InMobi regularly participates in and contributes to a series of events, meetups, webinars, sharing best practices with partners and thought leaders, across the globe. In this edition of the InMobi Event Diary, we are looking at the highlights and developments from the Zee Melt Conference, India’s biggest festival for disruptive marketing and communications.
The end of May saw a passionate group of InMobians in Mumbai, India for the annual MELT conference - a two-day showcase of the best creativity and innovation in marketing and communications. With 4 interactive sessions spread over the two days of the conference, InMobi joined a host of other marketing leaders in driving awareness about the hottest marketing trends, especially in mobile advertising. Arun Pattabhiraman, Vasuta Agarwal, Sahil Mathur and Shantesh Gogi of InMobi led sessions on mobile video, ad fraud and mobile creative innovation respectively. Here’s a brief overview.
Doing Mobile Video Right
Speaker: Arun Pattabhiraman, VP & Global Head of Marketing
The morning of day 1 saw Arun Pattabhiraman taking the stage to educate the audience about the importance of doing mobile video right. With outdated and desktop-based ad technology being prevalent in the mobile advertising industry today, mobile video ads load slowly and buffer endlessly, leading to a poor end-consumer experience and ineffective media for advertisers. With proven results from the InMobi network, Arun was able to drive awareness about the reasons behind the less-than-ideal performance of video ads and how to turn it around.
Accountability in mobile advertising
Speaker: Vasuta Agarwal, VP & GM - India
Global mobile ad spend is growing at a phenomenal rate and the Indian market is no different, exhibiting strong traction and sustained interest in mobile advertising. However, as Vasuta explained at MELT, all is not well, with 10% of all digital ad spend in India being suspect. In order to combat the menace of ad fraud and improve accountability, Vasuta helped advertisers understand the importance of buying brand-safe, viewable media and demanding transparency from partners.
Unveiling innovating mobile creative that deliver impact
Facilitators: Sahil Mathur and Shantesh Gogi
The world of mobile advertising has moved light years beyond the simple banner and interstitial ads! During their in-depth 2 hour workshops on both days of the conference, Sahil and Shantesh worked with a highly engaged group of participants to showcase the latest in mobile creative innovations including augmented reality-based ad units, drone-based advertising experiences, interactive virtual reality advertising and more.
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