Developer-focused mobile ad platform InMobi has launched Appographic Targeting, an industry-first app-interest-based audience targeting capability that enables app marketers to promote content to users based on their unique app interests.

The solution leverages audience insights that go beyond app ownership and category, and has delivered up to 72 per cent higher install rates, 26 per cent lower cost-per-install and 30 per cent higher consumer lifetime value from app promotion campaigns it has been used on, the company says.

Appographic Targeting is based on InMobis analysis of over 10,000 apps across various app stores, identifying core elements that define any given app. These functional, design and interactive elements transcend app categories like gaming, social and commerce, and have enabled the company to categorise its audience of 1bn mobile devices into 200 different segments.

“We have conducted over 50 successful pilots with several large app developers who have seen significantly better campaign results over traditional targeting,” said Piyush Shah, vice president of products at InMobi. “We expect this capability to be particularly beneficial to developers and are offering it via our self-serve platform.

“Combined with our global scale, Appographic Targeting completes our full stack of offerings to make any developer successful in driving high quality user acquisition.”