NDTV partners with InMobi to monetise mobile apps

InMobi will have the exclusive right to sell the ad space/slots available across various NDTV mobile apps in India and international markets.

NDTV Convergence, the digital arm of NDTV, has roped in the Bengaluru-based mobile ad network, InMobi (earlier known as mKhoj), to monetise the ad inventory of its mobile applications (apps). In an official communiqué, the media company says, "InMobi will have the exclusive right to sell the ad space/slots available across various NDTV mobile apps in India and international markets."

To begin with, InMobi will only sell the ad inventory available in the Apple iOS and Google Android platform-based NDTV apps. It will not sell the ad inventory of the BlackBerry app of NDTV. The media company owns about six mobile apps, including four different versions of NDTV News (iPhone, iPad, BlackBerry and Android versions), and two versions of NDTV Cricket (iPhone and Android).

Speaking with afaqs!, Atul Satija, vice-president and managing director, APAC, InMobi, says, "Earlier, the advertising options offered by NDTV inside its apps were more or less static banner advertising. We will offer rich media advertising options, which will be interactive in nature." For instance, advertisers will be enabled to embed videos and maps inside the ads.

The ad inventory will be sold on cost-per thousand impression basis.

The ad network has refused to divulge the rate of 1,000 ad impressions and declined to reveal the total number of ad impressions which will be made available to marketers. The mobile company claims that about two lakh NDTV apps have been downloaded so far, globally. Ad slots will be offered as interactive banner ads in various sections such as photo and video sections of apps.

For the record, InMobi has recently acquired the US-based mobile advertising solutions provider, Sprout, which owns a technology platform that enables advertisers to create (HTML5 based) rich media ads for mobile devices.

Sprout works with the world's leading brands such as Nokia, Disney, HTC, Chevrolet, Paramount Pictures and Sega, to bring interactive mobile ads to devices supporting HTML5, including Apple iOS and Google Android devices. Sprout is backed by Polaris Venture Partners, and has offices in Honolulu and San Francisco.