InMobi has announced that it will offer brands in-game advertising inventory on InMobi Exchange.
With this, the organisation aims to enable brands to reach premium mobile users, with ads that blend into the game environment, like electronic advertising boards in an in-game sports stadium, an esports arena or the hyper-casual gaming space.
This follows a 45% growth in revenue in the online gaming industry. The user-base surpassed 365 million in the fiscal ended March 2020 too (according to a KPMG report).
InMobi Exchange has forged partnerships with several platforms in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo.
Jayesh Ullattil, VP and GM - India, InMobi, said, “India is the fifth largest mobile gaming market in the world. Based on our recent consumer study, we saw that the pandemic added 40% first-time gamers with 80% of all mobile gamers playing once or several times every day. 74% of all mobile gamers prefer to watch an ad over making in-app purchases and 60% recall the ad seen during play. This innovative partnership only enables advertisers to further maximise engagement with an already watchful and engaged audience."
Kunal Nagpal, SVP and GM, publisher platforms and exchange, InMobi, added, "In-game advertising is uniquely effective because it allows advertisers to interact with their consumers in a highly intuitive way. InMobi’s technology and unmatched mobile in-app expertise our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”