駆使したスマートフォン広告サービスを展開し、アプリデベロッパーのグローバルな収益拡大とユーザー獲得に貢献してまいります。□■□株式会社アドウェイズについて http://www.adways.net/2001年設立。国内最大級の広告主を有するモバイルのアフィリエイトプログラム...

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インモビ、スマートフォン広告の新しいネイティブ広告プラットフォームを発表 インモビ、スマートフォン広告の新しいネイティブ広告プラットフォームを発表
January 30, 2014

パブリッシャーによるネイティブ広告枠作成の簡素化を実現するプラットフォームで、ユーザーのエンゲージメントを向上インモビは、スマートフォンアプリ向けネイティブ広告プラットフォーム「Native Ads」を発表いたしました。アプリデベロッパーの広告開発作業を最小限に抑えつつ、エンゲージメントに優れ、関連性の深いネイティブ広告をアプリユーザーに配信することが可能になります。ネイティブ広告は、アプリのデザインやユーザーエクスペリエンスに合わせたモバイル広告枠を提供し、これによってアプリにおけるユーザーの広告体験がよりスムーズになり、広告の収益化が向上します。広告主にとっては、従来の広告よりも効果的な新しい広告フォーマットにより、ユーザーのアプリ体験を損なうことなく自社ブランドを宣伝することが可能となりました。 Native Adsにより、リアルタイムでロゴ、タグライン、CTA等、クリエイティブの基本アセットを適用するので、複数のパブリッシャーにネイティブ広告を配信するプロセスが簡素化されます。インモビのネイティブ広告プラットフォームは、Tango社をはじめとする大手アプリ開発企業で採用され、大絶賛されています。このプラットフォームにより、デザイン、インタラクティブな要素、ソーシャル共有オプションといった広告の細部がコーディネートされ、広告が強力にカスタマイズされ、Tango社はユーザーの満足度を損なうことなく、収益目標を達成しました。インモビのNative Adsはインモビ広告ネットワーク上に構築されています。パブリッシャーの皆様は、インモビネットワーク上のアプリ、ブランド、ECなどの広告キャンペーンによって、収益化を向上させることが可能です。インモビ副社長兼グローバル戦略パートナーシップ担当Pankaj Benganiは以下のように述べています。「弊社のミッションは、常に革新的であり続け、シンプルかつエンゲージメント効果が高く、アプリユーザーの皆様の満足度を損なうことの無い広告をエンドユーザーの皆様にお届けすることです。弊社は今回の新プラットフォームを活用し、弊社と大手ブランド各社との関係により、アプリデベロッパーの皆様に卓越した価値を提供します。さらに、毎月7億人以上にのぼる弊社ネットワーク上のアクティブユーザーと弊社が誇るビッグデータ技術により、弊社はネイティブユーザーの皆様に高い満足度を提供し、よって弊社取引先企業様のエンゲージメントと収益の向上を実現致します」今後もインモビは、ターゲティング・トラッキング・クリエイティブ技術を駆使したスマートフォン広告サービスを展開し、ブランド企業やアプリ開発者のインターネットプロモーションにおける収益拡大と問題解決に貢献してまいります。インモビのNative Adsの詳細については、下記ページをご覧ください。(英語)http://www.inmobi.com/native-ads

パブリッシャーによるネイティブ広告枠作成の簡素化を実現するプラットフォームで、ユーザーのエンゲージメントを向上インモビは、スマートフォンアプリ向けネイティブ広告プラットフォーム「Native Ads」を発表いたしました。アプリデベロッパーの広告開発作業を最小限に抑えつつ、エンゲージメントに優れ、関連性の深いネイティブ広告をアプリユーザーに配信することが可能になります。ネイティブ広告は、アプリのデザインやユーザーエクスペリエンスに合わせたモバイル広告枠を提供し、これによってアプリにおけるユーザーの広告体験がよりスムーズになり、広告の収益化が向上します。広告主にとっては、従来の広告よりも効果的な新しい広告フォーマットにより、ユーザーのアプリ体験を損なうことなく自社ブランドを宣伝することが可能となりました。 Native Adsにより、リアルタイムでロゴ、タグライン、CTA等、クリエイティブの基本アセットを適用するので、複数のパブリッシャーにネイティブ広告を配信するプロセスが簡素化されます。インモビのネイティブ広告プラットフォームは、Tango社をはじめとする大手アプリ開発企業で採用され、大絶賛されています。このプラットフォームにより、デザイン、インタラクティブな要素、ソーシャル共有オプションといった広告の細部がコーディネートされ、広告が強力にカスタマイズされ、Tango社はユーザーの満足度を損なうことなく、収益目標を達成しました。インモビのNative Adsはインモビ広告ネットワーク上に構築されています。パブリッシャーの皆様は、インモビネットワーク上のアプリ、ブランド、ECなどの広告キャンペーンによって、収益化を向上させることが可能です。インモビ副社長兼グローバル戦略パートナーシップ担...

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インモビ、2013年の消費財におけるモバイル広告費が175%の成長 インモビ、2013年の消費財におけるモバイル広告費が175%の成長
January 21, 2014

リッチメディア広告キャンペーンと消費者エンゲージメントでモバイル優先戦略を推進[2014年1月21日シンガポール] –世界最大級のモバイル広告ネットワーク、インモビは、インモビネットワークにおける2013年の消費財モバイル広告費の成長率が175%に上ったことを本日発表いたしました。インモビの成長は、消費財メーカー世界大手のユニリーバ社をはじめとする消費財大手25ブランドのうちの半数以上との深いビジネスエンゲージメントによるものです。インモビは、アジア太平洋地域、中東・アフリカ地域において、ユニリーバ社ならびに Mindshare、Omnicom Groupなどユニリーバ社のメディア代理店と緊密に連携し、リッチメディア広告フォーマット、モバイルインサイトを提供し、ユニリーバ社のモバイル向けマーケティングの展開を支援しています。インモビの顧客には、Axe、Ben & Jerry’s、Clear、Close Up、Dove、Lifebuoy、Lux、Rexonaなど、多岐にわたるユニリーバ社の主要ブランドが含まれています。これらのブランドキャンペーンは、ユニリーバ社とMindshareのモバイル向けリッチメディアキャンペーンが2013 MMA Smarties Awardsにおいてイノベーション大賞とアプリ内広告大賞を受賞するなど、モバイルマーケティング業界にて高い評価を受けています。ユニリーバ社アジア・アフリカ、中東・トルコメディア担当副社長、Rahul Welde氏は以下のように述べています。「モバイルは弊社の重点分野であり、弊社は常に革新的アイディア、消費者意識動向、新しいプラットフォームを追求し、我々のブランドに採用しています。昨年はインモビ社と連携し、各地市場においてマーケティング施策を多数展開し大成功を収めることができ、今後も大いに期待しています。」インモビ社アジア太平洋代表のAtul Satijaは以下のように述べています。「消費財企業が消費者とのエンゲージメントのためにモバイル戦略を優先的に推進する例は、増加しつつあります。ユニリーバ社は、印刷、テレビ、デジタル、そして現在ではモバイルメディアにおいて、広告キャンペーンのイノベーターであり続けています。ユニリーバ社のモバイルマーケティングにおけるパートナー企業として、インモビは独創的なアイディアを提供し、ユーザーの意識動向に基づくターゲティングにより、ユニリーバ社が各種製品分野のすべてにおいて市場をリードする立場を維持する能力を提供しています。」今後もインモビは、ターゲティング・トラッキング・クリエイティブ技術を駆使したスマートフォン広告サービスを展開し、ブランド企業やアプリ開発者のインターネットプロモーションにおける収益拡大と問題解決に貢献してまいります。

リッチメディア広告キャンペーンと消費者エンゲージメントでモバイル優先戦略を推進[2014年1月21日シンガポール] –世界最大級のモバイル広告ネットワーク、インモビは、インモビネットワークにおける2013年の消費財モバイル広告費の成長率が175%に上ったことを本日発表いたしました。インモビの成長は、消費財メーカー世界大手のユニリーバ社をはじめとする消費財大手25ブランドのうちの半数以上との深いビジネスエンゲージメントによるものです。インモビは、アジア太平洋地域、中東・アフリカ地域において、ユニリーバ社ならびに Mindshare、Omnicom Groupなどユニリーバ社のメディア代理店と緊密に連携し、リッチメディア広告フォーマット、モバイルインサイトを提供し、ユニリーバ社のモバイル向けマーケティングの展開を支援しています。インモビの顧客には、Axe、Ben & Jerry’s、Clear、Close Up...

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インモビ、アプリダウンロード動向調査「インモビ アプリダウンロード レポート」を発表 インモビ、アプリダウンロード動向調査「インモビ アプリダウンロード レポート」を発表
December 18, 2013

約7億人にリーチする広告ネットワークのデータを分析したアプリダウンロード動向調査「インモビ アプリダウンロード レポート」を発表約1,400万件のアプリのダウンロードデータから、アプリ開発者がグローバルでユーザーを獲得するためのポイントを公開世界最大級のモバイル広告ネットワークのインモビは、10月17日に、インモビ アプリダウンロード レポートを発表しました。このレポートは、2013年第2四半期(4月~6月)にインモビの広告ネットワーク上で実施された数多くのアプリのプロモーションキャンペーンのデータを分析し、アプリ開発者向けに動向を提供するものです。スマホアプリ市場は、市場の急激な拡大とボーダレス化がすすみ、国外のアプリ開発者が日本に、国内の開発者の海外進出が急速に進むと共に、グローバルにおいてアプリのダウンロードを促進できる広告ネットワークに対する期待が高まっています。今回の発表をうけて、インモビ グローバルマーケティングVPのShrikant Latkarは以下のように述べています。「このレポートでは、我々が実施したキャンペーンを分析したデータに基づき、アプリインストールに関して、アプリ開発者が深い関心を持っている、事業拡大・ユーザーエンゲージメントの推進・ユーザーのLTV(Life Time Value)の最適化などについて調べました。この発表が開発者にとってグローバルでのユーザー獲得に貢献するものと考えています。」インモビ アプリダウンロード レポートのハイライト各国の事情に応じたグローバルユーザー獲得戦略で、ビジネスの飛躍的な拡大が可能に 米国、インド、中国、日本、韓国、インドネシアの6か国で、全アプリインストール件数の約70%に相当。1ダウンロードあたりの開発者が負担するコスト(CPD)は、米国と比べてコスト負担がすくない地域が多い。もっとも安いのはインド(米国より60%低い)、英国がもっとも高い(米国より74%高い)。ユーザーエンゲージメントは、広告フォーマットとOSプラットフォームに大きく依存される インタースティシャル広告は、コンバージョン率が最も高い。他の広告フォーマットに比べクリックスルー率は最大25%、コンバージョン率は10%高い。Androidプラットフォームにおけるインタースティシャル広告の平均コンバージョン率は、他の広告フォーマットの約2倍アプリカテゴリに基づいたユーザーインサイトと細かなターゲティングにより、コンバージョン率が向上し、インストールあたりのコストが低下 iOSにおけるソーシャルアプリでコンバージョン率がもっとも高いのは、健康およびフィットネスサイト(ゲームサイトの3.25倍)。エンターテイメントアプリでコンバージョン率がもっとも高いのは通信サイト(ゲームサイトの4倍)。1ダウンロードあたりのコスト(CPD)がもっとも高いのは、旅行および金融サービスアプリ(ゲームのCPDの40倍以上)で、もっとも低いのはスポーツアプリ(ゲームのCPDの0.76倍)また、Latkarは次のように述べています。「我々がアプリ内広告を通じて、複数のアプリカテゴリにおいて生涯価値(LTV)の高いユーザーをグローバル規模で提供できる能力は、他に類を見ません。我々の幅広いリーチと細分化されたターゲティングや、インタースティシャル広告からカスタムおよびネイティブ広告までの革新的な広告フォーマットを組み合わせることにより、インモビは、開発者がビジネスを飛躍的に拡大する支援を行うのに有利な位置にあります。ユーザー行動に関する深い理解と、グローバルブランドの90%へのアクセスにより、我々は開発者にとって最高のグローバル収益化パートナーとなります。レポートではまた、開発者がタブレットに対応し、中国などの厳しい市場に参入するのに役立つ独自の動向とヒントも掲載しています。」全レポート(英語)はInMobi Insights (http://inmo.bi/1fKnX8Z)からダウンロードできます。インモビについてインモビは、世界最大級のモバイル広告ネットワークで、165か国で6.91億人のユーザーにリーチが可能です。世界の大手ブランド、開発者、出版社は、インモビのモバイル広告ネットワークを通じてグローバル顧客を取り込むことができます。インモビのプラットフォームは、お客様に対しモバイル広告を簡素化するために、ビッグデータ、ユーザーの行動、クラウドベースのアーキテクチャ等の先進技術を活用しています。MIT Technology Reviewによって2013年の革新的企業50社の一つに挙げられました。収益を向上させる、開発者向けSDKは、www.inmobi.com...

約7億人にリーチする広告ネットワークのデータを分析したアプリダウンロード動向調査「インモビ アプリダウンロード レポート」を発表約1,400万件のアプリのダウンロードデータから、アプリ開発者がグローバルでユーザーを獲得するためのポイントを公開世界最大級のモバイル広告ネットワークのインモビは、10月17日に、インモビ アプリダウンロード レポートを発表しました。このレポートは、2013年第2四半期(4月~6月)にインモビの広告ネットワーク上で実施された数多くのアプリのプロモーションキャンペーンのデータを分析し、アプリ開発者向けに動向を提供するものです。スマホアプリ市場は、市場の急激な拡大とボーダレス化がすすみ、国外のアプリ開発者が日本に、国内の開発者の海外進出が急速に進むと共に、グローバルにおいてアプリのダウンロードを促進できる広告ネットワークに対する期待が高まっています。今回の発表をうけて、インモビ グローバルマーケティングVPのShrikant Latkarは以下のように述べています。「このレポートでは、我々が実施したキャンペーンを分析したデータに基づき、アプリインストールに関して、アプリ開発者が深い関心を持っている、事業拡大・ユーザーエンゲージメントの推進・ユーザーのLTV(Life Time Value)の最適化などについて調べました。この発表が開発者にとってグローバルでのユーザー獲得に貢献するものと考えています。」インモビ アプリダウンロード レポートのハイライト各国の事情に応じたグローバルユーザー獲得戦略で、ビジネスの飛躍的な拡大が可能に 米国、インド、中国、日本、韓国、インドネシアの6か国で、全アプリインストール件数の約70%に相当。1ダウンロードあたりの開発者が負担するコスト(CPD)は、米国と比べてコスト負担がすくない地域が多い。もっとも安いのはインド(米国より60%低い)、英国がもっとも高い(米国より74%高い)。ユーザーエンゲージメントは、広告フォーマットとOSプラットフォームに大きく依存される インタースティシャル広告は、コンバージョン率が最も高い。他の広告フォーマットに比べクリックスルー率は最大25%、コンバージョン率は10%高い。Androidプラットフォームにおけるインタースティシャル広告の平均コンバージョン率は、他の広告フォーマットの約2倍アプリカテゴリに基づいたユーザーインサイトと細かなターゲティングにより、コンバージョン率が向上し、インストールあたりのコストが低下...

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インモビ、ゲーム大手CocoaChinaと戦略的提携を発表 インモビ、ゲーム大手CocoaChinaと戦略的提携を発表
December 04, 2013

インモビ、ゲーム大手CocoaChinaとの戦略的提携により中国国内のネットワークを拡大CocoaChinaのデベロッパーコミュニティが、インモビのモバイル広告収益化ソリューションを活用インモビは、アプリフランチャイズであるFishing Joyを保有するCocoaChinaのユーザーベース全体におけるアプリの収益化・収益最大化を実現するために、CocoaChinaと戦略的に提携することを発表しました。この提携関係は、CocoaChinaの親ブランドであり、中国最大のiOSデベロッパーコミュニティを誇るモバイルゲームパブリッシャー、Chukong Technologiesにも及びます。中国国内におけるモバイルインターネット市場は、国内スマートフォンユーザーは4億1,500万人弱 、モバイル広告の前年比成長率は150%に上り 、今後が期待されています。これと同様に、中国におけるインモビネットワークは、2012年9月~2013年9月の一年間でモバイルとタブレットの広告インプレッション数84%増を達成しました。また同時期におけるアプリ内広告も86%増となっています。インモビは過去12ヵ月に急成長をとげ、中国国内における大手モバイル広告ネットワークとなっています。現在、中国国内におけるインモビネットワークの1日あたりの最大インプレッション数は3億5,000万、クリック数は150万に上ります。この提携により、CocoaChinaのユーザーベースと同社のCocos2Dプラットフォームを使用するデベロッパーコミュニティを活用することで、インモビのネットワークの25%拡大が見込まれています。CocoaChinaのDirector of InventoryであるLi Jian氏は以下のように述べています。「インモビには卓越した技術とパートナーマネジメント部門があり、グローバル規模で業界をリードする企業です。この提携は、インモビの持つ多彩な広告フォーマットと分析、そして世界各地のトップクラス広告主へのアクセスを可能にし、我々が持つ1億人以上のゲームユーザーからなるユーザーベースの更なる収益化を助けます。また今回の提携により、弊社のプラットフォームを利用するデベロッパー数の拡大を目指す一方、デベロッパーはインモビとその広告フォーマットによりクリックスルー率を最大50パーセント向上させるものと期待しています。」今回の提携により、中国大手ゲームフランチャイズのFishing Joyがインモビの広告ネットワークに追加され、インモビは、中国国内のブランド広告主・デベロッパー広告主のための、選ばれたパートナー企業として位置づけられることになります。インモビ VP アジア太平洋地域ビジネスディベロップメント担当のJayesh Easwaramonyは以下のように述べています。「中国を代表するモバイルゲーム用デベロッパープラットフォームであるCocoaChinaとの提携を大変喜ばしく思っています。今回の提携によって、クリックスルー率最大50%増とコンバージョン率最高600%増を実現する弊社の最新の広告フォーマット、インモビの市場アクセス、技術、収益化機能を、CocoaChinaとそのデベロッパーの皆様にご活用いただけるようになります。また、この業務提携は、デベロッパーの中国市場参入を支援すると同時に、CocoaChinaの欧米における海外業務拠点を拡大するものとなります。」今回の提携は、先月北京で開催された年一度のCocoaChinaのデベロッパーフォーラムに、インモビがトップスポンサーとして参画した結果、実現したものです。このイベントには、アプリの収益化・グローバル市場進出のための新たな手段を追求する1,000名を超えるデベロッパーが集まりました。

インモビ、ゲーム大手CocoaChinaとの戦略的提携により中国国内のネットワークを拡大CocoaChinaのデベロッパーコミュニティが、インモビのモバイル広告収益化ソリューションを活用インモビは、アプリフランチャイズであるFishing Joyを保有するCocoaChinaのユーザーベース全体におけるアプリの収益化・収益最大化を実現するために、CocoaChinaと戦略的に提携することを発表しました。この提携関係は、CocoaChinaの親ブランドであり、中国最大のiOSデベロッパーコミュニティを誇るモバイルゲームパブリッシャー、Chukong Technologiesにも及びます。中国国内におけるモバイルインターネット市場は、国内スマートフォンユーザーは4億1,500万人弱 、モバイル広告の前年比成長率は150%に上り 、今後が期待されています。これと同様に、中国におけるインモビネットワークは、2012年9月~2013年9月の一年間でモバイルとタブレットの広告インプレッション数84%増を達成しました。また同時期におけるアプリ内広告も86%増となっています。インモビは過去12ヵ月に急成長をとげ、中国国内における大手モバイル広告ネットワークとなっています。現在、中国国内におけるインモビネットワークの1日あたりの最大インプレッション数は3億5,000万、クリック数は150万に上ります。この提携により...

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インモビとMindshareが、MMA Smarties Awards Asia Pacificで最優秀賞を受賞 インモビとMindshareが、MMA Smarties Awards Asia Pacificで最優秀賞を受賞
November 15, 2013

リッチメディアキャンペーンでモバイルマーケティング分野での卓越性を実証世界最大の独立モバイル広告ネットワークのインモビと、グローバルメディアおよびマーケティングサービスネットワークのMindshareは、Mobile Marketing Association (MMA)の2013 Smarties™ Awards Asia Pacificで、最優秀賞を2部門において獲得しました。MMAは、モバイルマーケティング業界をリードするグローバル団体です。MMA Smarties賞は、広告代理店、マーケティング担当者、他のモバイルプロバイダなどによるクラス最高のモバイルマーケティングの実施内容を表彰するものです。インモビとMindshare Singaporeは、イノベーション部門最優秀賞を「Celebrating Friendships with Ben & Jerry’s」キャンペーンで受賞しました。ユニリーバの人気アイスクリームブランド、ベン&ジェリーズのために企画されたキャンペーンで、ユーザーは携帯カメラを使ってリアルタイムに友だちと撮った写真のアップロードし、インモビのリッチメディア広告を通じて友情のタイムラインを見ることができます。ユーザーはアイスクリームコーンと引換可能なクーポンを広告よりダウンロードできます。このキャンペーンは、アプリダウンロードを行わずに、ユーザーが広告ユニットに直接リアルタイムでアクセスした最初の事例となります。「MMA Smartiesイノベーション部門でインモビとユニリーバがそろって賞をいただいたことに喜んでいます。インモビは、革新的な広告によって、ユーザーがベン&ジェリーズと一緒に友情を祝うことのできるキャンペーンを提供してくれました。」と、Mindshare Singapore事業部長のRegina KC Limは述べました。「その結果、創造性、革新性、パフォーマンスにおける向上を実現するキャンペーンとなりました。」 また、インモビとMindshare Malaysiaは、ユニリーバの薬用ボディウォッシュブランドのLifebuoyのために企画された...

リッチメディアキャンペーンでモバイルマーケティング分野での卓越性を実証世界最大の独立モバイル広告ネットワークのインモビと、グローバルメディアおよびマーケティングサービスネットワークのMindshareは、Mobile Marketing Association (MMA)の2013 Smarties™ Awards Asia Pacificで、最優秀賞を2部門において獲得しました。MMAは、モバイルマーケティング業界をリードするグローバル団体です...

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インモビ、最大10倍のインタラクション率を提供する新しい広告フォーマットを発表 インモビ、最大10倍のインタラクション率を提供する新しい広告フォーマットを発表
September 26, 2013

最大の独立モバイル広告ネットワークでInMobi SmartAdsとIAB Mobile Rising Starsを利用可能にインモビは、モバイル広告のユーザー体験向上のため、ユーザーコンテキストをベースにしたダイナミックでレスポンスの高いリッチメディア広告機能のInMobi SmartAdsを本日発表しました。発表は、ニューヨークで開催された2013 Advertising Weekイベントで行われました。InMobi SmartAdsは、ブランドエンゲージメントを向上する非常にパーソナライズされた広告を提供するために、インモビで提供される広告機能を向上します。最新のInMobi SmartAdsは以下のパフォーマンスを提供します。最大3倍のインストール率最大10倍のインタラクション率通常広告の3倍以上のコンバージョンInMobi SmartAdsにより、リッチメディアクリエイティブにおける、リアルタイムの株価やRSSニュースフィード、スポーツのスコア、映画の上映時間などのダイナミックな表示が可能になります。また、InMobi SmartAdsはユーザーコンテキスト(ロケーションや天候条件など)をベースにした行動を反映して、トリガーされます。InMobi SmartAdsは次のものに使用できます。商品をサッカーのライブスコアフィードと関連付けることで、スポーツのアパレルブランドを想起させますライブの映画上映時間のフィードを広告中に表示することで、映画チケットの販売を増大させますその地域の天候条件に基づいて、寒い日にはホットコーヒーを、暑い日にはアイスコーヒーの宣伝をすることで、コーヒーチェーンのブランド力を高めます近所の店の特典を表示するなど、位置に基づいたプロモーションを展開しますIAB Mobile Rising Starsは、公式IAB標準広告メニューの一部であるモバイルクリエイティブ広告フォーマットで、ブランドマーケティング担当者は小さなモバイル画面で、より多くの力強いストーリーを伝えられるようにします。インモビは、「フイルムストリップ」「Pull」「フルページFlex」「スライダー」などの形式をサポートしています。これらの広告形式では、標準的なモバイルバナー広告よりもユーザーのインタラクション率が向上し、より高いブランドやメッセージの想起が実証されています。「モバイル業界のイノベーションは、デスクトップ業界より10倍速いスピードで進んでいます。数々の賞に輝く我々のクリエイティブサービスチームがサポートする最先端の広告フォーマットで、ブランドが消費者をさらに深く、パーソナライズされた方法で取り込む支援をするために、我々はイノベーションを続けて行きます。」と、InMobiブランド事業部本部長で製品責任者のPreetham...

最大の独立モバイル広告ネットワークでInMobi SmartAdsとIAB Mobile Rising Starsを利用可能にインモビは、モバイル広告のユーザー体験向上のため、ユーザーコンテキストをベースにしたダイナミックでレスポンスの高いリッチメディア広告機能のInMobi SmartAdsを本日発表しました。発表は、ニューヨークで開催された2013 Advertising Weekイベントで行われました...

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日本国内のアプリダウンロードに関するユーザーアンケートの調査結果 日本国内のアプリダウンロードに関するユーザーアンケートの調査結果
August 09, 2013

インモビは、アプリダウンロードに関するユーザーアンケート調査を行いました。調査結果によって以下の事がわかりました。アプリダウンロードの決めて回答者の約3割が、ストアでの評価以外に、アプリの説明と画面イメージ、アプリの価格が、アプリダウンロードの決定に重要、と回答。また回答者の4人に1人が、家族・友人からのオススメが影響を与えると回答。新しいアプリをどのように見つけているかAndroidユーザーの半数以上が、モバイル上でアクセスするサイトやアプリで見つける、と回答。(iOSユーザーは4割)また、iOSユーザーの4割がソーシャルメディアでの口コミと回答し、iOSユーザーにはソーシャルメディアが有効。(Androidユーザーは17%)アプリダウンロードに有効な広告は、アプリの内容が掲載面に合っている事アプリダウンロードへ影響を与える広告に関して、回答者の4割が「アプリの内容が広告掲載面のコンテンツとマッチしている事がアプリ広告で最も重要」と回答。また3割のAndroidユーザーが、マルチメディア(ゲーム性、音声、画像等)を含む広告が有効と回答。 主な調査結果 どのアプリをダウンロードするかを決定するのに、最も影響与える要素は何ですか? 価格: iOS = 35%, Android = 24%アプリストアのレビュー内容と評価(星): iOS = 37%, Android = 32%家族・友人からのおすすめ: iOS = 37%, Android = 32%アプリをどのように見つけていますか? アプリストアで見つける: iOS = 75%, Android = 84%モバイルでアクセスするサイト: iOS = 40%, Android = 56%ソーシャルメディアからのオススメ: iOS = 41%, Android = 17% アプリを見つけるには、どのタイプのモバイル広告が最も有効ですか? 閲覧するウェブサイトによって特定のアプリをおすすめする広告(例:スポーツ系のウェブサイトを閲覧したときに、スポーツアプリを表示する広告): iOS = 45%, Android = 40%ゲーム、音声、画像などのマルチメディアコンテンツを含む広告: iOS = 19%, Android = 30%本調査は、2013年6月にインモビのネットワークを通して行われました。(N=202)

インモビは、アプリダウンロードに関するユーザーアンケート調査を行いました。調査結果によって以下の事がわかりました。アプリダウンロードの決めて回答者の約3割が、ストアでの評価以外に、アプリの説明と画面イメージ、アプリの価格が、アプリダウンロードの決定に重要、と回答。また回答者の4人に1人が、家族・友人からのオススメが影響を与えると回答。新しいアプリをどのように見つけているかAndroidユーザーの半数以上が、モバイル上でアクセスするサイトやアプリで見つける、と回答。(iOSユーザーは4割)また、iOSユーザーの4割がソーシャルメディアでの口コミと回答し、iOSユーザーにはソーシャルメディアが有効。(Androidユーザーは17%)アプリダウンロードに有効な広告は、アプリの内容が掲載面に合っている事アプリダウンロードへ影響を与える広告に関して、回答者の4割が「アプリの内容が広告掲載面のコンテンツとマッチしている事がアプリ広告で最も重要」と回答。また3割のAndroidユーザーが、マルチメディア(ゲーム性、音声、画像等)を含む広告が有効と回答。 主な調査結果 どのアプリをダウンロードするかを決定するのに、最も影響与える要素は何ですか? 価格: iOS = 35%, Android = 24%アプリストアのレビュー内容と評価(星): iOS = 37%, Android = 32%家族・友人からのおすすめ:...

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インモビ、モバイルリッチメディア広告制作プラットフォーム「InMobi Studio」のライセンス契約を、サイバーエージェント、サイバー・コミュニケーションズ、デジタル・アドバタイジング・コンソーシアムと締結 インモビ、モバイルリッチメディア広告制作プラットフォーム「InMobi Studio」のライセンス契約を、サイバーエージェント、サイバー・コミュニケーションズ、デジタル・アドバタイジング・コンソーシアムと締結
July 03, 2013

プラットフォームの提供により、パートナー側でのInMobi Studioの制作・配信が可能となり、拡大するスマートフォンリッチメディア広告の需要と広告主の要望へ幅広い対応が可能にインモビ ジャパン株式会社(本社:東京都千代田区、代表:小尾 一介、以下「インモビ」)は、株式会社サイバーエージェント(本社:東京都渋谷区、代表取締役社長:藤田 晋、以下「サイバーエージェント」)、株式会社サイバー・コミュニケーションズ(本社:東京都港区、代表取締役社長:新澤 明男、以下「CCI」)、デジタル・アドバタイジング・コンソーシアム株式会社(本社:東京都渋谷区、代表取締役社長:矢嶋 弘毅、以下「DAC」)と、モバイルリッチメディア広告制作プラットフォーム「InMobi Studio」のライセンス契約を締結しました。今回の締結により、戦略的パートナーとなるサイバーエージェント、CCI、DACは、自社においてInMobi Studioによるモバイルリッチメディア広告の制作と配信が可能になります。インモビが提供する「InMobi Studio」は、広告上に動画や地図を組み込んだり、画像を360°回転させる事ができるモバイルリッチメディア広告制作プラットフォームで、表現力に富んだクリエイティブや多彩なアニメーションを駆使したHTML5形式の広告が制作できます。スマートフォンやタブレット端末上で提供される広告やプロモーションの拡大により、モバイル広告の市場規模が急速に拡大を続けており、2016年にはスマートフォン広告市場規模は2,000億円を超えると予測されています※1。また、モバイルリッチメディア広告を見る消費者の平均閲覧時間は24.6秒にもなり※2、広告主のブランドエンゲージメント、ユーザーインタラクションの強化が期待されています。今回の締結にあたり、インモビの代表 小尾 一介は以下のように述べています。「スマートフォンの広告事業において、かねてより密接に協業を進めていたパートナー企業様とインモビのコア・テクノロジーの一つである『リッチメディア・プラットフォーム』技術のライセンス契約を締結することができ、大変嬉しく思います。この締結により、スマートフォンでのブランド広告およびパフォーマンス広告において、インモビのリッチメディア技術を通じ、多くの広告主様とユーザー様の関係作りが一層進むものと期待しています。また、インモビのグローバルでのモバイルリッチメディア広告の具体事例などもパートナー企業様を通じてご提供することで、市場の更なる拡大と活性化を引き続きリードして行きたいと考えています。」今後もインモビは、ターゲティング・トラッキング・クリエイティブ技術を駆使したスマートフォン広告サービスを展開し、企業のインターネットプロモーションにおける収益拡大と問題解決に貢献してまいります。※1 Copyright © CyberZ, Inc. All Rights Reserved.※2 自社調べ> リッチメディア広告プラットフォーム「InMobi Studio」についてはこちら> InMobi Studioのクライアント事例はこちら

プラットフォームの提供により、パートナー側でのInMobi Studioの制作・配信が可能となり、拡大するスマートフォンリッチメディア広告の需要と広告主の要望へ幅広い対応が可能にインモビ ジャパン株式会社(本社:東京都千代田区、代表:小尾 一介、以下「インモビ」)は、株式会社サイバーエージェント(本社:東京都渋谷区、代表取締役社長:藤田 晋、以下「サイバーエージェント」)、株式会社サイバー・コミュニケーションズ(本社:東京都港区、代表取締役社長:新澤 明男、以下「CCI」)、デジタル・アドバタイジング・コンソーシアム株式会社(本社:東京都渋谷区、代表取締役社長:矢嶋 弘毅、以下「DAC」)と、モバイルリッチメディア広告制作プラットフォーム「InMobi Studio」のライセンス契約を締結しました。今回の締結により、戦略的パートナーとなるサイバーエージェント、CCI、DACは、自社においてInMobi Studioによるモバイルリッチメディア広告の制作と配信が可能になります。インモビが提供する...

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インモビ ジャパン、iOS端末でビデオバナー動画広告を初めて展開 インモビ ジャパン、iOS端末でビデオバナー動画広告を初めて展開
May 16, 2013

インモビ ジャパン、iOS端末でビデオバナー動画広告を初めて展開~企業の新たなブランドエンゲージメントの創出~インモビ ジャパン株式会社(本社:東京都千代田区、代表:小尾 一介、以下「インモビ」)は、自社のアドネットワークでモバイルリッチメディア広告制作ツール「InMobi Studio」を使用し、iOS端末へ配信することができる「ビデオバナー動画広告」を初めて実施しました。第1弾として、ソフトバンクモバイル株式会社(以下「ソフトバンクモバイル」)が3月18日(月)~3月31日(日)に行った、プラチナバンド接続率No.1の訴求、第2弾は4月1日(月)~4月7日(日)に同社が行った「ホワイト学割with家族2013」の 「ゴールデンボンバーと夢の学園祭」キャンペーンにおいて「ビデオバナー動画広告」が採用されました。今回は、アドネットワークの透明性(媒体開示)が求められてくる環境化において、配信先の媒体を選択したプレミアム枠をインモビが企画。インモビとして初めてとなるビデオバナー動画広告を、アドネットワークにおけるプレミアム枠にて配信しました。ビデオバナー動画広告は、バナー上とバナーをタップした先のネイティブプレイヤー上で最大60秒の動画が再生されるモバイルリッチメディア広告※1です。動画再生終了後は、エキスパンドページを表示させてWEBページへの誘導をする事ができ、スムーズかつ高い集客効果が見込めます。若年層のテレビ離れが叫ばれる中、スマホの特性を活かし視覚に訴える事(テレビCMとの連動など)で、ブランドに対する好意的なイメージを生みだす事も期待されます。また、アドネットワーク配信によりプレミアム性の高い配信先媒体を選定する事により、訴求したいターゲット(消費者)へ確実にかつ一層の興味喚起・認知拡大も可能になります。スマートフォン端末の普及により、スマートフォン上で提供される広告やプロモーションの形式も急速に拡大しています。また、2015年にはスマートフォン広告市場規模は1,800億円を超えるとも予測されています※2。インモビは、今後もビデオバナー動画広告をさまざまな企業に展開し、クライアントのブランドエンゲージメントの強化につとめてまいります。※1 モバイルリッチメディア広告は、表現力に富んだクリエイティブや多彩なアニメーションを駆使した広告です。今回は、インモビ が提供するリッチメディア広告制作ツール「InMobi Studio」で作成しました。InMobi Studioは、動画を組み込むだけでなく、広告上で画像を360°回転させる事ができ、地図を表示できるHTML5形式の広告です。※2 Copyright © CyberZ, Inc. All Rights Reserved.・SoftBank及びソフトバンクの名称、ロゴは、日本国及びその他の国におけるソフトバンク株式会社の登録商標または商標です。・その他、本プレスリリースに記載されている会社名及び商品・サービス名は各社の登録商標または商標です。【「ホワイト学割with家族2013」の「ゴールデンボンバーと夢の学園祭」キャンペーン例】

インモビ ジャパン、iOS端末でビデオバナー動画広告を初めて展開~企業の新たなブランドエンゲージメントの創出~インモビ ジャパン株式会社(本社:東京都千代田区、代表:小尾 一介、以下「インモビ」)は、自社のアドネットワークでモバイルリッチメディア広告制作ツール「InMobi Studio」を使用し、iOS端末へ配信することができる「ビデオバナー動画広告」を初めて実施しました。第1弾として、ソフトバンクモバイル株式会社(以下「ソフトバンクモバイル」)が3月18日(月)~3月31日(日)に行った、プラチナバンド接続率No.1の訴求、第2弾は4月1日(月)~4月7日(日)に同社が行った「ホワイト学割with家族2013」の 「ゴールデンボンバーと夢の学園祭」キャンペーンにおいて「ビデオバナー動画広告」が採用されました。今回は、アドネットワークの透明性(媒体開示)が求められてくる環境化において、配信先の媒体を選択したプレミアム枠をインモビが企画。インモビとして初めてとなるビデオバナー動画広告を、アドネットワークにおけるプレミアム枠にて配信しました。ビデオバナー動画広告は、バナー上とバナーをタップした先のネイティブプレイヤー上で最大60秒の動画が再生されるモバイルリッチメディア広告※1です。動画再生終了後は、エキスパンドページを表示させてWEBページへの誘導をする事ができ、スムーズかつ高い集客効果が見込めます。若年層のテレビ離れが叫ばれる中、スマホの特性を活かし視覚に訴える事(テレビCMとの連動など)で、ブランドに対する好意的なイメージを生みだす事も期待されます。また、アドネットワーク配信によりプレミアム性の高い配信先媒体を選定する事により、訴求したいターゲット(消費者)へ確実にかつ一層の興味喚起・認知拡大も可能になります。スマートフォン端末の普及により、スマートフォン上で提供される広告やプロモーションの形式も急速に拡大しています。また、2015年にはスマートフォン広告市場規模は1,800億円を超えるとも予測されています※2。インモビは、今後もビデオバナー動画広告をさまざまな企業に展開し、クライアントのブランドエンゲージメントの強化につとめてまいります。※1 モバイルリッチメディア広告は、表現力に富んだクリエイティブや多彩なアニメーションを駆使した広告です。今回は、インモビ が提供するリッチメディア広告制作ツール「InMobi Studio」で作成しました...

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インモビ、アプリ配信プラットフォーム「App Publish」をリリース インモビ、アプリ配信プラットフォーム「App Publish」をリリース
March 28, 2013

数クリックで、130以上のAndroidアプリストアにアプリを配信できる新しいツールインモビは、Androidアプリ配信プラットフォーム「App Publish」をリリースしました。App Publishは、これまでに無い、Android開発者が数クリックでアプリを世界のアプリストアに配信できる業界初の無料ツールです。Google Playにおいてアプリを見つけるのは、開発者やユーザーにとって難しい課題であり、中国ではGetJar、Mobango、Side Me、等の第三者アプリストアによる配信チャンネルを通じて、毎年何十億とダウンロードされていると推測されます。これらの外部のストアによって、新しい市場における何百万というユーザーにリーチすることが可能ですが、各アプリストアにアプリを個別に登録する事は、以下のような非常に大きな課題があります。1. 複雑な国際法への準拠2. 登録のために満たさなければいけないデザインや情報における必須事項3. ダウンロードやインストール数のトラッキングとレポート4. 小規模からグローバル規模のプラットフォームからのタイミング良い売上の回収インモビのApp Publishプラットフォームは、アプリのグローバル配信において、開発者が抱えるこれらの難題を回避できるよう、証明されたインテリジェンス技術を使って、複数のアプリストアに登録する手間やコストの問題を解決します。数回のクリックで、開発者は自分のアプリを130以上のグローバルアプリストアに登録し、各アプリストアでの配信状況を一つのダッシュボードで管理することが可能です。支払いに関しても信頼できる単一パートナーより簡単に回収することができます。インモビの開発者プラットフォーム担当トップのGirish Prabhuは以下のように述べています。「Google Playで自分のアプリを発見してもらうために、より多くのコストがかかるようになり、競争も激化してきています。App Publishのリリースによって、シンプルかつ利益を得られる方法で、開発者が複数のチャンネルで競争し、市場の需要に応じる事が可能になります。App Publishの初期のBetaテストでは、新しいアプリストアを通じてダウンロードが30%増加しました。」早くからApp Publishを利用している5C-Basic GmbH & Co. KG ...

