InMobi hopes success in Asia, Africa, and Europe will be catalysts for American sales.
InMobi announced the launch of its U.S. operations this morning, as the three-year-old mobile ad network attempts to build on successes in Asia, Africa, and Europe. And the company isn't shying away from taking on Google's AdMob and Apple's iAd.
Anne Frisbie, InMobi's VP and managing director, North America, argued the U.S. mobile advertising marketplace going forward will be too full of advertisers to include just a pair of powerhouses. Other formidable mobile ad networks include Millennial Media, Yahoo and Jumptap.
"Both Google and Apple will be very big players in the mobile space," Frisbie said. "What we believe is that this is a $100 billion market opportunity...It's a bigger revolution in digital media than the PC Web itself."
The company has opened an office in San Mateo, CA, she said, while hiring 10 staffers. During what she described as a soft launch, Frisbie said the firm has let its global advertising clients with American interests test its platform for the last few months. In the meantime, she said InMobi's current U.S.-based publisher relationships - generating approximately 2 billion monthly impressions - are offshoots of partnerships born in international markets.
InMobi has had an intriguing global run so far. Since its founding in Bangalore, India in 2007, the company says it has sold mobile inventory to prominent brands with a network that currently holds 10 billion monthly impressions in Asia, 2.3 billion in Africa (a 2008 expansion), and 1.6 in Europe (launched in 2009). Brands include Reebok, Quaker, Microsoft, Sony Ericsson, Nokia, and Barclays.
Frisbie wouldn't disclose how much of that inventory is regularly being sold to advertisers. Nor would she say if new clients have come aboard due to the American venture. "Our strength is that we are a broad-based platform that has very high sell rates in general," she said. "We work on feature films, mobile Web, app inventory, smartphone inventory...whether it's rich media or not rich media."
The global network, Frisbie said, includes approximately 179 million unique viewers a month. With offices in London, Singapore, Tokyo, and Mumbai, India, she said that the privately owned inMobi has achieved an operating profit.
Follow Christopher Heine on Twitter at @ChrisClickZ.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET