Hungama Digital Media Entertainment has announced a partnership with Adsmobi, a New York (US) headquartered mobile media buying platform, to monetize Adsmobi’s Indian advertising traffic.So essentially, Hungama will be selling inventory for Adsmobi, bringing mobile advertisers to the platform, and manage campaigns for them. According to Hungama, through the partnership withAdsmobi, it will be able to provide a platform to enable agencies and brands in India to develop mobile rich campaigns.

Adsmobi claims to deliver premium advertising traffic for its clients through partnerships with mobile mediation and optimization platforms, and says that it matches agencies and brands, with mobile publisher inventory to deliver results for advertisers.

It claims that it is currently serving 40+ billion monthly ad requests to more than 60,000 mobile app developers. Adsmobi provides buy side programs such as push-app programprime locationglobal reachaudience targetingrich media ads, and special promotions.

Hungama claims that it has managed mobile campaigns for 350 brands globally. The company also claims to have partnered with over 400 content creators, record labels, studios, broadcasters, game publishers and has licensed worldwide exclusive digital rights to over half a million music and video titles. Currently, the company serves content to consumers in 47 countries across mobile, internet, IPTV services.

Other developments

Recently, Bharti Airtel partnered with Hungama Mobile to launch ‘CAT Fastrack’ pack – a 30 day crash course for CAT aspirants for subscribers on their network. The company also recently extended its on-demand movie service to UAE and Middle East, targeting the Non Resident Indian (NRI) and South Asian community present in these regions.

In July 2012, Hungama had partnered with ITC to launch a digital singing talent hunt ‘MOBisur’, which allowed participants to send their voice recording through their mobile phone and upload it to the MOBisur website. Prior to this, Hungama had partnered with Aptech to launch its mEducation offerings. It had also partnered with Vringo & Tata Docomo to launch a video ringtone service, with Midday Infomedia to launch a casual games section and with the Bollywood music channel 9XM to launch an online Bollywood music store at 9XM. Hungama.com and 9XM Radio which featured Bollywood Songs, celebrity interviews, anecdotes from 9XM’s characters, and Bollywood caller tunes.

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