InMobi Analytics drives down cost per conversion by 74% in US
Ad clients buying smarter
Indian-based ad specialist InMobi, however, has served up the stats it believes proves such a claim, with clients utilising its analytics product seeing a 74 percent drop in cost per conversion on the network.
InMobi reports the new low rate is currently being enjoyed by 'dozens' of clients across the US, thanks to their ability to sample InMobi Analytics' real-time conversion optimisation technology.
Larger slice of the American pie
"Measurement has always been the missing piece of the puzzle in the mobile advertising market," said VP and MD of InMobi North America, Anne Frisbie.
"Our goal is to help grow the category while delivering ROI positive results for our clients.
"We are pleased to see that InMobi Analytics is helping our customers achieve their marketing goals, and we expect over 100 million Americans every month will enjoy a better mobile ad experience by the end of 2011 as a result."
InMobi claims the 74 percent drop was measured during InMobi Analytics' first two weeks, as firm's leveraged the product in the buying spree that accompanied Memorial Day holiday weekend.
As a result, Frisbie believes InMobi Analytics could be an increasingly important factor for advertisers looking to make the most of holiday seasons moving forward.
"Advertisers need to plan ahead to win in the market during holidays," Frisbie added.
"We saw several clients miss the window by launching too close to Memorial Day and not allowing time for optimisation to kick in and volume to increase in sync with consumer behaviour. It's all about timing and an important lesson for the mobile industry heading into Q3 and Q4."