数クリックで、130以上のAndroidアプリストアにアプリを配信できる新しいツールインモビは、Androidアプリ配信プラットフォーム「App Publish」をリリースしました。App Publishは、これまでに無い、Android開発者が数クリックでアプリを世界のアプリストアに配信できる業界初の無料ツールです。Google Playにおいてアプリを見つけるのは、開発者やユーザーにとって難しい課題であり、中国ではGetJar...

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インモビ、世界における第2回モバイルメディア利用調査を発表 インモビ、世界における第2回モバイルメディア利用調査を発表
March 13, 2013

スマートフォンが、モバイル上での購買行動だけでなく、実店舗での購買行動にも大きな影響を与えていることが明らかにインモビは、世界におけるモバイルのメディア利用※1に関する調査を行いました。本調査は、モバイルインターネットユーザーを対象として、インモビのモバイル広告ネットワークを通じて、14市場、15,000人以上に実施されたものです。- 今回の調査結果から明らかになった2つの傾向 -グローバルでも、スマートフォンによってO2Oのトレンドが加速スマートフォンの普及に伴い、モバイル端末の利用が消費者のオンライン購買行動だけではなく、実店舗におけるオフライン購買行動へも大きな影響を与えていることが分かりました。モバイル広告によって「近場で商品を見つけることができた」と回答した人の割合は、前回調査結果※2の2倍以上となる69%、またモバイル広告が「店頭で買うかどうかの判断に影響した」と回答した人の割合は、前回調査結果の4倍以上となる45%に上っています。ユーザーの購買行動に、モバイル広告が大きな影響スマートフォンの増加とともに、認知・情報収集・検討・決定等の購買プロセス全てにおいて、モバイル広告の影響が前回調査と比較し飛躍的に高くなっています。前回調査(14%)の3倍以上となる46%のユーザーが、モバイル広告が購入決定に影響を与えた、と回答しています。また、回答者の80%が、モバイル広告を通じてアプリをダウンロードしたことがある、と回答。さらに、67%がモバイル広告を通じて、広告主のサイトを閲覧したことがある、と回答しています。グローバルでも、スマートフォンユーザーへリーチすることが必須となってきています。本調査の主な調査結果は、以下をご参照ください。※1 メディア利用:モバイル端末利用、テレビ観賞、PC(据え置き型、ノート型)利用、新聞・雑誌閲覧、ラジオ聴取※2 第一回メディア利用調査:2012年2月主な調査結果メディア利用について(テレビ観賞・ラジオ聴取・PC/モバイル端末利用等)平均7時間/日をメディア利用に費やしているメディア利用時間のうち、モバイル端末が108分(19%)で、一番利用されている(PCの93分、テレビの92分がこれに続く)モバイル端末の利用についてメディア利用のうち、ソーシャルメディアが20%と一番高く、エンターテイメントの視聴が19%、ゲームが17%と続く66%の人が、これまでにモバイル端末を利用して決済もしくは購入を行ったことがあると回答し、80%が1年以内にモバイル端末を利用して決済もしくは購入を予定していると回答購買プロセスに対する、モバイル広告の影響について購買行動におけるモバイル広告の影響モバイル広告によって:アプリをダウンロードした(80%)広告主のサイトを閲覧した(67%)詳細情報を見るために広告主のサイトを訪れた(52%)広告主を地図上で位置検索した(45%)広告主に電話をかけた(37%)購買プロセスにおける、モバイル広告の影響の変化(数字は第1回→第2回)モバイル広告によって:何か新しい情報が得られた             42% → 75%より良い選択肢が得られた              23% → 67%近場で商品を見つけることができた         26% → 69%本当に買うべきかどうか考え直すことができた    13% → 55%店頭で買うかどうかの判断に影響した         11% → 45%モバイルを使っての購入に影響した         14% → 46%インモビでは、今後も継続的な調査を通じ、モバイル端末利用者のメディアへの接触動向・趣向・ライフスタイル等の変化の兆候を捉え、クライアント(広告主)がより効果の高いコミュニケーション活動を推進できるよう寄与してまいります。

スマートフォンが、モバイル上での購買行動だけでなく、実店舗での購買行動にも大きな影響を与えていることが明らかにインモビは、世界におけるモバイルのメディア利用※1に関する調査を行いました。本調査は、モバイルインターネットユーザーを対象として、インモビのモバイル広告ネットワークを通じて、14市場、15,000人以上に実施されたものです。- 今回の調査結果から明らかになった2つの傾向 -グローバルでも、スマートフォンによってO2Oのトレンドが加速スマートフォンの普及に伴い、モバイル端末の利用が消費者のオンライン購買行動だけではなく、実店舗におけるオフライン購買行動へも大きな影響を与えていることが分かりました。モバイル広告によって「近場で商品を見つけることができた」と回答した人の割合は、前回調査結果※2の2倍以上となる69%、またモバイル広告が「店頭で買うかどうかの判断に影響した」と回答した人の割合は、前回調査結果の4倍以上となる45%に上っています。ユーザーの購買行動に、モバイル広告が大きな影響スマートフォンの増加とともに、認知・情報収集・検討・決定等の購買プロセス全てにおいて、モバイル広告の影響が前回調査と比較し飛躍的に高くなっています。前回調査(14%)の3倍以上となる46%のユーザーが、モバイル広告が購入決定に影響を与えた、と回答しています。また、回答者の80%が、モバイル広告を通じてアプリをダウンロードしたことがある、と回答。さらに、67%がモバイル広告を通じて、広告主のサイトを閲覧したことがある、と回答しています。グローバルでも、スマートフォンユーザーへリーチすることが必須となってきています。本調査の主な調査結果は、以下をご参照ください。※1 メディア利用:モバイル端末利用、テレビ観賞、PC(据え置き型、ノート型)利用、新聞・雑誌閲覧、ラジオ聴取※2 第一回メディア利用調査:2012年2月主な調査結果メディア利用について(テレビ観賞・ラジオ聴取・PC/モバイル端末利用等)平均7時間/日をメディア利用に費やしているメディア利用時間のうち、モバイル端末が108分(19%)で、一番利用されている(PCの93分、テレビの92分がこれに続く)モバイル端末の利用についてメディア利用のうち、ソーシャルメディアが20%と一番高く、エンターテイメントの視聴が19%、ゲームが17%と続く66%の人が、これまでにモバイル端末を利用して決済もしくは購入を行ったことがあると回答し、80%が1年以内にモバイル端末を利用して決済もしくは購入を予定していると回答購買プロセスに対する、モバイル広告の影響について購買行動におけるモバイル広告の影響モバイル広告によって:アプリをダウンロードした(80%)広告主のサイトを閲覧した(67%)詳細情報を見るために広告主のサイトを訪れた(52%)広告主を地図上で位置検索した(45%)広告主に電話をかけた(37%)購買プロセスにおける、モバイル広告の影響の変化(数字は第1回→第2回)モバイル広告によって:何か新しい情報が得られた             42% → 75%より良い選択肢が得られた              23% → 67%近場で商品を見つけることができた         26% → 69%本当に買うべきかどうか考え直すことができた    13% → 55%店頭で買うかどうかの判断に影響した         11% → 45%モバイルを使っての購入に影響した         14% → 46%インモビでは、今後も継続的な調査を通じ、モバイル端末利用者のメディアへの接触動向・趣向・ライフスタイル等の変化の兆候を捉え、クライアント(広告主)がより効果の高いコミュニケーション活動を推進できるよう寄与してまいります。

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インモビ、マサチューセッツ工科大学(MIT)の機関誌「MIT Technology Review」により最も革新的な企業の一つとして評価され、2013年の「50 Disruptive Companies (世界を騒がせる50の企業)」リストに選ばれる インモビ、マサチューセッツ工科大学(MIT)の機関誌「MIT Technology Review」により最も革新的な企業の一つとして評価され、2013年の「50 Disruptive Companies (世界を騒がせる50の企業)」リストに選ばれる
February 26, 2013

シンガポール、2013年2月20日インモビは、MIT(マサチューセッツ工科大学)の機関誌「MIT Technology Review」によって、インターネット/デジタルメディア業界における「50 Disruptive Companies(世界を騒がせる50の企業) 2013」のリストに選ばれました。リストには、MIT Technology Reviewの編集者によって、前年にオリジナルで価値のある技術を多大なスケールでもたらし、競合にも影響を与えた企業が選ばれました。これらの企業は、エネルギー/資源関連から、インターネット/デジタルメディア、そしてコンピューティング/コミュニケーションの各業界において、我々の生活を変える先進的な技術をもたらしたとして、評価されました。MIT Technology Reviewの発行人・編集長であるJason Pontinは次のように述べています。「テクノロジーは驚異的なペースで変化しています。今回は、世界を騒がせるような革新性によって、競争を勝ち抜き、業界に変化をもたらし、我々の生活を変える、テクノロジーの最前線にあるグループを評価しました。その一つが、モバイル広告業界においてGoogleやAppleに挑戦しているインモビです。彼らは、広告の制作支援、販売そして配信を行っています。」インモビCEOのナビーン・テワリは以下のように述べています。「MIT Technology Reviewのリストに選ばれ、大変光栄に思います。この業界で始めてから5年、モバイルマーケティング業界を常に積極的に盛り上げてきたと自負しています。この栄誉は、モバイルをシンプルに、という我々のビジョンと社員一人一人の努力が評価された結果だと思っています。」インモビを含む今回の受賞者は、3月5日発売のMIT Technology Review 3・4月号に特集されます。ウェブ(technologyreview.com)への掲載はこちらからご覧ください。http://www2.technologyreview.com/tr50/2013...

シンガポール、2013年2月20日インモビは、MIT(マサチューセッツ工科大学)の機関誌「MIT Technology Review」によって、インターネット/デジタルメディア業界における「50 Disruptive Companies(世界を騒がせる50の企業) 2013」のリストに選ばれました。リストには、MIT Technology Reviewの編集者によって、前年にオリジナルで価値のある技術を多大なスケールでもたらし、競合にも影響を与えた企業が選ばれました。これらの企業は、エネルギー/資源関連から、インターネット/デジタルメディア、そしてコンピューティング/コミュニケーションの各業界において、我々の生活を変える先進的な技術をもたらしたとして、評価されました。MIT...

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inmobi_acquired_overlaymedia inmobi_acquired_overlaymedia
January 09, 2013

インモビは、コンテキスト・アウェア・コンピューティングにおいて高い技術を持つOverlay Mediaの買収を発表しました。Overlay Mediaはデータを科学分析する専門チームにより結成され、モバイルユーザーにパーソナルなコンテンツを提供・配信する状況認識技術を立ち上げました。インモビCEOのナビーン・テワリは以下のように述べています。「このような素晴らしい才能をインモビに迎える事を大変嬉しく思います。Metaflow Solutions、MMTG Labs、そして今回の買収は、我々が、消費者にエンゲージメントの高いコンテンツをグローバルに配信するサービスの、最前線にいるための強い助けとなるでしょう。」Overlay MediaのCEOであるDr. Ian Andersonは以下のようにコメントしています。「Overlay Mediaにおける我々のゴールは、より深くパーソナルなユーザー体験をモバイル上で提供できる技術を開発することです。モバイル広告でのインモビのポジションをより高めるためにインモビに加わることができ、嬉しく思います。」Overlay Mediaチームはインモビのロンドン・オフィス(ヨーロッパ・中東・アフリカ統括本部)にて活動します。

インモビは、コンテキスト・アウェア・コンピューティングにおいて高い技術を持つOverlay Mediaの買収を発表しました。Overlay Mediaはデータを科学分析する専門チームにより結成され、モバイルユーザーにパーソナルなコンテンツを提供・配信する状況認識技術を立ち上げました。インモビCEOのナビーン・テワリは以下のように述べています。「このような素晴らしい才能をインモビに迎える事を大変嬉しく思います。Metaflow Solutions、MMTG Labs、そして今回の買収は、我々が、消費者にエンゲージメントの高いコンテンツをグローバルに配信するサービスの、最前線にいるための強い助けとなるでしょう。」Overlay...

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インモビジャパン、代表取締役 就任のお知らせ インモビジャパン、代表取締役 就任のお知らせ
January 08, 2013

インモビは、1月1日付けで小尾 一介(おび かずすけ)が代表取締役に就任した事をお知らせします。小尾は、国内外のIT企業で、20年以上にわたりビジネス戦略の構築・技術促進等の業務を担当。その他、法律・会計・戦略的M&A等の幅広い経験をしてきました。また、メディア・コンテンツ業界にも20年以上携わり、メディア・広告関連のビジネスにも幅広い経験と知識を有しています。2009年からはグーグル株式会社で、アライアンスビジネスにおける経営戦略、渉外等に携わり、日本国内のサービス利用者の拡大に大きく貢献。執行役員 戦略事業開発本部長を務めました。新しく就任した小尾は、「165カ国にも及ぶモバイル広告ネットワークを持つインモビの一員になることができ、とても嬉しく思います。これまで培ってきた経験を活かし、スマートフォンを核としたモバイルインターネットの新しい地平をグローバル企業として切り開いていく所存です。」と話しています。略歴1977年3月 慶應義塾大学 卒業1978年8月 アルファレコード株式会社 入社         レーベルマネージャー 等1988年8月 サイトロン&アート株式会社 入社         代表取締役 等2002年9月 株式会社デジタルガレージ 入社         取締役 インキュベーション事業担当 等2009年8月 グーグル株式会社 入社         執行役員 戦略事業開発本部長 等

インモビは、1月1日付けで小尾 一介(おび かずすけ)が代表取締役に就任した事をお知らせします。小尾は、国内外のIT企業で、20年以上にわたりビジネス戦略の構築・技術促進等の業務を担当。その他、法律・会計・戦略的M&A等の幅広い経験をしてきました。また、メディア・コンテンツ業界にも20年以上携わり、メディア・広告関連のビジネスにも幅広い経験と知識を有しています。2009年からはグーグル株式会社で、アライアンスビジネスにおける経営戦略、渉外等に携わり、日本国内のサービス利用者の拡大に大きく貢献。執行役員 戦略事業開発本部長を務めました。新しく就任した小尾は、「165カ国にも及ぶモバイル広告ネットワークを持つインモビの一員になることができ、とても嬉しく思います。これまで培ってきた経験を活かし、スマートフォンを核としたモバイルインターネットの新しい地平をグローバル企業として切り開いていく所存です。」と話しています。略歴1977年3月 慶應義塾大学 卒業1978年8月 アルファレコード株式会社 入社         レーベルマネージャー 等1988年8月 サイトロン&アート株式会社 入社         代表取締役 等2002年9月 株式会社デジタルガレージ 入社         取締役 インキュベーション事業担当 等2009年8月 グーグル株式会社 入社         執行役員 戦略事業開発本部長 等

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インモビ、InMobi Lifetime Value Platform(インモビ ライフタイム バリュー プラットフォーム)をリリース インモビ、InMobi Lifetime Value Platform(インモビ ライフタイム バリュー プラットフォーム)をリリース
November 28, 2012

インモビは28日、InMobi Lifetime Value Platform (インモビ ライフタイム バリュー プラットフォーム、以下LTVP)のベータ版での提供を開始しました。LTVPは、優良パブリッシャーとアプリ開発者の方がよりユーザーを理解し、エンゲージメントを深めることを可能とし、さらにユーザーのライフタイムバリューを最大化して、最終的に利益の増大をもたらすプラットフォームです。LTVPは、異なるアプリユーザーグループを特定し、優良パブリッシャー若しくはアプリ開発者に、ユーザー行動に関するインサイトを提供します。インモビを使っているアプリパブリッシャーは、アプリの再申請をすることなく、セグメントされた各ユーザーに対して、アプリの動きを速やかに変更して提供することが可能です。LTVPは3つのステップをとります。ユーザーインサイト:アプリの利用状況、エンゲージメント、アプリ内課金、アプリ内でのその他のユーザー行動を通じて、ユーザーインサイトを獲得します。ユーザーの分類:購入金額やアプリ内滞在時間、アプリ起動回数等に基づき、ユーザー分類を定義します。ユーザーへのアクション:限定アイテムの販売やパーソナライズされた広告表示、常連顧客への報酬プログラム、他のアプリとのクロスプロモーションといった限定したアクション使う、セグメントされたユーザーレベルに応じてアプリの挙動を変更したり、リッチなメッセージをお届けします。サービスの提供開始に伴い、プロダクトマネジメント担当VPのチャンドラスカ・バッティクティは以下のとおり述べています。「成功するアプリパブリッシャーは、本当の価値とはユーザーエンゲージメントとロイヤルティを通じて達成することを理解しています。我々は、アプリ開発者と優良パブリッシャーがユーザー行動への細かなインサイトを獲得し、リアルタイムでターゲットされたアクションをお届けすることを助けるプラットフォームの必要性に気づきました。初期のフィードバックはとてもポジティブでした。アプリ開発者と優良パブリッシャーコミュニティに明らかな利点があると見ています。LTVPは優良パブリシャーとアプリ開発者に無料で提供され、iOSとアンドロイド、Windows 8をサポートします。その他、細かな情報は以下のサイトをご覧ください。http://www.inmobi.com/ltvp (英語)※なお、LTVPは現在のところ英語版のみの対応となっています。

インモビは28日、InMobi Lifetime Value Platform (インモビ ライフタイム バリュー プラットフォーム、以下LTVP)のベータ版での提供を開始しました。LTVPは、優良パブリッシャーとアプリ開発者の方がよりユーザーを理解し、エンゲージメントを深めることを可能とし、さらにユーザーのライフタイムバリューを最大化して、最終的に利益の増大をもたらすプラットフォームです。LTVPは、異なるアプリユーザーグループを特定し、優良パブリッシャー若しくはアプリ開発者に、ユーザー行動に関するインサイトを提供します。インモビを使っているアプリパブリッシャーは、アプリの再申請をすることなく、セグメントされた各ユーザーに対して、アプリの動きを速やかに変更して提供することが可能です。LTVPは3つのステップをとります。ユーザーインサイト:アプリの利用状況、エンゲージメント、アプリ内課金、アプリ内でのその他のユーザー行動を通じて、ユーザーインサイトを獲得します。ユーザーの分類:購入金額やアプリ内滞在時間、アプリ起動回数等に基づき、ユーザー分類を定義します。ユーザーへのアクション:限定アイテムの販売やパーソナライズされた広告表示、常連顧客への報酬プログラム、他のアプリとのクロスプロモーションといった限定したアクション使う、セグメントされたユーザーレベルに応じてアプリの挙動を変更したり、リッチなメッセージをお届けします。サービスの提供開始に伴い、プロダクトマネジメント担当VPのチャンドラスカ・バッティクティは以下のとおり述べています。「成功するアプリパブリッシャーは、本当の価値とはユーザーエンゲージメントとロイヤルティを通じて達成することを理解しています。我々は、アプリ開発者と優良パブリッシャーがユーザー行動への細かなインサイトを獲得し、リアルタイムでターゲットされたアクションをお届けすることを助けるプラットフォームの必要性に気づきました。初期のフィードバックはとてもポジティブでした。アプリ開発者と優良パブリッシャーコミュニティに明らかな利点があると見ています。LTVPは優良パブリシャーとアプリ開発者に無料で提供され...

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インモビ ジャパン、タブレットを含むモバイル端末の日本市場における利用調査を発表 インモビ ジャパン、タブレットを含むモバイル端末の日本市場における利用調査を発表
October 25, 2012

インモビ ジャパンは、タブレット端末を中心としたモバイル端末の日本市場におけるメディア利用に関する調査結果を発表しました。この調査は、消費者の意思決定プロセスにおいてタブレットやスマートフォンが果たす役割を把握することを目的として、2012年6月に日本のモバイルWebユーザーを対象に、インモビのモバイル広告ネットワークを通じて実施されたものです(有効回答487名)主な調査結果 タブレットユーザーの約半数は毎月タブレットでオンラインショッピングをしていると回答タブレットユーザーの3分の1が、タブレットの購入以来、ラップトップやデスクトップからインターネットにアクセスする機会が減少した、24%がテレビを見る機会が減ったと回答タブレットユーザーの42%が、テレビを見ながら端末を使用すると回答し、PCユーザーとスマートフォンユーザーがそれぞれ36%、35%とこれに続く今週のAppleとアマゾンによる、7インチ型タブレットの発表により、今後益々タブレットによるメディア利用とショッピングが急増していくと予想されます。インモビは今回の調査結果を基に、タブレットを含めたモバイル端末がユーザーが購入プロセスにおいて果たす役割について分析し、マーケティング担当者が今後のキャンペーンプラニングにタブレットやスマートフォンを戦略的に組み込むための資料をまとめました。資料のダウンロードはこちらから

インモビ ジャパンは、タブレット端末を中心としたモバイル端末の日本市場におけるメディア利用に関する調査結果を発表しました。この調査は、消費者の意思決定プロセスにおいてタブレットやスマートフォンが果たす役割を把握することを目的として、2012年6月に日本のモバイルWebユーザーを対象に、インモビのモバイル広告ネットワークを通じて実施されたものです(有効回答487名)主な調査結果 タブレットユーザーの約半数は毎月タブレットでオンラインショッピングをしていると回答タブレットユーザーの3分の1が、タブレットの購入以来、ラップトップやデスクトップからインターネットにアクセスする機会が減少した、24%がテレビを見る機会が減ったと回答タブレットユーザーの42%が、テレビを見ながら端末を使用すると回答し、PCユーザーとスマートフォンユーザーがそれぞれ36%、35%とこれに続く今週のAppleとアマゾンによる、7インチ型タブレットの発表により、今後益々タブレットによるメディア利用とショッピングが急増していくと予想されます。インモビは今回の調査結果を基に、タブレットを含めたモバイル端末がユーザーが購入プロセスにおいて果たす役割について分析し、マーケティング担当者が今後のキャンペーンプラニングにタブレットやスマートフォンを戦略的に組み込むための資料をまとめました。資料のダウンロードはこちらから

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For any media queries, please contact pr@inmobi.com.

Mobile-First Platform InMobi Pulse Recognized in Latest Report on AI-Enabled Consumer Intelligence Solutions by Independent Research Firm

投稿日 September 15, 2020

Mobile-First Platform InMobi Pulse Recognized in Latest Report on AI-Enabled Consumer Intelligence Solutions by Independent Research Firm 

Singapore, 15 September 2020:  InMobi Pulse was listed by Forrester as an Early Stage New Tech platform in its latest guide on consumer intelligence solutions powered by artificial intelligence, New Tech: AI-Enabled Consumer Intelligence Solutions, Q2 2020. 

Getting actionable consumer insights at scale is one of the biggest challenges for marketers today. With access to 620 million unique users in Asia Pacific, InMobi Pulse empowers marketers to understand and identify their ideal customers. InMobi Pulse leverages over 50 mobile-first signals including location and demographics to help brands gather rich consumer intelligence in a privacy-compliant manner. 

Mario Dughi, Senior Digital Transformation Manager at Unilever who has leveraged InMobi Pulse, commented: “Today’s consumer learns, evolves and takes action in a way that is too fast for many of us to keep up with, let alone get ahead of. They are ‘always-on’ and have more control than ever before on when, how and with who they engage. They seek contextual experiences — meaning their engagement with a brand reflects an understanding of past actions, product usage and a myriad of other factors. Through the application of consumer-focused technologies that are data-driven and mobile intelligent, we created a precise, fully Integrated and agile go-to-market strategy.”    

In their report, Forrester defines these solutions as having capabilities that: 1) cut across data silos, 2) speed up data-to-insights and 3) deliver insights that power decision making. “Of the 26 providers named by Forrester in this report, we believe InMobi Pulse is the sole mobile-first offering and the only option with a strong focus on the Asia-Pacific region.” shared Abhay Singhal, Co-founder and CEO, InMobi Marketing Cloud, “By including InMobi Pulse in its Early Stage category, we maintain that Forrester has validated the platform’s unique strengths and substantiated InMobi’s investment in building intelligent experiences for brands by leveraging its decade-long experience in mobile and AI.” 

“We are currently in an information-saturated environment; Brands have to cut through the clutter and make real-time decisions for which they need valid yet mobile-native, consumer-first intelligence platforms,” said Vasuta Agarwal, Managing Director, APAC at InMobi. “Brands like Lenovo, Reckitt Benckiser, Unilever, Vodafone, Swiggy, Cloud 9 are early adopters, open to experimenting and innovating, and have experienced the power of Pulse while driving brand interventions.” 

Abhay added, “Brands need to invest in creating memorable experiences for and providing value to consumers at every stage of their buying journey. For us, this recognition by Forrester is further testament that InMobi Pulse helps brands shape insightful strategies built on deep consumer intelligence.” 

About InMobi  

InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. 

InMobi expands market presence and product offerings in Southeast Asia

投稿日 May 28, 2020

Boosts leadership team and local footprint in the region

May 28, 2020 - Singapore: InMobi, the world’s leading Marketing Cloud, announced the expansion of its product offerings, leadership team and local footprint in Southeast Asia to better deliver value for its customers. South East Asia market, with 90% internet users connecting via mobile, is a core part of the growth story in the APAC region for InMobi. InMobi’s platform covers a large scale of 200+ MN smartphone users in SEA, growing steadily year on year with expansion into Thailand and Vietnam markets late last year.

Recently, InMobi established a holding company structure with its three core businesses – IMC, Glance and TruFactor, operating as separate entities under it. The InMobi Marketing Cloud (IMC) delivers a unified solution for CMOs and their organization to understand, identify, acquire and engage consumers through its mobile market research – Pulse, and media platforms – Audiences, DSP and Exchange.

“We continue to work closely with leading brands such as Unilever, Nestle, Shopee, Traveloka, Dana in the region, while strengthening our relationship with major agencies such as GroupM, Dentsu Aegis, OMD, and Havas. The IMC offerings will help brands and marketers better understand their consumers through near real-time insights and act on them to deliver a personalized experience throughout the customer journey,” said Vasuta Agarwal, Managing Director, Asia Pacific at InMobi.

The InMobi offerings include a Demand-side platform (DSP) and an Exchange platform/ SSP – for unlocking significant value for in-app media buyers and sellers through access to high-quality in-app inventory/ audiences, transparency and control of media management, and high performance. The IMC platform also enables marketers with actionable insights through InMobi Pulse, which provides the ability to capture real-time voice of the customer using short mobile surveys.

InMobi has seen strong growth in Southeast Asia through a localized approach with on ground business teams, support for creative services in the local language and providing localized audiences and insights for its brand and agency partners. To support its future growth plans in SEA and ensure focus on a great customer experience and engagement across the region, InMobi has bolstered the leadership team with:

  1. Purwa Jain, who joins as Director for Brand, Agency & Programmatic business. Before joining InMobi, she has worked with leading brands such as Hooq and Pokkt for their advertising and programmatic businesses.
     
  2. Sudhanshu Saxena, as Director – Strategic Partnerships, SEA, will oversee partnerships with programmatic DSPs in Southeast Asia in addition to his earlier role of direct brand partnerships in the region

“Each of these leaders bring diverse and unique experiences from their previous roles, enabling brands in South East Asia to succeed with unique insights and support on their marketing and advertising strategies,” said Rishi Bedi, Vice President of Business and Operations in South East Asia, Korea and Japan markets for InMobi.

With the imminent death of the cookie, in-app programmatic advertising is the biggest channel for brands to reach, engage or acquire customers in a mobile-first market like Southeast Asia, where 90% of consumers access the internet via mobile. “The IMC offerings are built on the pillars of quality, transparency and performance. Our partnership with marquee publishers across OTT, gaming and news apps such as Viu, iFlix, True, ABS-CBN group, Detik, Nestia provides brands the premium audience and scale they seek for their in-app advertising objectives,” shared Vasuta.

About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

InMobi Appoints Jayesh Ullattil as General Manager for India to Bolster its Asia Pacific Leadership

投稿日 July 15, 2020

InMobi Appoints Jayesh Ullattil as General Manager for India to Bolster its Asia Pacific Leadership 

Bengaluru, July 15, 2020: InMobi, the world’s leading marketing cloud, announced the appointment of Jayesh Ullattil as Vice President and General Manager for India. Jayesh will be a part of the Asia Pacific leadership team led by Vasuta Agarwal and will be based out of Bengaluru.

Jayesh will be responsible for growing the mobile advertising and marketing business for InMobi across its portfolio of products including programmatic and performance businesses, and data and online research platforms.

Vasuta Agarwal, Managing Director, Asia Pacific, InMobi, said, “We are glad to welcome Jayesh onboard the InMobi leadership team in Asia Pacific. These are extremely crucial times for brands and marketers across the globe looking to digitally transform their business and marketing. Under Jayesh’s leadership, InMobi will continue to enable marketers and advertisers in India as they increasingly rely on and invest in mobile to drive real connections with their consumers.”

In his two decades of industry experience, Jayesh has worked with consumer brands such as Perfetti Van Melle, Nokia, Henkel, and Blackberry and in the media industry with BCCL and Hotstar. Jayesh comes with close to 20 years of diverse experience in FMCG, Technology, Media & Entertainment and Digital/ OTT Media. Jayesh was previously VP sales in Hotstar and instrumental in building strategic partnerships with leading telecom, OEM, consumer durables and media brands.

“InMobi has seen strong growth in India over the past few years and we are looking to double down on this. Jayesh’s strong and varied experience across different industries and in both offline and online media will help us provide marketers the guidance and outcomes they desire in an ever changing and evolving Indian digital landscape,” added Vasuta Agarwal.

“India is one of the most exciting and fastest growing mobile markets across the globe and this is an opportunity to have an immediate and large impact on the future of the AdTech industry. I am looking forward to expanding the business and growing market share and mindshare for InMobi in India,” shared Jayesh Ullattil. He is a graduate from the Cochin university of Science and Technology in Bio Medical Engineering and holds a post-graduation in management from Management Development Institute, Gurgaon.

The InMobi Marketing Cloud (IMC) delivers a unified solution for CMOs and their organization to understand, identify, acquire and engage consumers through its mobile market research – Pulse, and media platforms – Audiences, DSP and Exchange. The InMobi Marketing Cloud is a part of the holding company InMobi Group which also comprises of consumer platforms Glance and Roposo, and intelligence platform TruFactor.

About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

InMobi Exchange Becomes the 1st Mobile Supply-Side Platform to Integrate with LiveRamp IdentityLink

投稿日 April 29, 2020

Partnership Enhances Cookieless Targeting and Measurement Across In-App and Mobile

April 29, 2020 - San Francisco, CA - InMobi, the world's leading marketing cloud, today announced its integration with LiveRamp IdentityLink™, a privacy-conscious people-based identifier. Through this partnership, marketers will be able to reach their consumers beyond desktop to mobile web and in-app on InMobi Exchange; there are also plans to extend the integration across connected TV (CTV) environments. InMobi Exchange is the first mobile supply-side platform (SSP) to integrate with IdentityLink.

IdentityLink helps resolve hundreds of identifiers for individuals to a real person while respecting and upholding the highest standards of ethical data use. It is embedded across the ecosystem and enables true people-based marketing: marketers can target one-to-one at scale and accurately attribute the effectiveness of their media investments.

The offering will help marketers and demand-side platforms (DSPs) to access supply through InMobi Exchange for omnichannel buys in the U.S. and across the globe, so they can leverage privacy-first data and frequency caps across premium inventory sources. The partnership will also drive efficiency in targeting by cutting down opportunity loss, ensuring that marketers can match user data across platforms.

“Accurate cross-channel targeting and measurement have long been pain points for marketers and that’s especially the case today in light of advancements in both technology and consumer privacy protection. Through our partnership with LiveRamp, marketers can now run closed-loop measurement and optimization for their cross-channel campaigns on InMobi Exchange,” said InMobi’s Prajwal Barthur, Head of Product, Marketplace and Connected TV.

According to a recent App Annie report, U.S. consumers are spending an average of 3.7 hours on their smartphone every day and app usage accounts for over 75% of that time. As such, in-app has become a crucial marketing channel for engaging consumers across desktop, mobile web, and mobile apps.

“As the time spent in-app grows exponentially, it underscores the need for marketers to unify inventory across all channels and devices, while driving better yields and return-on-ad-spend,” said Travis Clinger, Senior Vice President of Addressability and Ecosystem at LiveRamp. “Further, the future of digital marketing is an open, independent and collaborative ecosystem built on trust. The only way we can achieve this is by banding together with partners, like InMobi, to adopt alternative, people-first solutions.”

"With identity emerging as the key issue for digital marketing, our customers are asking us for solutions that cut across the ecosystem. We’ve adopted LiveRamp IdentityLink and are thrilled that InMobi has partnered to make this available on their exchange,” remarked Ari Paparo, CEO, Beeswax.

“The promise of InMobi Exchange has always been to provide marketers with the safest premium-buying opportunities in the app-based ecosystem while ensuring user privacy. As such, InMobi remains committed to advancing the adoption of neutral, open and interoperable identity solutions like IdentityLink across the wider ecosystem through close collaboration with LiveRamp, Beeswax and others,” added Kunal Nagpal, GM, Publisher Platforms and Exchange at InMobi.

The partnership delivers a number of publisher benefits as well. Specifically, publishers with in-app and display or mobile web inventory can now connect their different inventory types to IdentityLink. As a result, marketers can buy on a consistent identifier that is portable across platforms and the different channels that a publisher owns. Publishers are also able to provide enhanced measurement capabilities to marketers; marketers can measure the return-on-ad-spend of a publisher’s inventory regardless of channel.

About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

About LiveRamp
LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.

InMobi Exchange Becomes the First Mobile Supply-Side Platform to Integrate with LiveRamp’s IdentityLink

投稿日 April 29, 2020

Partnership Enhances Cookieless Targeting and Measurement Across In-App and Mobile

April 29, 2020 - San Francisco, CA - InMobi, the world's leading marketing cloud, today announced its integration with LiveRamp IdentityLink™, a privacy-conscious people-based identifier. Through this partnership, marketers will be able to reach their consumers beyond desktop to mobile web and in-app on InMobi Exchange; there are also plans to extend the integration across connected TV (CTV) environments. InMobi Exchange is the first mobile supply-side platform (SSP) to integrate with IdentityLink.

IdentityLink helps resolve hundreds of identifiers for individuals to a real person while respecting and upholding the highest standards of ethical data use. It is embedded across the ecosystem and enables true people-based marketing: marketers can target one-to-one at scale and accurately attribute the effectiveness of their media investments.

The offering will help marketers and demand-side platforms (DSPs) to access supply through InMobi Exchange for omnichannel buys in the U.S. and across the globe, so they can leverage privacy-first data and frequency caps across premium inventory sources. The partnership will also drive efficiency in targeting by cutting down opportunity loss, ensuring that marketers can match user data across platforms.

“Accurate cross-channel targeting and measurement have long been pain points for marketers and that’s especially the case today in light of advancements in both technology and consumer privacy protection. Through our partnership with LiveRamp, marketers can now run closed-loop measurement and optimization for their cross-channel campaigns on InMobi Exchange,” said InMobi’s Prajwal Barthur, Head of Product, Marketplace and Connected TV.

According to a recent App Annie report, U.S. consumers are spending an average of 3.7 hours on their smartphone every day and app usage accounts for over 75% of that time. As such, in-app has become a crucial marketing channel for engaging consumers across desktop, mobile web, and mobile apps.

“As the time spent in-app grows exponentially, it underscores the need for marketers to unify inventory across all channels and devices, while driving better yields and return-on-ad-spend,” said Travis Clinger, Senior Vice President of Addressability and Ecosystem at LiveRamp. “Further, the future of digital marketing is an open, independent and collaborative ecosystem built on trust. The only way we can achieve this is by banding together with partners, like InMobi, to adopt alternative, people-first solutions.”

"With identity emerging as the key issue for digital marketing, our customers are asking us for solutions that cut across the ecosystem. We’ve adopted LiveRamp IdentityLink and are thrilled that InMobi has partnered to make this available on their exchange,” remarked Ari Paparo, CEO, Beeswax.

“The promise of InMobi Exchange has always been to provide marketers with the safest premium-buying opportunities in the app-based ecosystem while ensuring user privacy. As such, InMobi remains committed to advancing the adoption of neutral, open and interoperable identity solutions like IdentityLink across the wider ecosystem through close collaboration with LiveRamp, Beeswax and others,” added Kunal Nagpal, GM, Publisher Platforms and Exchange at InMobi.

The partnership delivers a number of publisher benefits as well. Specifically, publishers with in-app and display or mobile web inventory can now connect their different inventory types to IdentityLink. As a result, marketers can buy on a consistent identifier that is portable across platforms and the different channels that a publisher owns. Publishers are also able to provide enhanced measurement capabilities to marketers; marketers can measure the return-on-ad-spend of a publisher’s inventory regardless of channel.

About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.

About LiveRamp
LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.

InMobi Welcomes Industry Leader Greg Archibald as SVP Media, North America

投稿日 April 02, 2020

InMobi Welcomes Industry Leader Greg Archibald as SVP Media, North America

San Francisco, April 2, 2020 – InMobi, the world’s leading Marketing Cloud, today announced the addition of Greg Archibald as SVP Media, North America to its leadership team. In this new role, Greg will be responsible for leading InMobi’s Agency and Brand Direct business, focusing on driving revenue, adoption and retention across InMobi’s leading solutions for marketers.

“InMobi Marketing Cloud’s mission is to power intelligent, mobile-first experiences on connected devices,” said Abhay Singhal, CEO, InMobi Marketing Cloud. “We are committed to developing and delivering more business-building insights and intuitive platforms than ever before to support our customers. North America is our largest and fastest-growing market, and we’re excited to have Greg at the helm leading our team.”

Archibald brings more than 20 years of experience leading teams across digital, mobile, data and ad tech. His strong track record of driving triple-digit revenue growth, exceeding client retention goals and inspiring teams, uniquely positions him to help InMobi accelerate platform adoption across brands and agencies. In his last role as EVP of the Americas at Criteo, he owned P&L responsibility for their largest region and led a 250-person sales and operations team. He has also held senior level strategic revenue positions at NinthDecimal, Datalogix, Yahoo and Intuit. Prior to launching his career in the digital world, he served for over nine years as a pilot in the U.S. Navy.

“InMobi’s depth of solutions was extremely compelling for me – from their data platform, which helps brands understand and identify their customers, to industry-leading platforms that reach and engage audiences,” said Archibald. “Innovation is happening at an unprecedented pace in advertising and marketing, and I look forward to leveraging my experiences to help marketers drive meaningful connections.”

“Greg’s expertise and proven success in building and leading high-performance sales teams make him an ideal fit for driving InMobi’s continued growth,” concluded Singhal.

About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized as a 2019 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

Media Contact
PAN Communications
Cori Kendrick
(301) 904-8435
inmobi@pancomm.com

InMobi adds Microsoft Advertising Platform to its Portfolio of Solutions for Marketers in India

投稿日 October 24, 2019

Brings the best of search and display marketing to brands

Bangalore – October 24, 2019: InMobi, the world’s leading Marketing Cloud today announced that it has extended its partnership with Microsoft by adding the Microsoft Advertising business to its current portfolio of offerings. As a result of this announcement, InMobi will now be able to offer marketers an integrated solution to power their campaigns built on search capability of Microsoft Advertising and mobile capability of InMobi Marketing Cloud.

Microsoft and InMobi have been in a strategic partnership since July 2018 to help enterprises accelerate their digital transformation by providing them with insights, audience and engagement platforms for a connected world.

“We see an immense opportunity to grow the search and display market in India where digital is growing thirty percent year on year,” said Mark Richardson, VP of Global Corporate Sales at Microsoft. “Our relationship with InMobi, India’s first tech unicorn will enable Microsoft Advertising to leverage InMobi’s knowledge of the Indian mobile landscape and its go-to-market platform to grow the business further.”

