2022 India Mobile Marketing Handbook InMobi
2022 India Mobile Marketing Handbook InMobi
2022 India Mobile Marketing Handbook InMobi
The
Indisputable
Magic of Mobile
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Content
Foreword 1
Conclusion 26
01 Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
The
Foreword
2021 was a tale of two halves for India’s advertising ecosystem. In the
background of the pandemic, digital channels and more so mobile, became
the lifeline of consumers and marketing organizations alike as they sought to
meaningfully connect with the world around them. Simultaneously, data
streams that helped build rich experiences for users, who have come to
expect immersive and personalized journeys, came under the scanner.
Advertisers across the nation continue to focus on being in lockstep with their
consumers who are now exploring digital avenues at an unprecedented
pace. And while there has been great buzz about the possibility of metaverse,
the truth is that there is an entire generation of consumers who are already
living in a version of this reality. Be it shopping on apps to meet their daily
needs, watching the latest movies in the palm of their hands, or gaming to
connect with the virtual communities – Indians have embraced their digital
lives. Naturally as they spend more time plugged into their phones,
consumer’s expectations from brands have also dramatically risen, who are
now willing to engage in meaningful data exchange provided it enables a
more fulfilling brand interaction.
Today, we are extremely bullish on three key themes for the coming year:
Mobile Gaming, Programmatic Mobile Video, and Personalized Experiences at
Scale. Brands who are cognizant of their consumers' expectations and
maximize the potential of each channel by creating personalized and
immersive experiences are bound to rise on top in 2022.
Happy Reading!
1
Chapter 1
A New World
Order; Indeed!
40 GB
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 1.1
The Hyperconnected
Consumer Dominion 92%
The following article details the far-reaching and lasting implications of the pandemic on the mobile economy and the key
developments that will dominate consumer experiences in the next normal.
Internet Users
new internet users in a average adding India's total internet user India's total internet YoY growth in India's India's share of world
year since October 600,000 new users base as of Q2 20212. user base as of Q2 internet user base2. internet users2.
2020 each day1. 20202.
Sources App Annie App Annie App Annie eMarketer App Annie
India continued to be the largest market after China by combined App Store and Google Play installs, surpassing 7 billion
downloads in a quarter for the fourth time7. India’s downloads reached another peak in Q2 2021 with a 9 per cent Q/Q increase7.
India . India .
U.S. . U.S. .
Brazil .
Brazil .
Indonesia .
Indonesia .
Russia .
Russia .
Mexico .
Mexico .
Turkey .
Vietnam .
Vietnam .
Pakistan .
Pakistan .
Turkey .
Q2 Countries by Downloads Q3 Countries by Downloads
Philippines .
Philippines .
0 1B 2B 3B 4B 5B 6B 7B 8B
0 1B 2B 3B 4B 5B 6B 7B 8B
3
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
6
5.5
5.4 5.0 Average Daily Hours Spent In Apps Q3 2021
5 4.8 4.8 4.8
Select Markets
4.4
4.3
4 4.2 4.2
4.1
4.0
3.6 3.6
3
3.3 3.2
0
Indonesia Brazil South Korea India Mexico Japan Canada Russia USA Turkey Australia UK Argentina France Germany China
In Q3 2021, Indians collectively spent 20% more time in-app than in Q1 20205 as COVID-19 kept people indoors. In India, the average
daily hours spent per device grew by 37% between 2019 and Q3 of 20216.
Usage Patterns
According to the IAMAI-Kantar ICUBE 2020 Report, 9 out of 10 active internet users
access the internet every day3. The majority – 96% use it for entertainment related
92% activities, followed by communication and social media
Frequency of Usage
Data Consumption
According to the Ericsson Mobility Report 2021, the average data consumption per smartphone in India was the second highest in
the world at 14.6GB per month4. This is a good 60%+ higher than the global average of 9GB per month4. India witnessed a growth
of over 20% since 2019 when consumption was 12GB per month on average5.
