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Technology Featured Southeast Asia

InMobi, iNQUiRO partner to bring data-driven mobile marketing capabilities to PH

Philippines – InMobi, a provider of content, marketing, and monetisation technologies, has partnered with iNQUiRO, a technology company under AdSpark and 917Ventures. This partnership aims to provide access to iNQUiRO‘s significant and in-depth insights on consumer’s purchase behaviour and interest, and the end-to-end marketing solutions of InMobi to help brands deliver contextual communications at scale. 

In a recent study conducted by Forrester, 1 in 2 brands are increasingly concerned about the ability to drive efficient and effective marketing in the wake of identity deprecation, while at the same time ensuring consumer privacy compliance. This is where the strategic partnership comes in, as InMobi and iNQUiRO could solve the modern marketer’s need for data-driven decision-making with a privacy-by-design approach.

Rishi Bedi, InMobi’s managing director for APAC, shared that the Philippines stands as amongst the truly mobile-first markets in SEA with more than five hours of daily time on mobile and more than 60% of consumers shopping online.

“Through this partnership, brands will be able to reach iNQUiRO audiences programmatically on InMobi’s mobile Exchange via managed service with InMobi or their preferred DSP platform. Brands will be able to drive better reach, make use of innovative creative formats from our creative gallery, and improve end-to-end attribution using InMobi solutions.”

Meanwhile, Pancho Reyna, chief operating officer at iNQUiRO, commented that they are in a unique position to provide a unique understanding of customers at a deeper level by leveraging on insights from first-party data of millions of Filipino consumers, but more than that, they focus on being champions of data privacy and security for all their solutions and clients

“Enriching your audience’s understanding and sending the right message has never been easier. This is what makes our partnership with InMobi strategic and innovative,” he said.

In June 2022, InMobi also announced a direct integration of its InMobi Exchange supply-side side platform (SSP) into Yahoo’s demand-side platform (DSP), giving advertisers, brands, and media buyers across Yahoo’s extensive global portfolio of clients direct access to premium in-app supply and global user base, at scale.

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Technology Featured APAC

InMobi integrates ‘Exchange’ SSP into Yahoo’s DSP for advertisers’ direct access to premium in-app supply

San Francisco, USA InMobi, an established provider of content, marketing, and monetization tech that help businesses fuel growth, has announced a direct integration of its InMobi Exchange supply-side side platform (SSP) into Yahoo’s demand-side platform (DSP), giving advertisers, brands and media buyers across Yahoo’s extensive global portfolio of clients direct access to premium in-app supply and global user base, at scale.

Prior to this collaboration, InMobi’s substantial supply of international audiences was only accessible through third-party exchanges; now, this collaboration provides SDK-powered direct inventory, creating smooth supply path optimization for advertisers around the world and establishing increased transparency and efficiency for buyers. For InMobi’s wide stable of publisher partners, being plugged directly into Yahoo’s DSP means increased monetization capability and higher coverage with premium Fortune 500.

Yahoo’s omnichannel DSP is fueled by more than 200 billion data signals, enabling optimized and efficient reach and relevance. Yahoo partners with the industry’s premier supply, including its own SSP, to bring advertisers and brands robust inventory opportunities, while driving supply optimization.

Kunal Nagpal, SVP and general manager, publisher platform and exchange at InMobi, said supply path optimization is an important element that many are focused on throughout the industry.

“This partnership gives advertisers a straight line to the Yahoo DSP with greater efficiencies in setting-up and optimizing campaigns to better reach target audiences,” Nagpal said.

 Elizabeth Herbst-Brady, VP of global revenue and client solutions at Yahoo, shared, “Yahoo cultivates robust, diverse premium supply.” 

Herbst-Brady added, “In partnering with InMobi, we’re creating a more direct line of sight for advertisers and boosting transparency and optimization opportunities.”

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Technology Featured Southeast Asia

SEA advertisers embrace alternative ad targeting amidst new data privacy laws

Singapore – A growing number of advertisers in Southeast Asia are tapping into alternative ad targeting methods amidst new data privacy laws that have been implemented, according to the latest report from InMobi.

According to the report, around 80% of respondents have already started testing rules-based targeting that allows businesses to switch app experiences based on ‘rules’ such as user geography, operating system, browsers, device and more. Meanwhile, 76% of respondents identified contextual targeting as an alternative ad method to serve personalised messages to consumers based on demographics, preferences, and behaviours within the app.

Despite these strategies to move into alternative ad targeting methods, 44% of respondents highlight that a top concern on the phasing out of advertising identity is the inability to personalise and accurately target their ads. In addition, 51% of respondents expressed worry over the effectiveness and frequency of their consumer reach, resulting from having to rely on smaller data pools.