Earlier called Bing Ads, Microsoft Advertising is a combination of Big Data, Automation, and Artificial Intelligence. It powers search advertising on Bing, Yahoo and AOL as well as a network of partner sites. The Microsoft Search advertising business has grown exponentially in the last three years with an 8.5% market share and 19 million unique searchers on PC, equivalent to 118 million monthly searches in India.

“The extended partnership between Microsoft Advertising and the InMobi Marketing Cloud will enable marketers to deliver a unified brand experience to customers by bringing together the best of search and display platforms,” said Vasuta Agarwal, MD, Asia Pacific at InMobi. “Our deep appreciation of Indian marketers’ needs, a keen understanding of the Indian market and a customer-obsessed team, position us uniquely to bring Microsoft Advertising to marketers in India.”

About InMobi Marketing Cloud
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized as a 2019 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com

Media Queries:
Sharon Menezes, InMobi Group
sharon.menezes@inmobi.com
M: (+91) 9632664401

WPP and InMobi Group Enter Into a Multi-year Strategic Partnership to Co-build Unique Benefits for Marketers

投稿日 September 11, 2019

Partnership to help marketers enhance brand experiences for consumers

Bangalore, Mumbai, India - 11 September 2019: WPP and InMobi Group have entered into a long-term strategic partnership to build unique benefits for marketers. Leveraging the best of expertise from InMobi Group and WPP agencies, including GroupM and Kantar, the partnership aims to simplify complexity for Indian marketers.

The collaboration between WPP and InMobi Group will enable brands to create personalized consumer experiences at scale. Through this partnership, brands will be able to translate up-to-the-moment insights into timely marketing action.

WPP will provide in-depth expertise and a creative approach through four pillars - content, media, data and research. WPP’s GroupM will provide data-driven marketing and media planning with end-to-end audience insights integration and will also be sharing its unique engagement approach for in-app mobile content marketing. This partnership will also benefit from Kantar’s research insights, including recommendations that combine delivery, engagement and impact measures through media.

InMobi Group will provide deep, mobile-first expertise across marketing software and media, data and consumer platforms. As a result of this partnership, brands will gain insights on and access to 200+ million mobile users in India through the InMobi Marketing Cloud, the only mobile platform to synthesize adtech and martech platforms. The InMobi Marketing Cloud includes Pulse, the world's leading mobile research platform and InMobi DSP, its in-app programmatic buying platform. Through Glance, the world's first screen-zero platform, brands will be able to reach more than 36 million Indian smartphone users on their lock screen.

CVL Srinivas, WPP country manager for India, said: "WPP's partnership with InMobi will simplify marketing processes for businesses. We recognize the challenges associated with managing and translating data insights into timely and relevant brand activity. Today's consumers are inundated with brand messages and we want to enable marketers to cut through the noise to provide their consumers with meaningful connections."

"User journeys in a mobile-first world have become increasingly complex, and brands need an end-to-end solution that helps them to uncover and drive insights into action seamlessly," said Naveen Tewari, Founder & CEO of InMobi Group. "InMobi and WPP's strengths in technology and marketing expertise mean that we are best positioned to take the guesswork out of complex data and provide integrated solutions for brands to help them drive real connections with consumers."

“WPP and InMobi have had a long-standing successful relationship,” said Abhay Singhal, Co-founder of InMobi Group and CEO of InMobi Marketing Cloud. “We are thrilled with the evolution of this relationship into a strategic arrangement. We hope to co-create value for the entire ecosystem through innovation that leverages data, technology, media, and content.”

India represents one of the largest and fastest-growing consumer markets globally. WPP and InMobi Group's partnership will see both companies co-building more innovative mobile-first products for the future, to help position businesses ahead of the marketing curve.

About WPP
WPP is a creative transformation company. We build better futures for our clients through an integrated offer of communications, experience, commerce and technology. For more information, visit www.wpp.com.

About InMobi Group
InMobi Group's mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's portfolio companies include InMobi Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company's 2018 World's Most Innovative Companies. For more information, visit www.inmobi.com.


Abhay Singhal, CVL Srinivas, Naveen Tewari


Abhay Singhal, Naveen Tewari, CVL Srinivas

Glance Raises $45 Million Investment From Mithril Capital As It Crosses 50 Million Daily Active Users

投稿日 September 10, 2019

Backed by Silicon Valley investors Ajay Royan and Peter Thiel, India’s fastest growing content platform will use the funds to launch multiple platforms and expand into Southeast Asia

Bangalore, September 10, 2019 - Glance, India’s fastest growing and the third largest content platform with 50 million daily active users, today announced that it has closed on a $45 million investment from Mithril Capital. Glance is part of the InMobi Group, which also includes InMobi Marketing Cloud and TruFactor. Mithril Capital, headquartered in Austin, Texas with over $1.2 billion in committed capital, is a growth stage investment firm co-founded by Silicon Valley investors Ajay Royan and Peter Thiel.

Glance delivers artificial intelligence-driven, personalized content to screen zero of smartphones. Every time a user wakes up their phone, their lock screen comes alive with new visual and interactive content that is personalized for them. Glance has partnered with all the leading Android phone makers in India to deliver a universal screen zero experience. As of August 2019, Glance has more than 50 million daily active users who spend 22 minutes per day on Glance.

“Glance, the world’s first and fastest growing screen zero platform, is a powerful innovation to democratize content and commerce on the mobile Internet,” said Ajay Royan, Managing General Partner and Co-founder of Mithril Capital. “We share Glance’s global vision of breaking through the constraints of application architectures and linguistic markets to deliver rich, frictionless, and engaging experiences across a myriad of cultures and languages.”

Mithril’s $45 million investment in Glance anchors a larger financing round. The new funds will enable Glance to launch multiple new platforms, including Glance TV - a mobile-first, short form video platform; Glance Gaming - a destination for casual gamers; Glance Shopping, where content meets commerce; and Glance Nearby - a hyperlocal experiential platform. The company will also use the funds to expand into Southeast Asia in the coming months. In conjunction with Mithril’s investment, co-founder Ajay Royan has joined the Glance board.

“Glance is changing the landscape of content consumption to address the demands of the ‘attention economy’ we currently live in,” said Naveen Tewari, Founder & CEO, InMobi Group. “By bringing discovery and consumption of personalized, short-form content to screen zero, Glance provides the immediacy and accessibility that consumers want.” He added, “This investment from Mithril will help us further accelerate our journey through continued innovation in content-format, personalization and content discovery, and expand into new geographies. We are also delighted to have an entrepreneurial investor like Ajay Royan partner with us on the Glance board.”

Designed with a mobile and video-first approach, Glance is currently available in English, Hindi, Tamil and Telugu in India, and Bahasa in Indonesia.

About Glance
Glance is the world’s first screen zero platform, enabling consumers to experience the best of the internet on screen zero of their smartphones and other connected devices. Glance’s AI-powered personalization enables consumers to enjoy content, products, and services of their choice, all delivered in an intuitive and visually stunning format. Glance is a free-to-use, zero ad platform. The Internet Starts Here is a trademark of Glance. For more information visit www.glance.app.

About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's portfolio companies include InMobi - a Unified Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies.

About Mithril Capital Management
Mithril is a global investment firm cofounded by Ajay Royan and Peter Thiel to invest and partner with teams who use technology to build valuable and lasting businesses, often in industries long overdue for change. Agnostic to sector and geography, Mithril invests for the long-term, in size and with conviction. The firm is headquartered in Austin, Texas, with operations in Toronto, Canada.

Media Contact:
pr@inmobi.com

InMobi与个推签署战略合作备忘录,深度拓展数据与流量合作

投稿日 August 26, 2019

近日,AI驱动的全球化移动广告和企业营销平台InMobi与专业的数据智能服务商个推与正式签署战略合作伙伴备忘录。移动互联网领域的两大领先者强强联手,将基于数据技术和广告营销技术的深度融合,全方位拓展双方的数据和流量资源合作,探索新一代的数字营销解决方案。

InMobi作为全球最大的独立移动广告网路,自2007年成立起,便一直深耕移动端,到目前,其媒体矩阵已覆盖超过32000多款APP。在2012年初进入中国市场后,InMobi取得了高速增长,与中国头部TOP100应用中50%以上的App完成了广告流量变现对接,广泛覆盖中国最优质的移动互联网用户,其中高端iOS广告流量占比达到60%,成为了中国最大的独立移动广告网络和最大的独立移动原生广告平台,堪称为数不多的外资互联网科技公司在中国取得成功的业界典范。毫无疑问,作为一家独立的移动广告平台,其流量的量级与质量,都已达到了行业领军水平。

同时,经过十余年的发展和沉淀,通过与数万款知名App的平台的直接广告技术对接,InMobi也积累了大量的优质互联网数据资源。据公开信息显示,其触达的月活跃独立用户已超过15亿。并且,InMobi在2018年收购了美国Sprint旗下移动数据和广告全资子公司Pinsight Media后,其数据体量得到了进一步提升,而随着这次收购,InMobi也组建起了一支跨越印度总部、美国硅谷和中国北京的、由600多名工程师组成的人工智能团队,数据资源和变现能力也达到了全球顶尖水平。

此外,InMobi在产品技术领域的创新也处于全球前沿,曾连续斩获全球50大最具技术颠覆力公司、全球50大“最创新”公司和全球50大“最颠覆”公司等企业殊荣。其在移动原生广告、VR360视频广告、移动原生视频广告解决方案、视频4.0品牌广告解决方案和营销科技等领域,都在不同时期引领了潮流。

个推(每日互动,300766.SZ)于2010年成立,从第三方消息推送技术服务起步,现已成长为一家融合了互联网、人工智能、大数据、云服务四大新兴产业的新经济综合体,并成功在深交所创业板挂牌上市,成为国内首家在A股上市的数据智能公司。

个推拥有庞大的数据体系,累计覆盖近40亿终端设备,SDK累计安装量超过400亿,沉淀了维度全、覆盖面广的深厚数据资源。基于海量数据积累与创新的技术理念,个推实现了数据智能在多元经济的落地应用。个推旗下的品牌DMP数据服务—“个灯数盘”,专注于为品牌打造智慧营销的数据引擎,在数字营销生态图谱中占据重要一席——DMP数据前验,为品牌主提供“指哪打哪”的靶向作用。

个推创始人兼CEO方毅曾表示,整个数字营销生态图谱中,主要有六方参与者:品牌主(甲1)、代理商(甲2)、DSP供应商(乙1)、媒体方(乙2)、第三方DMP(丙1)、监测方(丙2),每个角色都是营销闭环中不可或缺的,而DMP前验是当前行业最为稀缺的角色。只有找到信赖的第三方做好投放前期的数据验证,品牌主才能实现更加完整的用户洞察,从而筛选更加优质的广告流量,避免营销预算的浪费。目前国内有能力提供全面深入DMP服务的平台为数不多,而个灯数盘就是其中之一。以第三方DMP能力为立足点,为品牌主提供数据前验服务,是个推在品牌营销领域突出的优势。

个灯数盘基于个推数十亿级的数据覆盖量、新鲜的数据标签体系和强大的数据建模能力,能够为品牌主提供多维度用户画像分析、智能流量筛选等全方位的解决方案,满足品牌人群洞察和精准投放定向的需求,助力品牌全面提升营销价值。同时,个灯数盘还具备“三极管”效应,可以通过lookalike进行相似人群扩量,基于核心用户人群,为品牌主在精准的前提下,在第三方池子里找到更多的潜在目标用户。(注:三极管,是一种控制电流的半导体器件,其作用是把微弱信号放大成幅度值大的电信号。)

“以人为核心,以数据为驱动”是个推在品牌营销领域不断深耕的宗旨。个推已和欧莱雅、达能、尤妮佳、Boots等百余家国内外品牌达成深度合作,在母婴、快消、美妆、汽车等各领域发挥数据智能优势,不断创造数据营销价值。

InMobi与个推的战略合作在移动互联网及数字营销领域具有重大影响,也是行业走向开放、融合与创新的又一证明。未来,双方将在用户洞察、广告流量和营销技术等领域开展深度探索,共同拓宽数据智能的应用场景,携手推动数据智能驱动科学营销增长。

Harvard Professor Tarun Khanna joins the InMobi Group Board of Directors

投稿日 June 26, 2019

San Francisco, June 26, 2019 — The Board of Directors of the InMobi Group today announced the appointment of Harvard Professor Tarun Khanna as an independent director of the firm.

“We are very excited to have Tarun Khanna join our Board,” said Naveen Tewari, Founder and CEO of InMobi Group. “All our businesses - InMobi Unified Marketing Cloud, Glance and TruFactor are scaling globally. The breadth and depth of his insights from academia and his expertise as an entrepreneur and board member across varied industries across the globe will stand us in good stead on this journey.”

Mr. Khanna's appointment expands the Board to seven directors, two of whom are independent.

"InMobi’s journey from being the first unicorn to becoming a successful global company to emerge out of India is an inspiration for any entrepreneur," said Tarun Khanna." InMobi is pushing the envelope on growth and innovation on multiple fronts. Its Unified Marketing Cloud continues to clock impressive growth in the US, China and Asia; TruFactor, its secure data platform business that enables telcos to transform their digital assets into strategic knowledge is seeing great traction in the US and Asia; and Glance, its AI-powered Screen Zero platform is the fastest growing content platform in India. I am very excited to be part of InMobi’s next phase of growth in powering artificial-intelligence driven, mobile-first experiences for enterprises and consumers.”

Tarun Khanna is the Jorge Paulo Lemann Professor at the Harvard Business School, where he has sought for over two decades to study the drivers of entrepreneurship in emerging markets as a means of economic and social development. At HBS since 1993, after obtaining degrees from Princeton and Harvard, he also teaches strategy, corporate governance and international business to students at all levels of the University, from undergraduates to senior executives.

Since 2010, he has served as the first director of what is now the Lakshmi Mittal and Family South Asia Institute at Harvard, a University-wide initiative across the sciences, humanities and professions, to connect Harvard to the roughly two billion people living in India and its neighborhood.

In 2007, he was nominated Young Global Leader (under 40) by the World Economic Forum; and in 2009, elected as a Fellow of the Academy of International Business. In 2015, he was named by the Government of India to chair the national commission to help shape the fabric of India’s entrepreneurial ecosystem. In 2016, the Academy of Management recognized him as Eminent Scholar for Lifetime Achievement in the field of International Management. In 2018, the Government of India named him to its commission to help select India’s Institutes of Eminence, the project to enhance India’s leading Universities for the future.

Outside HBS, he serves on numerous for-profit and not-for-profit boards in the US and India. For the past decade, these have included Washington DC-based AES, delivering safe, affordable, and sustainable energy to millions living across fifteen countries, and India-based Bharat Financial Inclusion Limited (BFIL), among the world’s largest firms dedicated to financial inclusion for the poor. He is a co-founder of several technology-based entrepreneurial ventures in the developing world, spanning India, China, Southeast Asia and the Middle East. Recently, he co-founded Axilor, a vibrant incubator in Bangalore. In 2015, he was appointed a Trustee of Boston’s Museum of Fine Arts.

About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. The group's portfolio companies include InMobi - a Unified Marketing Cloud, TruFactor - a Secure Data Platform for businesses, and Glance - the world's first Screen Zero. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies.

Media Contact
pr@inmobi.com

InMobi Ranked 12th on 2019 CNBC Disruptor 50 List

投稿日 May 15, 2019

San Francisco, CA - May 15, 2019 – The InMobi Group, which powers intelligent, mobile-first experiences for enterprises and consumers, today announced it was named on the 2019 CNBC Disruptor 50 list, their annual list of the most ambitious and innovative companies representing breakthrough ideas from all over the world.

InMobi ranked at number 12 on this year’s list and was selected amongst a large pool of forward-thinking and ambitious private companies whose innovations are changing the world.

With consistent, strategic innovation, the company is transforming the in-app advertising and marketing landscape, and using unique data in innovative ways to deliver business results.InMobi’s Unified Marketing Cloud is used by marketers around the world to understand, identify, engage and acquire consumers.

Glance, InMobi Group’s AI-powered content platform, delivers a rich variety of short-form content on the lockscreen of smartphones and has more than 26 million daily active users as of February 2019. Glance has partnerships with all leading smartphone brands in India and is enabled by default on 65% of all new smartphones in the country today.

At Mobile World Congress in Barcelona earlier this year, InMobi Group announced the launch of TruFactor, enabling telcos to transform their digital assets into strategic knowledge and provide a competitive advantage in a world of connected devices.

The CNBC Disruptor 50 is an annual list of private companies that are shaking up the landscape and threatening the status quo in their respective industries. The CNBC Disruptor 50 was selected by CNBC and CNBC.com editorial staff using a proprietary blend of quantitative and qualitative information submitted by the nominated companies.

“We are thrilled to be named to CNBC’s Disruptor 50 List for the second year in a row. This recognition further demonstrates that InMobi Group is at the forefront of shifting consumer, marketing and advertising landscapes,” said Naveen Tewari, Founder and CEO of InMobi Group. “It is our mission to power intelligent mobile-first experiences for enterprises and consumers. Each of our three businesses is helping us deliver on that promise.”

For the full 2019 list of CNBC Disruptor 50 companies, please visit cnbc.com/disruptors.

About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. InMobi Group has been recognized on both the 2018 and 2019 CNBC Disruptor 50 list and as one of Fast Company’s 2018 World’s Most Innovative Companies.

Media Contact:
pr@inmobi.com

TruFactor, a New Business Unit of InMobi, Launches a Secure Data Platform for Telcos Powered by Microsoft Azure

投稿日 February 25, 2019

Announced at Mobile World Congress, TruFactor delivers increased user privacy, improves the customer experience
and helps drive growth for telcos

San Francisco, CA – February 25, 2019 – The InMobi Group, which powers intelligent, mobile-first experiences for enterprises and consumers, today unveiled TruFactor, an independent business unit for telcos. TruFactor’s mission is to enable telcos to transform their digital assets into strategic knowledge and provide a competitive advantage in a world of connected devices.

Derived from InMobi’s acquisition of Pinsight Media, a formerly wholly-owned subsidiary of Sprint, TruFactor’s data platform enables telcos to ingest, curate and analyze data to increase user privacy, improve customer experience and drive growth. It transforms raw, network-level mobile data into actionable intelligence to improve customer experience and retention.

TruFactor is partnering with Microsoft to bring its secure data platform to market through Microsoft Azure, which delivers enterprise-grade security, best-in-class machine learning APIs and global scale. TruFactor will use Azure Data Lake Storage as its foundation for delivering secure, massively scalable data lake functionality that is tightly integrated with all Azure Analytics services.

“Telcos are increasingly under pressure to deliver responsible and secure data management in a world driven by intense competition, rapid technological changes and accountable privacy practices,” said Piyush Shah, Co-Founder, InMobi Group and President, Marketing Cloud and TruFactor. “Built with consumers and businesses in mind, TruFactor exists at the intersection of truth and fact – emerging as the one true factor that enterprises can trust for growth.”

As InMobi’s partner and TruFactor’s first customer, Sprint is already experiencing the platform’s benefits. Built on the foundation of trust and data, TruFactor upholds the highest standard of governance, policy and regulation to ensure the privacy and security of consumer information through a robust anonymization process.

The TruFactor platform has been developed through active collaboration with consumer advocacy groups and takes into consideration guidelines issued by privacy regulators. Designed to provide the user with complete transparency, choice and control over how their data is used, the platform comes with a secure and consumer focused, privacy-first policy framework and a scalable data management layer.

“We’re pleased to be working with InMobi and TruFactor to bring to market an open and extensible platform for telcos,” said Gavriella Schuster, Corporate Vice President, One Commercial Partner (OCP), Microsoft Corp. “Our aim at Microsoft is to empower enterprises to derive more value from their data and deliver world-class customer experiences. This announcement builds on our existing work with InMobi and brings together three of our core business aspects around cloud, AI and user privacy.”

Available today, TruFactor helps telcos transform data into insightful and actionable ingredients across a variety of business cases.

About InMobi Group
InMobi Group’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. InMobi Group has been recognized as a 2018 CNBC Disruptor 50 and one of Fast Company’s 2018 World’s Most Innovative Companies.

About TruFactor
TruFactor’s mission, as part of InMobi Group, is to enable telcos to transform their digital assets into strategic knowledge and provide a competitive advantage in a world of connected devices.

Media Contact:
pr@inmobi.com

InMobi Earns IAB Tech Lab Open Measurement SDK Certification

投稿日 December 12, 2018

Designed only for mobile in-app to help create a transparent and fraud-free exchange

San Francisco, CA - December 12, 2018 – InMobi, a global provider of enterprise platforms for marketers, today announced its certification in the Interactive Advertising Bureau (IAB) Tech Labs Open Measurement Software Development Kit (OM SDK) initiative.

The IAB Tech Lab announced the launch of the OM SDK in April 2018 to facilitate third-party viewability and verification measurement for ads served to mobile in-app environments. One of the benefits of this approach is that it eliminates the need for multiple ad verification service providers’ (measurement providers) SDKs, which helps improve the mobile in-app consumer experience. The development of a single SDK enabling third-party ad measurement is an industry-wide effort and will be used by integration partners such as app publishers and ad SDK developers, as well as measurement providers.

The OM SDK was designed and built for mobile in-app environments only, since SDKs are typically required to enable accurate viewability measurement. With this SDK, advertisers can choose which partners to use for mobile in-app measurement, while also allowing publishers and exchanges to avoid the cumbersome task of having to integrate with multiple verification vendors to effectively support their buyers.

InMobi’s involvement in the OM SDK is part of a wider initiative and investment into building a more transparent and fraud-free exchange. With the OM SDK, InMobi can now have its supply measured by all viewability vendors that have moved to the OM SDK including Comscore, IAS, DoubleVerify, Nielsen, Oracle’s Moat, Google Active View and others.

“This is a momentous day for the industry and for InMobi. We’ve been working with IAS and the IAB Tech Lab since 2016, so we couldn’t be more excited that this is now a reality for buyers,” said Anne Frisbie, SVP Global Programmatic and North America at InMobi. “We are proud to share that all InMobi formats are now covered and certified by the IAB. Along with this, all major viewability vendors can now be supported, which will unlock more measurable supply for advertisers.”

“Mobile in-app advertising has been marred by opacity and measurement complexity--and Open Measurement is an important step forward,” said Dennis Buchheim, Senior Vice President and General Manager at IAB Tech Lab. “Companies that gain certification for OM SDK help move the industry down a road to strengthening in-app media buys.”

InMobi has been fully certified by the IAB as of October 4, 2018 and is one of 54 working group members involved in spearheading this initiative. By obtaining OM SDK integration compliance certificate, each partner can make sure its OM SDK integration is fully functional and will work with all measurement verification provider tags.

All formats supported by the InMobi SDK are now measurable via the IAB Tech Lab OM SDK starting from our latest SDK release. The OM SDK will be supported on both channel PMP and Open Exchange.

To download the Open Measurement SDK and onboarding guide, and to learn more about the compliance program, please go to https://iabtechlab.com/OMSDK. More information about the IAB Tech Lab OM SDK’s leadership and vision is available at https://iabtechlab.com/blog/omsdk.

About IAB Technology Laboratory
The IAB Technology Laboratory (“Tech Lab”) is a non-profit research and development consortium that produces and provides standards, software, and services to drive growth of an effective and sustainable global digital media ecosystem. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, IAB Tech Lab aims to enable brand and media growth via a transparent, safe, effective supply chain, simpler and more consistent measurement, and better advertising experiences for consumers, with a focus on mobile and “TV”/digital video channel enablement. Board members include AppNexus, ExtremeReach, Google, GroupM, Hearst Digital Media, Integral Ad Science, Index Exchange, LinkedIn, MediaMath, Microsoft, Moat, Pandora, PubMatic, Telaria, The Trade Desk, and Yahoo! Japan. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

About InMobi
InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

Media Contact:
pr@inmobi.com

InMobi收购美国Sprint旗下数据和广告公司Pinsight Media

投稿日 October 18, 2018

今天,全球化的移动广告平台和企业营销平台服务商InMobi正式宣布,收购Sprint旗下移动数据和广告全资子公司Pinsight Media。这项全股交易是InMobi和Sprint之间,在设备、数据、媒体和营销等领域展开更广泛战略合作伙伴关系的关键一步,也为打造下一个美国广告巨头奠定了基础。

Pinsight Media是一家移动数据和品牌智能化公司,与众多美国领先的电信运营商和广告主合作,在包括消费品、零售、娱乐和金融等领域为客户提供全面的广告产品和服务解决方案,帮助企业发现新的受众,发现新的市场商机并制定更有效的客户互动策略。

消费者对于品牌在发现、购买和消费等阶段如何与其进行互动抱有很高的期望。此次收购建立在InMobi企业平台业务需求基础之上,可以帮助CMO们通过深度的用户理解来满足消费者的期望,从而实现更好的用户定位、互动和留存。同时,通过将电信通讯网络级移动数据与来自移动应用程序和移动网页浏览器的数据相整合,InMobi将为CMO们提供一套高度整合且端到端的消费者视图,领先业内其他平台。

“Sprint与InMobi的合作远远不局限于此次收购。我们一直在寻找一个能够提供最新数字营销和移动广告技术,同时又密切关注合规、隐私和数据等问题的战略合作伙伴,“Sprint首席数字官Rob Roy表示:“此次合作为Sprint提供了擅长创新的合作伙伴,必将推动我们在市场上的成功。”

InMobi营销云为企业营销人员在用户行为与人工智能驱动的营销策略之间建立了一座桥梁,收购Pinsight Media也势必为其带来深度的洞察和前沿的数据管理平台,巩固并加强桥梁的作用。

“通过此次收购,我们将以统一线上和线下行为的方式,为美国市场打造领先的广告和营销平台,同时,在遵守隐私和数据保护规定的前提下,为CMO们提供一条触达客户并与之互动的捷径,”InMobi创始人兼首席执行官Naveen Tewari说:“此番收购当属业界首次,它不仅可以使InMobi和Sprint在发挥各自优势的基础上展开深度合作,也为广告平台和电信运营商之间的合作提供了一个全球化的范式。”

InMobi战略数据合作副总裁兼总经理Anurakt Jain表示:“InMobi高度重视与电信运营商的合作伙伴关系,并致力于建立一个独一无二的数据生态系统,以支持我们为全球营销人员搭建的企业营销平台。此次收购Pinsight Media,大大增强了我们为CMO们提供智能化的消费者洞察以及提高受众和客户参与度的能力。”

通过此次收购,InMobi将其在北美的业务扩展到了堪萨斯城,此前他们已在旧金山、纽约、洛杉矶和芝加哥等城市开展业务。此举是继InMobi今年1月份以9000万美元收购AerServ,以及最近在6月份与微软达成战略合作伙伴关系之后的又一次重大战略举措。

关于InMobi

InMobi是一家面向营销人员的全球企业营销平台服务商。 作为一家领先的技术公司,InMobi被CNBC评为2018年度“全球50大颠覆公司”之一,同时被Fast Company杂志评为2018年度最创新公司之一。

关于Pinsight Media

Pinsight Media是一家移动数据和品牌智能化公司。Pinsight Media与企业和营销人员合作,利用来自电信通讯网络超过3200万移动用户且经验证的一手移动数据,为其提供具备可操作性的用户洞察,帮助其作出更明智的业务和营销决策。包括分析关键的人口学、行为习惯和地理位置等信息,通过这些信息帮助企业发现新的受众,发现新的市场商机或制定更有效的客户互动策略。

InMobi Acquires U.S. Based Advertising and Data Company, Pinsight Media

投稿日 October 17, 2018

Partnership with former Pinsight parent company, Sprint, will create a U.S. advertising powerhouse

San Francisco, CA - October 17, 2018InMobi, a global provider of enterprise platforms for marketers, today announced the acquisition of Pinsight Media, the mobile data and advertising company formerly wholly owned by Sprint. This all-stock deal is part of a broader strategic partnership between InMobi and Sprint across devices, data, media and marketing.

Pinsight Media is a mobile data and brand intelligence company that works with leading U.S. telcos and advertisers across verticals including consumer goods, retail, entertainment and finance. It offers a comprehensive suite of advertising products and services that help businesses uncover new audiences, discover new market opportunities and define more effective customer engagement strategies.

Consumers have very high expectations of how brands engage with them from discovery to purchase and consumption. The acquisition of Pinsight builds on InMobi’s enterprise platforms and enables CMOs to deliver on consumer expectations through improved customer understanding for superior targeting, engagement and retention. By combining network-level mobile data with data from mobile applications and mobile web browsers, InMobi, through the acquisition of PinSight Media, will provide CMOs an integrated end-to-end view of consumers, surpassing other platforms in the industry.

“Sprint’s partnership with InMobi goes beyond this acquisition. We have been looking for a strategic partner that can deliver the latest digital marketing and mobile advertising technologies, besides having a deep appreciation of regulatory, privacy, and data concerns,” said Rob Roy, Chief Digital Officer at Sprint. “This partnership provides Sprint with an innovative partner for driving our marketing success.”

The Pinsight Media acquisition also brings deep insights and a cutting-edge data management platform to the InMobi Marketing Cloud, providing enterprise marketers with a bridge between user behavior and an AI-powered marketing strategy.

”With this acquisition we are creating the most powerful advertising and marketing platform for the U.S. market by unifying online and offline behavior, and providing CMOs with a way to reach and engage consumers, while remaining compliant with privacy and data protection requirements,” said Naveen Tewari, Founder and CEO at InMobi. “This industry-first acquisition allows InMobi and Sprint to work on our respective strengths together, and provides a global template for partnerships between advertising platforms and telcos.”

“InMobi is deeply committed to telco partners and building a unique data ecosystem to support our enterprise platform for marketers,” said Anurakt Jain, VP and GM, Strategic Data Partnerships at InMobi. “The acquisition of Pinsight Media significantly enhances our ability to deliver intelligent consumer insights, audiences and customer engagement for CMOs.”

As a result of this acquisition, InMobi will expand its operations in North America to Kansas City, alongside San Francisco, New York, Los Angeles and Chicago. This move follows InMobi’s acquisition of AerServ for $90 million earlier this year in January, and its recent partnership with Microsoft in June.

About InMobi
InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

About Pinsight Media
Pinsight Media is a mobile data and brand intelligence company. Leveraging verified, first-party mobile data from more than 32 million mobile users straight off the network, Pinsight Media works together with businesses and marketers to provide actionable insights that support smarter business and marketing decisions. This includes analyzing key demographic, behavioral and location-based information that can help businesses uncover new audiences, discover new market opportunities or define more effective customer engagement strategies.

Media Contact:
pr@inmobi.com

InMobi wins several coveted awards in 2018

投稿日 October 08, 2018

2018 has been a great year so far with InMobi winning several awards. It began with InMobi bagging two coveted awards at the 2018 edition Mob-Ex Awards. Organized by Marketing Interactive, the Mob- Ex Awards celebrate the very best in mobile excellence across the region, where InMobi was recognized for its work in association with Ford, Legoland, Mindshare and Moblaze.

Later in the year, InMobi won the much sought after gold at the MMA India Smarties 2018 - the world's only global mobile marketing awards program honoring innovation, creativity, and success, for its outstanding campaign with L'Oreal.

Below is a list of all the awards won by InMobi in 2018:

  1. MMA India Smarties: Gold | Most Engaging Creative Category | Campaign Name: L'Oreal
  2. Mob-Ex Awards: Bronze | Informative Use of Mobile | Campaign Name: Legoland 360
  3. Mob-Ex Awards: Bronze | Use of Multiple Mobile Channels | Campaign Name: Ford Vietnam
  4. Indian Digital Marketing Awards: Silver | Best Campaign - Use of Mobile | Campaign Name: Diageo - Mc Dowell's No.1
  5. The Economic Times 40UnderForty: Abhay Singhal Co-Founder & President - Advertising Cloud of InMobi. The list honors 40 of the brightest corporate leaders, entrepreneurs and owner-professionals of the country under the age of forty
  6. Great Place To Work: InMobi was featured on the GreatPlaceToWork (GPTW) list in India for the third consecutive time, with a consistent hold in the Top 50 position for the past two years now.
  7. Top 10 Most Innovative Companies in India: InMobi has earned the No.3 Spot in Fast Company's Top 10 Most Innovative Companies in India for 2018 amongst a pool of more than 1,000 global companies to reflect today’s expanding innovation efforts across industries and countries.

InMobi Launches Global In-App Programmatic Exchange in EMEA to Provide Premium Mobile Ad Experiences

投稿日 September 11, 2018

Enabled and optimized for brand safety, fraud detection, audience verification and viewability measurement

Cologne, Germany - September 11, 2018DMEXCO: InMobi, a global provider of enterprise platforms for marketers, has launched the InMobi Exchange for programmatic buyers in Europe, Middle East and Africa (EMEA), to meet the rising demand of in-app programmatic advertising. The InMobi Exchange is one of the largest independent platforms for mobile in-app advertising, and is anchored on the company’s commitment to trust, transparency and brand safety.

The InMobi Exchange, reaching approximately1.6 billion users across over an estimated 22,000 apps, blends both the InMobi Network and InMobi Exchange demands into a single auction. With the InMobi Exchange, advertisers and agencies can now buy both private marketplace and open exchange inventory via a single platform, allowing them to bid confidently on a broad array of placements, including video, native and display.

The appetite to buy in-app mobile advertising programmatically continues to increase daily in EMEA. The UK remains the dominant advertising market in Western Europe, with $15.95 billion expected ad spend in 2018, with $570.48 million expected in France, according to eMarketer. Meanwhile, and despite Germany’s reluctance to dive into programmatic marketing, spend has grown significantly over the past two years and will be worth almost $1.55 billion by the end of 2018.

InMobi Exchange provides four layers of security for its partners through the removal of invalid ad traffic, guaranteed brand safety checks, audience verification, and viewability measurement through deep partnerships and integrations with industry leading partners.

“The buy side is suffering from a serious lack of trust and transparency in what is being sold to them programmatically, and fraud has been one of the main drivers,” said Abhay Singhal, Co-Founder and President, Advertising Cloud at InMobi. “InMobi has consistently outperformed on industry benchmarks and we work with only the highest quality app publishers to maintain a zero tolerance policy towards fraud. This launch will accelerate our growth exponentially enabling us to capture 10-15 percent of the programmatic market by 2020.”

About InMobi
InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com

Media Contact
pr@inmobi.com

Eros Now Announces Partnership with InMobi

投稿日 August 02, 2018

Isle of Man – August 2, 2018: Eros International PLC (NYSE:EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, it’s cutting-edge digital over-the-top (OTT) South Asian entertainment platform, has partnered with InMobi, a global provider of enterprise platforms for marketers.

The association will enable advertisers to directly monetize on Eros Now’s video platform, which boasts an audience of over a 100 million registered users, dedicated to Bollywood and movie streaming. This exclusive partnership will give brands and advertisers in India a unique opportunity to experience an end-to-end playbook that spans innovative video and ad formats, dynamic in-content placement of high-quality movies, and music videos and originals across devices. In addition, Eros Now will also adopt InMobi’s disruptive mobile-first advertising platform to market content through the in-app video universe across India. It will unlock a fantastic avenue for brands to engage with their audiences on a native video platform hosting Bollywood and movie content, which up until now had principally been out of the advertiser purview.

Commenting on this association, Rishika Lulla Singh, CEO, Eros Digital, said, “With the advertising landscape transforming into immersive engagement, brands can now leverage deep story-telling to collaborate with the audience. The digital penetration is seeing an incremental growth across cities in India and the consumer is increasingly spending much more time on their mobile devices than they did a few years ago, making it one of the most sought-after platforms for advertising. We are happy to join hands with one of the leading advertising platforms in India and aim to continue providing a seamless experience to all our subscribers.”

Naveen Tewari, Founder and CEO, InMobi, said, “Our association with Eros Now marks an industry first partnership in the OTT space which is the next big thing after the app economy. It will be a trendsetter in many ways. Our distinction lies in our core business which centers around the primary screen - Mobile; making this an organic progression for us, and that’s where our decade-long expertise also comes at play. Our full-stack mobile OTT solutions hinged on in-app and our video-first platform will not only allow for deep brand integrations but will improve the overall efficacy of content monetization, driven through Eros Now’s original video content.”

India’s OTT video viewing is expected to grow by 355 million by 2020 as per a Deloitte report. With this partnership, Eros Now will open-up avenues for both traditional and non-traditional brands to engage with their target audience. Mobile in-app advertising is a highly personalized segment, and by using InMobi’s technology and innovation, Eros Now will give advertisers access to creative optimization, re-targeting and data-driven decision-making capability to run ads, and to be the market leader.

With this partnership, the two companies will work in close cooperation to devise a go-to-market strategy, offering integrated advertising and marketing solutions for Eros Now.

About Eros Now

Eros Now is Eros International Plc’s On-Demand South Asian Entertainment Video Service accessible worldwide to viewers across internet enabled devices including mobile, web and TV. With 11,000+ Movie titles, Music Videos, Television Programming and others Eros Now caters to 100 million registered users and 7.9 million paying subscribers worldwide with the promise of endless entertainment Product features, such as video in HD, multi-language subtitles, movie downloads, and high quality original drama series differentiate the Eros Now entertainment offering. To see, watch now: www.erosnow.com

About Eros International Plc

Eros International Plc (NYSE: EROS) is a leading global company in the Indian film entertainment industry that acquires, co-produces and distributes Indian films across all available formats such as cinema, television and digital new media. Eros International Plc became the first Indian media company to list on the New York Stock Exchange. Eros International has experience of over three decades in establishing a global platform for Indian cinema. The Company has an extensive and growing movie library comprising of over 3,000 films, which include Hindi, Tamil, and other regional language films for home entertainment distribution. The Company also owns the rapidly growing OTT platform Eros Now. For further information, please visit: www.erosplc.com

About InMobi

InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

For further information, please contact:
pr@inmobi.com

InMobi Launches the Most Trusted In-app and Video Programmatic Exchange to Reach 800 Mn Mobile Devices in APAC

投稿日 July 25, 2018

The Exchange surpasses all industry metrics on transparency to protect both advertisers and publishers
90%+ viewability – two times the industry average
0.3% invalid traffic (IVT) – 75% lower than other exchanges
2X higher audience verification scores than the industry average

Singapore, July 25, 2018: InMobi, a global provider of mobile enterprise platforms for marketers today announced the launch of its Programmatic Exchange for the APAC region. A mobile-first, mobile-only programmatic platform InMobi will reach 800 million mobile devices, giving it unparalleled scale through mobile in-app. By using InMobi’s proven expertise, advertisers and agencies will be able to accelerate dramatically and future-proof their programmatic mobile spends to reach audiences at scale across all markets. The launch will also catapult the InMobi Exchange to make it the largest independent platform for in-app video advertising.

“In Asia-Pacific, the growth of programmatic hinges on three important pillars - in-app, mobile video with the overarching requirement of trust & transparency. The InMobi Exchange delivers on all three fronts. Our commitment to mobile programmatic since 2012 has paid off significantly. As frontrunners in this space focused exclusively on the in-app business over the last decade, we are able to leverage our expertise in complex campaign delivery. Also, our extensive network of data accounts for 1.6 billion users, half of which resides in the APAC region. This launch will accelerate our growth exponentially enabling us to capture 10-15% of the programmatic market by 2020,” said Abhay Singhal, Co-Founder & President-Advertising Cloud at InMobi.

1 The in-app industry is projected to grow from $38.5 Bn in 2017 to $77 Bn in 2021 in Asia Pacific. Southeast Asia specifically outpaces other regions in app-spends, triggered by the explosive growth of mobile apps in markets such as Indonesia and Singapore.

“The potential of mobile far exceeds what is available today in the APAC region. Both mobile in-app and video will constitute 85% of all programmatic buying by 2020. An exponential growth, given that today, mobile-only comprises 40% of all digital programmatic buying and within that in-app takes up a measly 15%. The paradox of the situation is that 65% of all the time spent on digital channels is on mobile apps. Besides, apps that run on device IDs perform far more effectively than cookies on every metric because device IDs are persistent in understanding users better as against transient cookies. With this launch we plan to accelerate our transition towards programmatic adoption in APAC,” said Jayesh Easwaramony, SVP, and Managing Director, APMEA at InMobi.

