• by Tobi Elkin  @tobielkin, November 3, 2016

Mobile advertising platform InMobi on Thursday announced the launch of its mobile-first, in-app remarketing platform in the U.S. The platform enables marketers and app developers to retarget existing users across InMobi’s global ad network and exchange, which  is comprised of 1.5+ billion unique mobile devices.

InMobi said that advertisers using the platform can now implement a mobile growth strategy across the entire conversion funnel from prospecting and acquisition, to driving post-installation activations. The platform also aims to help advertisers increase ongoing engagement with users.

In addition, inMobile said the platform aims to help advertisers achieve a variety of performance marketing goals such as targeting users who have recently installed a retail app with customized offers, encouraging subscription sign-ups, offering discounts, and retention incentives.

InMobi also said its remarketing platform offers marketers the ability to add video ads and native ads to increase in-app conversions; segment and retarget app users in real time based on in-app behavior, purchase history, and other personalized attributes; deliver personalized creative that’s updated in real time based on an item’s availability and price; and modify  campaign bids in real time for each user based on propensity to convert and  maximize return on ad spend.

“By now, it’s well understood that getting an install is only half the battle won. With almost 75% of users uninstalling the app within the first 24 hours, crafting an effective mobile CRM [customer relationship management] strategy involves reaching users contextually to maximize activations, drive incremental sales, and win back dormant users,” Edward Laws, Global SVP & GM, performance advertising, InMobi, told Real-Time Daily via email.

Laws added that most retargeting messages aren’t personalized based on user context or profile, and that means users don’t necessarily convert.

“InMobi’s Remarketing platform helps performance marketers reach and engage existing users within an in-app environment in a contextual, non-intrusive manner and nudge them with messages that are personalized in real time, and with rich creative,” he said.  

Global clients including China-based Nuomi, Zalora in Southeast Asia, and Myntra in India are already using the platform, according to InMobi.