The per month data consumption in India is expected to reach 40GB per month by 20264 fueled by competitive subscription
pricing by service providers, affordable smartphones, and increased time spent online4. The global data consumption is
forecasted to reach 35GB per month by 2026.4
Total
40 GB 35 GB
12 GB 14.6 GB Global
Consumption
2019 2026
2021 2026
4
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 1.2
This article takes a closer look at the new mobile gamers in India - women. They are serious about their games,
they're competitive and here to play.
Mobile gaming has come a long way since 2014 when consumer spending on mobile games just matched that on PC games. Since
then, spending on mobile games has consistently outperformed those on any other device. And as of 2021, the mobile games market is
on track to surpass $120 billion in spending, growing 20% over $100 billion in 2020 and 3x more than PC games8. Mobile games are now
capable of offering console-like graphics and gameplay experiences along with cross-platform competitive and social gaming
features.
It is no surprise then that mobile game adoption has surged significantly in India in the past 4 years. In 2017, India ranked 2nd behind the
United States in-game app downloads with less than 4 billion downloads8. By 2018, Indians had downloaded 4.5 billion mobile games to
become the leader in this category. Sustaining that lead since, in H1 2021, Indian players installed 4.8 billion games9. That’s one for every
five globally9.
6B
4B
2021 H1
2B
0
S
Source: Mobile market spotlight on India: A booming mobile economy, App Annie
Just as mobile game adoption has been democratized by mobile in India; the evolution of the gamer persona has been equally
interesting with the rise of Women as the new mobile gamers in town!
49%
43% 49%
of smartphone gamers are of women gamers are
Indian women started
women above the age of 34
playing mobile games
due to pandemic
5
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Indian women consider gaming as a part of their daily entertainment or relaxation – their ‘me’ time, spending 53 minutes a day
on average playing mobile games in snackable bites10. They enjoy playing a wide range of mobiles games and do not stick to a
genre. Action and Casual games attract a significant number of users, while strategy and sports-based games see a significant
amount of time dedicated to them.
53mins/day
Top Motivations for Gaming On Smartphones
Action Casual
88 42 37
Action Board Card
Arcade Sports
Board Fantasy
43 47 56
Casual Sports Strategy
West India | Share of downloads in Q1 : 25.30% South India | Share of downloads in Q1 : 16.20%
Top 5 apps with most downloads Top 5 apps with most downloads
• Ludo King • Garena Free Fire 3volution • Garena Free Fire 3volution
• Candy Crush Saga • WinZo • PUBG • Candy Crush Saga • WinZo • Ludo King • PUBG
6
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
While women mobile gamers are spread across the country with Maharashtra, Delhi NCR, and Andhra & Telangana being major gaming
epicentres, it is the folks in West Bengal that spend the most time on mobile games. While some games remain popular across states,
preferences in mobile games differ across state lines. While women in Delhi NCR are busy building their fantasy sports team on Dream11,
those in West Bengal and Karnataka prefer MPL. The mini-metaverse in Among Us has hooked female gamers in Maharashtra and
Garena Free Fire is all the rage in Karnataka. The Nigerian based Aha games, a distribution platform with an unlimited library of mobile
games, is the talk of the town in Andhra and Telangana.
Share of national
13% 16.1% 8.5% 8% 12%
downloads
Top Genres Action, Board, Casual Action, Casual, Board Action, Casual, Board Action, Casual, Board Action, Casual, Board
Time Spent 45 mins per day 49 mins per day 67 mins per day 49 mins per day 49 mins per day
Ludo King, Subway Candy Crush Saga, Ludo Ninja, Clash of Garena Free Fire, Aha Games,
Popular Games
Surfers, Dream11 WinZo, Among Us Clans, MPL Carrom Pool, MPL mGamer, WinZO
Just as gaming preferences differ from player to player, the types of gamers are just as varied. A recent report from InMobi found three
overarching types of gamers in India: Committed gamers, Regular gamers, and Occasional gamers. 77% of Indian women fit into the first
bucket, playing mobile games every day10! They also spend a significantly higher share of their time on mobile games as they log on to
play several times a day. Women gamers are also very familiar with in-game advertising with 79% of them preferring to watch an ad to
progress in a game or gain benefits10. Moreover, almost 55% of women mobile gamers confirmed their ability to recall the ads that they
saw in mobile games as the ads were either engaging and interactive, related to a topic of interest, or about a relevant brand or
product10.
