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Market in the moment 
To boost consumer engagement
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
A little bit about us
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
The connected consumer
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
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
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
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
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
The key to moment marketing 
Understanding audience preferences and how they vary across moments 
Life maps Ad engagement 
history 
Understanding of 
experiences and 
moments
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
Winning moment marketing
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
CUSTOMER
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
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
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
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
Turn data into insight and impact 
DATA SOURCE USER INSIGHT
CONTEXT
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
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
Customized Personas reduce wasted impressions 
Frequent Business Flyers
Use POI effectively to understand situation 
Sample Base Locations 
Sample POIs
Win shopping moments with hyperlocal proximity 
Reach Shoppers in Close Proximity to Your Retail Location or Your Competitors
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
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
CONTENT
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
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.
M-Commerce 
Dynamically display product from 
catalog, based on user profile and past 
activity. Deep link into brand app for 
purchase. 
v
Location-based Offer 
Serve up a competitive offer and directions 
to the closest point of purchase.
Increase Brand Relevance 
with Weather-triggers 
Dusty or Rainy day? Tailor your brand’s 
message accordingly as your promote your 
product.
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
MOMENT MARKETING APPLIED
From understanding to results 
Consumer Life 
Map and Geo 
Context 
Life understanding 
Insights 
Results
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
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
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
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
ENSURING THE IMPACT OF MOMENT MARKETING
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
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
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
Thank You 
brand@inmobi.com

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Market in the Moment to Boost Consumer Engagement

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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