User retention is key for us, as we want to make sure people stick around and continually use the app. InMobi DSP has been critical to our retention efforts by consistently delivering quality retargeting results. There’s a reason InMobi has remained as one of our top three global retargeting partners, as their mobile in-app capabilities and expertise keep bearing fruit for us.
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North America
InMobi DSP Helps IMVU Improve Retention, See Over 3x ROAS
Industry
Gaming
Gaming
Solution
Engaging with customers, Acquiring new users
Engaging with customers, Acquiring new users
About IMVU
IMVU (Instant Messaging Virtual Universe) is one of the most popular social networking properties in the world, allowing users to interact with others through a custom avatar through a mobile app or website. Its app is one of the 25 most popular social networking apps in the iOS App Store and has been downloaded well over 10 million times from the Google Play store.
Since 2018, the world’s largest avatar-based social network, IMVU, has tapped InMobi as one of its top three retargeting partners. As a result of the InMobi partnership, IMVU is able to keep its users engaged with its app and consistently sees a 2x to 3x return on ad spend (ROAS).
Highlights
3.5x
ROAS in August 2020
2x
ROAS in June and July 2020
279%
increase in revenue from retargeting in 2019
16%
decrease in cost per order
Overview
As the vast majority of people who have downloaded an app are likely to have never used it or to have deleted it entirely off their device just one week after first installing the app, IMVU decided to partner with InMobi since 2018 to help improve user stickiness and keep their user base engaged with their platform.
During the first week after someone downloads the IMVU app, InMobi DSP displays uniquely tailored banner ads and interstitials to that person as they use other apps on their device. By showing creatives that highlight offers for new users and other features of the app, IMVU drives new users to stick around and become more familiar with the app.
To further drive engagement for IMVU, InMobi analyzed the purchasing propensity of users in the U.S. and personalized a new logic to reach and engage these types of people. InMobi Auto Bidder technology was critical to the success that IMVU saw from their retargeting efforts on mobile. With the data gleaned from the bidder, InMobi was able to determine that the best results arise when there is a higher frequency cap (i.e. more impressions) for users during the first three days after installing the IMVU app.
To further support its retargeting efforts, IMVU used data from the mobile marketing platform, Leanplum. Through Leanplum, IMVU gains a deeper understanding of its most loyal users, as user data from Leanplum is directly piped into InMobi for increased retargeting efficiency. Armed with these insights, IMVU can be sure its retargeting its top users and those who share similar characteristics.
Results
IMVU has seen incredible results over the course of their longtime partnership with InMobi. IMVU routinely sees 2x to 3x ROAS, with some months even seeing 4x or more ROAS. Keeping newly acquired users around has also helped IMVU remain profitable, as retargeting helped them boost revenue by 279% in 2019. The InMobi Auto Bidder relies on deep-learning algorithms, and has been key to the positive results that IMVU has seen as well. Not only did it increase ROAS by 27% in the U.S., but the technology decreased their cost per order by 16% as well.