InMobi with its 85% SDK-integrated inventory, robust anti-fraud measures, stringent inventory and ad-quality checks undertaken by third-party measurement partners like Moat, IAS, Nielsen, etc has taken the lead to reinstate trust and transparency in the mobile programmatic ecosystem.

About InMobi
InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

For more information, please contact:
pr@inmobi.com

1App Annie

InMobi Forms Strategic Partnership with Microsoft to Power New Cloud-Based Enterprise Platforms for Marketers

投稿日 June 26, 2018

Collaboration combines the power of the cloud with cutting-edge technologies such as AI and data to provide actionable insights for marketers in a mobile world

SAN FRANCISCO and REDMOND, Wash. – June 26, 2018

Left to Right: Satya Nadella, CEO, Microsoft; Naveen Tewari, Founder and CEO, InMobi; and Peggy Johnson, Executive Vice President, Business Development, Microsoft

InMobi, a global provider of enterprise platforms for marketers, today announced a strategic partnership with Microsoft Corp. to enable new-age CMOs in their transformational journey from digital to mobile marketing. The partnership will consist of InMobi moving to Microsoft Azure as its preferred cloud provider, and will involve technology collaboration and combined go-to-market strategies aimed at accelerating the way marketers are looking at their advertising and marketing strategies in an always-connected world.

Simultaneously, InMobi is significantly expanding its platform for marketers via the InMobi Marketing Cloud, adding to its decade-long market leadership through InMobi’s Advertising Cloud. The Marketing Cloud will enable marketers to get a 360-degree view of every customer, uncovering insights that help them design customer journeys for engagement, action and measurement, and analyzing and acting on customer feedback from disparate channels to increase retention and lifetime value of customers, while remaining committed toward the privacy rights of the customer.

“As digital technology is transforming every industry and every aspect of our lives, companies are seeking new ways to engage customers where they are, with connected, personalized experiences,” said Satya Nadella, CEO, Microsoft. “The combination of Microsoft Azure with InMobi’s marketing platforms will deliver new intelligent customer experiences and business insights to organizations around the world.”

With this partnership, InMobi will move in a phased manner to Microsoft Azure as its preferred cloud provider and tap into the power of its intelligent capabilities. With more regions than any other cloud provider, Microsoft Azure provides the global scale and trusted platform to meet the needs of the marketing industry.

There has been a fundamental shift in the advertising and marketing industry, with far more advanced technologies available to marketers, combined with an exponential increase in customer touchpoints across multiple connected devices. InMobi, with its new AI-powered Marketing Cloud, is at the forefront of these changes and evolving beyond its pure-play advertising platform to a comprehensive and integrated suite of advertising and marketing platforms.

“InMobi is building one of the most advanced enterprise platforms for marketers, and we’re extremely excited to partner with Microsoft as we dive into the next frontier of connected devices,” said Naveen Tewari, founder and CEO, InMobi. “With Microsoft’s global reach and advanced security, privacy and compliance, alongside InMobi’s scale and decade-long experience in mobile-first technology, we can truly disrupt the marketing ecosystem. Together, Microsoft and InMobi will create a formidable force in the industry.”

The two companies are also looking at additional opportunities in combining the power of InMobi’s Advertising and Marketing Cloud capabilities with Microsoft Dynamics 365 on the back of the global Azure infrastructure, including AI, machine learning and analytics. The companies will also work in close cooperation on the go-to-market approach, offering these integrated advertising and marketing solutions to Microsoft’s global enterprise client base.

The InMobi Marketing Cloud will be sequentially launched market-wise worldwide over the next six months.

About Microsoft
Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more.

About InMobi
InMobi is a global provider of enterprise platforms for marketers. As a leading technology company, InMobi has been recognized as a 2018 CNBC Disruptor 50 company and as one of Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.

For more information, press only: Microsoft Media Relations, WE Communications for Microsoft, (425) 638-7777
rrt@we-worldwide.com

InMobi Media Relations:
pr@inmobi.com

​InMobi Awarded TAG Certified Against Fraud Seal

投稿日 June 12, 2018

Certification reinforces InMobi’s industry leadership in ad fraud prevention and commitment to earning and building trust

San Francisco, CA - June 12, 2018 - InMobi, the world’s largest independent mobile advertising platform, today announced it has been awarded the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group (TAG), becoming the largest independent in-app mobile exchange to be certified by TAG.

The TAG is a consortium of industry groups committed to fighting ad fraud and promoting wide transparency in the mobile in-app supply chain and is spearheaded by luminaries such as the Interactive Advertising Bureau (IAB) and the Association of National Advertisers (ANA).

TAG found that certified channels had 83 percent less fraud versus non-certified ones. With this seal, advertisers can be confident that they are reaching real people, and publishers know they are only working with the most reputable partners.

"The TAG Certified Against Fraud Seal has become the ad industry's gold standard for companies to demonstrate the rigorous steps they've taken to protect their partners and customers against fraud, and we are delighted to recognize InMobi for its leadership and commitment by achieving the seal," said Mike Zaneis, CEO at TAG. "We look forward to continuing to work with InMobi to raise the industry's standards for brand safety while building a fraud-free and transparent mobile advertising ecosystem."

“We are delighted to participate in the TAG Certified Against Fraud program," said Anne Frisbie, SVP, Global Brand and Programmatic at InMobi. “We consider TAG to be an important partner in helping us demonstrate and fulfill our commitment to greater transparency for advertisers, specifically for their mobile in-app marketing efforts.”

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first platform, InMobi is pioneering the next generation of video ad experiences, deep-learning based optimization algorithms and header bidding to deliver maximum value to advertisers, publishers and users across the world.

InMobi’s platform helps brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized as a 2018 CNBC Disruptor 50 company and as Fast Company's 2018 Most Innovative Companies. For more information, visit inmobi.com

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry's top trade organizations, TAG's mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit www.ta gtoday.net

Contact
pr@inmobi.com

InMobi Partners with Logan in Latin America to Offer Innovative Programmatic, Managed and Client Acquisition Mobile Solutions

投稿日 May 29, 2018

Logan will serve as InMobi’s exclusive representative for all Spanish speaking countries in LATAM and work with InMobi’s local team in Brazil

San Francisco, CA - May 29, 2018 – InMobi, the world’s largest independent mobile advertising platform, today announced a joint partnership with Logan, the leading independent big data and mobile advertising company in Latin America to bring programmatic Brand PMPs, as well as managed services to drive user acquisition and remarketing to the market through InMobi’s mobile solutions. Together, the companies will enable brands to engage with users on mobile at any stage of the customer life cycle.

Latin America’s explosive growth makes it one of the fastest growing ad markets in the world and is expected to reach over $8.5 billion in mobile ad spend by 2020 according to eMarketer. The increase in smartphone and tablet ownership, combined with greater access to high-speed internet, continues to drive LATAM’s rapid growth in mobile app downloads and app usage.

With this in mind, InMobi and Logan have joined forces to provide the best in class mobile solutions to the region. InMobi reaches 105 million monthly users in LATAM and through its innovative technology, global scale and reach of its full stack mobile in-app advertising platform, it is able to help brands engage mobile users across different stages of the customer lifecycle through awareness, user acquisition and remarketing campaigns. Logan, as the largest mobile marketing company in LATAM, provides consultative services by designing new mobile-first strategies, tailor-made data analytics and campaign management solutions in addition to its extensive knowledge about local cultural nuances. This partnership brings together the best qualities of each company in a complementary way to play an instrumental role in the mobile success of LATAM brands.

“As the fastest growing mobile region in the world, we see a real opportunity with Latin America and Logan is a great partner for us to make our landing in the market,” said Edward Laws, SVP & GM, Global Performance Advertising at InMobi. “Logan works with more than 600 advertisers in the region and shares our same values about doing mobile video right. They are the best-in-class tech performance consulting firm focused on improving client’s online performance and implement new machine learning strategies to improve user experience, speed and scalability of apps.”

"We have always admired InMobi's bold approach and we’re excited to work together. We can now offer a broader mobile solution portfolio to our clients,” said Juan Carlos Goldy and Ignacio Alvarez Saez, Group Managers at Logan. “In order to remain a top player in our always moving industry, and to gain a real global perspective, it was very important to team up with such a fast-moving partner."

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first platform, InMobi is pioneering the next generation of video ad experiences, deep-learning based optimization algorithms and header bidding to deliver maximum value to advertisers, publishers and users across the world.

InMobi’s platform helps brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized as a 2018 CNBC Disruptor 50 company and Fast Company's 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit inmobi.com

About Logan

Logan is the leading independent big data and mobile advertising company in Latin America, creating meaningful connections between mobile consumers, brands, e-commerce´s and developers. The company is made up of a human-centered, data-powered and experience-driven group of mobile marketing specialists on a mission to enable smartphone users to discover and engage with new products and services through meaningful advertising experiences. For more information, visit loganmedia.mobi

Media Contact:
pr@inmobi.com

InMobi Named on 2018 CNBC Disruptor 50 List

投稿日 May 22, 2018

San Francisco, CA - May 22, 2018 – InMobi, the world’s largest independent mobile advertising platform, today announced it was named on the 2018 CNBC Disruptor 50 List, the sixth annual list of the most ambitious and innovative companies representing breakthrough ideas from all over the world.

InMobi ranked at number 41 and was selected amongst a pool of more than 980 forward-thinking and ambitious private companies whose innovations are changing the world. With the company’s latest acquisition of AerServ in early 2018, its global scale and reach across the U.S., China and APAC, InMobi has experienced rapid growth and has continued its investment and commitment to creating new and innovative products, with a mission to deliver next-generation technology to disrupt the mobile advertising and marketing industry. The disruption that InMobi brought to mobile advertising will soon move into the world of television where InMobi’s mobile expertise can be applied to premium TV content.

The CNBC Disruptor 50 is an annual list of private companies that are shaking up the landscape and threatening the status quo in their respective industries. The CNBC Disruptor 50 was selected by CNBC and CNBC.com editorial staff using a proprietary blend of quantitative and qualitative information submitted by the 981 nominated companies. Disruptor 50 data partners PitchBook and IBISWorld provided additional quantitative input. CNBC’s Disruptor 50 Advisory Council, a group of 52 leading thinkers in the field of innovation and entrepreneurship, weighted the quantitative criteria and provided additional analysis of qualitative information.

“We’re honored to be featured on CNBC’s Disruptor 50 List as this further validates InMobi’s mission to disrupt the industry through innovation,” said Naveen Tewari, Founder & CEO at InMobi. “InMobi is revolutionizing the adtech and martech industry through our initiatives in artificial intelligence and machine learning, which sit at the company’s core. Innovation and transparency isn’t something that can be done once - it constantly evolves over time through advances in technology and we embed this into the heart of everything we do.”

“It’s great to see InMobi achieve such a great accolade. The mobile adtech and martech industry continues to see significant disruption and as one of the top players across the globe, InMobi is well positioned to lead that charge. InMobi has come out on top in a crowded industry which has seen a lot of consolidation over the last couple of years,” said Justin Wilson, SoftBank's Board Member for InMobi. “The team has demonstrated true innovation since day one, and is part of a small and elite group of companies who are actively working to disrupt the industry. Their passion, determination and dedication never fails to impress me and the SoftBank team.”

For the full list of CNBC Disruptor 50 companies, please visit CNBC.com/Disruptors

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of the 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

Media Contact:
pr@inmobi.com

Airtel TV chooses InMobi as the Exclusive Display & Video Monetization Platform

投稿日 April 11, 2018
  • Partnership offers premium advertising opportunities for brands to reach users on the rapidly growing platform that offers 350+ Live TV channels, 10,000+ movies & shows
  • Airtel TV was the most downloaded* video streaming app in Jan and Feb 2018
  • Airtel TV users will have unlimited FREE access to all LIVE matches of IPL via Hotstar

Bangalore, India, 11 April 2018: InMobi, the world’s largest independent mobile advertising platform, today announced an exclusive monetization partnership with Airtel TV. Through this strategic collaboration, brands will now have a wider reach to premium ad inventory on the Airtel TV mobile app on the InMobi network. Airtel TV users have spent over two billion minutes watching videos on the app since the beginning of the year, and the app is soon expected to reach 50 million downloads.

Airtel TV app was the most downloaded* video OTT app in India during January and February 2018. All content on Airtel TV app is FREE for Airtel Postpaid and Prepaid customers until June 2018. The app has integrated content from almost all leading platforms – Hotstar, Sony, Eros, Hooq, Amazon, ALTBalaji and more. With the addition of FREE unlimited streaming of all LIVE IPL matches via Hotstar, Airtel TV app will truly be the go-to destination for end-to-end entertainment from LIVE TV to Movies, Shows, Original Series and more.

“Our partnership with InMobi for Wynk Music has enabled us to successfully bridge our advertisers with the relevant user base. We are now extending this partnership to our other high penetration app categories like Airtel TV which has witnessed massive traction this year,” said Sameer Batra, CEO – Content and Apps, Bharti Airtel. “In addition to this, we are also keen to roll-out many other exciting features for users to enjoy cricket on the app over the next few weeks to coincide with IPL 2018, enabling advertisers to interact with a massive volume of actively engaged video consumers on the Airtel TV app.”

“Indian users today are increasingly moving towards making their smartphone their first and primary screen for video consumption. We are extremely excited to announce our monetization partnership with Airtel TV as they open up advertising to brands for the first time. As one of the fastest growing OTT apps this is a winning proposition for advertisers; drastically increasing the reach amongst users who are going to be hooked onto their phones watching videos,” said Vasuta Agarwal, Vice President & GM, India, InMobi.

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of the 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About Bharti Airtel Limited

Bharti Airtel Limited is a leading global telecommunications company with operations in 16 countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 3 mobile service providers globally in terms of subscribers. In India, the company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high-speed home broadband, DTH, enterprise services including national & international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G, 4G wireless services and mobile commerce. Bharti Airtel had over 394 million customers across its operations at the end of December 2017. To know more please visit, www.airtel.com

Media Contact:
pr@inmobi.com

InMobi, GeoEdge to Regulate Ad Quality Standards and Improve User Experience

投稿日 March 27, 2018  •  Mobile Marketing Watch

InMobi, a global independent mobile advertising platform, recently confirmed a partnership with GeoEdge, a leading provider of ad security and verification solutions for the mobile advertising ecosystem.

Together, the partners will work “to ensure high ad quality and a clean marketplace that offers a safe and engaging user experience.”

The mobile advertising industry is battling several challenges around ad quality with a rise in auto-redirect, auto pop-up and other malicious ads appearing over the past year. InMobi and GeoEdge have independently worked tirelessly to ensure the mobile apps are safe and free of malicious ads that may otherwise damage the user experience, or negatively impact the trust between publishers and their audiences.

This partnership emphasizes InMobi’s continued investment in its machine learning based real-time solutions with partners such as GeoEdge, with its rapid independent review, to bolster all defenses against ad quality issues.

GeoEdge’s technology is integrated with InMobi to ensure that every single creative meets the ad quality guidelines established by the publishers, removing any that don’t, and to guarantee a positive end user experience.

“InMobi has a reputation of creating award-winning ads that users want to see, and we have invested heavily in this area to create a seamless user experience that will also benefit our publisher partners,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “While every player in the industry is eager to ensure buyers are shielded from the sell side fraud, we don’t want to forget our trusted partners on the sell side. By deploying GeoEdge, we are fully committed to solving this trust-eroding issue that affects the whole ecosystem.”

Not All In-App Header Bidding is Equal

投稿日 March 28, 2018  •  Martech Advisor

Over the past decade, mobile in-app publishers have depended on ad networks and mediation platforms to drive their businesses. It’s summarized broadly as a world wherein publishers used platforms to deliver ad impressions to (at best) hundreds of advertisers, and a handful of buying channels/network SDKs, to deliver off-the-shelf display ad units to users irrespective of the app’s interface. This was done to maximize revenue through a waterfall of historical pricing, tweaking rate cards, packaging, and targeting. The process was typically run by large teams at publishers who managed ad networks that would jockey for position in the waterfall in a winner takes all scenario where the top position gets first look and the best inventory. While functional, this created a scenario where most publishers were unable to access a very large cross-section of advertisers, nor did they have sufficient transparency and control over their business, or efficient algorithms to control their own revenue, instead depending on ad networks to optimize their individual contribution to revenue, creating imperfect alignment of incentives.

In 2018 and beyond, publishers’ focus is moving from running a make-do functional setup to implementing systems that allow them to drive, control and maximize their revenues. New generation mediation platforms, driven by header bidding and artificial intelligence algorithms for maximizing yield, are set up to deliver transparent, high-performance ad impressions to tens of thousands of advertisers through programmatic buyers and ad network SDKs alike. Publishers today strive to deliver a clean, custom ad experience to their users to maximize user retention and increase revenue, while utilizing the full advertiser transparency and auction mechanics visibility afforded by the header bidding platforms.

The Transition to Header Bidding

The reason publishers need to move to header bidding continually comes down to three words: Yield, Trust and Efficiency, which encompasses:

  • Yield:
    • Advertiser Participation at Scale. The industry’s top mobile publishers displayed programmatic ads from more than 50,000 advertisers across brands and performance buyers in 2017. By driving platform models to a fully programmatic mode, every publisher will be able to jetpack away from running 50 advertisers to 50,000 advertisers.
    • Next Generation auction models. It's not five SDK partners and three programmatic buyers anymore. Running old-school waterfall auctions for network SDKs is bound to be sub-optimal. The only way is to have an open auction, a simultaneous auction allowing every buyer to bid the highest possible price for each impression. This leads to a fair and unbiased marketplace unlike any current day effort, the benefits of which extend across both advertisers and publishers. The unified auction gives all buyers access to the inventory, allowing the publisher to capture the maximum amount of bids for each impression. As the waterfall model is eliminated, and buyers have greater insight into inventory, competition increases and publishers capture increased CPMs.
  • Trust:
    • Transparency which is simply not available to publishers today. Programmatic buyers have an incredible amount of information, data and publisher/app-level info available to them real-time, while publishers selling to these buyers have no clear understanding of what constitutes their own business, beyond the channel partners.
    • Open measurement of industry hygiene metrics. Publishers need to be able to deliver viewability, fraud and performance metrics transparently across all buyer partners (irrespective of how they're integrated -- SDK, server side, or RTB).
  • Efficiency:
    • Driving Retention and uprooting old-school ad formats. Move to new-age, native, programmatically tradable, high-value ad formats. This is a macro movement towards a better user experience that is closely tied in with header bidding as it allows publishers to have fewer, but significantly higher, value impressions.
    • Publishers will no longer need large teams. These teams would manually run a revenue maximization process with each ad network and demand-side programmatic partner, and use header bidding to deliver their revenue goals.

What’s Next?

This is a transitory phase and ad technology companies have the responsibility to usher this change with publishers globally by partnering closely with them - understanding their users and their app environments, and to build products for the next generation of mobile in-app publishers. In that context, positive reinforcement of publishers' moves towards header bidding is absolutely necessary, even if sub-optimal legacy solutions from desktop players are serving this need currently. Calling out those efforts as "fake news" is inaccurate messaging to the market. In fact, many players in the market are actively building products to serve publishers in this new world, and these strides all help to drive the industry in a better direction.

While publishers move in the direction of achieving optimal solutions, many are taking intermediate steps to achieve incrementally better yield, efficiency and buyer trust. The onus is on publisher platforms to usher the next generation of technologies to maximize user retention and increase revenue.

Women In Analytics: Shamala DN Of InMobi Believes That Gender Diversity Leads To Greater Creativity

投稿日 March 09, 2018  •  Analytics India

As we are celebrating women leaders in analytics and data science sector, we bring to you a candid conversation with Shamala DN who is the global head of Research and Insights at InMobi. She believes that driving actionable insights from data has been her true calling, and that she has been drawn towards research and analytics ever since her first job. “Analytics has been a great mix of both business and technology and that is what has really drawn me in”, she says.

Today in the information age Data drives everything — every business decision, big or small, is backed by it. Throwing a light on why she chose analytics as a career option she says “for InMobi, Data and Analytics are literally the backbone of the organisation. Sifting through huge volume of raw data, structuring it, identifying patterns and providing insight to construct business solutions that guide key decisions is really challenging”.

The fact that InMobi is leading the march into AI & ML to redefine the mobile ad tech space is incredibly exciting and keeps her motivated. “There is also continuous learning on the job, and the proliferation of new tools and technologies is overwhelming and hence it keeps me at the forefront of all the development”, she adds.

Here are Shamala’s views;

On how career in analytics looks like for a woman:

Today analytics and data sciences have become ubiquitous in several industries, and we are starting to see more women in critical leadership roles.

Analytics is a key fabric for any organization, and it provides a great entry point for women to enter leadership roles within any organization. Every organization is craving for fresh thinkers who are more data-driven with emotional intelligence to strike a balance in this age of automation and women are making significant strides in this field. Their innate intuition, high emotional quotient, adept storytelling and excellent analytical skills make them invaluable contributors to solving complex business problems

On her growth story so far:

It has been a great journey thus far. I have over 11 years of qualitative experience in devising & managing innovative consumer & marketing insights/ analytics space ranging from start-ups to global conglomerates. I have built on my expertise in areas such as business development, branding, sales, consumer research, business strategy, product management, innovation and communications – in both B2B & B2C organisations across different markets. I’ve had the privilege of working both in-house and in consulting firms for some of the world’s most inspiring and ambitious companies spanning across multiple sectors.

I started off my career working as an Industry Analyst in a renowned global growth consultancy firm, Frost & Sullivan for ICT-Europe. And so far have conducted extensive quantitative and qualitative market research using customised econometric and forecasting models to analyse industry drivers, chart out technology trends, assess market size, forecast market potential, and identify emerging opportunities and key challenges.

Then I joined AOL advertising as a Strategic Insights manager within the analytics division to support major fortune 500 brands and was responsible in delivering consumer insights and data that creates demand, supports revenue targets and helps to build AOL’s brand equity in the digital advertising world.

Now at InMobi, I head the Global Research & Insights team acting as a strategic partner to our global product development and product marketing teams, providing insight-driven thought leadership for driving strategy and innovation

On incorporating more women in new tech sectors:

Gender diversity benefits companies. The tech industry needs more women. Today they remain severely underrepresented in the world of technology and entrepreneurship. Only 5% of leadership positions in the technology industry are held by women. This may be unsustainable in the long run and could harm technological development, holding back societal and economic progress. According to various research reports it has been proven that gender diversity leads to greater creativity and better decision making.

Some reports suggest how girls are less likely to study STEM subjects, as shown in the graphic below.

On her struggle to maintain a work-life balance:

Working smartly should be the theme, with technology as the enabler. Given that there are multiple online collaboration tools it really doesn’t matter where you work from these days. Time management and prioritisation will be critical. InMobi supports great work life balance by allowing people to be responsible for what they deliver and not just barely office presence.

On the key changes in education/career choices:

  1. There needs to be a systematic and sustained effort, from schools to universities and workplaces, to encourage women into technology careers. Especially when they are young to get involved in STEM programs and internships.
  2. Within the Organisation, arrangements should be made around issues such as maternity leave, flexible working hours, and mentoring, to encourage women to work in tech careers. As part of ensuring a greater percentage of women in leadership roles, organizations should deliberately train or groom women, and assign them responsibility over technically challenging assignments. Organizations should also embrace a culture that does not make women feel like they have to work harder than a man to get the same job.
  3. Mentorship is important. Many people bring different perspectives to collaborate and learn.

This Woman’s Work: Kayla Wilson, InMobi Exchange

投稿日 March 16, 2018  •  Index Exchange

This week, we sat down with Kayla Wilson, InMobi Exchange’s Head of Programmatic Partnerships. Read how Kayla oversees the Client Success Programmatic team at the world’s largest programmatic video platform for mobile.

IX: Tell us about your role at InMobi Exchange and your career path to your current position.

KW: I head up the Client Success Programmatic team for InMobi Exchange. This team manages the relationships with our Demand Side Partners to ensure they’re receiving the mobile in-app supply and product offerings they need to be successful.

IX: Can you give us a little background on InMobi and how you’ve grown within the company?

KW: InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. InMobi is a mobile-first and mobile-only platform and has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

IX: Outside of the office, I noticed that you were awarded the IAB Service of Excellence in 2015. How have you grown since this accomplishment and what are your top goals that you’d like to accomplish this year?

KW: I continue to be passionate about creating standards for mobile advertising, by contributing to IAB working groups. I most recently worked on IAB Vertical Video best practices and enjoy learning more about new technologies and challenges in the ever changing industry.

IX: It’s very inspiring for a woman to hold such a recognized position within the digital media industry. What’s your one piece of advice for women wanting to grow within the tech industry?

KW: Identify areas of opportunity for growth within your organization. Make sure your manager understands your career goals and plan on how you’re going to get there. If you see an opportunity for extending your role or creating a new role within your organization, speak up.

IX: What has been the biggest challenge you’ve faced in your career and how have you dealt with it?

KW: There has not been one main challenge, but many obstacles that I’ve had to work to overcome. No matter what the obstacles were, the one thing they all had in common was that I needed to use grit and perseverance to move beyond them.

IX: In one sentence, how would you sum up the internet?

KW: Internet? What’s that? I spend all my time in apps on my phone

IX: Tell us something about you that most people don’t know.

KW: My husband and I are Canadian, but we first met on a train in Seoul, South Korea.

IX: If you found yourself with a magical week void of all work responsibilities, how would you spend your time?

KW: This sounds like vacation! I would transport myself to Italy to eat pasta and pizza and drink delicious wine.

TechBytes with Anne Frisbie, SVP, Global Brand & Programmatic, InMobi

投稿日 March 15, 2018  •  Martech Series

Tell us about your role at InMobi and the team/technology you handle.

I’m the Senior Vice President of Global Brand & Programmatic at InMobi. I oversee InMobi Exchange, brand sales in North America, and also lead InMobi’s global brand and programmatic strategy.

Do you see a gradual convergence of ad tech platforms towards audience-data platforms and behavioral marketing technologies?

This is a brilliant question. The question of the convergence of ad tech platforms towards audience-data platforms gets to the heart of how extensive the disruption in media buying and marketing technology is, and it comes down to 1) the success of the walled gardens, 2) the failure of the media industry to pay enough for data unless it is coupled with media, and 3) the increasingly high bar that artificial intelligence will create in order to produce exponential levels of value when buying platforms, data platforms and media are combined. So yes, there will be a convergence of buying platforms, marketing platforms, media, and data. But then, questions remain about how many of these full stack “data lakes” will exist, and how much of the market will participate outside of a complete full stack?

What are the major pain points for brands leveraging video advertising technologies for audience building and targeting? How does InMobi solve these challenges for customers?

We have moved into a world of video consumption and video advertising that’s cross-device and predominantly rooted outside of the browser. A tremendous amount of video viewing is being consumed within mobile apps or connected TVs rather than only on desktop and mobile web experiences. This alone is a major shift for advertisers. In the past, cookie-based audiences could effectively address audience buying in digital (browser-based) inventory including for video. Today, cookie-based audiences alone will simply not enable effective audience buying into the most premium video ad experiences within mobile apps and connected TVs.

InMobi has spent the past two years addressing the challenges of advertising into mobile apps across smartphones and tablets. We have worked diligently to move the industry from javascript, browser-based technology like VPAID to technologies like VAST that can work with the native environments of these connected devices. InMobi has also worked to solve MRC accredited viewability and fraudmetrics that will work seamlessly with VAST, and have rolled out ways to execute interactive creative with VAST and native technologies of the Android and iOS operating systems. In 2018, we are looking to extend our approach into connected TVs which require many of the same approaches to what we have done within mobile apps.

Has TV been side-lined as an advertising medium with the maturity of mobile and social media advertising?

Not at all – TV continues to offer very powerful and trusted advertising opportunities. Linear, traditional TV did incredibly well in 2017 because that medium is understood in terms of impact generally, is relatively simple and trusted. The challenge is that marketers know that they are over-reliant on traditional, linear TV and that consumers are quickly moving to mobile and connected TV experiences. As a result, the rally cry from top brand marketers for greater trust and support around brand safety and social responsibility is driven in part because brands need digital media to become a larger part of their marketing mix because even TV experiences are moving there.

How do you see the ‘State of Advertising’ evolving by 2020 with the merger of programmatic and AI/ML capabilities?

Programmatic and digital media require AI/ML in order to deliver the true potential and value that is possible for all participants. Already advertising technology is one of the fastest and earliest business areas where AI/ML was being leveraged. I started in digital media in 1996, and then helped launch search marketing at AltaVista in 1997, before Google was founded in 1998. The pace of change today is faster than I have ever seen in my 21 years in digital media and that includes the launch of mobile which essentially began with the launch of the iPhone 10 years ago. AI/ML and the power that it lends to data is one of the reasons that the pace of change has accelerated so much, and it is exactly what is driving the convergence of marketing technology, advertising technology, media, and data which is highly disruptive for everyone in the digital media ecosystem.

How do you leverage AI/ML at InMobi? Would AI/ML enable make media buying and brand safety compliance easier to deal with in the coming?

InMobi is leveraging Artificial Intelligence (AI) and Machine Learning (ML) in a wide range of applications. At the core of the company is an engine that runs billions of auctions. For each auction, AI algorithms find answers to crucial decisions such as deciding who participates in each auction, who wins and at what price, while ML algorithms determine which are the right ads to show to a user.

InMobi is taking charge to lead innovations around AI and also works with ML generated user segments such as look-a-like segments to help advertisers find more valuable users amongst the 1.5 billion unique mobile devices that InMobi reaches. InMobi also uses deep learning to characterize creatives to help find effective creatives early and drive down exploration cost, as well as dynamic algorithms help identify user fatigue and refine ad delivery frequencies. AI/ML is at the core of InMobi’s fraud detection algorithms. As fraudulent activity gets more sophisticated, InMobi is leveraging deep learning to identify bad actors early. InMobi also uses reinforcement learning algorithms to maximize revenue and yield for publishers in a fast-changing ecosystem.

Our goal is to create the largest, global ecosystem around mobile in-app and connected TV device experiences (i.e. outside of the browser) that delivers the most value to publishers, consumers and advertisers and AI/ML is absolutely at the heart of being able to achieve that.

Thanks for chatting with us, Anne.

InMobi Partners with GeoEdge to Regulate Ad Quality Standards and Improve User Experience

投稿日 March 14, 2018  •  GlobeNewswire

InMobi, the world’s largest independent mobile advertising platform, today announced a partnership with GeoEdge, the premier provider of ad security and verification solutions for the mobile advertising ecosystem, to ensure high ad quality and a clean marketplace that offers a safe and engaging user experience.

The mobile advertising industry is battling several challenges around ad quality with a rise in auto-redirect, auto pop-up and other malicious ads appearing over the past year. InMobi and GeoEdge have independently worked tirelessly to ensure the mobile apps are safe and free of malicious ads that may otherwise damage the user experience, or negatively impact the trust between publishers and their audiences.

This partnership emphasizes InMobi’s continued investment in its machine learning based real-time solutions with partners such as GeoEdge, with its rapid independent review, to bolster all defenses against ad quality issues. GeoEdge’s technology is integrated with InMobi to ensure that every single creative meets the ad quality guidelines established by the publishers, removing any that don’t, and to guarantee a positive end user experience.

“InMobi has a reputation of creating award-winning ads that users want to see, and we have invested heavily in this area to create a seamless user experience that will also benefit our publisher partners,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “While every player in the industry is eager to ensure buyers are shielded from the sell side fraud, we don’t want to forget our trusted partners on the sell side. By deploying GeoEdge, we are fully committed to solving this trust-eroding issue that affects the whole ecosystem.”

“We’re very excited to work with InMobi. Their focus on ad quality and high standards to send every creative through GeoEdge’s technology, as another level of defense to their internal efforts, reflects not only their dedication to help publisher partners, but also their ambition to be at the forefront of this fight against poor quality advertisements,” said Amnon Siev, CEO at GeoEdge. “We are confident that our joint approach will help weed out the bad actors on the buy side, help make the ecosystem cleaner and is in line with any end user’s expectations of a seamless good quality experience on any app.”

About InMobi
InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of the 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About GeoEdge
GeoEdge is the premier provider of ad security and verification solutions for the online and mobile advertising ecosystem. The company ensures high ad quality and verifies that sites and apps offer a clean, safe, and engaging user experience. GeoEdge guards against non-compliance, malware, inappropriate content, data leakage, operational, and performance issues.‎ Leading publishers, ad platforms, exchanges, and networks rely on GeoEdge’s automated ad verification solutions to ‎monitor and protect their ad inventory. The company was founded in 2010 by a team with more than two decades of hands-on technical and online media experience.

In India, The Future Of Mobile Video Is Bite-Sized

投稿日 March 14, 2018  •  CMO

It’s an incredible time to be a marketer in India, where the number of mobile users is on track to exceed 781 million by 2021.

From e-commerce to messaging, mobile has become an integral part of the day-to-day life of Indian consumers, and it’s changing the way content is consumed throughout the entire Asia Pacific region, as well.

One of the most important transitions we’ve observed is the rise of short-form video as the prestige format for engaging mobile consumers. Across the world, consumers are prioritising mobile video content that is just a couple of minutes long, giving them something accessible with which to fill the empty moments in their day.

For marketers, this has had the knock-on effect of significantly reducing the length of pre-roll commercials. The 15- to 30-second commercial is no longer practical in an era where consumers will disengage after just six seconds.

Time For OrderTelling your brand story—capturing customers’ attention, engaging them emotionally, and imparting a message—in such a small amount of time poses an interesting challenge. It will require new ways of communicating with customers and better leverage visual storytelling.

I believe that sequential content, consumed over a time period that makes sense, will be an important way for brands to accomplish this. For example, emotionally resonant stories might be best communicated in a series of five snackable videos distributed across one or two days, while higher-level brand awareness campaigns would function better capped at a lower frequency across a week or month.

As consumer attention spans continue to decline, I expect sequential messaging will become more prevalent.

Mobile-First Movement This transition to short-form native content will be vital for advertisers to make as the world transitions towards mobile-first consumption.

In China, the world’s biggest mobile-first market, short-form video consumption is already beating long-form content by a ratio of three-to-one, and it’s a reasonable assumption that India and Southeast Asia will follow this model.

Here in India, our “Shifting Terrain: The Mobile Media Landscape in India” report found that mobile already represents 87% of digital usage, as affordable mobile broadband and smartphones proliferate through the market. By 2021, we predict 60% of India’s mobile browsing will be on 4G, leading to a spike in demand for native, high-quality video content.

As a result, we project that mobile ad spending in India will more than double between now and 2020, increasing to US$1.2 billion. In the coming year alone, 75% of Indian firms surveyed indicated plans to increase their mobile spend. The question is, how can your brand stand out from the crowd?

First, consider leveraging the innovative higher-bandwidth opportunities enabled by the rapid expansion of 4G, such as 360-degree video and virtual reality content, to create a unique impact.

Second, consider location-based marketing. Whether it’s an ad targeted at the customer walking past your store or a campaign designed for India’s lower-income, rural demographic, who are just coming online for the first time, location intelligence can drive mobile engagement at the right time, to the right person, with the right message.

Lastly, don’t define “mobile” too narrowly. Tablets may not have taken India by storm, but the mobile ecosystem is broader than just smartphones. At InMobi, we’ve started to include the connected TV space in our definition of mobile because, while TV isn’t going anywhere, its content will become smarter, more programmatic, and more mobile. Billboards, too, will cease to be static, offline spaces.

Enormous opportunities await brands in India’s digital ecosystem. While there might be some challenges in the years ahead, 2025 looks positive for brands that can master the transition.

InMobi Partners with GeoEdge to Regulate Ad Quality Standards and Improve User Experience

投稿日 March 14, 2018

Partnership protects users from ad quality threats and arms publishers with powerful machine learning solutions to wage war against malicious advertising

San Francisco, CA - March 14, 2018InMobi, the world’s largest independent mobile advertising platform, today announced a partnership with GeoEdge, the premier provider of ad security and verification solutions for the mobile advertising ecosystem, to ensure high ad quality and a clean marketplace that offers a safe and engaging user experience.

The mobile advertising industry is battling several challenges around ad quality with a rise in auto-redirect, auto pop-up and other malicious ads appearing over the past year. InMobi and GeoEdge have independently worked tirelessly to ensure the mobile apps are safe and free of malicious ads that may otherwise damage the user experience, or negatively impact the trust between publishers and their audiences.

This partnership emphasizes InMobi’s continued investment in its machine learning based real-time solutions with partners such as GeoEdge, with its rapid independent review, to bolster all defenses against ad quality issues. GeoEdge’s technology is integrated with InMobi to ensure that every single creative meets the ad quality guidelines established by the publishers, removing any that don’t, and to guarantee a positive end user experience.

“InMobi has a reputation of creating award-winning ads that users want to see, and we have invested heavily in this area to create a seamless user experience that will also benefit our publisher partners,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “While every player in the industry is eager to ensure buyers are shielded from the sell side fraud, we don’t want to forget our trusted partners on the sell side. By deploying GeoEdge, we are fully committed to solving this trust-eroding issue that affects the whole ecosystem.”

“We’re very excited to work with InMobi. Their focus on ad quality and high standards to send every creative through GeoEdge’s technology, as another level of defense to their internal efforts, reflects not only their dedication to help publisher partners, but also their ambition to be at the forefront of this fight against poor quality advertisements,” said Amnon Siev, CEO at GeoEdge. “We are confident that our joint approach will help weed out the bad actors on the buy side, help make the ecosystem cleaner and is in line with any end user’s expectations of a seamless good quality experience on any app.”

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of the 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About GeoEdge

GeoEdge is the premier provider of ad security and verification solutions for the online and mobile advertising ecosystem. The company ensures high ad quality and verifies that sites and apps offer a clean, safe, and engaging user experience. GeoEdge guards against non-compliance, malware, inappropriate content, data leakage, operational, and performance issues.‎ Leading publishers, ad platforms, exchanges, and networks rely on GeoEdge’s automated ad verification solutions to ‎monitor and protect their ad inventory. The company was founded in 2010 by a team with more than two decades of hands-on technical and online media experience.

Media Contact:
pr@inmobi.com

InMobi Earns the No. 3 Spot in Fast Company’s Top 10 Most Innovative Companies in India for 2018

投稿日 February 20, 2018

Bangalore, India - February 20, 2018 – Fast Company today announced the annual ranking for its Top 10 Most Innovative Companies in India. InMobi has earned the No. 3 spot, selected amongst a pool of more than 1,000 global companies to reflect today’s expanding innovation efforts across industries and countries.

“We take immense pride to be featured on Fast Company’s ranking, a listing dedicated to innovation,” said Naveen Tewari, Founder and CEO at InMobi. “Any organization that anchors itself on pursuing new breakthroughs in their business landscape knows too well that innovation is a constant endeavor requiring efforts that are sustained. At InMobi we have embedded this in our system, our culture, in how we think, and it’s now become second nature to how we operate, allowing us to stay ahead of the curve.”

InMobi represents a dynamic and inspiring class of companies around the world to be featured on Fast Company’s Most Innovative Companies list. This recognition comes to InMobi for its innovative efforts in leveraging its core competencies and strategic efforts to make an impact.

These path-breaking initiatives include:

  • AI and ML which sit at the company’s core, running billions of auctions to ensure ad relevance and personalization to its customers
  • The InMobi Video Viewability Suite making InMobi the first independent in-app advertising platform to integrate both IAS and Moat at the SDK level to achieve the highest level of independent viewability measurements
  • InMobi’s Anti-Fraud Framework to protect and enhance value for advertisers which scrutinizes fraudulent activity at each point upstream, right from the time of publisher onboarding, to the install event
  • InMobi’s Remarketing Platform which creates more efficient targeting in the app world to ensure retailers and brands reach the right consumers and increase their overall lifetime value

InMobi was previously featured in Fast Company’s Top 10 Most Innovative Companies in India in 2016.

