1.
Market in the moment
To boost consumer engagement

2.
Presenters
Rick Jones
Head of Marketing, North America
James Reiss
Head of Mobile Strategy, North America
Professional marketer and brand builder for
advertising-technology and new media
companies in New York City
More than 20 years across technology
companies like Adobe, IBM, and Cisco
Senior integrated marketing lead with over 18 years of
experience, most recently with Havas Worldwide
Expertise in developing and implementing successful
digital strategies for the technology, wireless/telecom,
entertainment, travel, financial services, CPG and
healthcare industries

3.
A little bit about us

4.
World’s largest independent mobile ad network
We reach 872 million uniques across 200 countries and enable 159 billion ad impressions globally per month
• Provide a turnkey
solution enabling the
world’s leading brands
to engage global
consumers through
mobile advertising
• Recognized by MIT
Technology Review as
one of the 50 Disruptive
Companies
• Awarded Outstanding
Startup by Forbes India
in 2014

5.
The connected consumer

6.
Why moments matter
SO FAR:
COHORTS BASED ON BROAD CONSUMER ARCHETYPES
Attitudes / Outlook
Needs
Attributes:
Demographic, Psychographic
All of these are
subject to change
based on consumer
moments

7.
Moments differ for the same consumer
Consumer pre-occupied
and not
available for brand
messaging
Interested in
content
Possibly interested
in videos
And moments define the likelihood of consumer action

8.
Consumer decision making
has transformed because of access to information
Composed of several
consumer moments,
some of which are
opportune moments
for brands
THE CONSUMER PATH TO PURCHASE HAS UNDERGONE A TRANSFORMATION

9.
What is Moment Marketing
Always-connected environment for today’s consumer
Brands need to be present
during the opportune moments
that matter most
in the consumer decision process
With Moment Marketing, Brands can understand and predict
The Moments of Maximum Opportunity (MOMO)
and positively influence consumers through rich, immersive brand experiences

10.
Going Beyond Moments of Truth
Moment of Truth Models
Based on a few consumer interaction points that are
most relevant to the marketer
Point of Search, Purchase, Post-purchase
State Of Mind Time Location Goals To Meet
Moment Marketing
Constantly scopes ever-changing moments
Offline and online moments influenced by content, locations, ads, and more

11.
The key to moment marketing
Understanding audience preferences and how they vary across moments
Life maps Ad engagement
history
Understanding of
experiences and
moments

12.
The importance of moments is undisputed
Understanding consumer preferences and how they vary across moments
“The new competitive battleground is mobile moments.
A moment is now the atomic unit of competition.
To cater to a mobile moment, marketers must understand
• Who is seeking help?
• What is the consumer motivation
• Physical and emotional context
• What you can do to serve the customer in the moment
Marketers need to program content for Mobile Moments”
—Josh Bernoff ,The Mobile Mind Shift, Forrester Research
“‘Moments’ are instances where different motivations for consumer
action arise. Consumer motivations are the result of conscious goals
such as what consumers are trying to achieve (intentions) and
unconscious perceptions based on past experience”
—Insights Now

13.
Winning moment marketing

14.
The 3 components of Moment Marketing
CUSTOMER
audience engagement
at scale
CONTENT
influence through rich brand
experiences
CONTEXT
insight into changing consumer
behaviors and preferences

15.
CUSTOMER

16.
THE AVERAGE AMERICAN
USER CONSUMES
Source: InMobi Mobile Media Consumption Research - USA, 2014
Watching TV
Using mobile
Listening
to Radio
MOBILE WEB
Online via desktop/laptop
Reading
Magazines
/Newspapers
Using Tablet
10.1 HOURS
OF MEDIA PER DAY
2.2 hrs
2.1 hrs
1.9 hrs
1.5 hrs
56 min
1.5 hrs
Mobile for
Moment-Centricity

17.
Mobile Ad Spend in the US is growing
steadily
Mobile to make up the majority of digital display dollars by 2016
Mobile Ad Spend in the US in Billions
$10
$19
$70
$60
$50
$40
$30
$20
$10
SOURCE: eMarketer, Sept 2014
$28
$40
$49
$59
$0
2013 2014 2015 2016 2017 2018
Mobile Internet Ad Spend as % of Total
Digital Ad Spend in the US
24.20%
37.00%
48.20%
59.50%
65.70%
70.60%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
2013 2014 2015 2016 2017 2018

18.
Facts every Brand should consider when considering mobile
AD FORMAT BY SEGMENT PREFERENCE
In-App Advertising is the most appealing
format for valuable audience segments
such as Mom & Millennial
2
MONTHLY USAGE OF APP VS MOBILE WEB
Monthly usage of mobile apps far exceeds
mobile web usage and continues to grow
1
54%
40%
26%
29%
23%
31%
27%
48%
38%
15%
61%
44%
25%
56%
42%
27%
ON A VIDEO WEBSITE
ON A RETAILER WEBSITE
ON A SEARCH ENGINE
IN AN APP
MILLENNIAL
GEN M
It is an App centric world
80% 86%
20% 14%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2013 2014
SOURCE: ComScore 2014
APP
MOBILE WEB

19.
Mobile moments go beyond Social
Source: How people really use mobile, Harvard Business Review 2013
216 minutes per day spent on mobile
Consumer time spent on mobile
is highly fragmented
80% of time is spent on mobile is
beyond social media
Reaching audience at scale requires an
integrated mobile advertising strategy

