How would you measure the success of InMobi's in-app video advertising platform?

Introduction

Measuring the success of InMobi's in-app video advertising platform requires a comprehensive approach that considers multiple stakeholders and metrics. To effectively evaluate this product, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

InMobi's in-app video advertising platform is a mobile-first solution that enables advertisers to reach users through engaging video content within mobile applications. The platform serves as an intermediary between advertisers looking to promote their products or services and app developers seeking to monetize their user base.

Key stakeholders include:

1. Advertisers: Seeking high engagement and conversion rates
2. App developers: Looking for revenue generation without compromising user experience
3. End users: Expecting relevant, non-intrusive ad experiences
4. InMobi: Aiming to grow market share and revenue

User flow:

1. User opens a mobile app integrated with InMobi's SDK
2. Based on user data and advertiser targeting, the platform selects an appropriate video ad
3. The ad is displayed to the user at a strategic moment (e.g., between game levels)
4. User interacts with the ad (views, clicks, or skips)
5. Post-view actions are tracked (app installs, website visits, etc.)

This product fits into InMobi's broader strategy of becoming a leading mobile advertising platform, competing with giants like Google and Facebook in the mobile ad space. Compared to competitors, InMobi focuses more on emerging markets and offers deeper app integration capabilities.

In terms of product lifecycle, the in-app video advertising platform is in the growth stage. It's established enough to have a significant user base but still has room for expansion and feature enhancement.

Software-specific context:

• Platform: Cloud-based, with SDKs for iOS and Android integration
• Integration points: Ad networks, data management platforms, attribution partners
• Deployment model: SaaS for advertisers, SDK integration for app developers