Eros Now partners with InMobi

The association will enable advertisers to directly monetize on Eros Now’s video platform

by exchange4media Staff
Published - Aug 3, 2018 8:50 AM Updated: Aug 3, 2018 8:50 AM

Eros International has announced that Eros Now, it’s digital over-the-top (OTT) South Asian entertainment platform, has partnered with InMobi, a global provider of enterprise platforms for marketers.

The association will enable advertisers to directly monetize on Eros Now’s video platform, which has an audience of over a 100 million registered users, dedicated to Bollywood and movie streaming. 

In addition, Eros Now will also adopt InMobi’s disruptive mobile-first advertising platform to market content through the in-app video universe across India. It will unlock an avenue for brands to engage with their audiences on a native video platform hosting Bollywood and movie content, which up until now had principally been out of the advertiser purview.

Naveen Tewari, Founder and CEO, InMobi, said, “Our association with Eros Now marks an industry first partnership in the OTT space which is the next big thing after the app economy. It will be a trendsetter in many ways. Our distinction lies in our core business which centers around the primary screen - Mobile; making this an organic progression for us, and that’s where our decade-long expertise also comes at play.”

“Our full-stack mobile OTT solutions hinged on in-app and our video-first platform will not only allow for deep brand integrations but will improve the overall efficacy of content monetization, driven through Eros Now’s original video content,” Tewari added.

India’s OTT video viewing is expected to grow by 355 million by 2020, as per a Deloitte report. With this partnership, Eros Now will open-up avenues for both traditional and non-traditional brands to engage with their target audience. Mobile in-app advertising is a highly personalized segment, and by using InMobi’s technology and innovation, Eros Now will give advertisers access to creative optimization, re-targeting and data-driven decision-making, capability to run ads, and to be the market leader.

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