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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives
InMobi, the third largest mobile advertising platform, emphasizes the importance of combining mobile data science and creative strategies for effective brand marketing. By leveraging a multitude of first-party data signals, including demographic, location, and appographic information, brands can gain insights into user journeys and preferences. To maximize the effectiveness of data-driven ads, marketers need support for diverse ad formats, robust data processing systems, and a large user base for optimization.
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How Successful Brand Marketers Combine the Power of Mobile Data Science And Creatives
- 1. How Successful BrandMarketers Combine the Power of Mobile Data Science & Creatives
- 2. ABOUT INMOBI 3rd largestmobileadvertisingplatform, afterGoogle andFacebook 1.56Bn+ userson theInMobi network 200Bn+ impressions/month 13Bn+ events ingested in aday GLOBAL REACH AT SCALE WITH LOCAL SERVICE
- 3. Supriya Goswami Director Marketing,India and South East Asia at InMobi Tanvi Kapoor Director, Product Marketing at InMobi Our Speakers Today
- 4. Powerhouse of Datasignals personal to the user
- 5. FIRST PARTY MULTIDIMENSIONALDATA SIGNALS ENRICH OUR AUDIENCE PERSONAS - WE DELIVER MORE THAN LAT/LONG TECHNOGRAPHIC DATA USER INTENT / PREFERENCES APPOGRAPHIC DATA LOCATION HISTORY DEMOGRAPHIC DATA
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- 7. Appograpahic Data CATEGORIES OF APPSTHAT A USER INTERACTS WITH AND LEVELS OF USAGE
- 8. Demographic Data AGE GENDERHOUSEHOLD INCOME ETHNICITY
- 9. Location Data INFORMATION ABOUT THE USER’SPHYSICAL LOCATION OVER A PERIOD OF TIME, ALLOWING US TO UNDERSTAND THEIR JOURNEY
- 10. When all thesesignals are viewed holistically, it allows us to chart out the user’s journey in the brick and mortar world.
- 11.
- 15. View the SunsilkCampaign video here https://vimeo.com/134935417 In case, you are not directed to the video, please copy the url, below onto your browser:
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- 18. View the DysonCampaign video here https://vimeo.com/147295309 In case, you are not directed to the video, please copy the url, below onto your browser:
- 19. What do youneed to ensure you can leverage data driven immersive ad formats? 1 2 3 Support for Different Ad Formats Data Science Systems to Ingest and Process Different Signals Large scale of users and robust systems to optimize on user experience
- 20. THANK YOU! Youcan contact us at: brand@inmobi.com
Editor's Notes
- #6 • InMobi personas are enriched with multi-dimensional data signals such as technographic, appographic, demographic, location history and user intent to build robust user profiles. These profiles are built on a user’s movements in the brick and mortar world as much as they are built on the user’s mobile usage behavior. The different signals are combined together to build unique propositions for propagating the advertiser’s marketing message. • Technographic: Technographic information such as device model, OS, OS version reveals a lot about the user – is she an early adopter, what is her household income profile, could she be tempted to upgrade her phone? o We are currently running a campaign for promoting the new Samsung S7 edge phone by targeting Android phone users who have owned their phones for a significant period of time - within 3 km of the Dubai mall – with information about a special offer for Etisalat users. • Appographic: Appographic information such as the apps the user has installed over their lifetime and how much time they spend within different categories of these apps helps us understand the preferences of the user. It also gives us a very good indication of the life stage the user is in – are they using pregnancy apps, are they interested in games for toddlers or quizzes for teens. o We are currently running campaigns for Entertainment companies by targeting users who are known to use entertainment apps for watching videos. • Demographic: InMobi sources 1st party demographic information directly from the user. This is based on self reported age and gender data given by the user to the publisher. We also infer the household income and ethnicity of the user based on the areas they reside in.