ME reflects on the most notable moments of 2012 for some of the industry’s leading companies.
Mobile Entertainment’s 12 Days of Christmas feature continues today, as we look at 12 of the most prominent companies currently operating in the industry...
Today’s feature takes a look at what has been a key year for ME Award winning mobile ad network InMobi. One of the key highlights for the company in 2012 arrived at the annual MWC, which saw Naveen Tewari, founder and CEO of InMobi, deliver the keynote speech at the Mobile Advertising Track.
MWC also played host to one of InMobi’s other key moments of 2012, as the company launched its first global research study in the form of ‘Mobile Media Consumption’ – the video, of which, can be seen here. Furthermore, the French Mobile Media Consumption results were recently announced, while its research into tablet consumption with mobtext recently launched in the UK.
This year also saw the rebrand of Sprout to InMobi Studio, along with the acquisition of MMTG Labs and Metaflow Solutions.
Elsewhere, the past 12 months have seen InMobi launch a host of new platforms, including the InMobi Ad Tracker - a free UDID independent platform – as well as announcing its integration with AdTruth. It also launched its Lifetime Value Platform that serves as a free tool for developers.
The company also enjoyed a number of award successes this year, having scooped the ME Award for Best Ad Network, along with three MMA Smarties gongs, the Creative award in Web Marketing Association's 2012 Internet Advertising competition and being voted the number one mobile advertising network in Malaysia.
With regards to InMobi’s developer focus, it announced partnerships this year with Marmalade and Appcelerator, along with a MoSync platform agreement to enable app monetisation for the MoSync developer community. Furthermore, the firm entered an exclusive partnership with Cricbuzz to monetise Cricbuzz on mobile devices.
Rob Jonas, vice president and managing director EMEA and Global Business Operations at InMobi, commented: "In just three years the always on, always-there nature of mobile devices has seen it over take the PC in consumer consumption of media. The mobile marketing channel presents marketers a vast opportunity to engage with the connected mobile consumer.
"In 2012 mobile advertising spend has skyrocketed, almost doubling year-on-year. The multiple methods mobile provides marketers to engage and interact with consumers is vast. An example includes rich media ads that incorporate games and multimedia content, click-to-call ads, and social elements; these features can be leveraged both to share ads as well as to communicate directly with consumers.
"Marketers are unlocking the potential of mobile advertising by pursuing rich media and creating more engaging, immersive experiences on mobile. The personal nature of smartphones and the multimedia content and features of rich media and HTML5 allow marketers to engage viewers at scale, in an unparalleled manner. In 2013 we will see an increase in cohesive cross channel campaigns across mobile devices and other types of media. Successful campaigns no longer deliver the same message or ad already running on TV, on mobile; for marketers to succeed cross-media campaigns incorporating mobile will deliver high impact, targeted campaigns."
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