The report also noted that 38% of brands and 55% of media agencies in Southeast Asia are in the early stage of consumer data privacy management practice maturity, still trying to identify and understand the impact of consumer data privacy developments on their current mobile marketing strategy.

In addition, 81% of respondents comprising business decision-makers in Southeast Asia believe that increasing reach and conversion to improve profitability ranks as one of the top high-critical marketing priorities. This further links to privacy-related challenges where 60% of respondents acknowledged users’ ability to block their identifier for advertisers (IDFA) as a key marketing challenge.

Rishi Bedi, managing director for Asia-Pacific at InMobi, said, “The advertising ecosystem in Southeast Asia showcases matured levels of preparedness for data and identity deprecation. Publishers in the region are more advanced in their consumer data privacy practices than brands and media agencies who seem to be struggling to build a culture that values privacy and enforces regulatory compliance. Obtaining executive support for data stewardship and governance program can help businesses overcome this obstacle.”

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Technology Featured Southeast Asia

InMobi, Microsoft Advertising expands partnership into SEA

Singapore — InMobi, an established provider of content, marketing, and monetization tech that help businesses fuel growth, has announced the expansion of its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Southeast Asia (SEA).

Via the partnership’s expansion into SEA, InMobi will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and the mobile ad tech capability of InMobi’s advertising platforms.

InMobi and Microsoft have been in a strategic partnership since July 2018 to help enterprises accelerate their digital transformation by providing them with insights, audience, and engagement platforms for a connected world. The partnership was expanded in 2019 as InMobi added the Microsoft Advertising products and solutions to its offerings in India.

Nick Seckold, VP of Microsoft Advertising APAC, said, “Over the last 2.5 years InMobi has done a wonderful job establishing Microsoft Advertising’s Indian footprint while doubling revenue over the same period. InMobi’s successful track record in India has led Microsoft Advertising to extend its coverage across SEA where they will be tasked with building close relationships with advertisers and agencies to grow the business in the region.”

As part of the expansion, Rohit Dosi, GM of the Microsoft Advertising business at InMobi, will take up additional responsibilities for growing the Microsoft Advertising business across the SEA market and leading the global relationship with Microsoft.

“The extended partnership between Microsoft Advertising and InMobi will enable marketers to deliver a unified brand experience to customers by bringing together the best of search and native display platforms across both organizations,” Dosi shared.

InMobi will be responsible for the sales, account management, marketing, finance, collection, and billing for Microsoft Advertising customers managed by InMobi, in India and SEA, from now onwards. The direct billing with InMobi is intended to enable a seamless and hassle-free experience for advertisers, from InMobi, as they leverage its services.

Meanwhile, commenting on the effect InMobi and Microsoft Advertising has done on their brand, Ankit Maheshwari, VP of marketing at Angara, an online diamond and gemstone jeweller, said, “The InMobi team is pivotal to the success that Angara witnesses with Microsoft Advertising. Their proactive approach has time and again enhanced campaign efficiency, driven innovation, and delivered healthy returns for the brand.”

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Technology Featured APAC

InMobi doubles down APAC presence with regional leadership expansion

Singapore – Independent marketing cloud company InMobi has announced changes in its regional leadership lineup in the Asia-Pacific region. This is to aim at spearheading ad-based monetisation of its owned-and-operated and third-party properties through the InMobi Advertising Platform.

The leadership changes are namely current managing director for APAC Vasuta Agarwal, elevated to the position of SVP and GM of consumer platform advertising; current VP and GM of SEA, Japan and Korea Rishi Bedi, elevated to the position of managing director for APAC; current VP and GM of ANZ Richard O’Sullivan adding the expanded role of VP of agency partnerships in APAC; and current director of marketing in APAC Rajesh Pantina adding the expanded role of leading the B2B marketing charter for InMobi’s Advertising Platform and Solutions in the region.

Speaking about her new role, Agarwal said, “I am excited about this new adventure as we look to push the boundaries with truly first-of-its-kind experiences across connected devices,” shared Vasuta. “This is an opportunity to extend my decade-long experience and expertise in the adtech industry and across diverse markets across the globe, to develop and scale advertising on InMobi’s fast-growing consumer platforms.”

Meanwhile, Bedi commented, “Asia Pacific is one of the most vibrant, thriving, and rapidly evolving adtech markets and we are keen on delivering the best of innovation to brands, publishers, and consumers alike. And we will continue to invest in people, products, and partnerships to make this possible with the InMobi Advertising Platform.”

