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InMobi Helps Disrupt Ad Space

For an advertiser, reaching the target is getting more difficult by the day. They are not sure if they have reached the target.

Published: 04th January 2016 03:59 AM  |   Last Updated: 04th January 2016 02:44 PM   |  A+A-

For an advertiser, reaching the target is getting more difficult by the day. They are not sure if they have reached the target. On mobiles, it is that much more difficult.

Here’s where Bengaluru-based mobile advertising company InMobi aims to ‘make users fall in love with mobile advertising again with more and more such innovations in coming years’. InMobi is today giving Facebook and Google a run for their money.

It launched Miip, a discovery platform for a curated collection of product feeds, apps and related content, in July last. It had then said it aims to garner $1 billion in revenue over the next two years through the new platform. The company competes with Google and Facebook in the online advertisement segment.

InMobi.JPGInMobi started in 2007, made a switch from SMS-based search engine/advertising to in-app advertising for smartphones when smartphones were just introduced. It disrupted the market early by becoming a mobile advertising specialist.

It identifies advertisers looking to reach users and work with publishers who have the ‘Real Estate’ (the equivalent of hoardings) to show ads on their mobile properties.  The firm leverages its technology platform to identify the best ads every time he visits InMobi. InMobi’s revenue source is advertisers and it works on a revenue-sharing model with its publishers.

“We continue to innovate. Now aiming to power discovery for retailers and commerce merchants. We have built a Big Data platform that understands every user in great depth and works at a scale of more than 1.4 billion users to deliver the best ads to the user on a regular basis,” Abhay Singhal, Co-founder and Chief Revenue Officer at InMobi, told Express.

InMobi has offices in 17 countries and reaches users in over 190 countries.

InMobi’s business stakeholders are advertisers across app developers, brands, agencies, e-commerce merchants who are looking to reach smartphone users, while publishers would be all top app developers looking for ways to monetise their apps. “Of course, the most important stakeholders are users who are continuing to discover interesting products, services and apps through propositions that we identify for them and showcase to them on a daily basis,” added Singhal.

In a sector where there are two behemoths in the form of Google and Facebook already, InMobi has created a space for itself, achieving a scale that is at least comparable and even better than them on many counts over the last eight years.

It claims to reach over 1.4 billion users, and has gone on to become the top platform on iOS in China.

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