Large independent mobile advertising network, InMobi, has announced a partnership with MediaCom, one of the world’s leading media agencies. MediaCom will deploy InMobi’s rich media ad creation platform Sprout, throughout Europe, the Middle East and Africa (EMEA).
“Rich media on mobile devices is increasingly critical for brand advertisers, and with 55% of all advertising impressions in South Africa served on the InMobi network coming from smartphones, providing agencies with innovative tools such as Sprout to create innovative advertisements for brands quickly and creatively is of great value to us,” says Isis Nyong’o, VP and MD of InMobi Africa.
The Sprout platform streamlines the creative development workflow and reduces the friction in mobile advertising campaign management through its ability to create, distribute, and optimise mobile rich media campaigns.
MediaCom will use Sprout to create high-engagement HTML5 ad units and deliver innovative, effective mobile rich media campaigns for its advertisers across EMEA. Additionally, MediaCom will benefit from the reporting capabilities Sprout offers, including custom event tracking and engagement rates to maximise mobile rich media campaign effectiveness.
“As our advertisers invest more of their marketing budgets into mobile advertising and requiring robust reporting features, MediaCom was looking for a best-of-breed partner to help deliver this,” says Steffen Krabbenhoft, head of Mobile EMEA at MediaCom. “We were impressed with the technology and reporting capabilities of Sprout. InMobi’s rich media solution, delivers a highly compelling offering for large global advertisers; we are thrilled with this partnership.”