On the new regional leadership lineup, Abhay Singhal, co-founder at InMobi Group and CEO at InMobi Advertising Platform, said, “Vasuta, Rishi, Richard, and Rajesh have been longstanding members of the InMobi leadership team in APAC, previously holding several key positions and handling multiple businesses and regional growth charters. At InMobi, we constantly recognize leaders from within and empower them with new opportunities to grow and thrive. With these changes, we are well positioned and ready to embrace the significant growth potential that our technology leadership, deep in-market expertise, and unique culture have to offer.”

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Marketing Featured Southeast Asia

InMobi goes in-depth into mobile marketing’s future in SEA with Mobile Marketing Handbook

Singapore — InMobi, an independent marketing cloud company headquartered in Singapore, has released its annual Mobile Marketing Handbook 2022, entitled ‘The Indisputable Magic of Mobile’. The guidebook underscores the way to navigate towards the current mobile behaviour within Southeast Asia’s digital economy. Aside from that, the handbook also dives into the potential of the metaverse and other technological advancements currently rolling out in the region’s mobile marketing sector.

The handbook goes into detail about salient points in mobile shopping, forecast on the maturity of the mobile market in Southeast Asia, and the reasons behind the hyperconnected consumerism through mobile channels during the pandemic. The guide also offers a way to introduce marketers to gaming in the Web3 metaverse and how they can make cautionary but informed decisions through purpose-led marketing, building programmatic capabilities, investing in data privacy and analysis, and defining clear purchase paths for consumers during this transition to blockchain economics.

Rishi Bedi, vice president and general manager for Southeast Asia, Japan, and Korea at InMobi, said that the peak of mobile is potentially upon us as it increasingly becomes the channel of choice for addressing even the most basic of needs in Southeast Asia. He added that as the region’s mobile market rapidly grows and evolves, marketers must keep up with these changes to keep their audiences engaged.

“Our mobile marketing handbook is intended to provide guiding knowledge that may empower marketers to re-evaluate and pivot their mobile marketing strategies to sustain audiences and to try and stay ahead of their competition,” Bedi said.

InMobi has also spent the past year building a number of consumer and industry reports for the industry of mobile marketing. Recently, their report on the insights of mobile gaming’s presence in Indonesia was named MARKETECH APAC’s Insight of The Year.

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Main Feature Marketing Southeast Asia

Insight of The Year: InMobi’s 2021 report on mobile gaming in Indonesia

For over the past year, MARKETECH APAC has dissected and presented numerous comprehensive reports to share the latest trends, issues, and insights pertinent to the industry. 

Out of all of them, it is InMobi’s ‘Mobile Gaming Through the Pandemic and Beyond in Southeast Asia 2021’ that comes out as our Insight of The Year

Released in June 2021, the SEA report takes a specific interest in the state of mobile gaming in Indonesia. Armed with fresh findings on the demographic, the report has served to be a guiding light on how to engage mobile gamers in the market, and what the best approaches are to draw their attention to the brand. 

Here’s our interview with Rishi Bedi, InMobi’s vice president and GM for Southeast Asia, who further built on the report’s insights, sharing with us how brands can leverage their presence across Indonesian gamers and the best strategies they can employ to stay ahead of the game. 

The report stated that 46% of the respondents have tried mobile gaming for the first time. What does this say about the future of mobile gaming in Indonesia?

As people are increasingly on-the-go, mobile gaming is predicted to become one of the chosen sources of entertainment and relaxation. Mobile games have created a virtual environment for players to compete, play together, and connect online. With 125.6% mobile connections (compared to the total population) in 2021, mobile gaming is expected to continue to grow in popularity among Indonesians in the next year. This is evident as the time spent grew by 1.5X within the first 9 months of 2021 compared to 2020. Even in a post-pandemic world, we expect people will still turn to mobile gaming apps to make new friends, relax and pass time. Because of the depth and diversity in mobile gaming, this space has the potential to become the most preferred channel for brands to engage with consumers at scale.

The report also found that 2/3 of the respondents say that they prefer to watch ads to progress in games. What does this say about the emerging trend of advertising across mobile games?

Based on the results so far, it is becoming clear that the ad experience offered by mobile gaming apps can be highly effective, making it an ideal space for advertisers to focus their attention. A study by The Drum and YouGov found that the click-through rates (CTR) for ads inside mobile games are 50% above average while 37% of people who play games have bought something as a result of an in-game ad. 

Hence it is no surprise that, compared to the previous year, we saw a 10x growth in video advertising on gaming apps in 2021. And we believe this is just the start. Moving forward, we expect to see mature brands to keep gaming as a key element of their mobile marketing strategy and leverage its various placements to drive results.

