Mobile advertising company InMobi has claimed that it received 4 billion ad requests on a daily basis for the period ending December 31, 2013. It further announced that the network now reaches 759 million active users in 165 countries via their mobile phones. This user base is currently second only to Facebook, which had announced last month that it reaches 945 million active monthly users.
“With the growing reliance on mobile devices, naturally, advertising budgets are following consumers. Five years ago, a brand that included mobile advertising in its portfolio was ahead of the curve. Today, if you’re not advertising on mobile, you risk losing an entire generation of consumers,” said Naveen Tewari, CEO, InMobi.
According to the report, InMobi ingests 9.2 billion events on any given day. Tewari further said that the platform processes 240 TB of data per day.
InMobi had recently launched a native ads platform for app developers and mobile publishers. Native ads are mobile ad units that are adapted to an app’s look and feel, which helps in greater user engagement and results in better monetisation for publishers, while being non-intrusive.
In another report last month, the company also announced that mobile ad spends by consumer packaged goods (CPG) companies on its network grew at 175 per cent in 2013. InMobi did campaigns with more than 50 per cent of the top 25 CPG brands, including a partnership with Unilever. Other clients of InMobi include brands such as Axe, Ben & Jerry’s, Close Up, Dove, Lifebuoy, Lux and Rexona.
The closest rival to InMobi in the sector is VServ, which had reported a three-fold growth in the Indian and Southeast Asian markets over the last one year. Some other players that are active in the segment include Ripple, Komli Media-owned Zest Ads, and Google’s AdMob.