Mobile ad network InMobi and News Limited announce first local inMobi Studio partnership

InMobi has today announced its first local InMobi Studio partnership with News Limited. InMobi will be assisting the media company’s move to bring mobile advertising in-house by enabling it to offer rich-media mobile creative solutions to its clients.

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The two-year partnership will see News Limited use the powerful HTML5 visual authoring platform, InMobi Studio, to build mobile and tablet ads for clients across all of its digital brands including The Australian, News.com.au, The Daily Telegraph, Herald Sun and The Courier-Mail. InMobi will also be providing critical support to News Limited to ensure it has a smooth transition over to InMobi Studio.

InMobi Studio is a cloud based platform that has been built intuitively by and for designers, empowering designers and marketers to build, run, and measure mobile rich-media ads without compromise. It features a drag and drop interface and pre-coded solutions including gestures, animation, video, geo-location, mini-games and social media integration, which allow brands to build deeply engaging advertising experiences in minutes rather than days.

Says Francisco Cordero, vice president and general manager of InMobi Australia and New Zealand: “This partnership is a significant milestone in the expansion of our innovative platform business in Australia. Both InMobi Studio and InMobi AdTracker, our mobile performance tracking platform, are now being used by premium Australian publishers and advertisers reinforcing the quality of our mobile first technology and reputation as a trusted partner.”

Says Fiorella Di Santo, News Limited’s group director – sales: “We recently announced that we are bringing mobile sales representation and creative ad production in-house to enhance our multi-platform offering and give us the opportunity to provide more integrated, creative ad solutions for our customers. We’re delighted to be partnering with InMobi in their first local studio partnership ensuring we have the right tools to produce innovative, effective and high-quality campaigns. ”

According to recent IAB data, mobile advertising in Australia grew 220 per cent in 2012, representing expenditure of $86.2 million. Based on submissions to IAB from publishers, 58 per cent of mobile advertising for Q4 2012 was allocated to smart phones and 42 per cent was for tablets. Recent InMobi Australian Media Consumption research has also shown that 54% of Australian mobile users are now as comfortable with mobile advertising as they are with TV or online advertising.