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

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in