The relative convenience of playing games on smartphones, anywhere, anytime, is an advantage not just for Indian women, but for
marketers trying to connect with them. The demographic profiles of female gamers in India span across age groups – from
professionals playing mobile games in between their workday for a quick break, or squeeze in a game or two to unwind from the stress
of the day to the elderly who want to keep up with technology.
Shailesh Varudkar
Chief Business Officer, VTION Digital Analytics
7
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, 2022
Chapter 1.3
One common thread between all these users? They are all serial scrollers, with decreasing attention spans and an affinity towards original,
bite-sized video content. No wonder that the Indian short-form video market might see a 3x growth in the next 5 years12. On every social
media channel, influencers creating such snackable videos continue to experience an upswing in their follower count. Monetizing this
following with Live Commerce is the next step, that both brands & creators want to leverage. While E-commerce has always lacked the
intimacy of physical retail, Live Commerce eradicates this gap enabling real-time, two-way interactions for the mobile-first users of India.
Immediate impact – Live Commerce brings with itself a sense of immediacy, driving action in real-time – from likes to actual
purchases. The ephemeral & engaging nature of these videos also creates a sense of exclusivity amongst its viewers, further
driving impulse shopping. Needless to mention, all of this happens without leaving the video stream making the consumer journey
Heightened trust – Authentic narratives & relatable storytelling increases brand trust, positioning a brand firmly amongst its
existing consumers & drawing in potential loyalists. With regional content on the rise, this format can battle the limitations of a
language barrier also, enticing shoppers from India's hinterlands.
Differentiation – Typical product catalogs lack the excitement that live commerce brings to the table. In a highly fragmented
E-commerce market, this feature can position a brand on top of the mind of Millennials and Gen Z on the lookout for innovative
shopping formats.
Versatility – The applications of live commerce are endless – a brand can choose to partner with micro and macro influencers,
promote new launches or get feedback about its products in real-time. Even community building exercises are possible through
interactive initiatives like running contests, AMAs and more. Live commerce creates a unique opportunity for a brand to strike up
a conversation and drive conversions on the same platform, with unprecedented reach, scale and if done well, a great ROI.
Take Roposo, for example. The short video platform from Glance recently pivoted to offer a creator-led live commerce play,
driving product discovery through live streams to its millions of active users. The core idea was to create a virtual mall-like
environment that thrives on the co-existence of creators, content, and commerce.
With the industry poised to break out in the next couple of years, marketers who look beyond the conventional 'Stories' format and invest in live
commerce stand to gain a lot. From high buying intent to long-term consumer trust, the impact of live commerce can be unparalleled.
"Brands across India are actively trying to engage with a new generation - Gen Z who
are truly digital natives. Along with the uncertainty of the pandemic came a shift in the
way this audience shops; Gen-Z loves acting on impulse. This feeling is something that
they are hooked on; in fact, 97% of Gen-Z consumers claim that social media is the
place they go for inspiration. This is where live commerce comes to play, providing
users a unique combination of entertainment with shopping, offering them authentic
and interactive experiences. This is sure to pique Gen Z’s interest, who we want on our
side because they are the generation who are changing things, they are the Gen Now."
Mansi Jain
VP and GM, Roposo
8
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, 2022
Chapter 1.4
This article showcases the digital evolution in India across urban and rural parts of the country. We take a closer look at the rural digital
consumer
The Next Wave in India's Digital Growth
With 810 million internet users, India is home to the
second-largest internet user base in the world, preceded only
by China2. Even though the Internet penetration in urban areas
is more than 2X that of non-urban India, users outside of urban
parts have been growing at a faster pace on a year-on-year
basis2. From a 15% internet penetration in 2015 to 32% in 2020,
non-urban Indians are coming to the digital frontlines fast3.
While internet users grew by only 4% in urban India, reaching
323 million users in 2020, digital adoption continues to be
propelled by non-urban India – which registered a 13% growth in
internet users over the past year3. With a sizable population not
accessing the internet actively in non-urban India, there is huge
headroom for growth in the next few years.
