InMobi Logo

Mobile ad network InMobi has introduced a new ad format called InMobi SmartAds, which aims to enable advertisers deliver highly personalized rich media ads to their users.

The company says this ad format is dynamic and responsive in nature and enables advertisers to include dynamic feeds like live stock prices, RSS news feeds, sport scores or movie show times within their creatives and trigger these ads based on the user’s location, weather conditions, custom feeds and other user behaviour. We wonder if InMobi is using its recently acquired Overlay Media’s tech in these ads.

Use Cases: Some indicators provided on how these ad formats can be used – a coffee chain promoting various coffee products depending on the weather (hot coffee on a cold day and cold coffee on a hot day), a sporting apparel bundling its products with live soccer score feeds, a movie ticketing service increasing its ad conversions by displaying live movie show times in its ads and retailers highlighting offers from their nearest outlet to consumers.

InMobi SmartAds Weather

The company claims that InMobi SmartAds have delivered up to three times higher install rates, up to 10 times interaction rates and more than three times the conversion rates of regular ads. It also claims that Bloomberg used this format within its stock ticker to promote its iPad App and registered a 14.49% interaction rate from its users.

Support for IAB Mobile Rising Stars: Along with SmartAds, InMobi has also added support for IAB (Interactive Advertising Bureau) Mobile Rising Stars ad formats across all its platforms. Supported ads formats include filmstrip (a scrolling multi-panel unit), mobile pull (a top or bottom screen banner which vertically pulls a full screen ad experience), full page flex (full screen responsive ad in portrait and landscape orientation), and slider (slide banner to show or close the ad).

Earlier this year, InMobi had introduced an Android app store distribution platform App Publish. It had also introduced Lifetime Value Platform to offer in-app analytics and engagement metrics to its premium publishers.