wordpress blog stats
Connect with us

Hi, what are you looking for?

Airtel TV app partners with InMobi for video and display monetisation

Airtel has partnered with mobile advertising platform InMobi to capitalise its Airtel TV app and advertise to users. Through this strategic collaboration, brands will now have a wider reach to premium ad inventory on the Airtel TV mobile app on the InMobi network, the companies said in a statement.

Airtel TV is an OTT app by the telecom service provider, available for free to Airtel users until June 2018. Airtel already has a partnership with InMobi for its music app Wynk.

Airtel TV app will also roll-out other features for cricket viewing, coinciding with IPL 2018, which advertisers can use to engage viewers, said Sameer Batra, CEO for content and apps at Bharti Airtel. While Hotstar holds digital rights for IPL, Airtel and Jio have partnerships with the platform to stream IPL on their OTT apps.

Airtel’s OTT platform also has content deal to feature ALTBalaji’s content on its app. It integrates content from Sony, Eros, Hooq and Amazon Prime Video as well. The company claims that users have spent over two billion minutes watching videos on the app since the beginning of the year, and the app is soon expected to reach 50 million downloads.

Telecom service providers are now foraying into OTT services, as the demand and consumption of video content leaps. Both Jio and Vodafone offer similar apps free, for their respective users.

Advertisement. Scroll to continue reading.

InMobi’s expansion

In January this year, InMobi acquired US-based mobile video ad startup AerServ for $90 million in cash and stock deal. Post this, the company’s video and programmatic (automated digital advertising purchase technology) business will account for 35 percent of the overall company revenue and will help the company to strengthen its position in the mobile video advertising industry in the US.

Early last year, InMobi also partnered with Chinese mobile manufacturer Xiaomi for advertising on the latter’s devices, to provide video ads on the phones. This was InMobi’s second international partnership after it partnered with US based Tapjoy to monetize the latter’s mobile gaming apps like 8 Ball Pool, Criminal Case, Subway Surfer etc., in India.

Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



India and US come to terms on how to deal with the equalisation levy in light of the impending Global Tax Deal.


Find out how people’s health data is understood to have value and who can benefit from that value.


The US and other countries' retreat from a laissez-faire approach to regulating markets presents India with a rare opportunity.


When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.


The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.

You May Also Like


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