InMobi & Tapjoy partnership to help Indian advertisers extend their reach

Mobile advertising and discovery platform, InMobi, has announced an exclusive partnership with Tapjoy, a US-based mobile advertising and app monetization platform, to monetize Tapjoy’s inventory in India.

Mobile gaming continues to see growing adoption in India. According to a report by Nasscom, mobile game downloads are expected to grow at a CAGR of 58 percent over the next five years, touching an estimated 5.3 billion downloads in 2020.

Capitalising on this trend, InMobi’s partnership with Tapjoy presents a robust opportunity for Indian advertisers to enhance their reach to a wide selection of global mobile gaming apps.

Tapjoy has 40 million unique users in India across popular mobile games such as 8 Ball Pool, Criminal Case, Shadow Fight 2, and Subway Surfers, and advertisers will be able to expand their reach beyond InMobi’s 135mn unique devices in India through access to Tapjoy’s India inventory.

Tapjoy’s Interplay ads help marketers connect with a qualified audience in premium apps. Tapjoy offers a complete suite of advertising products including engagement-based ad experiences like video and gamified rich media, as well as performance-based ad solutions to drive a direct response, grow advertisers’ consumer base, and increase in-app engagement.

“We are excited to be Tapjoy’s exclusive monetization partner in India. Mobile gaming is growing at an exponential pace in India and through this partnership, we are bringing the best of global mobile gaming inventory to advertisers in India who want to reach high-quality users,” said Vasuta Agarwal, VP and GM India, InMobi.

In September, SoftBank-backed InMobi had also launched a suite of advanced video ad formats, after witnessing a 150 percent growth in mobile video ad plays in the first half of 2016. This included ad formats like vertical videos, interactive videos, 360-degree videos, opt-in videos and in-stream videos.

“InMobi is a fantastic partner for Tapjoy in India thanks to its long-standing reputation for delivering high-quality mobile advertising solutions for local performance advertisers and brand agencies,” said Paul Longhenry, SVP of Strategy, Business and Corporate Development for Tapjoy. "Our international game studio partners are seeing very strong growth with Indian consumers and we're excited to work with InMobi to ensure those audiences are presented with highly engaging rewarded ads from their favourite local brands."