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of video ad experiences, deep-learning based optimization algorithms, and header bidding to deliver maximum value to advertisers, users and publishers.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of the 2018 Most Innovative Companies, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

Media Contact
pr@inmobi.com

InMobi Exchange Supports Google Active View

投稿日 February 01, 2018  •  Destination CRM

InMobi now supports Active View, Google's viewability verification product, meaning that advertisers can buy in-app VAST mobile video inventory on InMobi Exchange that supports Active View viewability metrics.

Buyers who are using DoubleClick Campaign Manager (DCM) and DoubleClick Bid Manager (DBM) can now track and buy against Active View metrics on InMobi Exchange for in-app mobile video campaigns, including vertical video.

InMobi remains fully committed to the IAB Tech Lab's Open Measurement SDK initiative and plans to be an early adopter when it is released later this year. InMobi and Google product teams have worked to create this immediate solution for supporting Active View for current campaigns. This solution will remain in effect until the launch of the IAB Tech Lab's Open Measurement SDK initiative.

"We're excited to be supporting Google's Active View viewability product. DCM and DBM customers can now measure buffer-free, high-definition in-app VAST video on InMobi Exchange, verified by Active View, at scale globally," said Sergio Serra, product manager of brand and programmatic at InMobi, in a statement.

Five Trends That Will Shape Mobile Adtech in 2018

投稿日 December 13, 2017  •  Marketing Profs

Over the years, some ad tech trends have undergone full evolution, whereas others have only iteratively grown. Nevertheless, each trend has been instrumental in pushing advertising, including mobile advertising, a bit further into the future, while exponentially improving the experience for users, advertisers, and publishers alike.

Here are five trends that will be dominating forces come 2018.

1. Industry Consolidation: Can't Stop, Won't Stop

History has shown that industry consolidation is a natural process and that systemic market forces make it possible to predict its evolution.

In 2017, we saw consolidation of many ad tech players, with merger and acquisition deals reaching record levels. But it's not over yet. What has been most apparent in 2017 is that the ad tech industry is not for the fainthearted.

according to Zenith. By 2019, nearly 80% of programmatic ad spend will go to mobile ads rather than desktop, while advertisers are slated to lose $19 billion to fraudulent activities—equivalent to $51 million per day.

But are advertisers ready to handle this level of complexity around control, transparency, and accountability? CMOs are put in the driving seat, and should brace themselves for a bumpy ride as technology partners are kept accountable for their actions and business models start to come under question.

4. Year of the Laggards and Late Majority

2018 will be the year of the laggards, and we'll see those players in the "late majority" segment of their business lifecycle come into the picture. The late majority tend to move last in the industry, after others have been bold enough to make the first move, and they base their move on industry experience.

Although first-mover advantage is beneficial to some, the laggards will succeed in the end by unlocking the core assets they have been holding on to and have "perfected" based on technologies that have emerged and have been tried and tested.

5. AI and Machine-Learning Will Push the Boundaries of Possibilities

For the ad tech industry, making money revolves around a user's clicking on an ad; predicting ad clicks using AI, machine-learning, or deep-learning techniques can be highly beneficial to improve efficiencies and increase revenue. We've only scratched the surface of the importance of predicting user interest behavior and its benefits, but those who can make accurate estimates will forever change how companies interact and engage with consumers.

So, What Now?

2018 will be a rough ride for most, and it will end with fewer players than we had in 2017. As Darwin's theory suggests, the ad tech industry is about survival of the fittest. In the struggle for survival, the fittest will win at the expense of their rivals; but to survive they must adapt and have the ability to turn investments into innovations.

Ad tech trends seldom mature overnight; and, as the industry figures out how it can improve user experience as well as to increase revenue, there is bound to be a whole lot of debate until the industry matures. However, it's clear that there has been explosive progress over the past few years in improving mobile advertising. At the heart of it all has been innovation, so it's now more important than ever to not stop innovating.

InMobi Acquires AerServ For $90 Million To Get A Leg Up On In-App Header Bidding

投稿日 January 10, 2018  •  Ad Exchanger

Mobile ad network and Indian unicorn InMobi paid $90 million for mobile video monetization platform AerServ in a bid to build a header bidding solution for apps.

The deal, announced Wednesday, will bring together their respective programmatic exchanges to create “fair auction dynamics for in the in-app space,” said Abhay Singhal, InMobi’s CRO and co-founder.

“Our publishers have been asking for this,” Singhal said. “They want more control rather than the black box they get from most of the large in-app mediation platforms.”

Although header bidding has become de rigueur for desktop, most mobile app publishers still rely on a waterfall setup.

That’s only natural, Singhal said. The in-app environment presents unique challenges to creating a unified programmatic auction, including the need to run auctions through software development kits (SDKs) rather than headers, which don’t exist in apps.

“We’re seeing an evolution,” Singhal said. “Almost anything that gets developed in this industry comes to the mobile web ecosystem first, and then we see it come to apps.”

InMobi kicked the tires on seven or eight mobile supply-side platforms in multiple markets, including the US, France and China, over a nearly four-month period before settling on AerServ.

Abhay and his team were won over by AerServ’s diversity of demand and open approach to the auction.

InMobi is already in the midst of consolidating its SDK with AerServ’s SDK, and it plans to have a fully merged product on the market by the end of Q1 or early Q2.

AerServ’s SDK is integrated with 2,000 mostly US-based publishers, which overlap by about 50% with InMobi’s publisher base.

All of AerServ’s roughly 65 employees will join InMobi’s 900. AerServ CEO Josh Speyer will help lead the combined programmatic exchange business in the US and globally.

InMobi also wants AerServ to help bolster its mobile video ad offering, especially in APAC, where the opportunity is ripe. More than 30% of InMobi’s business in China is programmatic at a $300 million annual run rate. The two fastest-growing units are video and native.

“Our companies complement each other,” Singhal said. “[AerServ’s] team has unique DNA in running a mediation product, which we don’t have, and we have a global footprint across Asia and Europe, which they don’t have. We can help them get a seat at the table in these regions.”

AerServ’s employees will continue working from the California-based company’s three offices in San Francisco, Irvine and Los Angeles. Founded in 2013, AerServ was primarily bootstrapped, with seed and angel funding of about $2 million.

This news was also covered by the following publications.

Think Tank: Marketers to Take Advantage of Mobile Video Advertising in 2018

投稿日 January 12, 2018  •  WWD

Last year was a roller coaster for digital advertising. We saw digital ad spend top $209 billion globally with digital finally overtaking television spend in the process. Challenges like fraud, brand safety and viewability took center stage as marketers demanded a cleaner supply chain.

Brands worked to increase the amount of transparency and control they had over their digital spending, augmented reality proved that it’s here to stay, and marketers doubled down on video ads — particularly on mobile.

It’s impossible to predict the future, and it’s hard to pinpoint what will dominate our industry next year. Trends come and go, some evolving to the point of full maturity and widespread adoption, but just as many start strong only to quickly fade. As we put 2017 behind us and look ahead to what 2018 will bring, one thing is immediately clear, we live in a mobile world, and advertisers must adapt to this trend.

Change is necessary for long-term success and we’re starting to see that happen with mobile. Marketers are beginning to truly embrace a mobile-first approach to digital advertising — a tactic that isn’t as pervasive as you might think. For example, during the Black Friday shopping period and throughout the fourth quarter, retail brands such as Amazon and Home Depot adapted their apps and campaigns to reach mobile users — a smart move, considering retail purchasing was nearly 40 percent mobile. At the same time, mobile video is enjoying a meteoric rise in popularity, is expected to take over 75 percent of all mobile traffic by 2023, and will be the single largest area of focus for digital marketers this year.

Advertisers have finally seen the light and are beginning to understand just how important mobile is to reach a target audience. But while mobile dominated retail marketing in the fourth quarter, there are three ways marketers can leverage seamless and effective mobile ads in 2018.

The Year Mobile Video Gets Personal

After totaling more than $58 billion in spend last year, mobile video isn’t going anywhere. In fact, it’s only going to get more important. As advertisers reallocate their spend and better understand its performance, I expect to see in-app mobile video usage not only increase, but also become more personalized based on user behavior. Consequently, brands will be able to truly reach their target audiences with content that is applicable and attractive.

Achieving this involves changing the way advertisers optimize their mobile campaigns — they have to be seamless, and they have to be relevant to the user. Up until recently, most have simply repurposed their desktop ads for mobile without much consideration for the nuances of the medium and the experience that follows. But if the experience lacks due to slow delivery, or content that doesn’t resonate, users will close out of the app entirely. The road to more effective personalization starts with delivery.

Video End Cards Will Help Boost Mobile Engagement

Leading digital marketers are already making use of end cards in their video ads that allow consumers to further engage with the brand after viewing the video ad. This often includes a call-to-action such as “learn more” or “buy now.” While the utilization of end cards in mobile video is important on its own, there’s so much more that can be done to activate customer interest using this tactic.

Results have shown that personalized interactive end cards immediately following 15-second videos drive up to nine times higher engagement than static banner ads. On average, about 15 percent of consumers who watch a video ad will engage with interactive end cards once the video is complete. This places engagement rates with end cards well above typical click-through rates for digital advertising.

In 2017, we saw brands beginning to leverage audience data from their DMPs and their media partners in order to create more personalized end card experiences. This allows brands to move national video advertising messages closer to one-to-one marketing opportunities. These personalized end-cards will contribute to the future of video ads, helping brands activate customer interest in-app and spur them to buy.

Vertical Video Is Looking Up

According to research from the IAB, 90 percent of time spent on a smartphone is in the vertical orientation. As such, vertical video (or horizontal videos that are wrapped to create vertical experiences) is a good format to use in apps where consumers are already used to being served interstitial ads. These ads provide marketers up to four times higher visual impact, and provide a personal television commercial opportunity. However, collectively the industry isn’t quite there yet when it comes to adopting this as a best practice.

Today, marketers primarily run video ads in landscape format. Yet more and more of our favorite apps are becoming vertical-oriented — Snapchat, Twitter and Spotify, to name a few. By not creating mobile video ads that display well in a vertical orientation, advertisers are not only leaving potential revenue on the table, they could inadvertently be causing users to jump out of the app.

I expect that marketers will fully realize this change in 2018 and begin shooting video in vertical format so it can be easily consumed by users who are already showing a preference toward this orientation.

Video Will Eat the World

While we can’t say with absolute certainty what will dominate ad-tech in 2018, mobile video is poised to continue its upward momentum, particularly in-app. A recent study by Ericsson notes that 75 percent of all mobile traffic will be through video by 2023, and almost 80 percent of programmatic ad spend will go mobile by 2019. It’s never been more critical for marketers to take advantage of what has already become a popular, if not preferred, mode of consumption for users.

Unsurprisingly, consumers have already adjusted their habits to account for a more mobile world, and currently spend more than 80 percent of their smartphone time in-app. It’s time for advertisers to dive in deep on mobile as well, and 2018 looks to be the year that this finally materializes.

Retailers Who Put Mobile First this Holiday Season

投稿日 January 04, 2018  •  Martech Advisor

The data says it all – overwhelmingly, consumers chose to shop on mobile devices this holiday season, with mobile accounting for more than half of all web traffic. Find out which retailers prepared best and the tactics they used to draw in shoppers from their mobile devices according to Martin Berman, VP North America Remarketing, InMobi

Marketing strategies during the holiday season have evolved each year to drive foot traffic into stores, but it wasn’t until Cyber Monday began in 2005 that those strategies took a dramatic turn to include marketing online where consumers were just starting to spend part of their time browsing and shopping. This year marked the next drastic shift when mobile accounted for 61 percent of all web traffic to retail sites on Thanksgiving and 48 percent more orders on smartphones compared to last year.

Retailers who dominated the 2017 Black Friday weekend anticipated an uptick of mobile browsing and purchases throughout the weekend and proactively planned mobile-first marketing strategies.

In order for traditional retailers to stay competitive with online-only retailers (such as Amazon), they needed to leverage their best assets that differentiate them – a combination of physical stores coupled with online marketplaces. In 2017, Macy’s, Walmart and Home Depot placed special focus on updating their apps to capture attention and SEO of mobile users. As a result, Walmart ranked inside the top 10 for the keyword search, “Black Friday,” and Home Depot outperformed 11 other retailers in terms of mobile website experience.

Here are the top four retailers who proactively prioritized mobile this Black Friday weekend and what they did to succeed:

Macy’s:

  • App Store Optimization (ASO): Macy’s invested in ASO to make updates to their description, screenshots, logos and version updates to capitalize on app store search traffic.
  • Customer Experience: The Macy’s app was revamped to act as a complementing tool for in-store experiences , connecting the customer and store across multiple channels.
  • Personalization: Macy’s app powers personalized recommendations in order to make discoverability easier for shoppers.
  • Omnichannel: Buy Online Pickup in Store (BOPS) option provides flexibility in the shopping experience.

Walmart:

  • Apple App Store SEO: Walmart tailored its SEO strategy for mobile, placing the app within the top 10 using the keyword “Black Friday.”
  • Flexible Shipping and Product Pickup: Walmart is offering online customers free two-day shipping on all orders over $35 until December 31, 2017 and additional discounts for picking up purchases from their local Walmart stores. Amazon has made two-day free shipping standard for E-Commerce, and Walmart has reactively matched this benefit to stay agile; the consumer benefits from this perk, and is incentivized to shop at Walmart.com.
  • Online Engagement: Customers who downloaded the Walmart mobile app this year received a first look at upcoming deals.

Home Depot:

  • Mobile App & In-Store Integration: Customers can use the mobile app to check store inventory and view store maps, making it easier to navigate the in-store holiday crowds.
  • Promotions: Home Depot stayed competitive in-store and online with benefits to seasonal shoppers such as price matching, military discounts and special financing and rebates for certain orders only on Black Friday.
  • Enhanced Mobile Functionality: You can also comparison shop through the app, and purchase your items directly from your phone.

Amazon:

  • Exclusive Deals/Slow Release: Amazon began offering its holiday deals on Nov. 20, starting eight days of holiday deals with 10 "coveted" deals starting at midnight on Thanksgiving and up to 10 more on Black Friday.
  • Mobile Only Deals: The company also drove traffic to its mobile app this season by offering mobile-only deals not available on its website.
  • Multiple Touchpoints: Amazon increased customized incentives offered specifically through push notifications to keep customers going back to the app for more.

Mobile is a complicated ecosystem that requires constant effort, but most importantly the ability to connect your overall tech stack to your marketing efforts. Retailers whose marketing campaigns will be successful in the holiday shopping season next year, will take a cue from the retailers above who did it right this year. Currently, mobile technology and usage evolves month-to-month and even week-to-week, so the strategies that excelled in 2017 were vastly different than those in 2016 and will transform yet again in 2018.

Data in the New Year: Five Steps for Success in 2018

投稿日 January 02, 2018  •  Martech Series

The numbers say it all: the big data and business analytics revenue forecast is set to reach $150.8 billion in 2018. This massive industry is growing at a rapid pace and it’s evident that companies understand that making data work is an absolutely necessity for success. However, there’s still a disconnect. We’ve never had this much data available to us – yet, we struggle with what to do with all of the information.

Organizations fail when they’re not able to operationalize insights that translate into an actionable strategy. In 2018, leaders don’t want to make those same mistakes. The following five realizations are critical to tapping into the transformative potential of data:

Understanding the Impact Machine Learning and Artificial Intelligence can have Towards Streamlining Business Processes:

Just a few years ago, machine learning (ML) and artificial intelligence (AI) were merely buzzwords and technologies that companies aspired to talk intelligently about and implement one day. Today, ML and AI are without question changing how businesses operate and transforming cost structures. By 2020, 85 percent of customer interactions will be managed without a human. With a greater emphasis on bots completing tasks that in previous years used to fall solely on humans, the data skills we can bring to every industry have never been more crucial. Humans will need to learn how to work in conjunction with next-generation technologies like ML and AI to process data and draw inferences from algorithms. For example, in the customer interaction use-case, ML/AI could provide the easy answers before handing off to a human for more nuanced queries. While technology will allow us to process data quickly in real time, critical thinking will become even more important.

Mapping Key Business Process Flows for the Company:

In order for a company to be successful with big data, there needs to be an increased understanding of the key business process flows constituting the company’s operations. For example, the sales process is well-understood, starting from lead identification and culminating in a report or shipment upon fulfillment of an order. Every single component of the flow needs to be mapped to identify opportunities for augmentation using ML/AI.

Consolidation and Creation of a Central Data Repository:

Far too much effort is spent in collating data for each use case. A lot of the heavy work around data sanity and consistency is often duplicated. Providing easy to use data can make the creation of insights and automation even faster. For example, the finance, operations, human resources and sales departments may have very different viewpoints and uses for big data. However, having proper insights into what different lines of business are leveraging big data for will create synergies. In too many cases, the data being collected is segmented by department, which creates silos. Without having visibility into other projects and priorities across the same organization, it creates a challenging situation and doesn’t paint an accurate picture of customer behavior.

Creating the Right Set of Tools:

It’s important for companies to organize a data sandbox – this is essentially a place where everyone can play with the same data in one setting. Open source software is one example where we’ve already seen results from a data sandbox. It’s crucial for organizations to design a system so data models are put through production and can scale with large data sets. At the end of the day, marketers don’t want to leave a customer hanging because they can’t process large data sources.

Defining Roles and Responsibilities:

More than 40 percent of data science tasks will be automated by 2020. With increased automation of tasks in data science that used to rely on human ability and skill, the roles that companies are hiring for will be much more niche. It will be critical to clearly define what each person at an organization is responsible for within the realm of data analytics. Since priorities shift on a constant basis, communicating roles and responsibilities leaves no room for mistakes to be made.

Tying these components together will generate the creative flux to bring about transformation. This transformation will set the company up for the new data-enabled age where machines work alongside humans to deliver value. Leaders will need to understand the key mechanics (business process flows) of their business, clean up their data, set up the playgrounds, and make sure everybody knows what the new rules are, and how to implement them.

Tips for Optimizing Mobile Advertising This Holiday Season

投稿日 December 20, 2017  •  Total Retail

Black Friday has been known as the beginning of the holiday shopping season in the U.S. for more than 65 years. In 2005, the first Cyber Monday took place, and in 2017 we’ll see more shopping on smartphones and tablets than desktop during the holiday season for the first time, according to a study from Adobe.

Needless to say, the importance of effective mobile strategies in retail cannot be overstated. Retailers need to leverage mobile to seamlessly blend online and in-store sales. With the holiday season coming to a close, mobile advertising still presents a huge opportunity for retailers to attract, engage and reward customers.

Considering the increase in mobile shopping, it seems logical for retailers to spend more money on mobile advertising during this time of the year. Here are a few ways for retailers to spend smartly for an optimal return on investment.

Related story: New Mobile Site Reason to Party for Shindigz

Drive Repeated Actions Through Mobile In-App Remarketing

Mobile in-app remarketing helps brands to connect with shoppers who have already shown an interest in a product or service. It’s cost effective, can provide meaningful impact, and has a proven ROI, in part because you’re focusing on people who have already begun their journey down the marketing funnel. Retailers can apply in-app remarketing to retarget users based on their last activity (e.g., adding an item to their cart, adding an item to their wish list, a product page view, etc.), or cross-sell and/or upsell users who have already made a purchase.

Most recently, one of the largest brick-and-mortar retailers, with a prominent digital and mobile presence in the U.S., wanted to drive transactions through its mobile app. The retailer used dynamic ads with deep links to remarket to consumers who had browsed products on its app. The results were incredible:

  • 25 percent higher return on ad spend compared to retailer expectations;
  • two time higher clickthrough rates delivered through dynamic creative optimization; and
  • two time higher clickthrough rates through showcasing products across different categories compared to single-category creatives.

Location Data and Advertising Work Together During the Holidays

Location-based mobile targeting isn't just a tool for geofencing; it can help brands target specific audiences based on the behavior, interests and demographics of mobile consumers. Mobile location-based tools allow marketers to do the following:

  • Discover where customers live, work and play, providing a rich user profile to target and nurture consumers. Location data is the “cookie” that unlocks places holiday shoppers visit in the real world.
  • Use key demographics to find potential customers who will more likely take advantage of holiday promotions based on their income, ethnicity, age and life stage.
  • Retarget key audiences with an affinity for specific brands or retailers based on the places they visit.

Engage Holiday Shoppers With Mobile Video

To maximize the effectiveness and cost efficiency of holiday campaigns, advertisers should consider using mobile video. It’s proven that consumers respond and interact much better to video ads and give their undivided attention to mobile video at twice the rate they do for TV. Research from MediaShift showed 76 percent of consumers between the age of 18-29 watch videos on their smartphones, while 46 percent of the 30-49 crowd does the same. Total ad spend on video is anticipated to surpass $13 billion in 2017, and will increase to more than $22 billion by 2021.

Great Time to Jump on the Mobile Programmatic Bandwagon

Mobile programmatic advertising offers marketers an opportunity to take precise, accurate targeting to the next level by reaching the right audiences at higher volumes, without sacrificing quality. While the trend began with standard display, marketers can now automate advertising across social media, mobile, video and TV.

This holiday season, brands and retailers should build a comprehensive mobile strategy that includes retargeting, location data, programmatic and mobile video. Mobile video can provide added impact during the holidays as the medium can increase performance and engagement, which can be compounded even further by adding a layer of interactivity.

Mobile remarketing tips for retailers for the holiday season

投稿日 November 10, 2017  •  Digital Commerce 360

As more chief marketing officers are being held accountable for driving growth, customer retention is becoming more important than ever. While the focus has traditionally been on customer acquisition, CMOs are being tasked with driving more value from existing customers to increase lifetime value. According to eMarketer, holiday e-commerce sales are estimated to jump 16.6% to a record $923.15 billion in 2017, primarily led by mobile, creating a can’t-miss opportunity for CMO’s to drive growth via a well rounded mobile strategy focused on customer retention.

More specifically, mobile commerce is expected to rise by 57.8% at the end of 2017, while overall foot traffic continues to drop. Not surprisingly, mobile continues to transform the e-commerce landscape and represents a large portion of the retail industry; understanding how to drive more revenue, retain customers, where and when to reach them, and in which format, is imperative for any CMO to drive growth from mobile.

Retail is not dead, far from it in fact. Instead, retail is going through a monumental transformation in the way that customers interact with brands and purchase products. Push notifications alone are no longer a viable option with more than 60% of users choosing to opt out, while consumers are also becoming increasingly overwhelmed with so many emails. Retailers only have a small window of time to catch consumers on their mobile device and to convert mid- and lower-funnel prospects to purchase.

By implementing the following retargeting strategies, retail marketers can capture more mobile revenue from those newly acquired customers and increase overall lifetime value until the next Holiday season.

1. Timing is everything: While September and October are considered the prime time to acquire new customers, November and December are key for retargeting to new customers. While competition is higher during Black Friday and Cyber Monday, it’s generally more expensive to convert during the month of December since it’s the peak shopping time of year and marketers perceive a greater value in reaching last-minute holiday shoppers.

2. Dynamic Creative Optimization is critical: DCO uses artificial intelligence and machine learning to determine the right product to show your customer, in the right creative format. As customers are demanding more from retailers, knowing which products consumers have recently searched or viewed, helps personalize their experience and makes them feel valued. In addition, understanding which creative format to show them will affect conversion, allowing retailers to further maximize revenue. For example, some consumers will respond better to a native ad format over a banner ad within the mobile environment, or vertical video for a pure branding effort.

3. Tracking Events: Tracking post-install events within a retailer’s mobile app allows for a better determination of a customer’s overall lifetime value. That enables a more accurate projection of return on ad spend (ROAS) and is crucial for optimizing a retargeting campaign. To achieve this, it‘s crucial for retail marketers to work with the right attribution partner who understands their business and can better position them for success. Experts revealed that retail and e-commerce apps should expect to generate between $5-$8 per transaction for every dollar of ad spend, according to eMarketer.

4. Capture micro-moments: The most personal advertising vehicle available today is the smartphone. The average U.S. consumer checks their phone on average 150 times per day, spending a total of 5 hours a day on their mobile device, according to Flurry. Capturing consumers during these micro-moments with a well-rounded mobile strategy that includes upper-funnel brand messaging and then deploying user acquisition and retargeting efforts to pull the mid- and lower-funnel consumers to convert to a purchase, is imperative to engage them with any retail brand.

5. Use the right incentives: Impulse shopping peaks after Thanksgiving and it’s a perfect time to offer discounts to consumers, whereas the second and third week of December are more important for free shipping rather than discounts. Understanding where and when to offer these incentives will impact the success of a retargeting campaign.

6. Cyber Week is a peak retargeting opportunity: After Black Friday and Cyber Monday, the next big thing is Cyber Week, the period around Thanksgiving, which is a great time to re-engage those high-intent shoppers who didn’t make or complete a purchase. However, it’s no longer just about Black Friday and Cyber Monday. Rather, consumers are shopping over a longer shopping period. This change in consumer behavior must be leveraged by marketers to make the most out of this holiday shopping season.

7. Invest in retargeting: Many retailers are not investing nearly enough in retargeting customers who download their apps. That’s important because retention rates drop quickly after a shopper downloads an app. A 2016 study by Appboy found that 27% of consumers with Android phones use an app within the first day of downloading it, but that goes down to 13% by day 7 and 4% by day 90. For Apple users the one-day rate was 23% going down to 11% on the seventh day and 4% on day 90. If marketers don’t invest in customer retention they risk losing them quickly, and since it costs 7 to 8 times more to acquire a new user than to retain a loyal user, it’s crucial to engage users with retargeting early to pull them into the customer journey.

8. You have no omnichannel strategy without the right mobile partner:It’s critical marketers work with a mobile partner that has the reach they need and offers unique (non-templated) creative solutions that will also offer the best protection from fraud for your brand. Maximizing revenue from each channel in a retail strategy is important, but with consumers migrating to mobile faster than ever, missing the mark with the wrong mobile partner can really make or break an omni-channel strategy this holiday.

While the holidays can be a stressful time for retail CMOs and marketers, having the right mobile retargeting strategy can provide a meaningful impact and lift revenue through the end of the year. Consumer expectations continue to evolve and change rapidly, making it difficult to engage with them. Implementing the above mobile retargeting strategies this holiday season will reassure key stakeholders that you understand the personalized customer journey and are able to drive more revenue from customers.

InMobi Appoints Ravi Krishnaswamy as New Chief Technology Officer

投稿日 October 26, 2017  •  Martech Advisor

Bengaluru, India: InMobi a mobile advertising platform today announced the appointment of Ravi Krishnaswamy as its Chief Technology Officer. Ravi brings in more than 20 years of enterprise and internet domain experience in strategic technology , focused on developing large scale infrastructure and platforms. Most recently, Ravi was the Senior Vice President of Engineering at Flipkart, responsible for leading the infrastructure and platforms group. Ravi also headed the e-commerce provider’s logistics wing.

Naveen Tewari, Founder and CEO said, “We are pleased to welcome Ravi to the InMobi leadership team. His breadth of experience across the mobile industry, the startup ecosystem and his expertise as a technology leader is a successful combination in driving our technology portfolio.”

At InMobi, Ravi will lead the company’s technology strategy and innovation agenda supporting the organization’s tech vision in big-data and AI. His key mandate will include evaluating where the biggest technical opportunities and risks are and helping nurture a culture of innovation within InMobi’s engineering organization.

“InMobi has been a bellwether company for Indian startups. It was India’s first unicorn and one of the only global tech-product companies built from the ground up in India. I’m excited to be part of a team that has been the stuff of folklore, and has been home to India’s brightest tech minds. I am looking forward to taking InMobi’s global tech dream into the next sphere of growth and data-driven innovation” said Ravi Krishnaswamy, CTO, InMobi.

“We are delighted to onboard Ravi into this role. His vast experience in leading large-scale global teams and advanced internet start-up teams will be indispensable as he takes over the reigns as InMobi’s new CTO,” said Mohit Saxena, Co-founder and current CTO who will continue to lead the organization in his capacity of a Co-founder.

Ravi’s career spans across academia and the industry as a researcher, engineer, developer and leader. He was with Microsoft for close to two decades, leading various broad-scoped charters including building Microsoft's next generation cutting-edge cloud OS platform as he led the Azure teams at Microsoft IDC. Ravi also pioneered the strategic evolution of the .NET platform and ecosystem during his tenure leading the .NET framework core charter.

Before joining Microsoft, Ravi co-founded a technology start-up in the bay area in the mid-90s, a mobile enterprise network management. As an entrepreneurial enthusiast and angel investor, Ravi mentors technology startups in his spare time and is also an advisor to startups like BookMEDs, Xampr among others. He holds a Master’s degree in Computer Science from the University of Illinois.

InMobi and Integral Ad Science Now Provide Advertisers with Enhanced Viewability Reporting for Mobile In-App VAST Video Advertising

投稿日 January 24, 2018

San Francisco, CA - January 24, 2018 - InMobi, the world’s largest independent mobile in-app advertising platform, today announced an expanded integration of Integral Ad Science (IAS) verification solution to include IAS Firewall tags that now provides advertisers with enhanced viewability reporting for their mobile in-app VAST video campaigns.

In March 2017, InMobi became the first to offer MRC accredited in-app IAS video viewability by integrating the IAS SDK. Today’s announcement further extends InMobi’s support for IAS in-app video viewability from publisher-side tags only, to now also being able to run IAS Firewall Tags which provides additional benefits for buyers.

Advertisers can now leverage IAS Firewall Tags to run in-app VAST video supply on InMobi Exchange, eliminating operational challenges for high-impact mobile video advertising. InMobi and IAS VAST video metrics will now appear within the brand’s IAS dashboard, allowing buyers to see InMobi within the existing view point where all of their IAS campaign data appears.

By offering IAS video viewability with VAST rather than VPAID, InMobi is able to fully pre-cache video ads so that advertisers are able to receive viewability metrics and consumers are able to enjoy buffer-free mobile video experiences. A buffer-free (0.06-second average load time) experience with VAST means higher advertising performance and less loss of inventory for publishers when compared to VPAID, since the user drop off rate increases while waiting for ads to load. A shorter video creative ensures higher completes and better mobile ad viewability.

“Buyers have the right to trusted third-party measurement of their digital media and consumers should be able to enjoy non-disruptive mobile video advertising. Until now, viewability support has been operationally challenging for in-app video advertising for agencies,” said Anne Frisbie, SVP, Global Brand and Programmatic at InMobi. “Today, we are making IAS video viewability for in-app as easy as desktop and mobile web inventory while maintaining a buffer-free and seamless video experience for consumers.”

“IAS is excited to further enhance our partnership with InMobi, providing our customers with the improved VAST video metrics of our verification solution for in-app devices,” said Jason Cooper, GM, Mobile at IAS. “Through this partnership, transparency and greater insight into in-app performance is easily within reach for both publishers and advertisers alike.”

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About Integral Ad Science

Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers and technology companies by ensuring that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analysing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen countries. Our growth and innovation have been recognized in Inc. 500, Forbes' Most Promising Companies, Business Insider's Hottest Pre-IPO Ad Tech Startups and I-COM's Smart Data Marketing Technology Company. Learn more at www.integralads.com.

Media Contact

pr@inmobi.com

​InMobi Hires Marc Steifman as Chief Financial Officer

投稿日 January 17, 2018

San Francisco, CA - January 17, 2018 - InMobi, the world’s largest independent mobile advertising platform, today announced the appointment of Marc Steifman as the company’s Chief Financial Officer.

Marc has over two decades of experience working in investment banking focused on growth companies. In the past, he has advised more than 100 clients in transactions totaling over USD $25 billion. In his last stint, he served as Managing Director and Co-Head of Piper Jaffray’s Technology Investment Banking Group. His transaction experience includes advising on M&A, IPOs and raising private capital across the U.S., Europe, and Asia.

“We have found a partner in Marc. His appointment comes at a critical time when, as an organization, all of us are expending a significant amount of our energies on inorganic growth; to explore and foray into newer dimensions of our business. The depth and breadth of his expertise will bring in the financial efficacy that InMobi currently needs, while we continue to scale up at exceptional speed,” said Naveen Tewari, Founder and CEO at InMobi.

Marc’s appointment as the new CFO reinforces InMobi’s recent exponential growth. This is reflective of the company’s profitability propelled by a 10-year foundation that has underpinned that growth; supported by the recent acquisition of Los Angeles based AerServ.

“I am thrilled to join InMobi and the versatile environment that’s currently up for offer at this global company. Finance and business growth have a symbiotic relationship, and I’m thrilled to architect the current inorganic expansion plans that are underway here,” said Marc Steifman, CFO at InMobi. “The finance pillar is integral to any organization’s success, but when global boundaries don’t exist, the continually changing set of circumstances make financial decisions imperative to set a global corporate strategy.”

Marc joins the executive leadership team and will report to InMobi’s Founder and CEO, Naveen Tewari. He will be based out of the San Francisco office.

Before Piper Jaffray, Steifman was Managing Director at Jefferies and Co. and Bear Stearns, and Vice President at Prudential Securities. Marc graduated with an AB in Economics from Dartmouth College, and received an MBA in Accounting and Finance from the University of Chicago Booth School of Business.

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmo bi.com

Media Contact:
pr@inmobi.com

InMobi Acquires Los Angeles Based AerServ for $90 Million to Create World’s Largest Programmatic Video Platform for Mobile Publishers

投稿日 January 10, 2018

Deliver next-generation mediation capabilities and offer high impact mobile video, at scale, while providing the greatest level of transparency & control

San Francisco, CA - January 10, 2018 - InMobi, the world’s largest independent mobile advertising platform, today announced the acquisition of AerServ for $90 million in cash and stock to create the industry’s first mediation platform with a unified programmatic auction for mobile in-app publishers. This acquisition will enhance monetization for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform.

Globally, mobile premium publishers seek greater control over advertising revenue and deeper transparency into both the buyer landscape and pricing than what supply-side platforms offer today. These publishers are looking to further scale their advertising revenue using a best-in-class programmatic exchange, which will bring header bidding into mobile in-app for the first time. Together, InMobi and AerServ’s technology will deliver a next-generation platform that goes beyond traditional ad mediation and provides high-quality brand demand, marking the industry’s first platform to deliver this combination to publishers worldwide.

On the demand side, brand advertisers are in need of transparent programmatic platforms of high-quality ad inventory that can be independently verified. It is expected that two-thirds of the world’s digital display advertising will be traded programmatically by 2019 and advertising sold programmatically will increase from US $57.5 billion to US $84.9 billion over the next two years, growing at an average rate of 21 percent a year. Together, InMobi and AerServ boast over 90 percent viewability and over 70 percent video completion rate, more than double the industry benchmark for mobile - helping better meet the demands of today’s brand advertisers when it comes to programmatic spend. AerServ has integrations with over 75 DSP’s, exchanges and agencies around the world, enhancing InMobi’s global footprint and together cover a large majority of the Fortune 500 brand buyers.

With this investment, InMobi’s video and programmatic business will account for 35 percent of the overall company revenue and will solidify InMobi’s leadership position in the mobile video advertising industry in the U.S. InMobi Exchange scale will increase as AerServ runs more than 90 billion ad opportunities each month and provides access to brand programmatic demand to over 2,000 mobile apps.

“This acquisition fits in perfectly with our global strategy to bring best-in-class technology for premium publishers and driving mobile programmatic video revenues to them. Our combined entities will double our headcount in the U.S. while establishing a product and tech hub for InMobi in Los Angeles, a hotspot of innovation for media and video content,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “We are two profitable companies combining forces in North America and this will further cement our leadership position in video advertising, enabling us to continue investing heavily.”

“We’re excited to join forces with InMobi and grow the mobile advertising and programmatic industry together,” said Josh Speyer, Chief Executive Officer at AerServ. “Our decision to embark on this new adventure was made easy by the great partner we have in InMobi, their expertise in the industry and global scale. This will allow us to scale our platforms together across the globe and build a strong business in previously untapped markets such as China and broader APAC.”

This news was covered by the following publications.

About InMobi

InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi’s platform help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About AerServ

AerServ is the leading inventory and audience monetization technology for mobile publishers. AerServ helps thousands of mobile publishers increase revenue through AerServ's ad mediation platform, and increase yield by delivering brand-based ads from the aerMarket ad exchange. AerServ's mediation layer is powered by OpenAuction technology, the industry's first true, comprehensive unified and simultaneous auction. AerServ's entire platform and infrastructure is built with a publisher-first objective and provides best in class support from account managers and software engineers. The company was founded in 2013 and has offices in Irvine, California. Visit AerServ at www.aerserv.com or follow us on Twitter at @AerServ

Media Contact:
pr@inmobi.com

InMobi wins 13 awards at the Mobile Marketing Association’s Smarties

投稿日 December 04, 2017

InMobi had an exciting awards season, having won 13 awards at the Mobile Marketing Association's Smarties. As the only global awards programme in mobile marketing, the Smarties celebrate innovation, creativity and success across the mobile marketing ecosystem. InMobi was recognized for its work in association with Unilever, Mindshare, PHD, Moblaze, and Wunderman. InMobi won 13 coveted awards after having received 17 nominations across various regions and categories. Below is a summary of InMobi’s wins:

  1. EMEA Smarties: Silver, Internet of Things. Campaign Name: Lipton Fitcart
  2. MENA Smarties: Gold, Cross Media. Campaign Name: Lipton Fitcart
  3. MENA Smarties: Gold, Innovation. Campaign Name Lipton Fitcart
  4. MENA Smarties: Gold, Internet of Things. Campaign Name: Lipton Fitcart
  5. MENA Smarties: Gold, Cross Media. Campaign Name: Lux Flowerbomb
  6. MENA Smarties: Silver, Marketing within a Mobile Gaming Environment. Campaign Name: Lux Flowerbomb
  7. APAC Smarties: Bronze, Most Engaging Mobile Creative. Campaign Name: Coke Break
  8. APAC Smarties: Bronze, Native. Campaign Name: LYKE.
  9. Indonesia Smarties: Bronze, Native. Campaign Name: LYKE
  10. Indonesia Smarties: Gold, Product Launch. Campaign Name: Milo Champ Squad
  11. Indonesia Smarties: Bronze, Cross Media. Campaign Name: Milo Champ Squad
  12. Indonesia Smarties: Bronze, Cross Media. Campaign Name: Sprite - Truth is Refreshing
  13. Indonesia Smarties: Bronze, Mobile Social. Campaign Name: Panadol - Tough Fighter

Why VPAID’s growing pains are problematic for publishers

投稿日 June 20, 2017  •  Digiday

For every new ad standard, there is a new set of issues.

Video player ad-serving interface definition (VPAID) tags are having a moment due to the growing demand for video. But they still create problems for publishers such as lost revenue opportunities and latency.

A major cause of these headaches is that VPAID lets advertisers install arbitrary tags in the publisher’s webpage, and some advertisers that are pushing these tags still rely on outdated technology that’s not supported by most browsers or apps.

VPAID is code that runs within video players that gives ads interactivity (e.g., clickable overlays) and provides data to advertisers on how their ads are performing in areas like viewability and engagement. The standard is important because it helps video players and ad servers speak the same language, which helps publishers scale video ads. As video becomes a bigger part of digital advertising, protocols like VPAID will become more important.

Since VPAID facilitates interactivity, it has traditionally relied on Flash technology. But Flash doesn’t work on mobile, and its desktop death is near, too, since some browsers already block it. And come July, Google will refuse Flash ads within its DoubleClick Digital Marketing platform.

Advertisers can avoid Flash and build VPAID tags in JavaScript, but not everyone has done this. So when advertisers push their Flash-based VPAID tags through an exchange, the video ad usually gets blocked from loading, which results in wasted impressions and lost ad revenue for the publisher, said Cristina Calderin, Thought Catalog’s director of programmatic.

Another issue with VPAID tags is that they are heavy. Advertisers like VPAID because these tags give them a greater ability to track how users interact with their ads. For example, VPAID tags can tell advertisers the exact second that users muted an ad. But all that tracking code bogs down webpages, said Ryan Gauss, vp of product at mobile ad company AerServ.