2016 2020
115.06 million rural internet users2 327Mn rural internet users2
17% rural internet penetration 32% rural internet user penetration
48% access the internet daily3 90% access internet daily3
20% alone have an awareness of 80% are aware of the benefits of the
benefits of the internet3 internet3
The purpose of internet access in rural India was By 2020, drivers for internet access are nuanced
very limited in 20163 and growing3
5.7 / 10 3 / 10 1.3 / 10
9
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
experience to users in India. Launched in India during Diwali 2021, it will also enable access to millions of apps available on the Play
Store and comes with over-the-air updates support for new features, customization, security updates, and more, which will
continue to enhance the experience over time.
Google has also forged several other exciting alliances with startups such as Glance in areas that have the potential to solve the
opportunities and challenges of the country's diverse internet base16. From fostering the local language content ecosystem,
reimagining the way rural India shops online, or transforming the way small businesses digitize, such partnerships aim to address
issues to enhance the digital experience for users across India.
The mobile-led penetration and adoption of the internet in rural areas will blur the divide between urban and non-urban areas in
almost all aspects. And as this ever-growing Indian digitalization story unfolds, all eyes will be on the non-urban connected consumer.
"Our teams used to go and coach rural pockets on particular health and hygiene
issues in-person before the onset of the pandemic. Now, we have technology that
creates AI-enabled virtual bots and avatars of the promoters to communicate
with them."
Niraj Ruparel
Head of Mobile & Emerging Tech, GroupM India, shared how mobile provides
consumers with new and unique experiences today as per their need at InMobi’s Building
Resilient Brands: India Festive Season Summit 2021
10
Chapter 2
Chapter 2.1
This article showcases how marketers had to rethink traditional strategies to put people first in the new world order. We
discuss how some of the top brands across the globe are addressing this shift.
manufactured sanitizers when there was an acute shortage of sanitizers in India. These brands came forward and utilized their
production capabilities to help the nation at the time of dire need. Another example is Ola stepping up to start doorstep delivery of
oxygen concentrators to consumers using their extensive network of cabs and user-friendly app to make bookings. It is important for
brands that provide essential services to celebrate and applaud the real heroes who deliver these services (food, e-commerce delivery,
essentials, medicines, and more).
Some brands even enabled their customers to step up and make it easy and painless for users to step up and contribute, be it
Kingfisher that encouraged Indian masses to stay home and stay safe during the peak of the pandemic, or L'Oréal that inspired and
educated citizens to #StandUp against street harassment. When brands take these purpose-led positions, they see an upsurge of real
connections with consumers. Here are a few examples of how InMobi's partners achieved their purpose-led objectives in 2021:
11
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
InMobi's mobile-first solutions, Asian Paints sparked joy amongst the community and helped their retail network thrive during the
pandemic. Through the campaign, the Asian Paints retail network received over 15% Q-o-Q increase in call volumes and an astounding
15,000 footfalls in only 20 days17.
12
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
356 MN
Chapter 2.2
This article highlights how marketers can create a real impact with mobile video. We discuss the three steps to doing mobile
video right.
356 million
7.38 Hrs 7.91 Hrs 8.16 Hrs 62% mobile video
viewers in India
The first and foremost aspect of Doing Mobile Video Right is to ensure that you understand the orientation and the placement of the
video advertising opportunity and tailor your assets accordingly. Getting mobile video orientation right can make or break the
experience your brand delivers.