In what ways can brands leverage their presence across gamers in Indonesia?

The appetite for games in Indonesia could present major opportunities for advertisers to secure the attention of an engaged audience. But brands must be strategic about how they do it. 

Mobile comes first. About 46% of Indonesians explored mobile gaming for the first time during the height of the pandemic to seek entertainment, relaxation, or even make new friends. 

We are also seeing that mobile gamers are even more receptive and welcoming to ads when these are relevant and offer some value exchange. Hence, brands in industries pertinent to gamers such as lifestyle, e-commerce, retail, electronics, and other games could potentially engage with gamers by delivering ads that offer in-game rewards or allow players to achieve greater progress in the game. 

Brands should also be strategic in mapping the audience with the gaming category. According to our report, Gen Zs and Gen Xs tend to prefer casual games, while millennials prefer stimulation and action-packed games. Aside targeting, the brand should also consider leveraging the various innovative mobile-first formats and full-screen immersive experiences – much in line with their state of mind as a gamer – to engage them.

What are the strategies brands should employ to win this large market of gamers?

In my experience, gamers in Indonesia are familiar with ads and prefer to watch them over and above paying money when looking to progress in a game or in exchange for a benefit. Ad recall is also very high in this space, especially when ads are about a topic of interest. Hence brands must be strategic in leveraging the right data to enhance the personalization and relevance when delivering ads in gaming apps. 

Moreover, specific ad formats or placements can be used to maximize the time spent with the gamer and increase engagement. Full-screen video ads within gaming environments can be a great way to engage users. They occur during a natural break in the gameplay and create no interruptions in the gameplay. These ads should be horizontal or vertical, based on the orientation the games are played, making it easy for brands to leverage or transform existing core assets. Rewarded video is another excellent way to engage with mobile gamers who are highly engaged and receptive, as they look to advance in the game without having to pay. 

Brands that have completely moved to programmatic media buying can also potentially access and engage with these mobile gamers based on their specific campaign objectives. For example, they can set up different segments like users with higher engagement rates, viewability, completion rates, or maximum reach.

This recognition is based on the results of Google Analytics on the most-read stories of 2021 with editorial validation on the significance of a leader’s contribution, campaigns results, and overall impact.

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Technology Featured Southeast Asia

InMobi, Telkomsel announce partnership to aid mobile marketing in Indonesia

Jakarta, Indonesia – Independent marketing cloud company InMobi and Indonesian telecom provider Telkomsel have announced a partnership together to aid in improving the mobile marketing experience for brands in Indonesia. Said partnership brings together the big data capabilities from Telkomsel and the end-to-end marketing solutions of InMobi to help brands deliver personalized communications at scale.

Through the partnership, Telkomsel’s mobile-first audiences will be available for programmatic media buying on the InMobi Exchange. The partnership also gives brands the ability to run surveys on Telkomsel audiences and deepen their understanding of consumer perceptions and preferences. The insights will be powered by InMobi’s AI-driven mobile-first consumer intelligence platform Pulse.

Rishi Bedi, VP and GM for Southeast Asia, Japan and Korea at InMobi stated that brands can activate both branding and performance campaigns, while leveraging InMobi’s deep programmatic expertise, creative capabilities, and transparent technology to try to engage and acquire their customers.

“The third-party cookie deprecation is expected to bring about a fundamental change in the digital marketing ecosystem. And, despite the delay in the final enforcement, we are seeing marketers starting to focus on building sustainable consumer marketing strategies. Through this partnership, brands will be able to target pristine, always-on Telkomsel audiences programmatically on InMobi Exchange via their preferred DSP platform,” Bedi said.

He added, “As mobile continues to dominate in terms of media time spent and grow rapidly as the preferred channel for commerce, we are doubling down on our focus on helping brands enhance their mobile marketing maturity. This partnership is another step in our endeavour to ensure that brands find solutions for the new world and are able to transition seamlessly into the era of privacy-first marketing.”

Meanwhile, Rangga Gandina, GM for data solutions business and partnerships at Telkomsel, commented that they are excited to help brands unravel the potential of their own big data and enhance every brand’s consumer insight and mobile audience strategy. He added that while consumers are completely mobile-first today, brands are yet to get their audience strategy right for this medium.

“The Telco big data combines contextual consumer insights from Telkomsel’s owned and operated platforms and other services to power deterministic audiences behavior with customer-centricity insight, in a privacy-compliant manner according to Indonesian regulation,” Gandina said.

InMobi previously announced its partnership with Gojek, a mobile on-demand services and payments platform, to enhance advertising, consumer intelligence and identity resolution for brands in Southeast Asia.