VPAID also can’t load natively within an app since neither JavaScript nor Flash will load within apps. For ads with VPAID tags to properly run in an app, the article has to load from the web rather than from within the app itself. But loading articles this way causes latency. Mobile ad firm InMobi found that in-app articles with VPAID tags loaded in 2.6 seconds, on average, while articles without the tags loaded in 0.6 seconds, on average, said Anne Frisbie, InMobi svp and gm of global alliances.

Confusion also exists within the industry on what proper VPAID tags should look like, said Jana Meron, vp of programmatic and data strategy at Business Insider.

“We have had VPAID campaigns where the agency had to redo the tags two or three times before they were correct,” she said. “The reality is, it is just confusing and messy, and there aren’t clear guidelines on how you set this up to work correctly in all environments.”

For VPAID to overcome these issues, Interactive Advertising Bureau standards, advertisers’ specs and publishers’ app development will have to come in harmony with one another, said Amin Bandeali, CTO of ad measurement firm Pixalate. Although the IAB has incorporated VPAID into its mobile standard, mobile rich media ad interface definitions (MRAID), the adoption of the latest version of MRAID hasn’t taken off yet, he said. After all, VPAID is supposed to apply across channels, while MRAID requires app developers and advertisers to learn how to master a new set of code just for one type of channel.

Alanna Gombert, gm of the IAB Tech Lab, said that by the end of the year she hopes MRAID and VPAID are integrated to the point that advertisers and publishers can adopt a single set of tags regardless of which type of device the ads will appear on. The IAB Tech Lab is also working on cutting down the mobile latency problem by developing an open-source VPAID software development kit. This would allow third parties to integrate their VPAID tags into apps, which would lead to faster load times since SDKs condense code more efficiently than JavaScript, and SDKs allow for content to load natively within apps.

“The conversation is definitely ongoing,” she said in reference to ironing out VPAID’s issues. “But it takes a while for the ship to turn.”

Why media buyers are often absent from discussions that set programmatic standards

投稿日 June 20, 2017  •  Digiday

On a recent Wednesday morning, around a dozen reporters, agency and ad tech executives gathered at a roundtable hosted by ad tech firm InMobi at the Interactive Advertising Bureau’s Ad Lab in New York City. One of the attendees, Jason Cooper, gm of mobile for Integral Ad Science, brought up a challenge in setting up industry standards around measurement and transparency: the lack of representation from the buy side — especially media agencies — in discussions like these.

Other speakers agreed. “We are the only buy-side representation at the IAB video-steering committee,” said Michael Tuminello, vp of solutions and partnerships for video marketing platform Innovid. “In my experience, agencies have not been historically participating at even close to the same level as publishers and vendors. It’s a demographic problem.”

The IAB and the IAB Tech Lab said that any member is welcome to any working group, committee or commit group if they volunteer. But media shops are missing in most of those discussions on various marketing topics, according to the IAB and the IAB Tech Lab members, even though many are members of those associations and control the media budget for their brand clients.

In addition, over 120 IAB members are on a regular email distribution list for the mobile rich media ad interface definitions working group, but only one is from the agency side, according to Cooper.

“We always try to get buy-side access, but the buy side is typically represented by demand-side platforms, not by agencies directly,” said an ad tech executive who is on the IAB Tech Lab’s OpenRTB commit group that is made up of the likes of Google and DataXu, and working on OpenRTB 3.0 and ads.txt. “Media agencies are invited and are occasionally involved in the working groups, but generally due to the more technical nature of these conversations, they are less engaged.”

Cooper and others cited a lack of technical knowledge on the agency side as an explanation for its absence in the process but agreed that change is happening.

“Frankly, there haven’t been lots of agency people who are programmatic-knowledgeable enough to go into the weeds, but it is changing now,” said Jon Mansell, vp of marketplace innovation for Magna Global. “Every holding group today is aggressively hiring programmatic talent from tech companies.”

“Because of a lack of buyer representation on these calls, there was no opportunity for them to advocate for things that would aid transparency,” said Cooper. This is changing with one IAB Tech Lab group that’s working on an open-source verification software development kit that standardizes in-app viewability measurement, he said. Buyers are encouraged to join the group and can shape the direction of the product. GroupM is a participant, for example, he said.

Mansell presented a tactic ID solution (which shows what marketing tactic — mobile or desktop, for instance — is responsible for a bid response) at the IAB Tech Lab that was added to the final OpenRTB 2.5 specification. He said he knows that tactic ID would be helpful for supply-side platforms and publishers because he has work experience at ad exchange PubMatic. Such a presentation at the IAB Tech Lab doesn’t happen often on the agency side, he said. “That was unusual — I had to be very proactive to get that done,” he said.

Tuminello also thinks technical standards — typically put in place by tech companies — end up directly influencing what agencies and advertisers can do and what kind of information they can access, so media agencies need to be more active in discussions to set industry standards.

Currently, for instance, the bidding information on the buy side stops at the DSP. It never reaches verification partners or ad servers that are in the best position to defend the buyer’s interest, unless additional arrangements are made beyond the standard OpenRTB-governed transmission of data, according to Tuminello. If media buyers were involved in OpenRTB discussions, they could push for that change.

“Agencies have plenty of talent, but they just haven’t had people that far in the weeds on the tech side,” he said. “Honestly, we see it as a big part of our job to represent them so they don’t have to do it, but they should be more interested in understanding the details and wielding influence.”

259th 1Mby1M Entrepreneurship Podcast with Amit Gupta, InMobi

投稿日 June 21, 2017  •  One Million By One Million

Amit Gupta, Co-Founder of InMobi, knowing my aversion to ‘Valuation Without Revenue’ Unicorns, starts off by telling us that InMobi’s valuation is firmly anchored in revenues. He goes on to discuss InMobi’s strategy for going global, and highlights the unorthodox nature of the journey.

The subtle, invisible AI that Indian unicorns have made a part of consumers’ lives

投稿日 June 27, 2017  •  Quartz

Everyone’s talking about Artificial Intelligence (AI) and big data in India’s startup ecosystem.

Across sectors, startups are seeking out talent with AI expertise to analyse consumer data and offer personalised services to users. Meanwhile, global giants such as Apple have taken notice of Indian companies that help clients with data processing and image and voice recognition, and investors, too, are backing Indian AI startups.

Here’s how some of India’s unicorns—companies valued at more than $1 billion—are putting these technologies to use.

Paytm

From being an e-wallet to selling movie or flight tickets, Paytm now delivers a diverse range of services and machine learning helps bring order to that chaos.

“You could Google and try to look for something. But a better world would be when Google could on its own figure out Charu is looking for ‘x’ at this time. That’s exactly what we’re doing at Paytm,” the company’s chief technology officer, Charumitra Pujari, who came to Paytm after working with the e-retail giant Amazon for nearly two years, said. “If you’ve come to buy a flight ticket, because I understand your purchase cycle, I show that instead of a movie ticket or transactions.”

Pujari said that “every pixel”—each icon, product row, column—on Paytm’s homepage is personalised and reordered differently for each of its 225 million users, and the platform makes 20,000 recommendations per second—each of them in under 20 milliseconds. Using machine learning, the platform also crafts promotions for serious buyers.

“If you wanted to buy a ceiling fan, which is not promoted on (the) home page, once you started looking, in real time, we can pick up your request and kind of put together a promotion for you,” said Pujari. However, these promotions are created only when Paytm detects an intent to buy. “If you’re just browsing, looking at ten different products, I won’t create the promotion.” That’s how they maintain a balance of increasing transactions without driving costs through the roof.

In order to detect and prevent fraud, machines are constantly vetting fraudulent accounts that solely signed up to take advantage of promo codes, or add money from stolen credit cards. The fraud-detection engine leaves little room for human error and speeds up the process, Pujari said. On the seller side, too, machine learning helps flag sellers who might start booking their own items, and take the cash back, to make their product demand look higher than it really is.

Backed by big names like Alibaba, its affiliate Ant Financial, and Japanese investing giant Softbank, Paytm is now taking the plunge into offering lending services and credit cards to customers, which will allow them to make transactions even if they don’t have funds readily available in their Paytm account.

“Not everyone in India has stable credit files, not everyone will be eligible for loans or have banks that are accessible,” said Pujari. “(A) lot of people have done transactions on Paytm, so they can get some sort of a (credit) score.”

To gauge how much a user can borrow, the company is using machine learning again, “capturing signals from the mobile app to find out who you are and what credit you should be eligible for,” Pujari said. The technology will draw up a variety of options it determines affordable, like an option to pay in 6 months with 0% interest or in 15 months with 5% interest.

The team behind these services comprises software engineers, machine learning engineers, and data scientists based in Toronto, Canada, as well as in Paytm’s headquarters in Noida, India, with roughly 60 people per location.

“We are always hiring, especially for these roles. We know the future is AI and we will need a lot more people,” said Pujari.

ShopClues

Online marketplace ShopClues wants to use machine learning to solve a pressing blind spot in e-retail: sizing.

In the case of small, unorganised brands, sizing varies and rarely matches the norms of bigger, established brands. For instance, a size small in one brand could actually be an extra small in another. So, ShopClues plans to use advanced technologies to make it easier for shoppers to find the right size when buying clothes online, according to Utkarsh Biradar, vice-president of product at the company.

“We will look at 360-degree views, we will look at trying to decipher sizes by using image technology,” Biradar said. The company plans to use standard-sized products as a reference—so the customer has a better idea of the size of the product they’re looking at—and plans to work towards standardising sizes across products and brands on its platform.

So far, ShopClues has been using such technology to personalise the shopping experience for customers. Based on information such as recent purchases, the frequency of purchases, and other spending habits, its algorithm tries to decipher what a customer may be interested in buying next. The company also uses machine learning to advise sellers on the most effective price for their products, for instance, or the most economical logistics partner to work with.

InMobi

Mobile advertising platform InMobi is already using AI and machine-learning techniques for response prediction and targeting to find the right audience for specific ads. It’s also applying these technologies to help advertisers expand their reach effectively, using machine learning to identify “lookalike” targets that are similar to existing users as well as figuring out what kinds of ads users don’t want to see.

Next up for the company is going deeper into the image aspect of an ad.

“One of the biggest physical components of an ad interaction is the image itself: What the user sees determines largely what the user does with the ad—click on it or ignore it,” Rajiv Bhat, senior vice-president, data sciences and marketplace, told Quartz. “Historically it was difficult to capture that component because humans can see an image but algorithms could not, but now with things like deep learning, we can capture that aspect as well.”

Though many of these technologies have been in use at InMobi for a few years, it’s only now that the company is using programs such as MLlib, which help apply machine learning at scale. “While people are talking about a lot about these technologies it’s not that easy to implement it, and implement it at scale,” Bhat added.

Ola Cabs

Ola, one of India’s leading ride-hailing apps, is using data science and machine learning to track traffic, improve customer experience, understand driver habits and extend the life of a vehicle.

The company uses AI to understand day-in-day-out variations in demand on its platform, and to figure out how much supply is needed to cater to that demand, how traffic predictions vary, and even how external events such as rainfall affect the efficiency of vehicles.

“Ola Share is a classic example of leveraging big data to improve matching rates and minimise deviations,” co-founder and chief technology officer Ankit Bhati told Quartz. The algorithms behind the car-pooling service bring down travel times and distances by enabling riders with different pick-up points and destinations to share one vehicle, thereby reducing the overall fare paid by the customers.

Ola’s aim, Bhati said, is to “build more such solutions and add value (to) existing ones.”

The company is also deploying advanced technologies on the customer front with Ola Play, its personalised in-vehicle entertainment system, which allows users to select from a variety of entertainment options while travelling. Similar to Netflix and Spotify, Ola Play also uses machine learning to remember a passenger’s favourite music or movies, and play back content from their previous Ola rides the next time they travel with the company.

Machines are being used to manage drivers, too.

“AI is understanding what is the behavioural profile of a driver partner and, hence, in which way can we train him to be a better driver partner on (the) platform,” Bhati said, noting that the technology helps them identify how many customers are cancelling on certain routes and why, for instance.

Moreover, since Ola leases cars and partners with carmakers to offer discounted buying and maintenance plans to drivers, it has a vested interest in making sure the cars on its platform are operational for as long as possible. So, the ANI Technologies-owned taxi aggregator also creates machine learning models to determine the driving patterns that help maximise mileage and the life of a car.

Flipkart

E-commerce company Flipkart has already re-designed its app’s homescreen so that it’s personalised for each of its over 120 million shoppers, according to a report in Forbes. Machine learning models log each customer’s gender, brand affinity, store affinity, price preference, frequency, volume of purchases, and more, which become more accurate as the company collects more data. Then, they can make predictions even without the customer searching for specific products. Going forward, the company will also use machine learning to study when and why returns are made to figure out how to reduce this.

Flipkart wasn’t immediately available to comment on its use of AI.

In March, Flipkart-owned clothing e-tailer Myntra launched the country’s first fully-automated design collection, Moda Rapido.

“Earlier, the AI technology would figure out certain attributes like a placket with a contrast that is selling well, a Chinese collar that is very popular or a particular type of cuff design that works well; our team of designers would then take those attributes and design a shirt but now, we have graduated to zero human intervention,” Ambarish Kenghe, the head of product at Myntra, told the Hindu BusinessLine newspaper. By tapping into data from fashion websites, social media, and customer data, the AI designer creates “a TechPack” with design dimensions and specifications for manufacturing to produce clothing items.

A team of 25 data scientists at India’s largest domestic e-commerce player are also using AI to study past buyer behavior to predict their upcoming purchases.

“If a customer keys in a query for running shoes, we show only the category landing pages of the particular brand the customer wants to see, in the price point and styles that (are) preferred, as gauged by previous buying behaviour, therefore ensuring a faster, smoother checkout process,” Ram Papatla, the vice president of product management at Flipkart, told the Hindu BusinessLine.

As the company scales, it’s also adding chatbots to assist users by prompting them to refine their queries or helping them find an answer to a question faster, according to the Economic Times CIO. The bots use Natural Language Processing (NLP) technology that helps them improve with every interaction.

Flipkart believes that its focus on AI and machine learning will be an asset in chasing growth in small-town and eventually rural India.

“The onus of expanding the market and solving for difficult categories is what we have taken on as our responsibility,” CEO Kalyan Krishnamurthy told Forbes. “You have to cover, very deeply, categories which are related to their home; what they wear, which is the middle-of-the-market-fashion, the unbranded fashion market; what they eat, which is the groceries business.”

The other goal is to introduce a leasing model where customers can exchange their old phones for new models by paying an affordable monthly installment. To enable this, chief technology officer Ravi Garikipati and his team have been using machine learning technologies to build credit-scoring models for customers since the end of 2016.

Expert: Why mobile video is a trend to try now

投稿日 June 28, 2017  •  BizReport

According to new data, consumers are now spending about 50% more time with connected devices - tablets, smartphones, connected TVs, etc. - than in 2016. And much of that time is spent with mobile video, and that is why more brands need to get comfortable in the space.

Kristina: What industry trends are you watching in mobile video?

Anne Frisbie, SVP, Global Brand & Programmatic, InMobi: Today, US adults will spend 50% more time on connected devices compared to desktops, and as a result, mobile advertising spend eclipsed desktop in 2016. What has been less documented, but is very important as it relates to mobile video, is that US adults are spending more of their mobile time in-app, rather than surfing through a web browser. Furthermore, US adults now spend nearly twice as much time viewing videos through apps compared to mobile websites. The mobile in-app video experience differs significantly from traditional browser based video experiences, and represents an increasingly powerful medium (akin to personal television commercials) for advertisers.

Kristina: Why must advertisers start taking mobile more seriously now?

Anne: I think advertisers have been taking mobile very seriously and it shows. More digital advertising spend is being done on mobile compared to desktop already. With that said, I think the core miss has been around how we ensure that our buying and digital experiences appropriately incorporate in-app experiences not just browser based experiences. I would summarize the situation in the following way: Ad tech has a love affair with browsers while, in contrast, consumers have a love affair with apps. Taking mobile seriously requires getting in-app buying right.

Kristina: How can brands protect themselves against fraud when it comes to in-app buying?

Anne: Some of the best ways that brands can protect themselves from ad fraud is to require all of the following from their media partners:
1) Full transparency in terms of app lists for all buying;
2) Increase the use of programmatic buying;
3) Require impression and device ID level transparency for all media run whether you are paying on CPM, CPC or CPA - don't just look at the effectiveness of media that produced a click via a last click attribution model but make sure to have both impression and device ID transparency for all media; and
4) Leverage independent MRC-accredited viewability partners such as IAS or Moat to measure viewability including IVT on all media not just brand buys.

Kristina: What are your top 3 tips to a better mobile video strategy?
Anne: In order rectify this and start doing mobile video right, advertisers must adapt and institute new tactics, and focus on a mobile-first approach. Some steps they can take to achieve this include:
1. Include in-app mobile video (not just mobile web) in your media plans to optimize your approach and reach users where they spend the most time;
2. Leverage VAST + Viewability for in-app mobile video to ensure a pre-cached, buffer-free consumer experience, and achieve higher completion rates and viewability;
3. Go programmatic to increase efficiency, reach, and transparency and for in-app capture device ID based consumer data

More from Anne and InMobi next week, including her tips to increase consumers' engagement with video content.

Meet The New Chief Growth Officer

投稿日 July 10, 2017  •  CMO.com

The advent of technologies that enable marketing to demonstrate its impact on the top line are clearly a benefit to both the function and the larger organization. But the ability to connect the dots between marketing efforts and revenue generation has shone a spotlight on CMOs and their teams. There is an increasing expectation that marketing will serve as the growth engine for companies.

“We clearly have technologies that allow CMOs to take a level of revenue responsibility they have never had before,” said Debbie Qaqish, partner with The Pedowitz Group and author of “The Revenue Marketer,” in an interview with CMO.com.

Arun Pattabhiraman, CMO of mobile advertising startup InMobi, one of India’s first so-called unicorns, has experienced that shift from marketing being the “make-it-pretty” cost center of a company to its primary driver of growth. A few years ago, marketing was “purely a brand enabler—a creative function that was responsible for shaping the company’s perception globally through traditional marketing tactics,” Pattabhiraman said in an interview with CMO.com. “While that responsibility has only grown, marketing is increasingly collaborating with sales and product organizations to figure out meaningful ways to impact revenues directly.”

At analytics software maker Looker, marketing delivers 90% of overall revenue targets with the qualified leads it delivers to sales, and the appetite for revenue-generating insight is insatiable. “CEOs expect that CMOs can easily analyze exactly how marketing is contributing to the bottom line,” said Looker CMO Jen Grant, in an interview with CMO.com. “When CMOs have access to data, everything changes.”

But while corporate leaders are looking to the CMO for growth opportunities, the marketing function certainly does not own all of the organization’s growth drivers. As many as five C-level executives are responsible for driving new revenues, according to a recent Accenture Strategy report. However, CEOs are most likely to hold their CMOs accountable for missed growth targets.

“The CMO as chief growth officer is a tough expectation to live up to because CMOs have to do it with one arm tied behind their backs,” said Robert Wollan, Accenture Strategy’s senior managing director, in an interview with CMO.com. “It’s a tough job.”

Taking responsibility for revenue generation is a big risk for CMOs, but one with equally outsized rewards for those who can figure out how to navigate this new terrain. CMO.com talked to marketing leaders for their thoughts on how to meet the new growth imperative.

1. Launch An Internal Revenue Marketing CampaignCMOs need buy-in from the entire organization if they hope to influence those revenue drivers they don’t control. “Marketers can make this shift,” Qaqish said. “But they have to change others’ perspectives about what marketing can be.”

Communication is key to getting stakeholders to cooperate on the growth agenda. CMOs already have the skills required in creating personas and messages that resonate. The head of sales wants to know how marketing can help him meet quotas, shorten sales cycles, or increase deal sizes. The CFO wants to know marketing will demonstrate returns on investment.

“New technology alone won’t do it,” said Qaqish, who has worked with Microsoft to make this transition over three years. “It’s an educational campaign.”

Even at MediaMath, a marketing tech company built on the idea of marketing as revenue-generator, CMO Joanna O’Connell has had to update assumptions about marketing’s role. “You may find that some have very traditional notions of marketing and others have no idea at all how to make sense of marketing,” O’Connell told CMO.com, adding that she has developed a closer relationship with her CFO. “Rather than assuming, show them. Turn skeptics into allies and advocates using data and storytelling.”

2. Break Down BarriersThe more siloed a company’s functions are, the harder it will be for marketers to “put their arms around all the pieces” to spur growth, Wollan said.

“To activate the key combination of creativity and data produced by your business, CMOs must partner with the sales, finance, and IT departments in deeper, more meaningful ways,” said David Gee, CMO of subscription billing company Zuora, in an interview with CMO.com.

The marketing-sales relationship can be tricky. “Building out a framework where marketing begins to impact the bottom line can make other functions feel uncomfortable or threatened,” Pattabhiraman said. “But the more marketers talk openly and objectively and evangelize the vision behind the transition, the more sales teams begin to perceive them as a valuable partner.”

O’Connell said she works closely with commercial and product leaders. “If we understand each other’s business goals, challenges, structure, resources, and assets,” she said, “we can work together toward shared goals.”

3. Change Your LanguageThe more marketing can position itself as a revenue driver, the easier it can be to grease the wheels required to make this approach work. That includes talking about marketing budgets in new terms.

“By positioning marketing as a growth engine rather than an expense, it’s much easier to make the case for incremental budget,” said Aaron Goldman, CMO of media technology company 4C. “Instead of asking, ‘Can we have an extra $100,000?’ marketers can ask, “Can we handle 2,000 more leads?’”

4. Master Your DataCMOs are sitting on more data—about customers and marketing’s impact—than ever before. But they need platforms to turn that data into insight. Goldman’s first order of business was building an attribution model showing marketing’s contribution to revenue. “We had to map out the customer journey and figure out how we could impact each stage and tie our efforts to leads, wins, and upsells,” he said.

Data wrangling is unglamorous but enormously valuable. “The perception that data is now easily available is not accurate for most CMOs. Most companies suffer from data chaos, and marketers suffer exponentially,” Looker’s Grant said. “Data is held in different silos … that are difficult to connect.” CMOs must invest in the technologies required to integrate data across the enterprise.

Then, “it’s imperative to have metric-driven conversations with all stakeholders within the company—frequently,” Pattabhiraman added. “When marketing conversations get metrics-driven, it’s hard for others to ignore [its] business impact.”

5. Make Room For InnovationMost marketing organizations still focus primarily on traditional capabilities, spending an average of 37% of their time on innovation, according to Accenture Strategy. But growth doesn’t come from sustaining the status quo.

At video collaboration company Lifesize, CMO Tiffany Nels has let go of long-term planning and campaigns to foster greater agility. “Today’s digital landscape requires marketers to be smart and fast. We must operate our business in terms of hours, not weeks or months,” Nels told CMO.com, noting that she monitors data daily to make sure marketing is meeting goals. “If we are, we can course correct in real-time. We can test things, fail fast if necessary, and move on to the next idea.”

6. Don’t Delegate GrowthParsing out revenue responsibility is a mistake, said Qaqish, recalling a CMO who knew too little about the revenue generation platform his VP had created to communicate effectively with the executive team or the board. “You don’t have to be in the weeds, but it’s not something you can outsource and just check in on once in a while,” she said.

That requires CMOs to grow themselves. “To survive and thrive in a world where I’m truly accountable to the bottom line, I’ve had to develop my technical and analytical skills,” Goldman said. “I always prided myself on creativity and writing, but I’ve had to get comfortable with data and details to be effective as a modern-day CMO.”

A quiet force that has propped up mobile advertising is suddenly sliding

投稿日 July 10, 2017  •  Business Insider

For years, game ads - that is, ads that urge people to install the latest mobile game app - have quietly served as the lifeblood of mobile advertising.

As more people started playing games on mobile devices in recent years, a growing number of marketers were finding these games to be a solid place to run video ads.

But things may be changing.

The mobile advertising company AdColony let go of close to 100 people a few weeks ago. And one of the problems the company's parent company Opera identified was unpredictability in mobile game advertising. In short, there were fewer hit games and softer ad prices than in recent years.

The company also said it is moving more of its focus toward "performance ads" and programmatic, as opposed to directly sold ad packages from leading marketers.

Overall, mobile advertising is growing at a rapid clip. So it's worth asking, what's going on here?

Jeremy Sigel, global director of partnerships + emerging media at the ad agency Essence, who previously logged a stint at the mobile ad company Linkstorm, explained it this way:

"Our clients were never comfortable with mobile gaming, but they wanted to run video in apps. So they looked the other way for years."

Then, in the past few years, Facebook video became huge, and soon Snapchat came on the scene. "Brands would much rather run an ad next to video on Snapchat featuring content from 'The Voice,'" he said. At the same time, mobile game ads "never graduated to premium for our clients." "

"We used to work with companies like [AdColony] and Vungle [another mobile ad network] and we liked them," he said. "But we don't do business with them anymore."

The constant stream of mobile game companies advertising their own games isn't what it once was, Siegel added. It used to be a lot easier to launch a mobile game when there were a few hundred thousand apps in the Apple and Google app stores. So lots of big VC-backed game publishers and indy publishers spent as much as they could on game install ads.

Now, "discovery is impossible," in app stores, said Siegel.

Thus, ad spending from small, independent mobile game publishers has thinned out. Arun Pattabhiraman, chief marketing officer at the mobile ad company InMobi, said that because the top 10 gaming companies now fully dominate the app store charts, "they no longer have to spend on user acquisition."

A few years ago, "it was about installs, driving ranks," Pattabhiraman said. "Now, the Top 10 mobile game rankings haven't changed in 12 months."

Overall, eMarketer says that app install ads climbed 12% to $5.7 billion in 2016 in the US so it's still a solid market. Zain Jaffer, CEO of Vungle, remains bullish on game advertising, noting that consumers are expected to spend over $100 billion on mobile games globally by 2021,according to the analytics firm App Annie.

"The gaming app install market is definitely not drying up," he said. "Advertisers are putting more of a priority on the metrics that matter ... what we're seeing instead is that the industry is growing but advertisers are shifting spend away from inefficient platforms that don't meet their [goals]."

Consortiums Take On The Duopoly; Pivotal Analyst Downgrades Four Agency Holding Companies

投稿日 July 11, 2017  •  AdExchanger

A consortium of news publishers spearheaded by the industry trade group News Media Alliance is leading another charge against Google and Facebook. The group includes titans like The New York Times, The Washington Post and The Wall Street Journal, as well as many local and regional papers that have lost revenue to the duopoly. The NMA publishers want Congress to step in and allow a “safe harbor” for collective bargaining between newspapers and Google and Facebook, claiming their online ad dominance represents a societal concern around a viable free press. Groups like the Local Media Consortium already do some bargaining with the big platforms on behalf of their 1,500 member publishers without the anti-trust exemption, but stop at setting prices for ad inventory to avoid violating anti-trust statutes. “There is a symbiotic relationship between Facebook and Google and what we bring to the table,” said executive director Rusty Coats. “Our experience has been positive.” More at The New York Times.

99 Problems

“It’s a difficult time for the agency holding companies,” writes Pivotal analyst Brian Wieser in an investor note downgrading Pivotal’s value target for the four agency holding companies he covers: Omnicom, WPP, IPG and Publicis. Among the challenges, Wieser cites slow growth, zero-based budgeting, more aggressive account reviews, programmatic in-housing, competition from consultancies and fee compression stemming from transparency. In particular, media agencies, longtime growth engines of holding companies, suffer from these problems. While Wieser reminds investors that agencies are still growing and have solidified their value prop in a splintering media world, there are long-term concerns and “not a lot of good news to point to for the sector.”

The Apple Hedge

Apple’s iTunes store is losing ground on video content. “The company’s market share for renting and selling movies has been falling for several years, tumbling to between 20% and 35% from well over 50% as recently as 2012,” as consumption shifts to content libraries from Amazon and Comcast, sources tell The Wall Street Journal. An Apple spokeswoman didn’t dispute the market-share estimates, but said the company is “focused on providing customers with video content across subscription services such as Netflix and HBO.” So if iTunes sales flag, Apple takes at least a 15% cut of streaming subscription services delivered over iOS. The world’s biggest company is trying to shift its reliance on iPhone sales and the iTunes music and content store that drove its growth for 15 years. More.

This Stage Of The Game

Demand for ads in mobile game apps may be softening, Mike Shields reports for Business Insider. The top developers are doing better than ever, but that’s part of the problem. App store gaming leaders are so entrenched "they no longer have to spend purely on user acquisition, but on ROI," according to InMobi VP KC Srinivas. And while mobile games curb their own video budgets, brand dollars are abandoning app games in favor of platforms like Facebook and Snapchat that now offer a range of video options. “Our clients were never comfortable with mobile gaming, but they wanted to run video in apps,” says Jeremy Sigel, global director of partnerships and emerging media at Essence.

PEOPLE ON THE MOVE

投稿日 July 16, 2017  •  Chicago Business Journal

Martin manages the North America Remarketing business for InMobi. The remarketing team partners with marketers that are looking to drive long-term success through customer lifetime value, increase ROAS, drive in-app engagement, re-engage users and maximize revenues in a mobile-first environment.

Top 5 ways to improve video engagement

投稿日 July 05, 2017  •  BizReport

With more consumers watching mobile video content, more brands are entering into the space. But, according to one expert, many of these advertisers don't have a clear-cut strategy, and that is causing them to get mobile video wrong. Here's how to get it right.

Kristina: You've stated that brands are getting mobile video 'wrong' - why is that?

Anne Frisbie, SVP, Global Brand & Programmatic, InMobi: Most digital video viewing already happens on mobile devices and consumers spend a majority of their mobile time in-app (compared to in mobile web) - with 20 percent of all digital media time spent in apps. Yet, video ad tech was built for browser based experiences not in-app experiences. When traditional browser based video ad technologies like VPAID are deployed into in-app video experiences, the result is slow loading times (ranging from 2.6 seconds according to InMobi internal statistics, to 5 seconds according to the MRC) which frustrates consumers and negatively impacts media effectiveness such as reach, render rates, completion rates, and viewability. In order to take advantage of the consumer trend toward mobile app usage, more appropriate technologies for in-app advertising should be used as those will allow for a completely buffer-free video viewing experience for consumers with nearly instantaneous video ad load times.

Kristina: What can brands do to rectify the situation?

Anne: Part of the problem stems from the legacy of desktop, where users spend time in browsers, as opposed to apps. Rectifying this requires a change in approach from browser-first to in-app first (or at least app optimized) buying. This includes:
1) Approving app lists - not just websites - for transparent buying;
2) Understanding that VPAID is not synonymous with viewability and that for in-app inventory you can leverage VAST plus independent MRC-accredited viewability;
3) Think vertical video not just horizontal video since 85% of mobile video experiences are done in portrait not landscape mode;
4) Consider creating interactive end cards that appear after the video view to further engage consumers beyond video completion; and
5) Built up your own first party device ID audience pool and don't just rely on cookies.

Kristina: What do you see happening for advertisers who follow these steps?

Anne: By doing all the above, advertisers can increase video completion rates, ensure faster mobile video load time (so that their advertising doesn't frustrate consumers), prompt viewers to explore more content or visit a website, solve measurement and viewability issues, and cut down on possible fraudulent impressions. Advertisers need to realize that by adopting this new strategy, they aren't required to choose between a great customer experience and the metrics they crave. It is not only possible, but easily achievable, to have both.

Tune Aims To Help Marketers Stop Fraud Mid-Flight

投稿日 July 20, 2017  •  AdExchanger

Fraud fighting takes teamwork.

Mobile measurement and attribution platform Tune rolled out a fraud prevention solution on Thursday that aims to help marketers and ad networks share campaign data and take action on it in real time.

“Marketers and their ad partners need to collaborate rather than finger point; there’s enough blame for everyone to take some,” said Tune CEO Peter Hamilton.

The tool, Hamilton said, is predicated on the need for transparency in the ongoing effort to tamp down on ad fraud, especially in the mobile app space, where the obsession with installs leaves advertisers vulnerable to nefarious practices, like click spamming and click injection.

Tune allows marketers and their ad tech partners to access to the same information, including criteria decided in advance, being used to determine while a campaign is still running whether the traffic is of dubious origin or if certain installs look fishy.

“There are a lot of black-box solutions for fraud that tell you when something looks suspicious without any real data to back it up and without sharing the rule behind why it thinks a particular traffic source is broken,” Hamilton said.

Marketers can develop a set of if-this-then-that rules to automatically reject certain debatable installs and behavior, and a set of softer, more probabilistic rules that flag seemingly suspicious activity so that developers are protected from threats they didn’t necessarily think of to specify in their IO.

Fraud reports show marketers the lag time between click and install to help suss out bot-driven actions and install validation reports combine rejected installs by source so that advertisers can see how many junky installs they’re getting per ad partner in real time.

All of that information is also shared with the ad networks so they can halt traffic sources in mid-flight.

“Marketers should be in constant communication with their ad partners,” said Piyush Shah, chief product officer at mobile ad network inMobi, one of Tune’s partners. “This way, both parties are able to catch fraud ‘in the act,’ so to speak, rather than catching it long after a campaign is completed.”

The system also issues recommendations on actions the marketer can take, like “halt traffic immediately” or “investigate sub-publishers.”

Tune hopes this system cuts bad networks and shady publishers off from revenue opportunities.

Overall, performance marketers are getting savvier at identifying traffic patterns that don’t add up, scrutinizing and questioning every click in their campaign to ensure that they’re getting the full value of what they paid for, Shah said.

But that usually happens in retrospect. Marketers look back at a campaign after it’s run and if they don’t like what they see, they demand their money back from their ad network. In most cases, however, the ad network has already paid the sub-publishers in question, which means the network is left holding the bag.

Makegoods leave ad partners in the lurch, but they’re also frustrating for marketers, which have to carve out the time to renegotiate the terms for a campaign that didn’t deliver as promised.

At the same time, some marketers are complicit in letting fraud flourish by buying low-quality traffic to drive volume.

“It’s a vicious cycle and no one in the value chain wins,” Shah said. “We need to stop pointing fingers and start building accountability.”

Meanwhile, publishers that are on the level are sick of being tarred with the same brush as the supply-side underbelly.

“Bad-quality traffic in general is something that reflects on all of us even if you’re one of the good ones,” said Olivier Vincent, GM of WeatherBug, a weather app owned by GroundTruth (which recently rebranded from xAd). WeatherBug is vetting Tune’s fraud solution.

“But I cannot say that fraud is someone else’s problem,” Vincent said. “It’s up to everyone to contribute to cleaning up the space as fast as possible.”

In addition to Tune, other attribution providers are also trying to encourage better dialogue between marketers and their ad partners. In November, Adjust formed a coalition of ad networks that are in the process of working together to create a framework for mobile fraud detection and prevention.

InMobi's On A VAST Adoption Mission

投稿日 July 21, 2017  •  MediaPost

At least 90% of mobile video is consumed in-app, making viewability, attribution, and measurement hot topics for in-app video.

Arun Pattabhiraman, global head of marketing at InMobi, spoke with Digital News Daily about viewability and fraud challenges for mobile video.

Digital News Daily: Mobile video is a big driver of growth for mobile advertising. What might be holding up growth around in-app mobile video?

Arun Pattabhiraman: There’s still a gap in the market in terms of how buyers execute video advertising in apps. The standards around in-app video advertising are VPAID [Video Player-Ad Interface Definition] which is the most commonly used standard, but the reality is VPAID was made for the desktop world and it isn’t optimized for mobile. Ads take a much longer time to load and that lead to a drop in interaction rates.

We advocate using VAST [Video Ad Serving Template] for in-app for mobile ad campaigns.

DND: Why do you make this recommendation?

Pattabhiraman: Using VAST is better for mobile in-app video advertising. There’s a lot of noise about how to measure mobile video viewability, but the real challenge to doing that in-app is that you need to integrate SDKs [Software Development Kits] with the publishers, then you can start measuring viewability in-app in an effective way.

Most publishers don’t want to add additional SDKs.

InMobi works with both IAS [Integral Ad Science] on SDK integration and to provide viewability metrics. Publishers don’t have to have any extra effort.

Right now, there is a lack of awareness and education around the differences and benefits of VPAID and VAST, and which one marketers should leverage for mobile ad campaigns. VPAID has been more popular, primarily because it was built for the desktop world, and could theoretically also extend to mobile, offering both interactivity and support for viewability measurements.

However, VPAID presents unique challenges for advertisers and publishers, especially when leveraged on mobile. Built for the desktops, VPAID can lead to slower load times when used inside apps, resulting in a poor experience for users, lower render rates and fill rates for publishers, and poor viewability and completion rates for advertisers.

With VAST, app developers and in-app video specialists can pre-cache video ads, which creates a seamless experience for users and delivers smooth, buffer-free video ads instantaneously. VAST also supports Media Rating Council accredited in-app viewability standards that can be measured through SDK-level integrations with the publisher or ad partner.

By using VAST on in-app mobile video, advertisers can use third-party viewability solutions, giving them a concrete way to measure whether their ads are being seen by real people. Also, by combining VAST based video ads with rich interactive end cards, advertisers can also engage users more effectively and efficiently.

DND: What are the key issues with respect to mobile tracking and attribution?

Pattabhiraman: One of the biggest challenges that the entire ecosystem is facing is ad fraud -- specifically, click- and install fraud. Either the clicks that have been generated are not really coming from a valid user and could be created by a bot or script instead --or, an ad network may be trying to game the attribution of ads to falsely take credit for an install/click event that they didn’t drive.

While advertisers are the obvious victims, other players in the media value chain, including agencies and networks, are also impacted. What marketers need to understand is that malicious fraudsters don’t discriminate between an advertiser and a network. In order to truly eradicate fraud, advertisers, ad networks, and attribution partners must work together to turn ad fraud detection into ad fraud prevention.

To achieve this, many tracking and attribution platforms are building solutions that help advertisers independently detect fraudulent clicks, invalid installs, or any other type of fraud that might enter the equation.

We’re working closely with partners to establish the right framework for fraud prevention. We’re also building advanced fraud detection and prevention algorithms ourselves that can identify fraudulent behavior on our network on the back of publisher on-boarding checks, real-time campaign checks, and post-campaign verification through third-party partners.

Confused by VPAID vs. VAST? There's a Clear Choice in Video Ad Standards

投稿日 July 27, 2017  •  Ad Age

The two hours a day using video-related apps on their smartphones, and nearly 20% of all media consumption happens within mobile apps.

With this in mind, advertisers have shifted their focus to mobile marketing -- creating new platforms, standards and buying strategies designed to capture the attention of today's voracious, mobile users.

Currently, there are two video standards in the market: Video Player-Ad Interface Definition (VPAID) and Video Ad Serving Template (VAST). But not every standard is created equal when it comes to measurement, viewability and user experience.

First came VPAID

With the growth of digital video advertising, the Interactive Advertising Bureau in 2009 developed VPAID to enable marketers to add interactivity to preroll video ads on the desktop. Essentially, VPAID allowed advertisers to create and deliver a more enjoyable digital video ad experience by adding more interactivity for consumer.

The specification was rapidly adopted by brand advertisers, in large part due to its to support of "viewability" -- a critical, yet often misunderstood, measurement of how many people actually see a given ad. Indeed, up until recently, many media buyers considered VPAID to be synonymous with viewability.

Over the past year, however, it has become obvious to both advertisers and publishers that there are a myriad of challenges with VPAID, as well as with how viewability is reported.

There are other problems too. VPAID often causes long video load times, resulting in poor consumer experiences, lower render and fill rates for publishers, and lower viewability and completion rates for advertisers. Advertisers can't have it all with VPAID; they're forced to choose between metrics and user experience.

Also, because VPAID is implemented in either JavaScript or Flash, which works well in desktop browsers, it doesn't work in native iOS or Android video players. With demand for mobile at an all-time high, and with most media time being spent in-app, advertisers must optimize their approach to reach users where consumption takes place. The right path to achieve this isn't through VPAID.

