InMobi Launches App-Interest-Based Audience Targeting Capability Service ‘Appographic Targeting’

Bangalore-based mobile advertising platform, InMobi has announced the launch of a new service called Appographic Targeting, app-interest-based audience targeting capability. This new service has an ability to target audiences with advertising content based on individual interests.

Appographic Targeting helps app marketers promote apps to users based on their unique app interests. It leverages audience insights that go beyond app ownership and app category, and has potentially delivered up to 72% higher install rates, 26% lower Cost-per-Install (CPI) and 30% higher consumer Lifetime Value (LTV) on app promotion campaigns.

“We have conducted over 50 successful pilots with several large app developers who have seen significantly better campaign results over traditional targeting. We expect this capability to be particularly beneficial to developers and are offering it via our self-serve platform,” said Piyush Shah, Vice President – Products, InMobi.

Appographic Targeting is based on InMobi’s analysis of over ten thousand apps on the app store to identify the core elements that define a given app. These functional, design and interactive elements, identified by InMobi, transcend app categories like gaming, social, entertainment, travel and commerce. Based on these elements, the InMobi audience comprising one billion unique mobile devices has been categorized into 200 Appographic segments. Marketers can now utilize these segments for sharper targeting of app-install campaigns.

The platform also includes powerful targeting features, high performing ad formats including native ads and a wide range of tracking, reporting and analytics capabilities.

InMobi was founded by Naveen Tewari in 2007, and it has more than 900 employees. InMobi enables brands, developers, and publishers to engage mobile consumers globally. Recently, the company has reached over 1 billion mobile uniques across 200 countries. InMobi is backed by SoftBank and Kleiner Perkins Caufield & Byers. It has raised more than $220 Mn in funding.