2. ● Presence in 190 countries with 21 local offices
● Global SDK footprint with over 22.5k apps
● Multiple formats- banner, interstitial, native, and video
● Over 10 years of innovation in mobile advertising and recognized
as 2018’s Top 50 Disruptor Company by CNBC
INMOBI EXCHANGE
Reaching over 1 billion Device IDs globally
3. 10%
M-WEB
Media Time Spent
APPS vs. MOBILE WEB
90%
APPS
● U.S. adults spend 2 hours & 48 minutes a day using apps on their smartphones.
● In contrast, they spend only 26 minutes a day browsing mobile websites.
Source: eMarketer, Flurry Analytics, comScore, Facebook, NetMarketShare, Note: US, Dec 2016
App Usage
U.S. TIME SPENT BY APP
CATEGORY
● InMobi is your entry point to the app ecosystem: (search, social
and other 3rd party apps)
● Average time spent on app other than social apps (FB, Youtube,
Instagram, Snapchat)
WHY IN-APP MATTERS
Users are In-App and Across the App Ecosystem
4. IN-APP MOBILE WEB
SDK Pub Connections
Deterministic
Device IDs
GPS Lat/Long Location
Signals
Buffer Free Video
2x Higher
Viewability Rates
100% SOV
Personal TV Ad
JS Tags
Cookies
N/A
N/A, Slow Mobile Web
Loading Times
Low Viewability
Clutter
IN-APP VS MOBILE WEB
5. PREMIUM APP
CHARACTERISTICS
DESCRIPTIONS
App Store Ratings Look for app store ratings of 2.5 or higher.
Total DAU (Daily Active Users)
While there is no concrete way to establish this other than asking the publisher, third
party tools like App Annie & Mobbo provide guidance range numbers. Typically apps
with more than 100k DAUs make it to the premium app list.
Total App Downloads While there is no hard and fast rule here, 200k downloads across platforms.
App Category
Only brand safe app categories music, entertainment, sports, fitness, social, lifestyle,
casual gaming, productivity & more.
Total # of Days in Top 200 This data is available from app analytics tools like App Annie & Mobbo.
Ad Units Full Screen Video, Display & Rich Media.
DEFINING PREMIUM APPS
Applying ComScore’s top 100 list to app, will cause advertisers to miss out on the majority of premium in-app supply.
Below are some characteristics for defining premium app supply
7. Video load time 0.06secs & end card load time 0.1 secs Video load time 3.5secs & end card load time 2+ secs
A buffer-free user experience for users ensures increased completion rates and increased
viewability metrics, which ultimately delivers superior media performance.
VAST VPAID
VAST IAB STANDARD
In-App Video With Third Party Measurement
8. High VCR
VAST VIEWABILITY INTERACTIVITY
VAST is your solution to Mobile In-App and CTV/OTT Supply
01 02 03
HOW INMOBI SOLVES FOR VPAID
Still trying to figure out how to transition to VAST?
These are the key considerations to maximize performance and meet your KPIs with VAST Video
9. Vast Video With Dynamic Map
Interactive End Card
Leverage user location to deliver personalized
expandable ads with a store locator, driving footfall to
the brand’s nearest locations.
Vertical Video With
Carousel End-card
5 sec. video followed by a rich media interactive end
card that drives 2X better user engagement. The
winning strategy for effective brand storytelling.
Split Screen Video
With Image Carousel
Utilize your existing creatives plus additional interactive
modules to make a vertical ad experience. Adding other
elements such as product carousels and a call-to-
action button can help drive direct response.
ADDING RICH MEDIA INTERACTIVE END CARDS
No Trade-Off Between High Completion Rate & Engagement - Get Both in Same Solution
10. Ad opens with a 15 second vertical
video which transitions to an end-
card inviting the user to a
competitive wall climbing challenge,
similar to a course on the show.
This 15 sec video ad +
gamified end-card can
engage users for up to
75 seconds.
CREATIVE INNOVATION: AMERICAN NINJA WARRIOR
Maximizing User Engagement and Time Spent
User After 2 challenges, the race ends
with an end-card prompting the user to
play again or click the CTA to add show
details to user’s personal calendar.
11. Source: “Vertical Video Advertising Best Practices,” iab, Nov 2017
● According to Mobile Marketer, users hold their phones
vertically 90% of the time.
● Vertical Video ads utilize 100% of the screen to give users
an optimal viewing experience.
● Same offering on both orientations (viewability, end card
support, high completion metrics)
● WxH passed in the bid request depending on the
orientation and the app’s design
VERTICAL VS HORIZONTAL VIDEO
12. Source: “How Game Advertising Is Uniquely Suited For Consumer Engagement,” iab, Sept 2017
In a game with natural
breaks between levels, a
video interstitial between
turns mimics the
commercial break found
on live TV.
In-game Reward
Advertising represents
an ad format 81% all
mobile game players
prefer, as it gives them
choice.
According to Mary
Meeker’s 2017 Internet
Trends Report, three-
quarters of mobile users
are mobile gamers.
In gaming, brands are able
to reach consumers in a
non-divisive brand safe
environment while their
target audience is both
tuned-in, and in a laid-back
entertainment mindset.
These mobile video ads in
gaming environments are
able to deliver video
completion rates of 75%+,
and IAS & Moat MRC-
accredited viewability
metrics of 90%.
Best Practice - don’t block ¾ of Mobile in-app users
VIDEO IN CASUAL GAMING APPS
13. Combining VAST Video with Rich Media End-cards will give you high
completion rates, high viewability and high user engagement.
In-app Buying Strategy
for achieving KPI’s
KPI IN-APP STRATEGY
High VCR VAST Video 15 Sec Or Less
High VCR & Interactivity VAST Video + Rich Media End Card
High VCR & Interactivity & Viewability VAST Video + Rich Media End Card + Viewability
Interactivity Rich Media
BRAND IN-APP BUYING STRATEGY FOR ACHIEVING KPI’s
14. ✓ Does the vendor have a robust in-app solution?
✓ Does your DSP of choice support the in-app features for this vendor?
✓ What are the limitations (if any) for in-app advertising?
✓ Will there be any limitations with reporting or delivery for in-app?
✓ Will you be delivering VAST or VPAID? (VAST is the IAB standard for in-app
video, while VPAID is the standard for desktop and mobile web).
CHECKLIST: QUESTIONS TO ASK PARTNERS
GIVEN THE DIFFERENCES BETWEEN BROWSERS AND APPS,
HOW CAN WE SOLVE FOR SEAMLESS DELIVERY?
16. BRAND SAFETY - Performance and Brand campaigns are more similar than different nowadays. Both seek out
brand safe, Fraud free, highly engaging supply that converts at the best price. Both Brand and Performance
buyers leverage their vendor of choice to detect IVT. A unique addition for brands is the use of whitelisting
apps.
HIGHLY VIEWABLE - Performance buyers know their ads are viewable by the reporting they receive from their
mobile attribution partner on valid clicks. Brand advertisers require viewability measurement viewability across
in-app vast video and in-app display campaigns to ensure their ad was seen at high rates
CASUAL GAMING APPS - Brand buyers are increasingly understanding the value of delivering campaigns
across casual gaming apps. By leveraging device ID targeting rather than app category targeting, they can
reach their audience in a highly engaging environment that results in an optimal ROI
VIDEO - Brand buyers dominate video buying, however, performance buyers are starting to close the gap as
insta play video with end cards result in strong ROI, despite the higher eCPM required to access
PERFORMANCE AND BRAND OVERVIEW
