News

In A First, Mobile Ad Network Offers “Guaranteed Outcomes”
October 06,2014
Slide1

InMobi, which describes itself as “the world’s largest independent mobile advertising platform,” is betting that its new advertising program called “guaranteed outcomes” will grab attention and ad dollars from rivals. The program appears to be the first of its kind.

InMobi is taking on financial risk by saying that it can contractually deliver against selected advertiser goals. Currently the outcomes that are guaranteed include form fills, coupon clips, click-throughs and video completes. Social media likes and shares are coming soon and eventually commerce.

Despite heady predictions about the growth of mobile advertising – the MMA has said that it could reach $220 billion globally by the end of the decade — there are still numerous challenges. One of those is ROI. Surveys show that despite increases for 2014 marketer budgets for mobile advertising are largely flat through the end of the year.

Guaranteed outcomes seeks to address the uncertainty that still surrounds the value of mobile (display) advertising for many marketers, as well as to help InMobi differentiate vs. other mobile platforms.

InMobi’s Preetham Venkatesh told me last week that guaranteed outcomes are really a floor. “There’s no upside cap,” he said. “We have consistently delivered 2X or 3X over minimums.”

The company has developed sophisticated predictive modeling to be able to pull this off. Based on historical data, machine learning and some real-time calculations InMobi felt sufficiently confident to introduce the program.

There’s an initial conversation with an advertiser about campaign goals. The company then runs various scenarios to determine what’s possible given the marketer’s objectives. Once InMobi has a sense of what’s possible, there’s a negotiation and the campaign commences — with the negotiated guarantees included in the contract.

Venkatesh said that InMobi is able to optimize and correct during the initial phase of the campaign to ensure the desired outcomes are met. He added that the predictive modeling and machine learning are what enable InMobi to offer this unique program without taking on significant risk.

While the program currently doesn’t offer an unlimited menu of outcome choices it does seek to eliminate current perceived risk or uncertain ROI surrounding mobile. Despite its maturity, display advertising on the PC is similarly embracing new ROI metrics such as “viewability” to address perceived waste and fraud in the system.

It will be interesting to see how marketers respond and whether any of InMobi’s competitors pursue a similar guarantee. Not unless they’re forced to would be my guess.

The company says its network sees 759 million monthly active users and features more than 30,000 publishers.

Read More


Recent News
Slide1

Techcrunch 2016 ‘s list for holiday gifts.

Photojojo’s iPhone lenses are made of aluminum and outfitted with thick, high-clarity glass, the website claims. Lenses include wide and macro, fisheye, telephoto, super fisheye and a polarizer. Made for the social media addict.

Read More
Slide1

Turning Your Vacation Photos Into Works of Art

Parabo Press is a breeze to use: It’s clean and easy to read, your options are straightforward, and there are no annoying upsells. Prints from its Risograph machine, which uses soy-based ink and is described by Parabo as having “a cult following since its invention in 1980s Japan.”

Read More
Slide1

Furlenco strikes a co-branding partnership with Airbnb

“We are creating solutions specifically for the Indian rental community. For Aibnb, we are creating a separate set of packages, more attuned towards travellers, which will allow the hosts to pick and choose from these packages and furnish their house,” Ajith Karimpana

Read More
Slide1

Should it be called Design in India?

The Make in India programme needs design, in order to succeed in its fundamental endeavour. Melorra has integrated design and manufacturing with processes, people working in manufacturing are involved in product design concepts as a result delivery times are almost half those of competitors.

Read More
Slide1

Red Chillies Entertainment partnered with Furlenco for ‘Dear Zindagi’

Red Chillies Entertainment partnered with Furlenco for its forthcoming Shah Rukh Khan and Alia Bhatt starrer ‘Dear Zindagi’. Furlenco and Red Chillies have also launched a TVC and an exclusive ‘Dear Zindagi’ store for the movie buffs.

Read More
Slide1

The role of sub-culture in innovation in India

Sub-cultures drive the products that emerge out of tech startups. Sub-cultures push the envelope on thinking about how society might develop. The ones that interest investors are those with the potential to indicate where the world could go next.

/
Read More
Slide1

Furlenco raises $30 mn in fresh funding

It is a combination of 50% equity and 50% debt, making them one of the largest debt funded start-ups in India. While Furlenco plans to utilise the equity component to grow its business into more cities, the debt will be used to purchase inventory.

Read More
Slide1

Droom records monthly GMV of Rs. 104 cr

Droom has clock​ed​ a GMV of ​Rs 104 crore in a short span of 19 months. They have registered over ​Rs 1,200 crore in annualised GMV, with plans to achieve ​Rs 3,000 crore by March 2017​. The achievement has ​come despite low marketing spends at 3.75 per cent of the entire GMV​.

Read More
1 2 3 15