13
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
47% 18%
higher CTR driven on growth in CTR for
landscape video landscape video ads
compared to other YOY
formats
LANDSCAPE VIDEO
Environment: Gaming
Non-skippable
Environment: OTT
Non-skippable
Environment: OTT
Non-skippable
14
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
INTERSTITIAL VIDEO
REWARDED VIDEO
Environment: Gaming
Environment: Gaming
Experience: True HD,
Experience: True HD, buffer-free video viewing
buffer-free video viewing experience on InMobi
experience on InMobi Exchange
Exchange
Support for muting and
Support for muting and unmuting audio
unmuting audio
Measurement: SDK-integrated,
Measurement: SDK-integrated, MOAT & OMSDK viewability
MOAT & OMSDK viewability
IN-FEED VIDEO
IN-FEED VIDEO
Environment: News/ Social
Environment: Short-form
Experience: True HD,
Video
buffer-free video viewing
experience on InMobi
Experience: True HD, Exchange
buffer-free video viewing
experience on InMobi
Support for muting and
Exchange
unmuting audio
Support for muting and
Measurement: SDK-integrated,
unmuting audio
MOAT & OMSDK viewability
15
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
VIDEO WITH ENDCARD VIDEO WITH CAROUSEL INTERACTIVE VIDEO 360º VIDEO
Based on the goals that you have for your campaigns, choose the right video length. Short, powerful videos can be a great way to drive
a message to your audience, while longer videos can be a great way to help your audience understand your proposition in detail.
22.2% 10.2%
higher VCR driven by higher CTR driven by
short video ads when long video ads when
compared to the compared to the
average average
16
50%
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 2.3
Driving Personalization
at Scale 105
CREATIVES
This article unravels how one of India's most dynamic brands innovatively used mobile-first technologies to drive
personalization at scale.
For brands that are not digital-native, the ability to communicate with highly engaged users in a brand-safe environment with
hyper-customized messaging AT SCALE is a game-changer. To top it all, activating first-party data through all this means that brands
can tap into a captive audience eagerly awaiting the personalization they have signed up for.
With the rapid digitization in India, Godrej Consumer Products Limited (GCPL) is increasingly integrating digital capabilities with different
aspects of its business – how it manufactures, markets, and engages with consumers. Its strategic priorities are focused on foraying into
direct-to-consumer (D2C) retailing, building e-commerce capabilities, and leveraging data to strengthen consumer relationships. In
2021, as mobile became the primary screen for millions of Indians across urban and rural India, Godrej aimed to leverage the power of
mobile to identify, and engage, connected consumers intelligently. Godrej Consumer Products Limited partnered with InMobi to deliver
the most effective video communication to the right users and drive full-funnel marketing efficiencies. Here's a peek into how they
achieved personalization at scale!
By adopting full-funnel marketing, GCPL intended to maximize return on investment (ROI) and measure end-to-end effectiveness. GCPL
activated full-funnel efficiencies to drive brand and performance marketing through the right combination of media, data and
creative on the InMobi platforms.
17
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
18
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
While Godrej successfully leveraged programmatic to drive awareness, engagement, and consideration, it aimed to validate the
accuracy of its first-party, data-led precision targeting methodology to understand better the perception and preferences of users of
this category. To achieve this, Godrej conducted a survey on InMobi Pulse, the leading mobile consumer intelligence platform. Through
device ID-based programmatic sampling, Godrej captured essential demographic-related information in the form of stated data. This
helped the brand benchmark the quality of their first-party data that was residing in their AI-CDP.
The results showed that personalized online videos delivered a significant 22% higher ad recall for the Kala HIT brand; the Home
Insecticide category saw a 15% growth in revenue during the last fiscal year20. GCPL intends to expand this to various other categories
and double down on real-time consumer intelligence and analytics.
Engaging Mobilizing
The Identifying Validating the
Consumers with First-party data for
Challenge Audiences at Efficacy of Precision
Personalized Precision Targeting
Scale Targeting
Communication
Jio
InMobi Platform/
Audiences Exchange DSP Pulse
Solution Leveraged
"When one is reaching out to a user in Tamil Nadu vs West Bengal vs Gujarat, the
communication needs to be completely different, and not just a mere translation
of a key thematic message at a pan-India level; which is what most brands resort
to. Multiple region-specific content delivered through mobile-first assets are
extremely critical for achieving true PERSONALIZATION AT SCALE.”
19
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 2.4
This article is brought to you by Aditya Maheshwari, Head of Customer Success, AppsFlyer India. It highlights the evolution of
m-commerce in the country and the latest trends grabbing consumers' attention. We discuss the future of shopping and
how brands can stay ahead of the game.
The growing affordability of smartphones and data has given rise to a slew of digital natives who have accelerated India's e-commerce
adoption. This, along with the pandemic, acted as critical factors for pushing consumers towards digital solutions and leapfrogged
India's digital transformation by a few years. The metropolitan cities saw saturation, but it was time for the tier II and III cities to shine.
