India's InMobi moves into Africa's ad space
Digital Solutions Group (DSG) subsidiary Broadbrand has secured the exclusive rights to offer Indian InMobi ad inventory in Africa. The partnership will allow Broadband to offer its clients access to one of the biggest global independent mobile advertising platform.
InMobi is a global mobile advertising and discovery platform that claims to reach over 1.5 billion unique mobile devices worldwide. The platform can deliver video and rich media solutions across campaign objectives and specialises in in-app solutions.
DSG provides on-demand customer experience and digital solutions, while its subsidiary Broadband is a specialist mobile marketing company.
Speaking on the benefits of the partnership, Yaron Assabi, founder and CEO of Broadbrand, says media is a critical success factor in any integrated customer experience. "For brands to achieve the desired ROI, it is critical that they offer seamless experiences across their marketing efforts. The InMobi offering is well suited to all brands and media agencies. Also, local publishers seeking to monetise their apps will greatly benefit from the InMobi SDK (Software Development Kit)."
He added that a customer's post-click experience is extremely important. "Too often, one sees banner ads for apps that are not available on the device or those that lead to slow-loading Web sites. On the other hand, contextual and relevant ads, compared to spray and pray advertising tactics, nudge customers to interact with the ad, or buy the product or service resulting in better brand engagement."
Andy Powell, head of sales for InMobi in Middle East, Africa and Turkey, says there is a definite increase in mobile advertising, particularly mobile video is growing exponentially. "Our platform enables consumers to discover new products and services by providing rich, immersive and highly personalised ad experiences on mobile devices. Our platform is engineered to allow brands and marketers to manage all of their mobile marketing needs as efficiently as possible while consistently delivering ROI across all campaign objectives. It's for this reason that marketers and media buyers are increasingly seeking to work with independent mobile partners outside of the 'walled gardens'," says Powell.
According to him purchasing power across the Sub-Saharan Africa region is rapidly increasing with South Africa fast becoming a mobile-first market with rising mobile consumption.
Powell adds that the growth is happening despite the high prices of data as there are increasing free WiFi access and supported data packages. "Over the last five years we have built a good understanding of market needs and preferences and we believe that the time is now right to increase our investment within Africa - and Broadbrand is the right partner to help us do this."
Assabi concurred, saying the partnership with InMobi complemented Broadband's ethos of excellence through digital solutions and its existing comprehensive offering to clients.