Mobile advertising platform InMobi, has launched the InMobi Audience Platform into the Australian market to provide advertisers with a more intelligent way of targeting their audiences on mobile devices.

The platform compiles the behaviour of 12 million devices in Australia on the InMobi network, with data insights used to deliver more relevant ads to consumers.

“The rapid adoption of smartphones has had a dramatic impact on the media consumption behaviour of Australians, which has changed the way we connect with others, entertain ourselves and run our lives,” said Brendan Watmore, head of strategy for InMobi in Australia and New Zealand. “The shift to mobile has also created a rich source of data about consumer behaviour, but until now there hasn’t been a way of capturing this data at scale. For the first time, the InMobi Audience Platform recognises and compiles the mobile behaviour of a specific advertiser’s audience, giving advertisers so much power to reach the right audience, with the right message and in the right context.”

The InMobi Audience Platform is an advanced audience management platform built on data segmented from more than 872 million uniques spanning over 200 countries on the InMobi network. The broad range of data captured by InMobi’s proprietary SDK (software development kit), which is directly integrated into over 30,000 different applications, is analysed and used to improve the outcomes of future campaigns. The InMobi Audience Platform offers insights into the unique devices that have interacted with an advertiser’s message in any campaign, as well as other wider behaviour of those devices on the network – apps they use, time of day they use the network and geolocation signals. This has demonstrated the potential to help advertisers achieve 2-3 times greater ROI based on improved campaign engagement rates.

“Contextual audience targeting is a far more effective and accurate way of running mobile campaigns, which in turn provides advertisers with better value and greater ROI,” added Watmore. “For this reason, the InMobi Audience Platform will be offered as a standard targeting solution to Australian advertisers at no additional cost.”

A number of brands in Australia have already embraced the benefits of the InMobi Audience Platform, including IGA Supermarkets, which trialled the platform in conjunction with its media agency Starcom Australia. IGA’s advertising experienced a three-fold improvement in engagement rates since moving to the InMobi Audience Platform.

“With a click not necessarily meaning a sale, it’s even more crucial in today’s cluttered space to refine and optimise audience targeting activities,” said Kalliopi Papoutsakis, digital manager at Starcom Australia. “The new InMobi Audience Platform has enabled us to stretch our budget further, optimise more efficiently and gain deeper insights into IGA’s target audience in Australia, whilst at the same time minimising wastage. What’s more, we can proactively use the results to apply to future campaigns, which is a great benefit to both IGA and our business.”

Through the introduction of the InMobi Audience Platform, InMobi now offers a comprehensive mobile solution for Australian advertisers that incorporates its own proprietary SDK, creative production tools, ad server and now an advanced audience management platform – all integrated together on a single platform. It also provides a range of mobile solutions including: tracked app distribution, m-commerce, lead generation, search initiation, audience data and display ads, as well as video and activations.

“The InMobi Audience Platform is a fantastic innovation for the Australian market, which is delivering impressive results right now,” said Jon White, regional director and GM for InMobi in Australia and New Zealand. “The platform will enable us to start working more closely with our partners via data sharing, which stands to open up genuinely new opportunities for Australian marketers.”