In the world of competitive apps market, it is essential that apps focus on targeting the right audience at the right time, and determine the usefulness of the app. Bangalore based food ordering and delivery company, Swiggy partnered with global mobile advertising and discovery platform, InMobi, to do just that- drive high-quality app installs at scale across top seven metros in India.
InMobi helped Swiggy employ a data-driven strategy to achieve the user acquisition goals on mobile. The strategy was catered to a target audience that belonged to upscale residence dwellers, those who were data savvy, millennials, shopping enthusiasts, and business park employees.
InMobi also helped showcase the appâs value proposition to the target audience using audience insight, advanced targeting, and predictive marketing. Through appographic targeting, InMobi helped target audiences based on their app interests. It helped drive user engagement at scale on popular apps such as Airtel Wynk and Truecaller. To reach users when their most engaged on mobile, the time targeting helped analyse prime time - end of the week, afternoons and nights. Also, through location targeting, audience was tracked in and around malls, tech parks and upscale residences with high accuracy, zero-spillage. InMobi also leveraged its unique polygon mapping technology to deliver mobile ads with high precision within cities, thereby improving ROI of the campaign.
They designed innovative creatives to improve user engagement and conversions such as cinemagraph creatives that made for an enhanced visual experience, animated GIFs to engage the users effectively, and landscape videos. These activities helped in 2.6X higher installs, 17 per cent lower cost per install, and 6 per cent lower cost per user acquired.
Swiggy was inspired by the thought of providing a complete food ordering and delivery solution from the best neighbourhood restaurants to the urban foodie. And through this partnership they can maximise engagement, transactions and revenues.
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