20.
Turn data into insight and impact
DATA SOURCE USER INSIGHT

21.
CONTEXT

22.
What is context?
Context is…
“the sum total of what your customer has
told you and is experiencing at their
moment of engagement”
Context Includes…
• Profile: Who they are and what they do
• Situation: the current location the customer is in, the conditions
effecting them
• Preferences: the history and personal decisions the customer
has shared
• Attitudes: the feelings or emotions the customer has shared
with you
*Forrester 2014, Moving Mobile to the Center

23.
Demographic
Device Ownership Gender,
Age, Household Income.
Technographic
Device Ownership, Device Usage Pattern,
Device Characteristics
Geographic
Location Proximity Patterns
Behavioral
Interest - Content Consumption
Intent - Mobile Ad Interaction
Audience Personas
Understand users along multiple dimensions

24.
Customized Personas reduce wasted impressions
Frequent Business Flyers

25.
Use POI effectively to understand situation
Sample Base Locations
Sample POIs

26.
Win shopping moments with hyperlocal proximity
Reach Shoppers in Close Proximity to Your Retail Location or Your Competitors

27.
Use past Interactions to gauge future propensity
How is brand propensity identified?
By understanding consumer engagements through
multiple dimensions such as:
Past campaigns
1
Category insights
2
… from historical campaigns of your brand
… from campaigns in similar categories
Unique users on the network
Users identified using a pre-defined
Audience Persona
23k unique users reached
High Brand Propensity Users identified
During campaign runtime using propensity
>35% increase in unique users reached

28.
Use Location patterns to assess Brand Affinity
1
LOCATION BASED
RETARGETING
Targeting users who
have visited a
specific location
within a specific
timeframe
2
LOCATION BASED
AFFINITIES
Targeting users who
have demonstrated
an affinity to a
particular brand over
time

29.
CONTENT

30.
Take advantage of Mobile-unique functionality
ANIMATION
Fluid automation engine with high
performance sequencing
VIDEO
Immersive in-line video
IMAGE GALLERY
Tactile galleries with thumbnails &
downloads
360 DEGREES
Product Rotations & Panoramas
FORM CAPTURE
Text, pull down, checkbox & form
validation for lead gen
SHAKE & TILT
Accelerometer control for
engaging experience / games
SOCIAL
Post to wall on Facebook or
update Twitter
CONDITIONS
Creative or offer varies by time of
day, weather, etc.
LOCATION
Provide closest location to user
DRAG & DROP
UI for puzzles, builders and more
DATA FEED
Overlay real-time data, weather,
stocks, etc.
WIPE
Creative reveal, Uncover coupon

31.
Virtual Catalog
Customized offers based on user profile.
Inclusion of interactive video enables
customers to buy right through ad, or find
a store near their location.

32.
M-Commerce
Dynamically display product from
catalog, based on user profile and past
activity. Deep link into brand app for
purchase.
v

33.
Location-based Offer
Serve up a competitive offer and directions
to the closest point of purchase.

34.
Increase Brand Relevance
with Weather-triggers
Dusty or Rainy day? Tailor your brand’s
message accordingly as your promote your
product.

35.
Social Integration
.
Email Integration
Integrate mobile advertising with other digital
marketing efforts
Extend the reach of your YouTube ad investment
through our in-banner YouTube unit

36.
MOMENT MARKETING APPLIED

37.
From understanding to results
Consumer Life
Map and Geo
Context
Life understanding
Insights
Results

38.
Auto Use Case
Understanding the consumer
In-Market Luxury Auto
Shopper
Individuals who are likely
actively researching
domestic or import luxury
vehicles to own or lease
Conducts
make/model
searches,
requests, quotes
& configurations
Identified at
luxury dealers
and show
rooms
Downloads and
engages with
auto apps,
reviews &
content
Signs up for test
drives at
premium vehicle
showrooms

39.
Auto Use Case
Understanding varying contexts and content for the consumer
Reading news in the morning
Brand engages the consumer with a native ad
announcing the launch of a new car model
Sponsored
Test Drive
Velocity N-Class

40.
Auto Use Case
Understanding varying contexts and content for the consumer
In the bus in the afternoon
Brand educates the consumer with a rich
media ad that lets him explore the car’s
features

41.
Auto Use Case
Understanding varying contexts and content for the consumer
At home in the evening
Brand drives call to action with a
Form Capture Video which
showcases the car’s features and
invites sign-ups for a test drive

42.
ENSURING THE IMPACT OF MOMENT MARKETING

43.
Real-time Campaign Measurement
Tracking Engagement Beyond The Click
InMobi provides full analytics for
campaigns to track:
- Landscape vs. Portrait
- Video Views
- Video Quartiles
- Video Completes
- Mutes
- Impressions
- Clicks
- Engagements
- Time Spent
- Device Type
InMobi also accepts 3rd party
tracking tags including, but not
limited to DART and MediaMind
Tags

44.
Real World Attribution
Quantifying the Impact of Mobile Campaigns on Foot Traffic
With Attribution Modeling you can map your mobile ad campaign directly to store foot traffic
Giving you the return on every dollar you spend on your campaign

45.
Takes Uncertainty Out of Mobile Marketing Campaigns
Only offering of its kind, bringing new level of
accountability to mobile advertising
Helps advertisers ensure ROI by guaranteeing
a minimum pre-defined outcome rate
Currently available for “expand rates”
Auto, BFSI Guaranteed Lead-Gen Form Initiate
Retail Guaranteed Coupon Clip Initiate
CPG Guaranteed Product Info Request
HOW GUARANTEED OUTCOMES (GO) WORKS
1
2
3
Advertiser and InMobi agree on a
pre-defined outcome floor
InMobi uses machine learning and
decision sciences to identify the audience
micro-segments most likely to take action
InMobi targets this audience
exclusively with an immersive
creative experience
InMobi Guaranteed Outcomes

46.
Thank You
brand@inmobi.com