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!

Error: Please check your email address.
Show Comments

Blog Posts

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

How to leverage the Internet of Things to understand consumer intent

'Intent' is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths and mediates meaningful interactions with brands regardless of channel, media or content type.

Oliver Smith

Business development, Performics Australia

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in