Fossil sees 57% brand recall lift with InMobi’s full-funnel ad solution

Dive Brief:

Fossil saw a 57% lift in brand recall and a 10% increase in brand awareness with InMobi’s new full-funnel solution, Ad Experiences, which combines the company's first-party data with inventory from its Glance consumer agentic commerce platform to improve advertiser outcomes, per information shared with Marketing Dive.
The watchmaker used the solution for a multiscreen beta of its “Big Tic” spring campaign, which was designed to promote brand awareness and market a Y2K-style watch to U.S. consumers.
InMobi’s new offering comes as brands increasingly look to simplify media buying and increase measurement transparency. Ad Experiences is intended to combine targeting, creative, inventory and measurement into one full-funnel product.

Dive Insight:

Ad Experiences builds off of Glance, InMobi’s artificial intelligence-powered ambient platform on connected TV, which has 350 million global users, per press details. Glance reaches consumers across multiple screens, leveraging AI-generated content to deliver a more immersive experiences. The more a viewer engages, the more the platform will tailor content to match their interests. Ad Experiences combines the functionality of Glance with InMobi’s advertising reach of over 2 billion global consumers.

Fossil served as the first brand partner for the Ad Experiences solution. The brand’s nostalgia-driven “Big Tic” campaign saw 20.5 million total impressions, including 4 million impressions across premium CTV apps, and a unique reach of 7.1 million, according to a video provided by InMobi. On average, users spent 10 seconds with the content, 31% higher than the benchmark.

“By achieving targeted business results, we enable brands to progress from awareness to conversion using a single intelligent platform. No other independent provider combines first-party consumer data with nearly 20 years of advertising reach at this scale,” said Kunal Nagpal, chief business officer at InMobi, in press materials.

InMobi plans to extend Ad Experiences across mobile and web environments for the next stage of its rollout, and intends to launch the full product suite in Q2 2025.

The Ad Experiences solution is part of a larger, industrywide push to provide advertisers with streamlined inventory and measurement tools across channel types. Integral Ad Science this month rolled out IAS Total TV, a suite of CTV solutions that supplies users with insights from top streaming services, including Disney and Paramount. TikTok also recently boosted its measurement partnerships in a bid to increase advertiser trust.

Full-funnel solutions have become a major revenue generator for companies like Amazon, which saw ad revenue surpass $68 billion in 2025. In November 2025, the e-commerce giant rolled out several new tools meant to help brands make full use of its advertising capabilities, including full-funnel campaigns.

The Fossil Group saw Q4 2025 revenue of $280.5 million. The company plans to focus on high-impact marketing efforts as it looks to engage millennial and Gen Z watch consumers, according to an earnings transcript.