According to AppsFlyer data, these smaller cities accounted for 86% of all app installs in India in the past year24.
It wasn't only investors that bet on the tremendous potential in the e-commerce potential. With the accelerated shift from brick and
mortar to e-commerce, driving more consumers than ever to research and complete purchases online, brands took to
performance-driven advertising. Digital advertising is expected to grow by a CAGR of 20% in 2021; this number is forecast to grow to
22.47% in 202223.
80
20
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
20%
And it was not only NoIs that
spiked for Shopping. The
15%
upsurge was seen in in-app
purchases, as well.
10%
These trends are also expected to continue beyond this year. India is forecasted to be the fastest-growing e-commerce market in the
world in 2021, and retail e-commerce sales are expected to grow by 25% in 202225. 30.3% of the Indian population will have made at least
one purchase via digital channels by 202226. With the rapid growth in smartphone penetration and increasing mobile literacy, India will
soon emerge as the digital shopping powerhouse in the world.
Mobile shopping is seeing dramatic changes with these e-commerce formats and will give rise to the new connected shopper in the
coming year. These shoppers crave an authentic and immersive experience provided by their favorite celebrities and influencers.
While traditional shopping is here to stay, most of the growth in the Shopping vertical will be driven by these new digital natives.
With the 'Make in India' movement, there will be an intense focus on local and hyperlocal offerings, and app marketers will be amiss if
they don't use this opportunity to bring the local mom & pop shops online. This will not only create a familial bonding with their
customers but also create alternate revenue streams.
21
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 2.5
This article highlights search advertising strategies that brands can focus on to build an engaging experience for the ever-evolving
customers with Microsoft Advertising.
With consumers relying on search for learning, exploring, and buying the
product/service, the ‘Search in India - 2021 Trends Report’ throws light on
the rising search trends in the e-Commerce, Travel, Music and
Entertainment, Home Improvement, Automobile, Finance, e-Learning, and
Personal Well-being industry verticals. With the rise in hyperlocal
searches in these verticals, are brands leveraging “Search Advertising”
right in their marketing efforts? Here’s our take on how advertisers can
rise to the occasion and put ‘Search’ to best use.
With the overload of information across the internet, consumers are looking for
meaningful experiences more than ever; something that grabs their attention
and adds value to their lives. Hence, marketers must focus on reaching the
right consumers at the right time with the right message. By creating visual
experiences to the regular search ads, marketers can stand out from the
crowd, making their path to first interaction easier. Images to search ads that
show on sites where users spend most of their time can truly create a
top-of-the-mind recall for consumers. To further benefit from Search
Advertising, brands must pivot to the new-age Shopping ads with a catalogue
display on Bing and custom extensions that make the marketer’s life easy and
the consumer experience meaningful.
22
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
2X
Increase in number of
visitors
4X
Increase in ROI during
festive season
+71%
Quarterly revenue
impressive return on ad
growth
ROAS spend (ROAS)
238%
Increase in impressions
from 2019 to 2020 A phenomenal growth
Read success stories of the brands which have achieved their marketing objectives with Microsoft Advertising here.
“By partnering with Microsoft Advertising, we could reach the 'highly qualified'
audiences on the Microsoft Network and expand our consumer base. The
campaign turned out to be gratifying, yielding us an increase of 1.8X ROI.”
Akshay Ambardar,
Assistant Director, Digital Marketing, Myntra on expanding customer base and reaching
out to unique audiences with Microsoft-exclusive Audiences
23
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Chapter 2.6
This article showcases how performance marketers can build a definitive picture with their multiple data sources. We discuss all this and
more".
