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Miip will be targeted at app users – a huge segment that advertisers are struggling to monetise as they engage with the app in a walled environment.
“Ads today have forgotten the protagonist of the story – the user,” said Naveen Tewari, Founder & CEO, InMobi in a statement. “With Miip, we will put the user ahead of everyone else, and deliver a consistent, personalised and content-rich experience that users will fall in love with.”
Miip creates discovery zones for consumers within their favorite apps and presents a curated collection of product feeds, apps and related content. It refines its recommendations over time through reactions and emotions expressed by the consumer within the discovery zone.
For instance, a user who likes rock music will see curated recommendations across relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections, all within one discovery zone. Miip extracts content from other existing apps and makes them accessible within the discovery zone. Consumers can also ‘Buy’ products within the discovery zone, through secure payments enabled by Stripe, the partner powering payments for Miip, it said.
"We're working with InMobi to dynamically showcase our products within mobile ad units that display directly in app, allowing us to reach highly targeted audiences in 30,000+ apps within InMobi's network," said Slaton Carter, Director of Digital Marketing, TheRealReal. "With over 20% of our sales coming from mobile, we recognise the benefit of targeting new consumers directly on mobile."
