Mobile ad network InMobi has inked a mobile ad sales partnership in Africa, with digital sports media group, Perform, for its football news website, Goal.com. The exclusive partnership covers all African traffic to m.goal.com, the mobile version of what the company claims to be the world’s largest football website with over 20 million monthly unique users.
According to a statement from the company, InMobi intends to sell over half a billion mobile ad impressions this year from traffic to m.goal.com, as it expects a boost in traffic owing to the finals of the 2012 African Cup of Nations in January and February. This appears to be a strategic move by InMobi to increase its penetration in the African market, riding on the popularity of the sport, at the time of a relevant tournament, by selectively targeting African traffic.
Goal.com’s mobile version offers live scores, match details, team schedules, standings, and football news coverage among others, in multiple languages. It offers customized English language editions for America, UK, Singapore, Ireland, India, Singapore and Malaysia, in addition to 16 other languages and an International edition.
InMobi claims to reach 340 million customers in more than 165 countries, through over 47 billion monthly ad impressions. The company had raised $200 million in a Series C funding round from Japanese telecom and internet company, Softbank Corporation, in September 2011.
In 2010, the company had raised $8 million in a Series B round of funding from its existing investors Sherpalo Ventures and Kleiner Perkins Caufield & Byers. KPCB and Sherpalo Ventures had previously put in $7.1 million in the company, in 2008, while the Mumbai Angels had put in $500,000 in 2007.
The company had recently acquired Sprout, a San Francisco (US) based company that allows advertisers and publishers to build, serve and measure rich media HTML5 ads, under one umbrella. It had also recently inked a three year, multi-million dollar deal with Amobee, a California, USA based mobile advertising solutions provider to enable Amobee’s clients to access InMobi’s mobile ad network.