Mobile Ad Network, InMobi, has launched a new platform called InMobi Lifetime Value Platform (LTVP), which aims to allow premium publishers and app developers improve their user engagement and increase the customer lifetime value, by providing app analytics, user segmentation and insights into app usage.
How It Works? InMobi stated that LTVP has the ability to divide app users into different user groups and provide detailed behavior information to help publishers or app developers customize the app experience for each user segment, without needing to resubmit the app to the App Store.
Insights aims to offer publishers detailed insights to the user behavior by providing in-app data like audience (daily active and monthly active users), engagement (time spent within the app and session frequency), in-app revenue and any custom actions defined by the publishers or developers, while Segments allows publishers to divide their app users based on various parameters like country, purchase history, engagement time, and app launches or any custom parameter created by publishers based on their requirements.
Actions allows publishers to deliver in-app messages and enables them to provide different app experience for different segments through targeted actions. These actions include offering virtual goods for sale to high paying customers, offering rewards to users when app engagement declines, display ads to non-paying customers or after specific amount of app launches and cross-promote new apps to users among others.
Availability: InMobi stated that the platform is currently in private beta and supports iOS and Android, with Windows 8 support coming soon. The company also stated that the platform will be available for free to use for publishers and app developers.
We believe this is one of the developer solutions that Piyush Shah, VP and GM of Developer Platforms and Performance Advertising at InMobi, had talked about earlier this year, during the acquisition of the UK-based mobile app management and distribution solution provider Metaflow solutions. Shah had stated that this acquisition along with its MMTG Labs acquisition will enable the company to offer compelling distribution, monetisation, and engagement solutions to app developers, globally.
Back then, InMobi CEO Naveen Tewari had also added that the acquisition will enable InMobi to improve the distribution and monetization of content from their developer and publisher partners.
Previous Developments: Besides this, InMobi had renamed its HTML5 ad authoring platform Sprout as InMobi Studio in September 2012. The company had claimed to have added various new features to the platform including ad development, engagement reporting and analytics, after the original acquisition in August 2011.
InMobi stated that it had also signed up advertising agencies and publishers such as Hearst Digital Media, MediaCom EMEA, The Gary Group, and MocoSpace for the InMobi Studio platform, although it noted that InMobi Studio will remain independent from the InMobi network and will continue to support multiple ad networks.
In October 2012, InMobi had shut down its operations in Africa and Russia. The company had attributed this development to the current global market conditions and had stated that it will continue to serve these markets through its centralised sales teams located in its regional centres.