InMobi Advertising’s Post

Transcript

Tata 1MG is India's trusted digital consumer platform offering end to end healthcare and rapid medicine delivery services across India. The healthcare industry has embraced the digital route since the pandemic, bringing about a permanent shift in consumer behavior. Tata 1MG wanted to raise awareness about access to easy and affordable healthcare in the comfort of their home and ultimately scale adoption to drive stickiness with repeat in app purchases to democratize digital healthcare in India. Tata. NMG launched a mobile campaign emphasizing the trust and faster delivery the platform offers. Tata 1MG partnered with in Mobi and leveraged the capabilities of Inmobi's demand side platform for efficient customer life cycle based targeting. Activating rich in app behavioral signals. The brand identified and dynamically targeted users dormant since 30 to 45 days, users who started checkout in the last two to 50 days and users who broke the purchase journey at various touch points. By identifying the peak active hours of the users, Tata 1MG delivered compelling rich media banners and interstitials on entertainment and sports apps. The key message highlighted the trusted on demand healthcare services and the faster delivery the app provides at special discounted rates. A single tap on the CTA order now directed the ad viewers to the app showcasing a wide product portfolio. Efficient customer life cycle based targeting enabled Tata 1MG to drive repeat transactions. Resulting in a whopping 29% increase in purchases month on month. The brand further drove 21% of purchases from dormant users who added products to their carts. Tata 1MG also saw phenomenal growth in average return on advertising spends by 5.4 times with the highest of nine times as a result of the campaign. By democratizing healthcare to Internet users across India, Tata when MG drove quality app transactions with advanced programmatic. Capabilities and remarketing.