Christened Appographic Targeting, the app will 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.
For example A flight booking app can now also be promoted to users who engage with apps that offer trip planning, hotel booking, holiday packages or travel reviews, while a shopping app can be promoted to users who engage with other apps that offer any type of deals and discounts, sell men’s or women’s apparel, or apps that sell specific products like books and shoes and a mid-core game can be promoted to users who enjoy apps that are based on city construction, clan-battle or medieval themes.
App marketers have traditionally targeted users based on device ownership, location data and content affinity. However, research by InMobi shows that app users tend to use apps whose similarities are not necessarily limited to categories only in the app store. By targeting audiences based on their app interests, marketers can now maximize install-rates as well as user lifetime value.
“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. “Combined with our global scale, Appographic Targeting™ completes our full stack of offerings to make any developer successful in driving high quality user acquisition.”