+ + +
As ROI is throttled, Creative is one of the On average mid and large The third-party identifier is
performance marketers biggest optimization levers advertisers have 4+ data sources. suffering a long and slow
are forced to diversify for a performance Firstly, cost data from multiple death on mobile. Apple made
beyond major channels marketer to pull in a publisher interfaces. Secondly, big moves with the App
into a longer tail of ad maturing market. However, attribution data from an MMP Tracking Transparency (ATT)
networks and DSPs. We see with more creatives comes such as Adjust, Appsflyer, Branch, framework, and Google's
that a mid-sized advertiser more data complexity. or Kochava and now the addition expected to start limiting
now runs on 5+ channels of SKAdNetwork (SKAN) data. third-party identifiers on
and a large advertiser 10+ Thirdly, in-app analytics data Android soon too. This has
channels, each with its own from the likes of Amplitude, smashed apart the user-level
cost data, targeting Google Analytics, and Mixpanel. measurement that mobile
options, and campaign Finally, we see revenue and LTV advertising has grown up with,
structure. data coming from an internal adding a further layer of
data warehouse. This is before complexity to performance
considering additional sources for measurement.
some advertisers, such as
predictive LTV, fraud data, or ad
mediation data.
24
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Meanwhile, large advertisers tend to build their own BI setup using one-size-fits-all data warehousing and visualization solutions. This
takes a lot of investment over months, if not years, to deliver a view of ROI. Even then, performance marketers struggle to query data
themselves with overly technical solutions, meaning they still have to wait for BI support to get the right data to make decisions.
This is why many mobile app advertisers in maturing markets are now turning to off-the-shelf intelligence tools like Appsumer by
InMobi, which delivers:
Pre-built connectors with 100+ mobile advertising channels, MMPs, analytics tools, and data warehouses
Built on aggregate data from the ground-up with no need for user-level data or SDKs
Easy-to-use dashboards and reports that performance marketers can build themselves on-the-fly
With a free three-month trial and ongoing subscription pricing, Appsumer by InMobi can deliver an affordable daily view of ROI for
mobile performance advertisers within seven days.
“It’s very important to bring data to digital, data empowers Digital as a medium to
unlock possibilities which are yet at the far end of imagination. It helps the brands
to connect with the right consumers with the right messages across the preferred
platforms. In an age where stories are becoming more and more powerful, brands
shall tell personalized and meaningful stories to the right consumer cohorts to
foster deeper connections and persuasion. All of these personalizations and
deeper connections can’t be imagined without amalgamating the power of Data
with Digital.”
Om Jha,
Head of Media and Partnerships, PepsiCo shared his take on how brands really need to
understand data in the popular episode of Marketing Jedis series hosted by InMobi and
Microsoft Advertising.
25
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
Conclusion
It is without a shadow of doubt we can say that the Indian advertising ecosystem is in the midst of heralding a new era. With the
pandemic having accelerated the digital revolution, expectations across the board – be it from consumers, brands, agencies, and
media owners are at an all-time high today. As we continue to navigate a rapidly evolving ecosystem, marketing organizations will
have to center the strategies around three key pillars to hold them in good stead: people, platforms, and partners. With the right
investments across these three buckets, brands will be able to stand the test of time.
With the average Indian spending almost five hours daily on their smartphones, mobile now forms the backbone of brand strategy
across the region as they try to understand, identify, engage, and acquire audiences. This involves creating valuable mobile
experiences for consumers by focusing on three things: understanding your consumers, meeting them where they are and enabling
them to make informed decisions.
Meet your Consumers where they are with Mobile Video and Gaming:
With video and gaming taking considerable attention of users, advertisers must meet consumers where they are. Mobile-first
programmatic campaigns across these environments have seen a great upswing in delivering enhanced ROI for brands.
Ultimately brands that do not build on their mobile marketing maturity will be left behind competition and more importantly, will fail to
keep pace with the connected consumer. Resilient brands will focus on leveraging programmatic buying, video, gaming advertising,
and data-driven personalization on mobile in 2022.
26
The Indisputable Magic of Mobile • 2022 India Mobile Marketing Handbook, India
References
9. Mobile market spotlight on India: A booming mobile economy, App Annie, 2021
14. Rural India beats urban in mobile data usage, Economic Times, Nov 2020
18. The Power of Real-time data – The Lifebuoy case study, InMobi, 2021
20. Digital Transformation – The GCPL and InMobi Way, InMobi, 2021
21. SoftBank has deployed $3 billion in India this year, TechCrunch, 2021
27
01
Contributors
Design