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Marketing Featured Southeast Asia

Nearly all SEA consumers planning to leverage online shopping this festive season

Singapore – Despite many consumers now reducing their budget for shopping and fearing shopping in-store due to pandemic concerns, about 93% of Southeast Asian consumers say that they will shop more across digital commerce sites this festive season, new insights from marketing technology company InMobi shows.

According to the report, about 39% of respondents have said that this is the first time that they will be trying out online shopping.

A positive sentiment is evident across online shoppers in the region, saying they want to learn about a product (39%) and explore product categories (71%), as well as making a purchase (69%). Some 24% of respondents declared that they would spend more on online shopping for the holiday season, while 47% planned to reduce their budget for in-person shopping.

“Despite a tough 2021, Southeast Asians are still gearing up for the year-end holiday shopping season, which has traditionally been the most active period for e-commerce sales in the region. More shoppers than ever are going online and spending more money online, most using their mobile phones to explore, discover and purchase. The time is right for brands and marketers to leverage mobile-first marketing to attract the interest of the connected festive shopper this year,” said Rishi Bedi, vice president and general manager for Southeast Asia, Japan and Korea at InMobi.

However, nearly 64% of consumers are still ‘undecided’ or are ‘completely unplanned’ on their online shopping experience, giving brands the opportunity to capture this market.

The report also noted that there are three key buyer personas that are emerging across Southeast Asian consumers for the holiday season, namely bargain hunters (64% of respondents), category explorers (26% of respondents) and brand lovers (10% of respondents).

In terms of spending, some 51% of Indonesians planned to spend over IDR 500,000 for their online shopping, while one in five Singaporeans will spend more than S$1000, with the average Filipino family shelling out ₱7627 for the festive season. 

Meanwhile, clothing and accessories, groceries, gadgets, and home appliances emerged as the most in-demand product categories across Indonesia, Singapore, and the Philippines.

“Since 2020, the consumer shift towards mobile shopping has meant a surge in the adoption of InMobi’s shoppable media and online to online/offline commerce solutions by brands for maximizing ROI. These solutions, along with our unique deterministic audience targeting on programmatic, will play an even more significant role for brands in this online festive season,” Bedi concluded.

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Technology Featured Global

InMobi acquires insights platform Appsumer, bolsters performance marketing solutions for brands

Singapore –  Independent marketing cloud company, InMobi, has just announced the acquisition of Appsumer, performance insights platform for mobile app advertisers, to bring unified intelligence to mobile marketing and deeper understanding of marketing effectiveness.

Appsumer offers marketers no-code integrations with more than 100 marketing channels, customizable dashboards for clients to build and track goals and KPIs, and daily processing of marketing data for more accurate measurement and informed decision making. Through the acquisition, Appsumer’s self-serve technology platform, intellectual property, and team will support InMobi’s end-to-end content, monetization, and marketing stack, as well as empower marketers to assess their performance marketing spend all in one place. 

With third-party identifiers losing their dominance, which complicates the measurement and attribution process, it’s more important than ever that marketers have a clean, crisp view of how their marketing channels are performing. Appsumer’s workspace will allow customers a single source of truth to track performance, analyze results, and use that data to plan more effective campaigns.

Furthermore, InMobi and Appsumer will be building an operating system that makes understanding user acquisition funnels easier by using AI to build predictive capabilities into the platform, helping growth marketers more quickly experiment and iterate to optimize results from their user acquisition strategies.

Shumel Lais, Appsumer’s CEO and founder, will also be joining InMobi and will continue to lead the division, charting its future growth path and product roadmap. The full Appsumer team will be joining InMobi to ensure client service continuity and further develop and support the analytics and automation offering under the InMobi umbrella.

Commenting on the acquisition, Lais said that joining forces with InMobi potentially represents an exponential growth path for their pioneering technology.

“I’m excited that Appsumer has the opportunity to get into the hands of even more developers and marketing teams worldwide to leverage our best of breed offering, making it the default home for growth marketing,” said Lais.

Meanwhile, Abhay Singhal, the co-founder of InMobi Group and CEO of InMobi Marketing Solutions, shared that Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily. 

“The solution makes it easy to map all mobile performance media investment to business outcomes. Shumel and his team are well-known industry leaders and visionaries in their field and will play an instrumental role in driving InMobi’s next wave of growth and innovation,” said Singhal.

Appsumer will continue to operate independently as a subsidiary within the global InMobi organizational structure.

The acquisition of Appsumer comes after the recent launch of InMobi’s InMobi Telco, aimed at helping mobile carriers and handset manufacturers optimize their customer experiences and diversify their revenue streams.