A partnership between mobile advertising platform InMobi and global media network Starcom MediaVest Group (SMG) looks to drive mobile advertising across Europe.

The agreement, which was announced today (February 19) will combine the key strengths of both outfits, aiming to ensure the best in scalable mobile advertising solutions.

SMG’s clients will have access to InMobi’s premium mobile audiences, ad formats, consumer insights and analytics and the InMobi Exchange platform.

Furthermore, the partnership will lead to the launch of a private mobile native advertising marketplace which is set to deliver innovative native and video advertising opportunities to brand advertisers.
“Mobile is no longer an option, but an imperative for brands and this partnership puts us at the forefront of delivering the very best mobile solutions for our clients,” said Iain Jacob, president of EMEA for Starcom MediaVest Group.

“As a European first, we have a clear competitive advantage which will lead to enormous benefits and value to our client base across Europe”, he added.

Mobile first

Luc Tran-Thang, SMG president of France, Belgium and the Netherlands stated that the partnership will accelerate the organisation’s capabilities to deliver its strategies at scale.

“The capability to design and deliver mobile first strategies will be more and more important for our clients and access to technology solutions is key,” he said.

InMobi’s mobile ad platform allows brands and agencies access to over 200 million consumers across Europe and offers video, native, and full screen ad formats. The company also announced the availability of mobile app audience on its InMobi Ad Exchange which brands are able to access programmatically.

“We are delighted to partner with SMG and deliver a variety of ad experiences to mobile consumers for global brands, “ said Atul Satija, chief revenue officer at  InMobi.

“This partnership reiterates InMobi’s leadership in mobile advertising, both globally and in Europe and will play a big role in bringing mobile to the center of brand-building.”