In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Mobile advertising platform provider, InMobi, has launched its Audience Platform in the Australian market, claiming to offer marketers more targeted mobile advertising capabilities at scale.
The InMobi Audience Platform uses segmented data from 872 million unique users across 200 countries, including 12 million devices in Australia on its ad network, to better target advertising to consumers via mobile devices. The platform is integrated into more than 30,000 different applications and taps into a variety of end-user insights including apps being used, time of day, and geolocation.
The new platform is being offered as a complimentary targeting solution to InMobi’s Australian advertisers.
“The rapid adoption of smartphones has had a dramatic impact on the media consumption behaviour of Australians, which has changed the way we connect with others, entertain ourselves and run our lives,” said Brendan Watmore, head of Strategy for InMobi in Australia and New Zealand.
“The shift to mobile has also created a rich source of data about consumer behaviour, but until now there hasn’t been a way of capturing this data at scale. For the first time, the InMobi Audience Platform recognises and compiles the mobile behaviour of a specific advertiser’s audience, giving advertisers so much power to reach the right audience, with the right message and in the right context.”
The vendor claims it can help advertisers achieve two to three times greater ROI based on improved campaign engagement rates.
Among national brands already using the InMobi Audience Platform is IGA Supermarkets, which trialled the platform in conjunction with media agency, Starcom Australia. According to InMobi, IGA’s advertising experienced a three-fold improvement in engagement rates as a result.
“With a click not necessarily meaning a sale, it’s even more crucial in today’s cluttered space to refine and optimise audience targeting activities,” commented Starcom’s digital manager, Kalliopi Papoutsakis.
“The new InMobi Audience Platform has enabled us to stretch our budget further, optimise more efficiently and gain deeper insights into IGA’s target audience in Australia, whilst at the same time minimising wastage. What’s more, we can proactively use the results to apply to future campaigns.” InMobi regional director and general manager for A/NZ, Jon White, added the Audience Platform will enable the vendor to work more closely with partners via data sharing.
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