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InMobi Renames Its HTML5 Ad Platform Sprout To InMobi Studio


Mobile advertising network, InMobi, has rebranded its HTML5 ad authoring platform, Sprout, to InMobi Studio. It had acquired the San Francisco (US) based company by the same, last year. According to the company, InMobi Studio will continue to support multiple ad-networks, and will remain independent from the InMobi network.

InMobi claims to have added new features including ad development, engagement reporting and analytics, after the original acquisition. It informed that it has signed up advertising agencies and publishers such as Hearst Digital Media, MediaCom EMEA, The Gary Group, and MocoSpace for the InMobi Studio platform.

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Features: In an interview with Medianama after the Sprout acquisition, InMobi had said that it intended to use this platform to create microsites for its advertisers who haven’t yet adopted the mobile platform. According to the company, InMobi Studio allows designers to create rich media ads without coding in a visual design based interface, with features such as gamification, gesturing, animation, mobile video and location-based ads.

The HTML5 ads created on the platform, can run on multiple platforms, operating systems and mobile ad networks. InMobi Studio also offers analytics, allowing designers to compare mobile-specific rich media performance and engagement metrics, such as shakes, tilts, and device orientation, across multiple ad networks and publishers.

InMobi also claims that it experienced a 437% growth in rich media ad impressions on Sprout/ InMobi Studio, in the first eight months of 2012.

InMobi’s recent acquisitions: InMobi had recently announced the acquisition of Metaflow Solutions, a UK-based mobile app management and distribution solution provider. It had also acquired the San Francisco based startup MMTG Labs which operates a Facebook apps marketplace Appbistro and a white label app distribution platform AppGalleries (previously known as AppStores.com). Based on its recent acquisition, we can clearly see that InMobi is increasingly focusing on mobile.

Other Players: Recently, mobile messaging and advertising company, Affle,  launched a new ad technology platform, Ripple, its rich media and video advertising network, offering advertising solutions across all smart screens including PC, Mobile, Tablet and smart TVs. Vuclip, a mobile video search and delivery platform, had also launched, Vuclip Click2Vid. Other major players include Jivox, Komli Media, AdoTube, Vdopia, Brightcove and InMobi.

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