How can InMobi improve its in-app video advertising format to increase user engagement and completion rates?

Introduction

To improve InMobi's in-app video advertising format and increase user engagement and completion rates, we need to analyze the current user experience, identify pain points, and develop innovative solutions. I'll outline a strategic approach to address this challenge, focusing on user segmentation, pain point analysis, and data-driven solution generation.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the specific types of apps where InMobi's video ads are most prevalent. Could you provide more information on the primary app categories and user demographics where these ads are shown?

Why it matters: This helps us tailor solutions to specific user behaviors and expectations. Expected answer: Gaming and entertainment apps, primarily targeting users aged 18-34. Impact on approach: Would focus on solutions that complement gaming experiences or entertainment content.

• Considering user behavior, I'm curious about the current average completion rates for InMobi's in-app video ads. Can you share some data on this, including any variations across different app categories or ad lengths?

Why it matters: Establishes a baseline for improvement and identifies potential areas of focus. Expected answer: 60% completion rate overall, with higher rates in gaming apps and for shorter ads. Impact on approach: Would prioritize solutions for low-performing categories and ad formats.

• Examining the competitive landscape, I'd like to understand InMobi's current market position. How does InMobi's video ad engagement compare to major competitors like Google AdMob or Facebook Audience Network?

Why it matters: Helps identify competitive advantages and areas for differentiation. Expected answer: InMobi trails slightly behind Google AdMob but outperforms Facebook in certain niches. Impact on approach: Would focus on leveraging InMobi's strengths and addressing key differentiators.

• Considering company alignment, what are the primary business objectives driving this improvement initiative? Are we prioritizing increased ad revenue, user satisfaction, or expanding market share?

Why it matters: Ensures our solutions align with broader company goals. Expected answer: Balancing increased ad revenue with improved user experience to drive long-term growth. Impact on approach: Would seek solutions that optimize both monetization and user engagement.