Back to the Future: VAST

With VAST, a later specification from the IAB, app developers and the platforms that publishers use to offer in-app video inventory can pre-load video ads. This creates a seamless experience for in-app mobile consumers, delivering buffer-free video ads.

VAST-based video ads can also be delivered to a mobile device on a 4G network within 6/100ths of a second, or 60 milliseconds, on average. Given how quickly the brain can process information -- "instantaneous" is defined as events occuring within 50 milliseconds -- what VAST really delivers is smooth, "instantaneous" video ads. This instant-play experience allows publishers and advertisers to minimize consumer frustrations while increasing render, fill, reach and completion rates.

The advantage of VAST is that it can now support independent Media Rating Council-accredited viewability with instantaneous, buffer-free video ads --- a clear step forward for the industry. Advertisers can use third-party, MRC-accredited viewability and brand safety suites, giving them a concrete way to measure whether their ads are being seen by real people.

By eliminating slow load times and moving to an instantaneous, buffer-free video ad experience, advertisers can double their reach, viewability and completion rates, while publishers can double their render and fill rates.

Think outside the browser

VAST enables sophisticated mobile video buyers the same level of insight they demand on desktop browser experiences, without compromising media effectiveness. It can help ensure that they reach audiences effectively and efficiently on the mobile devices where they spend most of their time.

4 ways AI can supercharge your remarketing strategy

投稿日 July 31, 2017  •  The Next Web

Remarketing seems deceptively simple. It’s a smart way for brands to reconnect with consumers who may have visited a website, but not necessarily pulled the trigger to make a purchase. It also allows you to position targeted ads to an audience who has previously expressed interest in products on your website, while they are simultaneously browsing the rest of the internet.

On top of that, it offers perfect targeting, where every single user can be lined up against a value proposition that needs to be delivered to them. Not only are the conversion payoffs high through this strategy, but the prevalence of second price auctions on exchanges ensures that both win rates and margins are healthy.

At first glance, it doesn’t seem like artificial intelligence (AI) or advanced machine learning (ML) techniques would have a major role to play here. Surprisingly, this is far from the reality.

Machine learning is a key ingredient involved in making remarketing effective. AI and ML solutions are often required when one encounters large scale, highly fragmented structures in very dynamic environments. This is especially true in the case of remarketing on both desktop and mobile. As such, there are four key ways in which AI and ML can be leveraged to make remarketing effective.

1) Needle in the haystack

The problem with perfect targeting is scale. If an advertiser has a named list of users, then it becomes imperative to find as many of them in all the places in the ecosystem where they might show up. In practical terms, this means having a seat at all the ad exchanges that could potentially get requests from mobile apps these users are running, and may involve looking up to tens of billions of ad requests every day.

Furthermore, this also means processing all that data on a regular basis. Not surprisingly, this can become very expensive, very quickly. Machine learning comes to the rescue in this situation by modelling where the targeted users are likely to appear. This reduces the number of requests that need to be examined, bringing it down from 100,000 requests-per-second, to a more manageable 1,000 requests-per-second. Typical techniques that can be effective here include look-alike modelling and running multivariate regressions to find dominant characteristics of the targeted group.

2) Seizing the moment

Often — and especially on mobile — there might be hundreds of opportunities in a day to display an ad to the user. Effective advertising is displaying the right ad in the context that a user is most likely to complete their purchase. Factoring where the user is in his/her engagement lifecycle, along with the particular spatio-temporal context can make a big difference.

For example, for one advertiser, we found that users are 20 percent more likely to click an ad within 100 meters of their home. This situation becomes tougher when there are multiple value propositions available to be shown to the user. Choosing the right value proposition is a well posed problem for machine learning. The figure below illustrates how this could play out for a single user.

In this example, the user is interacting with three value propositions and the current state of his/her interactions are represented by the shaded circles. The user has seen one impression of the first value proposition (state 1), has downloaded the second value proposition (state 3), and has not seen any impressions of the third (state 0).

AI provides an ideal solution here by using data to build an understanding of the right value proposition for any context over hundreds of millions of instances and picking the right value proposition. According to a recent survey conducted by RocketFuel, more than 60 percent of millennials saw value in brands using AI to deliver personalized offers.

3) Picking the most appropriate creative

Creatives are the main element driving a user’s physical interaction. Choosing the right creative for the appropriate context can make a huge difference in conversion rates. Creative elements that could help ads convert better include design elements such as background color, call to action, and theme, along with modification in messaging and dynamic attributes.

New practical uses for AI have expanded recently, particularly in deep neural networks, and are extremely powerful in understanding images. Before these advancements, the only way to learn the effectiveness of an image would be to run A/B tests or test campaigns. Now, with the latest algorithms, it’s possible to predict the potential performance of a creative even before it has been seen by a single user — this could potentially save an advertiser 30-40 percent in costs.

In addition, AI can be used to test and construct the most effective creatives in real-time. This is not lost on leading agencies such as JWT and Saatchi & Saatchi that are testing out several AI driven creative processes.

4) Juggling a million balls

Formulating and maintaining the right campaign strategy — one that is highly customized, cognitive of the creative’s intrinsic life and the user’s history of interaction — can be a formidable task. This is another great application for AI. It can rebalance budgets, swap out poorly performing creatives, and change targeting on-the-fly to deliver on the objective of the campaign.

Remarketing at scale is fraught with challenges that involve dynamic complexity. AI methods can be gracefully deployed to surmount these challenges, allowing the marketer to focus on larger questions such as the objective of the campaign, and the desired impact.

Many App Marketers Think Ad Fraud Is a Serious Problem

投稿日 August 18, 2017  •  eMarketer

Ad fraud is a major concern for the majority of app marketers worldwide, according to a survey conducted by InMobi in July. The poll found that 59% of respondents thought of ad fraud as a serious problem that ad networks needed to address.

In addition, the survey revealed that 40% of app marketers believed they understood how ad fraud was perpetrated, as well as its potential effect on their advertising campaigns. But a significant number—44%—either knew what ad fraud was but wanted to learn more about it, or understood the concept but didn’t know how it might affect campaigns.

Nearly half (48%) of respondents identified invalid traffic from bots and scripts as the most common type of ad fraud they encountered. That was followed by unauthorized rebrokering (13%), click cramming (13%) and ad stacking (10%).

Advertisers in the survey were taking various measures to combat the problem of ad fraud, but none relied heavily on a technical solution. InMobi found that 58% of those polled had partnered with a trusted ad network in an effort to make sure they were not victims of fraud.

Measures Undertaken by App Marketers in North America to Minimize the Effect of Ad Fraud in App Marketing, July 2017 (% of respondents)

Other techniques failed to be used by a majority of marketers. One-third said they had blacklisted IP addresses, while 27% were cutting out the middlemen by relying on direct publisher partnerships. Another 27% were integrating their systems with independent fraud prevention tools, and about one-quarter said they demand full transparency and reporting.

Earlier research from half of digital marketers in the US identified media quality—a category that included problems related to ad fraud—as a leading challenge they faced.

The costs associated with ad fraud are both real and substantial. According to Forrester Research, US fraudulent or nonviewable ad costs totaled $7.4 billion in 2017, with that figure projected to rise to $10.9 billion by 2021.

Physical Meets Digital in the Future of Retail

投稿日 August 18, 2017  •  DMNews

At this year's eTail East conference held in Boston's Back Bay, it was clear that data-driven retail is in the process of taking a huge leap beyond eCommerce. From all sides, the message was clear: The retail customer journey no longer traverses two distinct channels, online and in-store. It's a holistic journey, crossing many channels and devices, and retailers who can't keep up with today's agile customer are in jeopardy.

Indeed, a number of observers were quick to name — off the record — high profile retail chains facing imminent peril. And of course everyone went on the record in naming Amazon as the number one challenge all other retailers face. But what struck me was the consistency and consensus when it came to identifying the key themes in retail's immediate future.

Leveling the playing field

Whether a customer walks into a store or goes online, it's possible to personalize which products are presented, Ian Strain-Seymour told me. He's VP of retail strategy at UGC content marking platform Bazaarvoice. I met a quorum of Bazaarvoice representatives at their eTail booth, including product marketing manager Amelia Carry, and Doug Foote, a new recruit on the advertising business development side.

Bazaarvoice is best-known for encouraging and aggregating content from the user side — in particular, product reviews and ratings, but also Q&As, videos and images, and social content generally. But it's also in the advertising business, leveraging data on shoppers from across the Bazaarvoice network to deliver relevant messages when they're truly in-market (although Bazaarvoice has executed media buys itself — not least to validate its segments — most clients execute on the Bazaarvoice segments through agencies or in-house).

What's more, Foote told me, they've now partnered with Placed, the location marketing vendor, allowing them to know where their in-market customers are.

Being able to personalize an experience for shoppers online, in transit, or in-store is great, but isn't it limited if it only reaches shoppers who've shown up on the Bazaarvoice network? Not really: Bazaarvoice reaches around 214 million addressable shoppers in the U.S., out of an estimated total of 240 million. And for any give retail site, added Carry, an average of around 53% of visitors had previously visited other Bazaarvoice network sites (in a defined time period).

As a general proposition, that means Bazaarvoice knows one in two of your customers; and potentially has relevant information about their interests and intent based on behavior. Standard practice among retailers is to cut off shopper tracking after a certain time with no activity (30 days, say) on the assumption that the shopper isn't in market any more. That means built-in atrophying of the ability to recognize even a good customer who hasn't recently shown a presence. It's one thing Bazaarvoice is trying to solve for. Crucially, Carry pointed out, this helps retailers begin to level the playing field with Amazon, which recognizes its customers as a matter of course.

Asked about other themes of the week, Strain-Seymour mentioned AI, but with reservations. "Lots of people are talking about AI," he said. "The graph of the hype train is in the ascendancy." There remain a lot of challenges, "steps people will have to work through," he said. He mentioned in particular the unreliability of a lot of data, drawn from multiple sources, and likely including many lookalikes rather than actual known customers.

Nevertheless, Bazaarvoice has twinned natural language processing with machine learning to offer a new feature on the customer review side: highlighted excerpts from reviews. With so much UGC available, it was necessary to automate the process of searching reviews for clear expressions of sentiment — positive, neutral, and negative — which can be surfaced to save shoppers ploughing through reams of content to find the nuggets. The solution is driving "double digit improvements in conversion," Strain-Seymour said. It tests well when it comes to audience enthusiasm too, with 89% of shoppers finding summarized information from reviews helpful.

"I give you my data: reward me"

Emarsys is not your typical marketing cloud. Although Salesforce made a strong push into B2C with the acquisition of Demandware, Emarsys fully identifies as a B2C marketing cloud: "designed to help retailers retain customers," said Nicole Hutzul, RVP Sales Americas, as we huddled around a table on the exhibition floor.

AI is very much part of the Emarsys roadmap. "The requirement," said Hutzul, "is to get to 1:1 personalization." AI will take away the manual process of building a campaign, conducting A/B testing, etc. "We already have AI within product recommendations. Incentives are AI-driven." Once the marketer sets the KPIs, the Emarsys engine generates personalized offers, discounts, coupons — whatever is appropriate. "It's got a brain, so to speak."

If the future is using AI to build entire campaigns, Hutzul admits that many marketers are not yet quite ready for that; but "they are now more interested in hearing a lot more about it." Why is AI necessary? Without it, "human personalization doesn't scale," she said. The biggest hurdle to AI adoption, she believes, is prioritization at the C-suite level.

When it comes to both AI, and the challenge of making in-store data actionable, Hutzul views the bigger retailers as facing the greatest obstacles, not least due to the "antiquity of their systems." For the most part, the in-store experience hasn't evolved; it certainly doesn't meet the expectations of millennials.

So who does get it? "It varies," she said, "from pure-play, single product companies" — like clothing companies, who need to retain customers for periodic repeat purchases — "to some very large companies" — like the large culinary brand consolidating four separate platforms in the interest of creating one, unified customer experience.

Emarsys serves B2C at all levels, from a small gift-basket vendor primarily interested in using marketing automation to support its email campaigns, to an international theatrical events producer. "It's about continuing to be relevant," she said, "almost like being your own personal shopper." Customers are telling retailers a lot about themselves; they're also saying "reward me" for that.

Mail is physical too

One aspect of the offline customer journey which is increasingly data-driven and digitized is that old standby, pieces of paper delivered by post. Pioneering postal-programmatic is New York-based Pebblepost, founded in 2014 by entrepreneur (and "Chief Stamp Licker") Lewis Gersh. I spoke with VP sales Tom Barbaro about recent developments, including the appointment of a Chief Growth Officer (Geoff Dodge, ex-AOL) and a GM for European operations.

"At the moment, we live solely in the U.S.," he said, "but we're starting to kick tires overseas." The logical next steps are Canada and the U.K. he said. "English-speaking makes most sense out of the gate," but there's also been "a lot of interest from France." The company is also going through the process of seeking to trademark the label "programmatic direct mail."

Unusually for a marketing tech company, Pebblepost finds itself in an uncrowded space. "When we started, we really didn't see any competitors," said Barbaro. "There's now a handful, maybe five to eight, who have some components of what we do, but I'm not certain any has the full sweep and breadth." Of course, Barbaro points out, growth of competition is positive in that it tends to validate the concept.

Pebblepost itself has expanded services on its roadmap. Right now, it collects and analyses intent data to generate a personalized mailing within 12 to 24 hours. "Conceptually it mimics re-targeting," Barbaro explained, "but the output is physical mail." Which so far has meant a Pebblepost postcard or a programmatic eight page catalog. Variations being considered include both larger formats and smaller — "Some marketers might not need eight pages" — as well as sealed envelopes for financial services clients.

Location plays a role for Pebblepost too: "We're certainly thinking about how to optimize campaigns, and one of the variables is zip codes" — reflecting store openings, or areas where there's need to drive more traffic to stores.

There's an analogy here with the potential for digitizing and driving data from the in-store experience. Physical shopping remains a very important part of the customer experience, and it ceased to be a non-digital experience once customers started carrying mobile devices. Similarly, postal marketing still has advantages over digital, but even more so if it's driven by digital insights. Mailings can have "a longer-standing impact than an ephemeral banner ad," said Barbaro; plus they can be viewed by a number of members of a household.

"The ideal brand to work with us," he said, "has an order value higher than $50, and more of a considered purchase period.

It's a mobile, mobile, mobile retail world

The key to understanding these themes is the dominance of mobile. Of course, I'd expect to hear that message from Marty Berman, VP of re-marketing at Inmobi, a solution which uses data to drive personalized, contextual advertising to mobile devices. But of course, he's right.

"From a mobile perspective," he said, "the tipping point was last summer." Consumers are now "comfortable with the mobile shopping environment." Inmobi offers dynamic creative (based on behavioral data) for mobile, such as product carousels; deep linking takes shoppers direct from the creative to the purchase page, within the mobile screen; and the transaction process on mobile is becoming increasingly frictionless. Last summer, Berman saw impressions migrating from desktop to mobile for many retailers: "It's only accelerated since."

Mobile first shopping creates opportunities, but also problems. "Right now is a critical time for retailers," he said, "and it's not just Amazon's fault. They've been caught flat-footed; they've not invested as much as they should have [in the relevant technologies]." Many big retailers are struggling, he said, because they're still not digital first. "The Wayfairs of this world are digital first."

As for the in-store experience, "mobile means you're always connected to the consumer," he said. "No other media provides as intimate an experience." This means retailers can potentially know if the shopper is in, or near, the store; the frequency of the shopper's visits; the shopper's online behavioral signals. In which case, it should be possible to serve the right type of ad, or exploit dynamic pricing opportunities.

Based on some 22 billion data points each day, Inmobi can tell the kinds of creative customers respond to best (video or carousel, for example), and uses AI to "connect those dots," as Berman puts it. An in-house team of data scientists provides the models to drive dynamic audience building and dynamic creative, and the quantity of data available provides the "scale and reach to bid more effectively" on media.

And something big is coming down the road. Apple and Google are paving the way for a cookie-less online environment, which will truly disrupt many digital business models. "It's a little ways off," he said, "but people aren't yet truly aware of how much it will affect their businesses."

Future shock

Who would have thought, just three or four years ago, that in 2017 we'd be contemplating the declining importance of desktop-based eCommerce, the possible extinction of cookie-driven customer-tracking, and even a resurgence of the importance of physical retail environments — but not your mom'n'pop store — all centered on the mobile revolution. Although devices will continue to evolve beyond the smartphone (think wearables), there's no reason to think they'll be less mobile in future; and, as ever, the scale of data points to the importance of AI.

Those were the universal talking points at eTail East. Oh, as well as what Amazon will do next.

B2C Marketing: How Wattpad was able to boost in-app video ad completion rates by 98%

投稿日 August 24, 2017  •  MarketingSherpa

SUMMARY:

In a delicate balancing act of keeping audience and advertisers happy, Wattpad boosted in-app video ad completion rates to over 98%. By bringing influential writers into the ad process, the marketing team was able to successfully integrate video ads into the community.

Read below how the team developed a monetization strategy that focused on preserving the storytelling experience for users.

Courtney Eckerle, Senior Managing Editor, MarketingSherpa

THE CUSTOMER

Wattpad is a global multi-platform entertainment company with its core product being a community of over 60 million hyper-engaged millennials and teens that are sharing, reading and writing stories across the mobile and social web.

“We view ourselves as the world's largest storytelling platform, and we work with some of the biggest brands in the entertainment field to create, curate and discover stories that penetrate pop culture,” said Chris Stefanyk, Head of Brand Partnerships, Wattpad.

The bulk of the audience and users are typically teens and millennials, and the marketing team uses ads throughout content and work with advertisers in a variety of ways. However, they want to ensure that these advertising products are not disruptive to users.

CHALLENGE

“As a user-generated platform for original stories, we often have to ensure that the advertising, the advertising products that we're creating, are not very disruptive to the reading or writing experiences to our users,” said Stefanyk.

At the end of the day, Wattpad is a user experience-driven organization. What that means is it has created a seamless in-app experience, integrating ad experiences that maintain a great storytelling experience.

“It’s taken us a while to get there over time,” he said, especially since they have begun providing writers with more opportunities on the platform.

There was an opportunity, Stefanyk said, in creating an in-app video experience where “we are able to share the revenue that's generated with our writers. It's essentially a win-win-win, especially if we're able to deliver high-end ads that are very targeted to the end user.”

The team wanted to build an experience where it was clear to the community that by watching the video ad they were supporting their favorite writer on the platform.

CAMPAIGN

“We never want to over-inundate users with any sort of ad experience in-app,” said Stefanyk. “It's honestly about finding that perfect balance.”

This allowed the team to create an ad experience where the video ad was a bit more intrusive than a standard banner ad, he said, but was positioned in a way where it was clear that the revenue and money generated were being shared with the writer.

“There are many ways to deliver ads in a less intrusive experience, as we were thinking about videos, [we wanted to understand] what is the right way,” he said.

Step #1. Beta test with trusted users

“We took a lean startup-style way to this, which is how we often do things here at Wattpad,” Stefanyk said. “We first started with tests with 13 of our top writers, where we introduced their readers, the readers that were reading any of their stories, to video interstitials in a really controlled manner.”

The team then rolled it out further to just their most influential writers, called “Wattpad Stars,” running several experiments to ensure that key metrics around reading and engagement and retention were not negatively impacted.

“The Wattpad Stars … is a collection of a couple of hundred of our top, top writers. So, these are some of the biggest and best writers on the platform, folks that have millions of reads, hundreds of thousands of followers,” he said.

These users get first access to opportunities, and it is used as a platform to help writers take their skills to the next level and even connect them to brands and publishers. These writers are a critical part of forming the Wattpad community, he said, and the team frequently reaches out to them for feedback.

Step #2. Communication is vital

The team also worked with the writers to make sure that they could answer the potential questions that came up from their followers or their readers. So, if a reader was new to Wattpad, or maybe hadn’t seen some of the ads before, the writers could explain the rationale behind the ads.

“A lot of our users, because they're a little bit younger, don't necessarily understand sort of the [monetization] potential of some of this content,” said Daniel Kenny-Godoy, Programmatic Advertising Manager at Wattpad. “We wanted to make sure that the writers were comfortable with having this type of product within their stories but also were able to help amplify the messaging that we had around it too.”

Stefanyk said that as they rolled it out to more and more writers, the writers “would do things on their end to further communicate to their audience.”

He gave an example from one of the top stories called “White Stag” by Kara Barbieri, where she created a preface before the first chapter that showed an example of the ads, explaining the purpose of them — that her readers would be seeing ads up to 30 seconds now, and they were helping to support her as a writer.

“This was something that she did kind of on her own accord … as we saw things like that happen organically, it just really spread throughout the community, and you saw a bunch of people commenting on it and saying, ‘I absolutely fully support you. I'm going to watch these ads through to completion. This totally makes sense; happy to see you're getting supported,’” said Stefanyk.

Coming from the writer’s perspective, it helped to get the community onboard with the ads, and integrate them into the community experience.

Step #3. Test to determine user’s ad threshold

Initially, the team focused on reflecting on the feedback from that group, Stefanyk said, which was “resoundingly positive, as you could expect. They're moving from an environment where we're not running ads in between chapters and now we are, and you're making a sizable rev share on it; the general sentiment was quite strong.”

However, the team began probing the writers for deeper feedback, making sure that the relationship between the writer, Wattpad and the advertising was clear.

The team began combining that direct feedback with A/B testing to understand how to “optimize the best results for our community from a retention and user standpoint,” he said.

They looked at the frequency of the ad placement, based on how much time people spent reading a particular story.

Because of that testing, “what happens now is, we limit how frequently the users see the ads. They're roughly once every half-hour, when you're reading stories, that are opted into the product,” said Kenny-Godoy.

What users end up seeing is an ad between chapters, with messaging that makes it clear that watching the ad will help support the writer of the work they’re currently reading.

“We have an experience that lives in between chapters in the app, so ... when you [clickthrough] you'll see a full page, potentially video interstitial ad that has full sound on, etc.,” said Kenny-Godoy. “The actual spec that we landed on in this particular case was that ads can be skippable after 15 seconds, with a total of a 30-second view possible.”

During the process, the team had done an experiment where they ran ads with a much higher frequency, which meant that ads could potentially pop up before a user was between chapters. The shortest frequency was one ad every 15 minutes.

“We got pretty negative feedback at that stage. But we didn't roll out to a huge percentage of users anyway. The overall idea was to test … [our users’] threshold,” Kenny-Godoy said.

RESULTS

Efforts like this have “really validated the notion that both our writers and engaged readers can operate in a supportive environment that makes sense for all parties,” Stefanyk said.

His takeaway from this effort is that if “you have a really thoughtful approach in the ad world, you can really land on this … win-win-win mentality where it's still beneficial to the brand, beneficial to the community and beneficial to the end writer,” he said.

It’s important to be mindful of the all-around experience — because mindfulness was able to boost in-app video ad completion rates to over 98%.

“We’ve learned a lot more around how our users engage and … the threshold at which they're willing to be OK with ads in the product,” he said. “We're looking at new and exciting ways to integrate video across the greater product very shortly.”

Generating revenue is the main goal for the project, Stefanyk said, and “across all of our revenue-generating activities for our writers, we've generated over $2.3 million for our writers over probably the last two years.”

The team wants to grow these efforts to a much greater scale in the future, and “we're really excited about it and excited about how we're going to do more for our community,” he said.

Creative Samples

  1. Wattpad homepage
  2. Video ad

Sources

Wattpad

InMobi – Wattpad’s mobile advertising vendor

Week in Review – What happened in mobile advertising this week

投稿日 August 25, 2017  •  MobyAffiliates

Let’s start with a very interesting study posted by eMarketer this week. It seems that Facebook may be losing steam to Snapchat and Instagram when it comes to younger users. According to the forecast, Facebook usage among teens is expected to drop 3.4% to 14.5 million this year. Meanwhile, Snapchat usage is likely to increase a whopping 25.8% to 79.2 million users a month.

This week, Google announced new publishing tools that the company hopes will boost subscriptions for news publishers. The features include ‘first click free’ which lets readers check out the article before subscribing, and online payments as well as new targeting tools for publishers.

In addition, the company has changed the way that video search results are showing up on mobile devices. The company is currently rolling out six-second clips from video searchesso that users can instantly check if it is the correct clip they are looking for.

Facebook is continuing its war on click-baiting with the roll out of a new update that can enhance information reliability. The latest update targets stories which include fake video play buttons that lead users to an external site when clicked. The social media site down-ranks such posts.

Meanwhile, media investment firm GroupM, has launched new viewability standards to define guidelines for digital and mobile ad measurements. The move follows a call by brands such as Campbell Soup to update the guidelines originally launched back in 2014.


If you’re going away this summer/autumn, this may be of interest: Research by AppLift this week has highlighted how reliant travelers are on their smartphones. Indeed, 44% of them want their smartphone with them whilst on vacation. Another 72% use it whilst booking restaurants on vacation, whilst 52% browse travel-related queries and 37% use their smartphones to book accommodation.

Digital ad expenditure in India is expected to grow 33% to Rs. 9,700 crore by the end of 2017, according to a study by the Internet and Mobile Association of India (IAMAI) and IMRB Kantar. Digital ad expenditure in the country now accounts for 14% of total ad spend. Interestingly, video spending has also picked up significantly (19%).

Sadly advertising fraud continues to be a hot topic, but it’s worth getting it out in the open for all mobile ad ecosystem players to unite and actively address it. According to DataVisor research, over 5% of app installs from non-premium ad networks are fraudulent. That ends up costing mobile marketers around $300 million every year.

Zorka Mobi and adjust research has lifted the lid on the state of Russia’s mobile gaming economy. Interestingly, though 75% of Russian mobile phone users are also gamers just 3% of them actually play regularly.


AppLift rolled out an expanded version of its Fraud Buster suite which focuses on app install fraud in real-time. With ad fraud predicted to generate $16.4 billion in wasted ad dollars this year, the move may come at the perfect time.

A proud moment for AdColony as it noted that its Aurora HD Video platform performed up to seven times better than the industry benchmark. The company has been testing the video platform by running three separate brand campaigns and noted that 43% of people had viewed and engaged with the ads.

Meanwhile, mobile ad platform InMobi has rolled out a new mobile ad offering in Indonesia. The company also announced that it planned to invest $50 million into the country expansion over the coming five years.

Drawbridge, this week, bolstered its Cross-Device platform by including native features by TripleLift, the programmatic ad platform. The latest native ad tools by Drawbridge include display, video and mobile web and app environments.

Stay Ahead of the Mobile App Marketing Curve

投稿日 August 31, 2017  •  MKTGinsight

Grab your smartphone and scroll through your Facebook feed or view a few YouTube videos and note the popularity of mobile video ads. They’re seemingly everywhere. In fact, according to mobile ad network InMobi’s “North America State of App Performance Marketing” study, their use has just surpassed banner ads by 2%.

That’s just one of many trends taking shape in mobile today. InMobi’s study aims to give mobile app marketers a view into those trends, as well as:

  • what’s working and what’s not in the mobile ad space;
  • what marketers see as important or challenging; and,
  • where the future of mobile app marketing is headed.

“Mobile is an incredible [marketing] tool,” because a smartphone is such a personal device and most people always have theirs by their side, says Martin Berman, VP of remarketing at InMobi.

InMobi’s State of App Performance Marketing survey, which polled some 800 app marketers worldwide, including 120 in the U.S., covers trends in five key areas: app marketers, user acquisition, remarketing, measurements and attribution, and ad fraud.

1. App marketers: Who are they and what concerns them?

The mobile app industry is still budding, with 63% of developers working four years or less in the field. Though three in every four app marketers polled rate their knowledge as adequate or strong, just 13% call themselves experts in this constantly evolving industry. Despite their growing role in the revenue mix, most teams are compact—71% have five people or fewer—and each member plays multiple roles.

The most important goal for 71% of those app marketers? User acquisition. Consequently, they prioritize attracting as many new, unique users as possible.

When it comes to monetizing mobile, more than 64% of app marketers prefer in-app advertising, followed by in-app purchases of both virtual and real world goods (50%). Some marketers are using multiple approaches simultaneously to diversify revenue streams for maximum profitability.

The toughest marketing challenge, according to 60% of respondents, is app discoverability. Marketers are encountering more difficulty raising awareness for their app than ever before. In addition, 46% say user retention and engagement pose a serious problem because levels of both diminish over time. The key concerns facing in-app advertising include ad fraud (47%) and attribution (45%).

2. User acquisition trends and strategies: What’s influencing the mobile app sphere?

Though user acquisition is their top priority, app marketers allocate surprisingly low budgets to it; 43% of respondents allot less than $50,000 each month and 19% spending nothing at all. Berman says, “Investment overall in user acquisition… still tends to be far lower than where it probably should be.”

More than half of marketers polled (52%) use video ads for their user acquisition campaigns, surpassing banner ads by 2%. Thirty-six percent of respondents plan to invest in video for user acquisition over the next year, and 45% are increasing their investments from this year.

More than half of app marketers polled prefer the cost-per-install pricing model, though firms are moving toward more diversified pricing models as the app landscape becomes more sophisticated.

Mobile ad formats are also shifting as video advertising gains popularity among
app marketers. The trend towards varying ad formats is a smart move, according
to Berman. “[App marketers] need to continue to test more with multiple formats,” he says. “They should be exploring and utilizing other formats to… try and pull
users in.”

3. Mobile remarketing: Why the lack of adoption?

About a third of app marketers (33%) currently engage in some remarketing efforts and another 36% plan to invest in it within the next year. The top
three reasons why app marketers refrain from spending more in this area:
it’s too expensive (50%), too complex (22%), and can result in a poor user experience (22%).

Too little investment in remarketing, however, can be a missed opportunity to engage and retain users. “You spend all your time pulling in and driving user acquisition without taking the time to nurture those relationships with those consumers,” Berman say. “After an app install, you’ve only got about 90 days
to really foster that relationship with a consumer… You’ve got to constantly
be engaging.”

4. Measurement and attribution: What tactics are tops?

Eighty percent of marketers polled find attribution important to app marketing success, and a majority (52%) say it’s very important. They use a wide range of data-driven tools to drive best performance and optimization, with current and future usage focused on app store analytics (55%), in-app analytics (43%), and A/B testing (42%).

Viewability as a campaign reporting metric is gaining traction; 46% of app marketers says it’s a component of their attribution models for in-app ads

5. Mobile ad fraud: How are app marketers are dealing with and
combatting it?

Fifty-nine percent of app marketers polled believe that mobile ad fraud is a serious problem that ad networks must do more to address, despite just 40% saying that they have a clear understanding of the concept and its implications when executing campaigns. However, 84% of respondents say they do have some grasp of what mobile ad fraud entails.

Though the landscape of ad fraud is constantly changing as fraudsters develop new methods to evade detection, the three most prevalent practices respondents have experienced are: invalid traffic by bots & scripts (48%); unauthorized re-brokering (13%); and click cramming (13%).

To minimize the impact of fraud, app marketers currently use measures such as partnering with trusted ad networks (58%), blacklisting IPs (33%), and direct publisher partnership (27%). Overall, marketers must educate themselves on this issue and all parties must come together to build stronger, safer networks, the study advises.

Despite these hurdles, Berman is optimistic about the future of mobile app marketing. The next few months, he says, represent a significant opportunity to revitalize campaigns as the holiday season approaches. “September is a great time from a user acquisition standpoint,” he says, adding that, “from a retargeting standpoint, November/December is great [timing] to activate those new users that they’ve acquired. Bringing consumers through that journey, he notes, will help increase their spending. And, ultimately, driving revenue is what will keep mobile marketing moving forward.

MAXIMIZING YOUR CREATIVITY AND INVESTMENT ON MOBILE

投稿日 September 01, 2017  •  Ad Age

This webinar will explore theconsumers' mobile user experience and how advertisers can optimize their video advertisements for the mobile device. We will also share what tools marketers need to assimilate their ads for the mobile platform and address any issues related to mobile creativity and interactivity.

Key themes include:

  • How advertisers can adapt their TV ads for mobile
  • Mobile-only formats that really engage and deliver
  • New standards in mobile video
  • How to set up mobile marketers for success

All registrants will receive a copy of InMobi's whitepaper, "5 Highly Engaging Mobile Video Formats to Reach Consumers In-App."

The Trade Desk tackles in-app viewability measurement with InMobi and Rubicon Project

投稿日 September 06, 2017  •  VentureBeat

Ad fraud is on everyone’s lips these days.

Whether we’re talking about off-screen mobile ads, fake clicks, or viewability issues, the industry is rife with problems. The good news? The industry is — piece by piece — coming together to right these wrongs.

Today, The Trade Desk joins the fray by announcing a collaboration with InMobi and Rubicon Project, creating what the company claims is a first-to-market in-app viewability measurement solution.

It has been widely accepted that there aren’t any simple ways to measure in-app viewability, which makes this announcement particularly important. So, how does this solution differ from other, more complex options?

“A key difference in our joint solution is that InMobi is the first SSP to enforce the adoption of a provider’s viewability measurement SDK and then audit their publishers for integration completeness and version control,” Tim Sims, SVP of inventory partnerships at The Trade Desk, told me. “Objective, third-party measurement is critical to making sure no one is grading their own homework.”

The alliance between DSPs and supply partners allows buyers to activate viewability metrics on in-app campaigns at scale.

But how does the solution work, and what do advertisers and marketers need to do to implement it?

“The Trade Desk places a third-party viewability measurement tag at bid time and can measure in-app viewability in a way similar to how web measurement is achieved,” Sims said. “With this integration, a differentiator is that app impressions will now be included in all optimization levers that are available in The Trade Desk’s platform. This has been one of the biggest hurdles that has prevented the growth and adoption of in-app traffic, and we plan to change that.”

Others have attempted to solve the in-app viewability issue before now. Integral Ad Science developed an open-source SDK that vendors can use for in-app verification, for example. Does this bear any relationship to that project?

“The open source SDK effort is not part of this project,” Sims said. “However, as the adoption of this SDK grows, it will complement our solution. With the bid request signal that InMobi is passing, they are able to tell us that any supported SDK is present, and we can bid with the right tag. For instance, InMobi currently sends eligibility for other vendors as well, and Integral Ad Science is one of them. Thus, this new approach offers a scalable way to signal back to us any new vendor.”

All of this is a step in the right direction for an industry that urgently needs transparency and reliable measurement solutions.

“It is critically important that advertisers have transparency, as well as consistent, independent measurement for all their media,” said Anne Frisbie, SVP and GM of global brand and programmatic at InMobi. “By working with The Trade Desk to support MRC-accredited viewability for mobile in-app programmatic buying, we are a step closer to fulfilling this promise. This will help advertisers gain a greater understanding of the value of in-app advertising, including in-app video advertising.”

So what does the future hold for in-app viewability measurement, and what are the next best steps the industry can take to reduce fraud?

“The use of objective measurement providers needs to be replicated throughout the industry and applied to all impressions across all formats to reduce fraud,” Sims said. “Several SSPs are now interested in this solution; we’d like this approach to become standardized and part of OpenRTB.”

A guide to programmatic in China

投稿日 September 07, 2017  •  Digiday

China is a hotbed of programmatic activity, with many Chinese investors aggressively acquiring U.S. ad tech firms and Western programmatic players building operations in the country.

But the Chinese ad tech landscape is very different from that in America. For instance, in the U.S., vendors — excluding companies like Facebook and Google with walled gardens — serve as either a demand-side platform or a supply-side platform because of the conflict of interest. But in China, most programmatic players typically play both sides. Many local DSPs there own ad networks, and publishers tend to build their own SSPs, according to ad tech executives.

“China is an extremely ownership-centric market, as large players on the buy side want to build a full tech stack,” said Abhay Singhal, co-founder and chief revenue officer for mobile ad platform InMobi. “For instance, Amazon in the U.S. has its own ad exchange, but it still works with third-party solutions like The Trade Desk to buy media. In comparison, JD [an e-commerce platform] in China owns a DSP and doesn’t work with any other DSPs.”

Below is an overview of the Chinese programmatic market.

The buy side
In China, the buy-side business is more dynamic than the sell side. Unlike in the U.S., transparency is not a big focus for most Chinese advertisers and publishers, so it is common to see companies in China offering both buy-side and sell-side solutions, according to Hagai Tal, CEO of mobile ad company Taptica. “We’ve seen publishers and vendors build both DSPs and SSPs in China, taking a 30 percent cut from each side,” said Tal.

Wei Wang, country manager of China for mobile analytics firm AppsFlyer, agreed that the line between an SSP and a DSP (or even a data management platform) is blurry in China. He said it is far more common for companies to own a DSP and an ad network consisting of their own app traffic and ad inventory purchased from a public ad exchange.

“These companies refer to themselves as ‘DSPAN,’ and they are mostly made up of independent mobile ad networks that are trying to catch up with the DSP hype,” said Wang.

The problem with the DSPAN model is some players buy remnant inventory in bulk at low CPMs and later sell it to advertisers at a highly marked up price. And those DSPs tend to sell ad inventory in their own ad network inventory first before they buy from exchanges, according to Selina Wong, vp of marketing for DSP iClick Interactive. “Not everyone is doing this, though,” she said. “Some DSPANs just charge a tech fee.”

Ad tech players that buy low and sell high exist in the U.S., but it is more opaque in China because the market lacks third-party validation, according to Singhal. “Big Chinese publishers typically don’t allow external measurement companies to access their inventory,” he said.

Baidu, Alibaba and Tencent, known collectively as the BAT, take a prominent share of the programmatic market in China. Beyond the BAT, major independent DSPs include iPinYou, Limei and AdSame, according to Wang.

Singhal also added that agency trading desks have less media buying power in China than in the U.S., as Chinese brands prefer working directly with tech vendors and only have agencies execute programmatic campaigns.

“In China, we tend to work directly with brands rather than stay agency-centric because agencies over there don’t really control media and make media buying decisions,” he said.

The sell side
There are few independent SSPs in China because large publishers prefer building their own SSPs to sell traffic at the highest price possible, while small publishers typically sell their ad inventory to big ad networks like the BAT, according to Wang. “Most SSPs are major apps, such as [location-based dating app] Momo [and livestreaming services] Youku and iQiYi,” he said.

Western ad tech companies’ role in China
Lately, a bunch of big U.S. ad tech companies have set up operations in China. For instance, The Trade Desk opened an office in Shanghai this year, while last August, TubeMogul reportedly grew its sales force in Shanghai to six people and its research and development center in Chengdu to 50 engineers before Adobe acquired it in November. But those Western tech companies have difficulties with scale in China, according to a Chinese ad tech executive who prefers anonymity.

The executive said most Western programmatic players run “inbound businesses” that help brands without a presence in China target Chinese audiences on Chinese media or “outbound businesses” that help Chinese brands like Tencent and Huawei target international audiences on Western media. But few Western ad tech companies can win “domestic businesses,” which involves working with local brands or international advertisers like L’Oréal and Procter & Gamble that already have offices in China to target Chinese consumers on Chinese publishers’ websites and apps, according to the Chinese ad tech executive.

“If Western companies only do outbound and inbound, their business will be stable, but they can’t scale because domestic business is where the money is,” he said, adding that it would be very hard for Western ad tech players to compete with local DSPs for domestic business deals because of technology integration and commercial inflexibility like discounts and rebates.

“It’s less about the language barrier, as brands or agencies can create ads in Chinese,” he said. “It’s more about the business culture and how you negotiate with publishers.”

Top 10 advertising partners for video app ads

投稿日 September 19, 2017  •  Tune Blog

At our recent conference, Postback, Senior Marketing Manager at Poshmark Esther Hwang said that one of the top things marketers can do is avoid overusing just a few channels.

“I think the main challenge that Poshmark faces — and I think a lot of other advertisers face — is finding scale outside [the Facebooks, Twitters, Pinterests, and Snapchats] that’s scalable and comes from a different source,” Hwang said. “Because after a while, the users that you hit are going to start overlapping. The more diverse you can get with your channel portfolio, the healthier it’s going to be.”

