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The Yin and Yang of Mobile Advertising

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Advertising has traditionally been synonymous with 'art.' The ‘science’ in advertising evolved with the digital era when measurement and impact became possible on the Internet medium. In Mobile Advertising, the key challenge is to provide a compelling user experience through a combination of Art and Science; by balancing the Yin (of beautiful ad experiences that your users love) & the Yang (of leveraging deep understanding of your audience for better targeting, analytics & monetization).

Gamers go through an emotional roller coaster during a game play. A fine blend of leveraging Art & Science can now help you deliver the best user experience (tied to their emotional state) and earn revenue at the same time.

Piyush Shah, Vice President Products, InMobi, will talk about how this Yin & Yang works for mobile advertising, especially for game developers, both for effective monetization and user acquisition.

Published in: Mobile, Marketing, Technology
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The Yin and Yang of Mobile Advertising

  1. 1. The Yin and Yang of Mobile Advertising Advertising
  2. 2. Piyush Shah VP, Products at InMobi InMobi • World’s largest independent mobile advertising platform • 872 mn unique users, 165 countries, 420 TB/month of data • Funded by Softbank Japan, KPCB & Sherpalo Ventures • Work with top App developers, Brands & Commerce clients globally 18 Nov 2014
  3. 3. Yin & Yang – the right blend of Art & Science
  4. 4. Yin in Mobile is… Art… Emotion…
  5. 5. Yin in Mobile Gaming is… Designing for the ”right” user experience AND ‘protecting’ it
  6. 6. Yin in Mobile Gaming is also…. Being aware of the ‘Emotional roller coaster’ your users are going through
  7. 7. Yang in Mobile is… Understanding how your user context & data is a powerful ‘goldmine’ • Device • OS • Browser • Age • Gender • Ethnicit y • City/Zi p • Carrier • POI • Session Time • Engagement s • User History • App ownership • Activity patterns • Moods/Emotions • In-app purchase behavior • Life time value
  8. 8. Yang in Mobile is… Leveraging these data signals & building Consumer profiles is the SECRET sauce
  9. 9. Yang in Mobile Gaming Building granular user profiles based on ‘underlying’ gaming concepts Loves casual games Loves “Bubble burst” games Loves “Endless runner” games Loves “Pattern matching” games
  10. 10. How does this Yin & Yang come together for Mobile Monetization & User Acquisition ?
  11. 11. Case study: Game Monetization – ‘Endless runner game’ • Art – Preserved user experience by monetizing through InMobi’s Native Ads platform; NO banners • Emotion – Blended different Ad experiences (Native Interstitial vs Video Ads vs Rewarded Video) with game; according to user’s emotions and ‘state of mind’. • Reduced user fatigue by frequency capping & Ad rotation - # of ads shown at a session, daily or lifetime level • Improved eCPM monetization by showing the most relevant ads (thru better targeting & prediction) based on overall consumer profile
  12. 12. Case study: User Acquisition - Midcore game Western countries Eastern countries Rich media Holiday season Static ads Provided a compelling creative experience – ‘Ads that users love’ • Seasons, Festivals, Global events • Time of day, place, 3G vs Wifi • Culturally, Localised Targeted & optimized for the highest LTV users • Users with preference for related game genre – Fantasy, Strategy, Action games • Users that have shown high propensity to ads thru lookalike targeting • Negatively target existiing users & non-high LTV users • Dynamically changed bids based on LTV,
  13. 13. It has the nature of life, namely, to connect organically the polar opposites, the stumbling blocks of logic, and to unite them in an all embracing rhythm. Lama Govinda Parting thought… Lets connect on Twitter! I’m @shahbuckler @InMobi

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