InMobi launches in-game advertising to global brands and agencies
InMobi, the world's leading independent marketing cloud, announced the launch of in-game advertising which is now available for brands across the globe to access programmatically on InMobi Exchange
InMobi Exchange has forged partnerships with every industry-leading platform in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay, and Sayollo. The breadth of these partnerships means that advertisers can access this type of premium inventory across the globe at a scale and diversity unmatched by any other mobile supply-side platform today.
Commenting on the timeliness of the launch of this partnership, Rishi Bedi, vice president, and general manager for Southeast Asia, Japan, and Korea shared, “Southeast Asia has outpaced all other regions when it comes to mobile advertising. Home to over 250 million mobile gamers, Southeast Asia is a force to reckon in the global gaming landscape. There is a clear preference for smartphone gaming over PC or Console, and this provides a huge opportunity for brands to capitalize on the valuable opportunities offered by in-game advertising. Through these partnerships, InMobi is unlocking access to high-value gaming audiences and help advertisers drive authentic audience engagement.”
"With both smartphone ownership and access to high-speed internet growing exponentially, there has been a simultaneous rise in the popularity of mobile gaming. As consumers spend more time on gaming apps, in-game advertising becomes one of the most effective means for advertisers to interact with their consumers in a highly intuitive way," said Kunal Nagpal, senior vice president, and general manager, publisher platforms and Exchange at InMobi. "InMobi’s technology and unmatched mobile in-app expertise enable our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”
“I’m excited to see that in-game advertising has been recognized as a solid media channel of its own, and the biggest players around the world have adopted a serious approach to in-game ads as a way to effectively tap into the colossal and booming gaming market,” said Yaniv Rozencweig, director of business operations at Anzu.io. “Through our global partnership, InMobi’s brand advertisers are able to access Anzu's exclusive inventory and reach premium gaming audiences across not only mobile but also PC and console platforms. With Anzu offering in-game ad viewability and fraud detection audited by the industry leaders, advertisers gain even more confidence in the value of in-game advertising for their current and future campaigns.”
"We are thrilled to partner with InMobi as they make a push in the in-play space. To see one of the largest mobile in-app exchanges support this new way of advertising is a testament to the growing appetite from brands to enter gaming,” said Sam Huber, founder of Admix. “Leveraging Admix's unique programmatic capabilities in-game, this partnership enables our game publishers to access InMobi's wide range of advertisers and deliver incremental revenue.”
“InMobi has made fantastic progress towards native in-game advertising becoming an integral part of a brand’s digital media mix,” said Kristan Rivers, CEO, and co-founder of AdInMo. “InMobi’s mobile heritage and expertise is the perfect match for AdInMo’s dedicated global mobile games inventory. InMobi Exchange enables us to deliver InGamePlay brand awareness campaigns across diverse game genres so that brands can target the great diversity of mobile playing personas.”
“This news is further proof that the most exciting, largely untapped media frontier is very much open for business,” said Tobias Knutsson, CEO of Adverty. “What’s more, both branding and performance advertising options are available, meaning that advertisers can unlock previously unreachable audiences at scale and turbocharge their marketing efforts in ways never before thought possible. With this partnership, the door is wide open for further innovation."
“We value our partnership with InMobi as they share our vision to deliver high-quality intrinsic in-game advertising without disrupting the game,” said Jonathon Troughton CEO and co-founder of Frameplay. “We especially appreciate InMobi’s ability and willingness to support Frameplay’s proprietary programmatic intrinsic in-game ad-serving capability, which requires a unique approach to programmatic to get this right.”
“With one-third of the world’s population playing mobile games for one whole day out of every work-week, the potential for in-game brand exposure is astronomical. As with the roadside billboards of yore prominently positioned in busy thoroughfares, today’s advertisers know that in order to maximize reach, brands need not only an online presence but a prominent position in the mobile gaming world,” said Yonatan Attias, CEO of Sayollo. “We are totally stoked to partner with InMobi as pioneers in this futuristic technology and give our publishers more valuable ways to monetize their content.”
For more information about InMobi Exchange, please visit https://www.inmobi.com/exchange or reach out to mobilemarketing@inmobi.com.