The challenge, of course, is finding those diverse channels. But that’s precisely what TUNE set out to solve with the Mobile Advertising Index. The Mobile Advertising Index allows marketers to search for advertising partners based on specific criteria, like type of partner (ad network, DSP, incentivized, etc.), pricing model (CPM, CPC, CPI, etc.), and so on.

In this series, we’re unveiling top advertising partners based on different platforms, advertising formats, regions and pricing models, so you can get a feel for what other partners are out there, and maybe even come away with a few new ideas to diversify your own media mix. Let’s get started!

The best ad networks and publishers for video ads

First up in the series are advertising partners for the search criteria of video. You’d use this criteria if you want to attract users to your app with video ads, and want to know which partners other marketers use the most. The Mobile Advertising Index filters more than 1,000 advertising networks and publishers, so you know you’re truly getting an accurate picture of the top players in the space. Here are the top 10 advertising partners that TUNE customers use most for video ads:

  1. InMobi

InMobi is a global mobile advertising and discovery platform that reaches more than 1.5 billion unique mobile devices, with more than 20,000 global advertisers. Based in India, InMobi has 22 offices across 17 countries and employs around 1,000 people worldwide. InMobi launched their video advertising platform in 2014. Their suite of video advertising formats includes interactive, vertical, native, 360-degree, opt-in and in-stream videos.

  1. AppLovin

AppLovin is an ROI-based mobile marketing automation platform that delivers relevant content to more than 1 billion users per month. Based in Palo Alto, CA, AppLovin has six offices and 90 employees worldwide. According to AppLovin’s data, consumers are three times more likely to install an app if they see an AppLovin message.

  1. Fyber

Fyber is a mobile advertising technology company that helps app developers, publishers, and advertisers execute smart ad monetization strategies across connected devices through a worldwide supply-side platform (SSP). They serve approximately 150 million unique users per month, offering mediation, exchange, user acquisition, analytics, and ad format solutions. Fyber was founded in 2009 and is headquartered in Berlin, Germany, with an additional office in San Francisco, CA.

  1. Taptica

Taptica is a mobile advertising technology company that provides a mobile demand-side platform (DSP) and data management platform (DMP) for advertising agencies and brands. Taptica works with 50,000 supply and publishing partners worldwide, and 600+ brands and app customers. Founded in 2012, Taptica is based in San Francisco, CA, with six other offices worldwide.

  1. ironSource

ironSource builds discovery, engagement, monetization and analytics tools for app developers, device manufacturers, mobile carriers, and advertisers. They allow content creators across platforms to turn their digital content into viable businesses without having to charge for them. Founded in 2011 in Tel Aviv, ironSource has eight global offices.

  1. AdColony

AdColony is a mobile video advertising and monetization platform that plays high-definition videos. Their instant-play video advertising technology delivers video ads across iOS and Android platforms, allowing brands, agencies, or app advertisers to engage audience with mobile videos. AdColony was founded in 2008 and is based in Los Angeles, CA, with six additional offices worldwide. As of 2014, AdColony operates as a subsidiary of Opera Software ASA.

  1. TapJoy

TapJoy provides a diverse suite of rewarded video and rich media ads so developers and brands leverage can acquire high-value users and generate more revenue. Their SDK is embedded in more than 15,000 mobile apps and reaches more than 520 million active users per month. Headquartered in San Francisco, TapJoy has six additional offices worldwide.

  1. Unity Ads

Unity Ads enables publishers to integrate video ads into their mobile games in a way that both increases player engagement and revenue. According to Unity Ads data, they offer the highest average revenue per user (ARPU) of any global rewarded video ad network. Unity Ads is part of Unity Technologies, which has 24 offices worldwide.

  1. Vungle

Vungle provides advertisers with creative optimization technology, targeting, and HD video ad delivery to reach and acquire high-quality users worldwide. Top publishers rely on Vungle to generate revenue with engaging video ads, with 3.5 billion video views served monthly across 975 million unique devices. Vungle is based in San Francisco with eight global offices and more than 180 employees.

  1. Chartboost

Chartboost builds technology for mobile game developers, helping them make money and build businesses with their games. Chartboost allows video game developers to create customized interstitial and video ads, promote new games, and swap traffic with one another. Chartboost is integrated into 300,000 games with 40 billion monthly game sessions and more than 1 billion monthly active players. Chartboost has offices in San Francisco and Amsterdam.

How the methodology works

You’ll notice a few columns in the top 10 graphic:

  • Adoption: The number of TUNE customers currently working with the partner
  • Install Volume: The total number of installs driven by the partner
  • Conversion Rate: The rate of clicks that converted into actual app installs

By default, the Mobile Advertising Index shows ranks based on adoption of the advertising partners from TUNE customers. The Index provides an absolute rank number for each partner, so the partner that customers use the most for video is ranked first (in this case, InMobi) and then all other partners fall in line behind them. The Mobile Advertising Index reveals data from the past 30 days. You can come back to the page day after day to get the most up to date data for these criteria.

Top Ad Networks Partner to Fight Ad Fraud with Adjust

投稿日 September 19, 2017  •  Martech Advisor

Top Ad Networks Partner to Fight Ad Fraud with Adjust

Berlin And San Fransisco: Today Adjust announced the expansion of its Coalition Against Ad Fraud (CAAF) with a new set of strategic partners and guidelines for entry. All CAAF members have contractually undersigned these guidelines in order to participate in the fight against fraud. New members AdAction, AdColony, AppLift, Aarki, Dynalyst, Fyber, i-mobile, Inmobi, IronSource, Jampp, Liftoff, Nend, Remerge, Vungle and YouAppi join a growing list of platform leaders that have pledged to tackle mobile ad fraud head-on, working closely together to develop new solutions that further benefit advertisers being plagued by fraudulent traffic, with the aim of disincentivizing fraud even further.

With mobile in-app ad spend topping over $5.6 billion in the US last year, performance ad fraud is a problem that advertisers and networks can no longer afford to ignore. Adjust, the industry leader in attribution and analytics was the first platform with a commercially available offering of tools that directly prevent performance mobile ad fraud with its Fraud Prevention Suite (FPS). Since the launch of FPS, many companies have been quick to follow, although none are currently actively preventing and denying attribution of fraudulent engagements.

Christian Henschel, CEO of Adjust, said: “Since announcing our plans for a coalition last year, we’ve received widespread interest from prominent platforms to join our efforts in the fight against ad fraud, so we’ve created a program where we can work with partners that adhere to our guidelines that will help us mitigate the billion-dollar fraud market. It’s a critical issue plaguing every publisher in the mobile industry and it’s imperative that every facet of the advertising ecosystem work together to succeed. With CAAF, I believe we’ll continue to gain traction on preventing fraud.”

Fraud rates vary depending on both the network and publisher, and can range from <1% to over 10% of total media spend. These rates can change dramatically when fraudsters are cut off from their earnings, quickly switching to other offers or even networks as soon as they realize they aren’t being paid - this is why it’s imperative to deny attribution at the source; a main focus of CAAF. Currently Adjust’s FPS is actively denying fraud from being attributing to the tune of approximately $1,000,000 a day in saved ad budgets. Apps from companies like Rovio, Careem, and Viber are all using Adjust’s FPS.

Brian Fox, CEO of AdAction about the coalition: “We’re all seeing how ad fraud is negatively impacting the mobile industry and what’s at stake for the future if things don’t change. Joining CAAF gives us the opportunity to take a united stand with other industry experts, sharing our knowledge and experiences to help develop high-quality technology that prevents fraud and eliminates the rate at which it’s impacting advertisers’ ad spend.”

Yasuhiro Kai, Director of i-mobile Ad Network Department, about the coalition: “We are joining CAAF because we want to eliminate ad fraud and provide an environment where advertisers can run mobile ads with confidence. In order to fight mobile ad fraud, we are committing to data transparency and technological development so that we can provide an even better product for our clients.”

CAAF has defined a set of guidelines that members must adhere to, which includes further establishing what constitutes performance fraud in alignment with IAB standards, committing to latency guidelines, and agreeing who is responsible for dealing with it. An example of this is agreeing to reject poached organic traffic, cutting off the money supply to fraudsters running these widespread schemes. The responsibility of this rejection is reliant on two parties agreeing and working together - the attribution provider detecting and rejecting the fraud, and the networks not charging advertisers for fraudulent activity with a commitment to kicking out fraudulent publishers from their system.

Added Henschel: “Fighting fraud in the mobile advertising industry breaks down if we don’t work together, so developing and adhering to these guidelines is critical. We just can’t go it alone, we’ll be more effective in preventing mobile fraud together.”

How Game Advertising Is Uniquely Suited For Consumer Engagement

投稿日 September 19, 2017  •  IAB

Games differ from other forms of entertainment mainly because play requires active participation from consumers. Advertisers and publishers need to keep in mind the unique characteristics of a “lean-in” game experience when deciding on the best integration and media placements. There is a unique opportunity to leverage ad formats which drive both retention for publishers AND awareness and purchase intent for brands. And that’s why the IAB Game Committee, which I am a co-chair of, will be speaking at the upcoming New York Media Festival to discuss some of the ways that publishers and brands can monetize and reach this huge, engaged audience.

It’s important to note that in-game ad formats can vary depending on the game mechanic and most in the industry would agree that the best consumer experiences come when game developers incorporate brands and media placements in the game at the concept phase of the game design. This can include integrations, sponsorships, experiential and video.

Game Advertising Engagement = The Gold Standard for Marketers

Some fellow IAB Game Committee members shared their perspectives on proven engaging game ad formats and my thoughts follow:

Julie ShumakerUnity TechnologiesIAB Game Committee Co-chair

In-game Reward Advertising represents an ad format 81% all mobile game players prefer, and it’s easy to see why. But before I go there, let’s define reward ads. What we mean is advertising that unlocks additional content instead of consumers using pay to skip features like DVR. In-game rewarded ads are not offering real-world currency. We have found this type of ad has lower engagement rates as users mine for currency across mobile, instead of spending time within the content they love.

Back to why 81% of gamers chose reward ads. First, the content is available to consumers by choice. The user has direct access to go left and pay or go right and continue to enjoy gameplay, additive content levels or even items to improve their game experience. Who doesn’t love choice? Next, the content is entirely professionally developed. No UGC videos here. And the consumer’s awareness of this point is high, to the tune of two-thirds of all mobile gamers know their content costs money to develop and is brought to them by advertisers. Finally, this player centric approach results in brand value in the form of a full screen, opt-in engagement with the highest view completion rates in mobile.

So, while all advertising is reward based where consumers use their time with ads in exchange for desired content, mobile games offer an unparalleled value for consumers and brands alike.


Kym Nelson
Twitch
IAB Game Committee Co-chair

The esports industry is bigger than you think it is. Through sponsorship and event branding, these events offer incredibly lucrative advertising opportunities that can no longer be overlooked. They provide a diverse range of branding opportunities which could come in the form of booths, video displays, freebies, posters, interactive advertising, and many other creative methods.

However, the real branding potential is found in the staggering online audiences. These branding opportunities are made even more attractive to marketers when you consider that the industry is far from saturated and continuing to grow at a rapid rate. The figure of 34 million viewers is a 32% increase from the previous year.

These statistics are no mere outlier for a one-off event. Esports events are held as regularly as major sporting events. Year by year, they grow bigger and better. Their first season had about 500,000 video sessions. Their latest, season ten, topped 132 million. Fans, could watch in 26 different languages across 14 platforms, from Twitch to Yahoo. The diversity of platforms creates competition that thus far has kept advertising prices low. In addition, each platform offers its own unique branding opportunities. Brands looking to advertise on these channels can now choose which platform best suits their preferences, product, spending range, and target audience.


Anne Frisbie
inMobi
IAB Game Committee Member

Games offer high reach, high impact video advertising akin to personal ‘15-second’ TV commercials. In gaming, brands are able to reach consumers in a non-divisive brand safe environment while their target audience is both tuned-in, and in a laid-back entertainment mindset. Video ads are full-screen, without any clutter, and give advertisers 100% share of voice. These mobile video ads in gaming environments are able to deliver video completion rates of 75%+, and IAS & Moat MRC-accredited viewability metrics of 90%. With primetime TV CPMs on the rise and premium OTT video experiences like Netflix and Amazon Video opting for direct-to-consumer subscription models, gaming offers a great additional TV-like advertising experience.

In addition to high video completion rates, brands can further engage consumers with interactive end cards (which is a clear best practice for mobile video ads in gaming environments), and we are seeing about 15% average engagement rates with interactive end cards.

For performance advertisers (across a wide range of categories), we are seeing video advertising as a highly effective ad format within gaming environments. Additionally, we have found that interactive video is driving 1.8 times greater conversions than non-interactive video for gaming performance advertisers.


Gabrielle Heyman
Zynga
IAB Game Committee Co-chair

From my perspective, integrations in mobile games are an important way to leverage not only the 2-way engagement games offer, but the huge reach of the audience. According to Mary Meeker’s 2017 Internet Trends Report, three-quarters of mobile users are mobile gamers. Integrations in game offer unparalleled time spent and interaction with a brand. We’ve seen several advertiser integrations in games drive upwards of 15 minutes time spent with the brand.

In a game with natural breaks between levels, a video interstitial between turns mimics the commercial break found on live TV. Much has been made of the interruption this poses to consumers. However, the data tells a different story. For some of the largest games in terms of Reach – Zynga’s Words With Friends is an example – the game has maintained its position as the top #1, #2 or #3 game for eight years, even with an ad after every turn. For game publishers and consumers ads are seen as a fair value exchange for otherwise free content.

From rewarded video to esports, playables and video interstitials, game advertising is uniquely suited for consumer engagement and, as we all know, engagement is the new gold standard for marketers.


The IAB Game Committee represented by Gabrielle Heyman, Julie Shumaker, Kym Nelson and Anne Frisbie will speak about this topic at a panel discussion moderated by IAB’s Susan Borst at the New York Media Festival on September 26 from 3:00-3:30pm ET in NYC. To learn more about the panel and to register, click here.

For more information about the IAB Game Committee, please contact susan@iab.com.

Gabrielle Heyman is Head of Global Ad Sales for Zynga where she is responsible for driving Direct and Programmatic Advertising Revenue and specializes in Mobile, Video and Engagement advertising. She has a passion for the intersection of art and science, with a particular focus on the revolution in Entertainment consumption and its impact on brand advertising. She is also a co-chair of the IAB Game Advertising Committee.

12 Inspiring Female Architects in Software and Data!

投稿日 October 10, 2017  •  MWomen2.0

Hollywood’s Silicon Valley TV show continues the long-established narrative that here in the Silicon Valley, technology / startups equals guys in hoodies / jeans. That’s not always the case; leading ladies who code in Halt and Catch Fire (“the West Wing with computers”) and Mr Robot are worth watching.

Here are 12 female architects in software, data and more to inspire the next generation of girl geeks and technical women:

Aruna Susarla, Senior Architect, PayPal

Aruna cares deeply about performance and reliability and redefines the payment experience to delight customers and also make sense for the bottom line.

Aruna is a Senior Architect at PayPal, with over 15 years of industry experience. She was responsible for building scalable, high performance innovative solutions that PayPal can deploy on mobile as well as traditional Point of Sale systems for retailers. Follow her on Twitter at @aruna_susarla.

Avery Wong Hagleitner, Software Architect, IBM

Avery has over 16 years of software development experience at IBM. She earned her graduate degree in software engineering from San Jose State and a undergraduate degree in computer science with a minor in psychology from UC San Diego. She shares fun pictures of her view from IBM as well as her travels on Instagram.

Avery is a Software Architect for IBM, working on Cognos Dynamic Cubes at the IBM Silicon Valley Laboratory. Her interests range from high-performance Java server applications to engaging graphical user interfaces; her areas of expertise include BI, data warehousing and analytical processing. Follow her on Instagram at @flav0rave.

Denise McInerney, Data Architect, Intuit

Denise began her career as a database administrator, managing and developing databases for online transactional systems. She frequently speaks at conferences and serves as VP Marketing for PASS, an international organization of data professionals.

Denise is as a Data Architect at Intuit, where she designs and implements BI and analytics solutions with a focus on enabling the work of analysts and business users. She advances women in technology as illustrated in Vinay Pai’s blueprint on “how to be a male ally for women in tech”. Follow Denise on Twitter at@denisemc06.

Gwen Chen Shapira, System Architect, Confluent

Gwen has over 15 years experience working with code and customers to build scalable data architectures, integrating relational and big data technologies. Her first job was as a web developer during her studies at Tel Aviv University, and she dreamed of writing kernel drivers and network algorithms instead of web applications. (Source)

Gwen is System Architect at Confluent, and currently specializes in building real-time reliable data processing pipelines using Apache Kafka.She is an Oracle Ace Director, an author of “Hadoop Application Architectures”, and a frequent presenter at data driven conferences. Gwen is a committer on Apache Kafka and Sqoop. Follow Gwen on Twitter at @gwensnap.

Jeanine Walters, Software Architect, Salesforce

Prior to Salesforce.com, Jeanine held multiple technical positions for companies great and small, including an internet company that she founded. She first learned how to program when she was in the 1st grade and strongly believes in the saying, “You miss 100% of the shots you don’t take.” In her spare time, Jeanine enjoys dancing and playing Capoeira.

Jeanine is a Software Architect at Salesforce. Her biggest success was architecting a solution and building a team for a feature that no one else thought was possible. In addition to architecting and writing code, her work includes mentoring and guiding other engineers, and working with product management on direction. Follow Jeanine on Twitter at @jeaninesw.

Jen-Mei Wu, Software Architect, Indiegogo

Jen-Mei is a founder and organizer of Liberating Ourselves Locally, a social-justice-oriented, people of color-led, and gender diverse maker/hacker space in Oakland. She is also one of the organizers of Indiegogo’s Diversity and Inclusion group, and has volunteered for RailsBridge to teach women Ruby programming.

Jen-Mei is a Software Architect at Indiegogo, where she works on engineering guidelines and architecture for the engineering team. Her current focus at Indiegogo is on infrastructure (e.g. cloud hosting), performance, and front-end architecture. Her previous roles include engineer, founder, CEO, product manager and more. Follow Jen-Mei on Twitter at @jenmeiwu.

Kristen Robins, IT Architect, VMware

Kristen’s career began at Cisco as a software engineer and engineering manager, where she architected interface management software for Cisco CRS-1 Carrier Routing System. Kristen has authored 10 patents since graduating from Caltech with a degree in computer science.

Kristen is an IT Architect at VMware in Palo Alto, where she created Storage-as-a-Service and Backup solutions for OneCloud. She designed the platform for wired & wireless network monitoring and optimized the company WAN design. Prior to VMware, she was Datacenter Architect at Cisco and Director of Systems Engineering at DataRunway.

Linda Liu, Big Data Architect, IBM

Linda started her career with a degree in marketing, followed by graduate studies in computing. At IBM, she works with customers on big data use case implementation, focus primarily on Hadoop, Spark, open source and machine learning technologies.

Linda is a Big Data Architect at IBM in Silicon Valley, in Machine Learning. She contributes to the IBM developerWorks and keeps a blog on big data, analysis and case studies at Big Data Farm. She is a guest speaker and panelist for UC Berkeley Data Analytics Bootcamp, and presents at IBM conferences.

Senda Gopalakrishnan, Senior Staff Architect, Tesla

Senda has over 18 years of experience in data architecture, design, analysis, development, implementation and management of analytics and BI applications in telecom, hi-tech, consumer products, and healthcare verticals.

Senda is currently a Senior Staff Architect at Tesla. She is an expert in data architecture and analytics product development. Prior to Tesla, she was Senior Data Analytics Architect at GE Healthcare for hospital operations products, Data Warehouse Architect at MobiTV, and Senior BI Architect at Qualcomm. Follow her on Twitter at @senda_g.

Smita Wadhwa, Architect, InMobi

Smita is an Architect at InMobi. Prior to InMobi, she was a Tech Lead at Yahoo! and began her career as a research intern at Yahoo! on video advertising. Smita earned her M.S. in computer science from Netaji Subhas Institute of Technology in India. Follow her on Twitter at @smitaw.

Snezana Sahter, Principal Software Architect, eBay

Snezana joined eBay in 2004 as an engineer. Over the span of decade, she has grown into an architect role, and has authored several patents.

As a Principal Software Architect at eBay, Snezana has led and been a major contributor to complex business critical initiatives.She has led and been major contributor to complex business critical initiatives, including the feedback system re-design, seller standards, identity verification and entity resolution.

Ümit Yalçınalp, Architect, Oracle

Ümit co-founded a Turkish Women in Computing group in 2011. She authored a SOA book; edited and contributed to well-known WS-*, Java, SOA specs and contributed to the development and delivery of standards from 1998 to 2006. (Source).

Ümit is an Architect at Oracle in Identity Management. Her technical leadership and people management experience spans over 20 years. Prior to Oracle, she taught computer science at Mills College and worked as a Lead Architect at Adobe and Evangelist at Salesforce and Architect at SAP. Follow her on Twitter at @umityalcinalp.

InMobi Hires Tech Veteran Ravi Krishnaswamy as its new Chief Technology Officer

投稿日 October 24, 2017

Bengaluru, India, 24 October 2017- InMobi, the world’s largest independent mobile advertising platform today announced the appointment of Ravi Krishnaswamy as its Chief Technology Officer. Ravi brings in more than 20 years of enterprise and internet domain experience as a strategic technology leader, focused on developing large scale infrastructure and platforms at global organizations like Microsoft. Most recently, Ravi was the Senior Vice President of Engineering at Flipkart, responsible for leading the infrastructure and platforms group. Ravi also headed the e-commerce provider’s logistics wing.

Naveen Tewari, Founder and CEO said, “We are pleased to welcome Ravi to the InMobi leadership team. His breadth of experience across the mobile industry, the startup ecosystem and his expertise as a technology leader is a successful combination in driving our technology portfolio.”

At InMobi, Ravi will lead the company’s technology strategy and innovation agenda supporting the organization’s tech vision in big-data and AI. His key mandate will include evaluating where the biggest technical opportunities and risks are and helping nurture a culture of innovation within InMobi’s engineering organization.

“InMobi has been a bellwether company for Indian startups. It was India’s first unicorn and one of the only global tech-product companies built from the ground up in India. I’m excited to be part of a team that has been the stuff of folklore and has been home to India’s brightest tech minds. I am looking forward to taking InMobi’s global tech dream into the next sphere of growth and data-driven innovation” said Ravi Krishnaswamy, CTO, InMobi.

“We are delighted to onboard Ravi into this role. His vast experience in leading large-scale global teams and advanced internet start-up teams will be indispensable as he takes over the reigns as InMobi’s new CTO,” said Mohit Saxena, Co-founder and current CTO who will continue to lead the organization in his capacity of a Co-founder.

Ravi’s career spans across academia and the industry as a researcher, engineer, developer and leader. He was with Microsoft for close to two decades, leading various broad-scoped charters including building Microsoft's next generation cutting-edge cloud OS platform as he led the Azure teams at Microsoft IDC. Ravi also pioneered the strategic evolution of the .NET platform and ecosystem during his tenure leading the .NET framework core charter.

Before joining Microsoft, Ravi co-founded a technology start-up in the bay area in the mid-90s, specializing in mobile enterprise network management. As an entrepreneurial enthusiast and angel investor, Ravi mentors technology startups in his spare time and is also an advisor to startups like BookMEDs, Xampr among others. He holds a Master’s degree in Computer Science from the University of Illinois.

About InMobi:

InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide. For more information, please visit www.inmobi.com

Media Contact:

pr@inmobi.com

InMobi and Talks Media Join Forces to Disrupt Mobile Advertising in Italy

投稿日 October 10, 2017

InMobi, the world’s largest independent mobile advertising platform, today announced an exclusive partnership with Talks Media, Italy’s leading mobile media and technology house. This partnership will help agencies and advertisers in Italy to leverage InMobi’s cutting-edge mobile advertising technology to engage users across its global network of premium apps.

With this partnership, Italy has access to InMobi’s full stack of mobile-first solutions including innovative video ad formats and unique consumer profiles built on rich 1st party and 3rd party data. This empowers brands to reach the right audience, maximising the value of a clients’ media buying investments.

InMobi reaches more than 1.5 billion unique users worldwide, including 13 million users in Italy today, covering 42% of the total smartphone users in the country. InMobi has also partnered with industry leaders such as Integral Ad Science and Moat for independent viewability verification and attention measurement, and delivers ads that are twice as viewable than the industry standards for in-app video ads.

Mobile advertising is expected to grow in Italy by 30% in 2018, according to thee-marketer Global Ad Spends Report. With in-app advertising projected to contribute to over 90% of allmobile advertising spends by next year, advertisers are expected to increasingly leverage mobile as the primary medium to engage consumers, especially through the use of mobile video.

“We are really excited about our partnership with InMobi: Talk Media’s sales experience, combined with InMobi’s outstanding mobile product, will be a real killer application for the Italian market. The Italian market is lacking scalable ad technology where KPIs like viewability and targeting can be guaranteed: a partnership between InMobi and Talks can fill this void and give advertisers a new solution to hit their goals”, said Marco Iacobellis, CEO at Talks Media.

“By pairing InMobi’s innovative mobile products with Talks Media’s in-depth knowledge of the Italian market we will allow advertisers across Italy to access a mobile-first advertising suite addressing any mobile marketing challenge they might be facing”, said Amine Melouk, VP & GM, InMobi Europe.

About InMobi:

InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.56 billion unique mobile devices worldwide, and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About Talks Media:

Talks Media is one of the fastest-growing Italian ad networks, with 300,000 unique visitors per day, over 100 million monthly page views and more than 4 million profiles, with a strong focus on teen and female demographics. Founded in 2010, Talks Media works with agencies, central media, customers and public administration. For more information, visit www.talksmedia.it/

Media Contact:

pr@inmobi.com

InMobi & Horyzon Partner to Conquer French Mobile Advertising Market

投稿日 June 29, 2017

InMobi, the world’s largest independent mobile advertising platform, today announced an exclusive partnership with Horyzon Media, the third largest advertising network in France. This partnership will help agencies and advertisers in France to leverage InMobi’s cutting-edge mobile advertising technology to engage users across its global network of premium apps.

With this partnership, Horyzon Media has access to InMobi’s full stack of mobile-first solutions including innovative video ad formats and unique consumer profiles built on a rich 1st party and 3rd party data. This empowers brands to reach the right audience, maximizing the value of a clients’ media buying investments.

InMobi reaches more than 1.5 Billion unique users worldwide, including 33 Million users in France today. InMobi has also partnered with industry leaders for independent viewability verification and attention measurement to deliver ads that are twice as viewable than the industry standards for in-app video ads.

Mobile advertising is expected to grow in France by 42% in 2017, according to the e-marketer Global Ad Spends Report. With in-app advertising projected to contribute to over 90% of all mobile advertising spends by next year, advertisers are expected to increasingly leverage mobile as the primary medium to engage consumers, especially through the use of mobile video.

"With InMobi, we are becoming a major player in the mobile and worldwide advertising industry for French advertisers. We will now offer our advertisers and media agencies mobile offers that are 100% transparent, certified and above all a real communication alternative to GAFA," said Eric Aderdor, President at Horyzon.

"InMobi now has a strong ally in Horyzon, who brings an equal amount of commitment to excellence with its in-depth market understanding, rich digital expertise and our vision for mobile advertising centered around the end user," says Amine Melouk, Vice President Europe at InMobi. "This partnership extends our regional coverage and allows advertisers to access our mobile-first advertising solutions for any mobile marketing challenge they might be facing.”

About InMobi

InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit www.inmobi.com

About Horyzon

Horyzon Media becomes quite simply Horyzon… stronger and simpler. Much more than just a sales house (with 23 million UV and almost one billion monthly impressions), we are a global player in the world of branding, client experience, and creating audience engagement. Horyzon is where performance meets creativity. To find out more visit : www.horyzon.com

Media Contact:
pr@inmobi.com

A Look Ahead: What’s In Store For Mobile Games In 2017

投稿日 January 04, 2017  •  [a]list daily (US)

Mobile gaming had a spectacular year in 2016 with the release of Pokémon GO, Clash Royale and others that brought the industry to a new level. Now the industry is poised to have another amazing year, with Apple’s subscription policies and technologies such as mobile VR poised to make big impacts. [a]listdaily speaks to a panel of industry insiders and experts to find out what big changes might be ahead for mobile in 2017.

Read the original article here.

Ad Trade Groups Push for Standardized Mobile Viewability Metrics

投稿日 January 06, 2017  •  ​Wall Street Journal (US)

A pair of top advertising trade groups are urging publishers to consider adopting a uniform means of tracking whether ads can be seen in their mobile apps.

Ad buyers are hoping the move may spur the likes of Goo`gle and Facebook , FB 0.12% which dominate digital advertising, to eventually come on board.

Read the original article here.

Bringing Mobile Shopping Discovery to Life With Remarketing

投稿日 January 10, 2017  •  ​Total Retail (US)

As a self-proclaimed fashion enthusiast, Ben spends considerable time using apps on his phone. Switching from one app to another, Ben constantly longs for that moment of serendipity — profusely exploring thousands of fashion catalogs daily until that one product sparks his interest. Unlike the transactional nature of intent-based buying, where a user has a linear experience from selection to purchase, discovery shopping for the Ben of today’s world is a nonlinear process and can appear as a complex challenge to retailers. However, reading and responding to Ben’s signals effectively can drive discovery shopping and subsequently improve consumer stickiness and grow customer loyalty.

Read the original article here.

The Road Ahead: Mobile Marketing Resolutions That Industry Leaders Should Keep

投稿日 February 02, 2017  •  Adotas (US)

Last year was a spectacular year for the mobile advertising industry and it doesn’t seem to be slowing down anytime soon. Mobile ad spend is up 430 percent since 2013, and with more than 2 billion smartphone users worldwide, it’s becoming clear that the future of digital marketing is mobile. Globally, eMarketer predicts mobile will account for 71 percent of all digital spend (and 32 percent of all media) by 2020.

Read the original article here.

InMobi Partners With Adsquare On In-App Audience Targeting Solutions

投稿日 February 08, 2017  •  MediaPost (US)

Mobile ad platform InMobi on Wednesday said it’s partnering with mobile data exchange adsquare to create a suite of in-app audience targeting solutions for advertisers in Europe, offering brands access to InMobi’s global mobile consumer profiles. The suite includes multiple data sources like TomTom, Mastercard, and Acxiom designed to enable brands to achieve even more reach.

Read the original article here.

InMobi Partners with Adsquare for In-app Audience Targeting

投稿日 February 08, 2017  •  Mobile Marketing Magazine (UK)

Global mobile advertising and discovery platform InMobi has partnered with Adsquare, a mobile data exchange, to create a suite of in-app audience targeting solutions for brand advertisers in Europe.


The partnership gives marketers and brands access to InMobi’s global mobile consumer profiles and aims to enable marketers to leverage a more in-depth set of audience insights – such as age, gender, and household composition – both on the InMobi network and the InMobi exchange at ‘unparalleled scale and granularity’.

Through the combination of these insights, across the two platforms, the pair hope to offer unique audience segments that enable brands to reach the right audience – ‘maximising the value’ of their clients’ buying investments.

Read the original article here.

InMobi launches range of advanced mobile video advertising solutions

投稿日 February 21, 2017  •  Moby Affiliates (US)

Mobile advertising and discovery platform, InMobi, just rolled out a suite of advanced mobile video ad solutions in Europe. The platform offers new video ad formats including vertical video, interactive rich-media videos, 360 degree videos, opt-in videos, full-screen, in-feed and in-stream videos.

As TV seems to be moving to mobile and smartphones become the primary screens for many users, video ads are a good opportunity for brands to engage with users.

ZenithOptimedia recently found that mobile video consumption will reach 33.4 minutes a day by 2018 with mobile devices accounting for 64% of all online video consumption.

Indeed, video ads are vital in performance and brand marketing campaigns. Vertical, in-stream and opt-in videos have already proven enhanced brand awareness and can deliver up to 9x the completion rates of horizontal video.

Read the original article here.

InMobi Debuts Advanced Suite of Mobile Video Ad Solutions for Europe

投稿日 February 22, 2017

Global mobile advertising platform InMobi is introducing a suite of advanced mobile video ad solutions in Europe.

Included are innovative video ad formats such as vertical videos, interactive rich-media videos, 360 degree videos, opt-in videos, full-screen, in-feed, and in-stream videos.

“Having invested in video technology for more than four years, InMobi’s new platform combines cutting edge video creatives with deep learning based optimization algorithms, to deliver the best results for brands,” the InMobi team tells us.

Read the original article here.

InMobi Advanced Mobile Video Ad Solutions

投稿日 February 23, 2017  •  Adotas (US)

InMobi, a global mobile advertising and discovery platform, today launched a suite of advanced mobile video ad solutions in Europe. The platform includes innovative video ad formats such as vertical videos, interactive rich-media videos, 360 degree videos, opt-in videos, full-screen, in-feed and in-stream videos. Having invested in video technology for more than four years, InMobi’s new platform combines cutting edge video creatives with deep learning based optimization algorithms, to deliver the best results for brands.

Read the original article here.

InMobi, Nextwave Multimedia Partner To Enhance In-App Monetization

投稿日 February 23, 2017  •  ​Media Post (US)

Mobile advertising company InMobi on Thursday said it's partnered with the game developer Nextwave Multimedia to enhance the monetization of NextWave's mobile apps.

InMobi used a variety of different ad placements to enhance the apps’ monetization, including video, interstitial, banner and floating banner ads.

According to InMobi, with its “blockbuster app store games,” Nextwave Multimedia saw a 100% lift in revenue and 40% higher fill rates across the globe. The major apps monetized by the partnership were: World Cricket Championship 2, World Cricket Championship, Real Carrom and Beach Cricket.

Read the original article here.

How Outside Marketers Succeed in China

投稿日 February 23, 2017  •  ​MarTech blog (US)

In 2016, China was one of the most complex, fascinating and digitally connected markets in the world, but as the world continues to connect virtually, opportunities in China may become more accessible for international companies. App Annie recently released a report on mobile momentum, highlighting China as one of the largest drivers of growth in app store revenue. Meanwhile, The Cyberspace Administration of China has ordered that app stores must register with the government to more closely monitor the content available to Chinese users.

Read the original article here.

Four Mobile Marketing Trends That Made a Big Impact in 2016

投稿日 February 24, 2017  •  MarTech Advisor (US)

Arun Pattabhiraman, VP & Global Head of Marketing, InMobi reflects on what worked well, and not so well, in the past year and how the learnings can be implemented into marketers’ and advertisers’ 2017 strategies

eMarketer predicted that 2016 mobile ad spend would top $100 billion for the first time, with 51 percent of the total digital ad market. In early December, Gartner confirmed these predictions with its annual CMO Spend Survey, sharing that 65 percent of marketing leaders plan to increase their digital advertising spend in 2017. Such a drastic industry shift requires a need for rapid innovation. Below are the top four trends in 2016 that accounted for the growth in mobile advertising.

Read the original article here.

WTF is VPAID

投稿日 March 03, 2017  •  Digiday (US)

Ad tech likes jargon and here comes another one: “VPAID.” VPAID stands for video player ad-serving interface definition. It was first introduced by the Interactive Advertising Bureau back in 2012. While it is not new, it is gaining importance in programmatic today because of its viewability benefits and the rise of video header bidding.

Read the original article here.

InMobi Launches In-App Video Viewability Suite for Brands

投稿日 March 03, 2017  •  MarTech Series (US)

India-based mobile advertising platform InMobi, announced the InMobi Video Viewability Suite, combining support from two leading independent video measurement partners: Integral Ad Science (IAS) and Moat. InMobi said it is the first in-app mobile ads platform to integrate both IAS and Moat at the SDK level. The company said in a press release, that this makes it the provider of the highest level of independent video viewability measurements.

Read the original article here.

New from InMobi: In-App Video Viewability Suite for Brand Advertisers

投稿日 March 03, 2017

Global ad platform InMobi is launching something new: the InMobi Video Viewability Suite. The suite combines support from two leading independent video measurement partners: Integral Ad Science (IAS) and Moat.

“With this, InMobi is the first independent in-app advertising platform to integrate both IAS and Moat at the SDK level, to provide the highest level of independent viewability measurements,” according to Thursday’s announcement to media.

Last year, InMobi integrated the Moat SDK, which is a Media Rating Council (MRC) accredited solution. Now InMobi has integrated the IAS SDK, also an MRC accredited solution. This development unlocks access to premium brand dollars by offering fully viewable video ad inventory that supports today’s trending immersive and high performing formats such as native, vertical, and 360 video.

Read the original article here.

Why You Should Introduce Machine Learning Into Your Marketing Now

投稿日 March 15, 2017  •  CMSWire (US)

Cater to the "market of the one" — this has always been the holy grail of marketing.

Brands and marketers have always strived to understand individual consumer necessities and tried to cater to them directly through an open dialog, at scale.

While this was long a pipe-dream, with the advent of deep neural networks, the current crop of machine le1arning algorithms, and advancements in artificial intelligence (AI) research, the age-old spray and pray marketing is coming to an end.

Read the original article here.

In-App Viewability Makes Strange Bedfellows Out Of Fierce Competitors

投稿日 March 15, 2017  •  AdExchanger (US)

Viewability vendors, including Integral Ad Science, DoubleVerify and Moat, are banding together in an uneasy alliance to tackle in-app viewability using open-source software – but the problem is far from solved.

“The spirit of the open-source initiative is a good thing,” said Moat CEO Jonah Goodhart. “It’s not comprehensive measurement, though.”

Read the original article here.

Women in Wireless, SoundCloud, iTunes

投稿日 April 01, 2017  •  Women In Wireless (US)

Inspiring & Insightful Conversations with Mobile and Digital Women Who Rock!

Women in Wireless is a global networking group of over 12,000 members with the mission to connect, inspire and empower women in mobile and digital.

In this podcast series we have the pleasure to hear from exceptional women leaders who’ve advanced to an executive level in this often male dominated industry. By sharing their stories and lessons learned, we gain inspiration from their journey!

Read the original article here.

Digital Ad Pricing StatPack: CPMs and Pricing Trends for Display, Video and Social Ads Served Worldwide

投稿日 April 01, 2017  •  eMarketer (US)

With input from 35 companies, this StatPack provides a visual overview of trends in display, video and social media ad pricing based on Q1 2016 data, both in the US and worldwide.

Read the original article here.

Mobile advertising firm InMobi sees operationally profitable 2016 following big boost in China

投稿日 April 05, 2017  •  Pocket Gamer (US)

Mobile advertising firm InMobi sees operationally profitable 2016 following big boost in China

Read the original article here.

It took InMobi 10 years to make a profit, and it doesn’t want other unicorns to wait that long

投稿日 April 07, 2017

The mobile advertising platform’s hiring and firing practices drew scrutiny. Worryingly, investors have kept a distance—its last funding round was in 2011—and some of its biggest bets didn’t pay off. For instance, its 2015 launch of Miip, which engaged users by suggesting products to buy across apps, was discontinued within a year, eroding the company’s confidence. Also, in 2016, several mid- and top-level employees also deserted the company.

Read the original article here.

What Comes First - The Data Or The Creative

投稿日 April 11, 2017  •  AdExchanger

Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Rajiv Bhat, senior vice president of data sciences and marketplace at InMobi.

Read the original article here.

Creative Optimization in a Post-CTR World - top mobile marketers share tactics and trends from the front lines of creative ad optimization

投稿日 April 25, 2017  •  Singular (US)

Based on interviews with the best digital marketing teams in the world, Singular's guide to Creative Optimization includes tips, tools and hacks from user acquisition leads and designers at Google, Twitter, Next Games,Waze, Match Group, InMobi & more.

Read the original article here.

InMobi on the Mechanics of Monetization as a Mobile Gaming Publisher

投稿日 April 26, 2017  •  Thalamus (US)

InMobi is famously known as one of the largest independent mobile advertising companies in the world, even rivaling Google and Facebook in the fight for dominance in the future $100B mobile advertising market. What do you think has attributed to much of the success InMobi has had, to achieve such global scale in mobile?

Read the original article here.

Press Contact

For any media queries, please contact pr@inmobi.com.