InMobi launches platform for advertisers to tap into mobile audience data

Vendor claims the new capabilities will give advertisers a better ability to reach the right audience with the right message via mobile devices

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in