InMobi’s Growth Second Only To Facebook, Claims 759 Million Active Users

Mobile Advertising and Consumer Engagement Company InMobi has put forth its growth numbers for last year and it appears the company is growing at an accelerated pace.

InMobi, an independent mobile advertising company has claimed that it has 759 Million Active Users (MAU). These figures are per month and that puts the company ahead of multiple Social Media Platforms except Facebook. Going by these numbers it is safe to say that InMobi might just be an Advertiser with the largest global reach.

Mobile Advertising is certainly a rising phenomenon. With the rapid acceleration in adoption of Smartphones, even an average mobile user is now regularly found online. These internet enabled miniature workhorses have proven quite proficient at replacing traditional desktops and this has directly impacted the outlook and focus of Advertisers. They are rapidly realigning their promotional campaigns towards mobile users. The fact that these devices easily support HTML5 and full multimedia ads is an added bonus. Naveen Tewari, CEO, InMobi, explained the phenomenon,

“According to IDC, smartphone shipments are expected to pass one billion for the first time in 2014. Mobile has become the foundation of peoples’ lives, it is now the preferred media platform—overtaking even TV—it is how people obtain necessary information for everyday life. With this growing reliance on mobile devices, naturally, advertising budgets are following consumers. Five years ago, a brand that included mobile advertising in its portfolio was ahead of the curve. Today, if you’re not advertising on mobile, you risk losing an entire generation of consumers.”

InMobi’s success lies in the sheer volume of Data it processes, continued, Tewari,

“Our platform processes 240 TB of data per day to make the best possible decisions to deliver the most relevant content to the user. Reaching consumers via mobile has become common, but providing the best user experience, including engaging ad formats, precise targeting, and delivering consistently relevant messaging, relies on the intelligent processing of big data and continued innovation”

Naveen has perhaps put forth one of the most profound truths in Digital Advertising. Consumers are increasingly subjected to advertising via multiple channels and techniques. This has caused the recipients to become immune. Hence to make advertising effective, not only should the channels be optimally used, but the consumer preferences are to be studied in detail and the promotional messages that meet the needs of the consumers, are to be served. What do you think?

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