Isle of Man: Eros International announced that Eros Now, it’s cutting-edge 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 boasts an audience of over a 100 million registered users, dedicated to Bollywood and movie streaming. This exclusive partnership will give brands and advertisers in India a unique opportunity to experience an end-to-end playbook that spans innovative video and ad formats, dynamic in-content placement of high-quality movies, and music videos and originals across devices. 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 a fantastic 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.
Commenting on this association, Rishika Lulla Singh, CEO, Eros Digital, said, “With the advertising landscape transforming into immersive engagement, brands can now leverage deep story-telling to collaborate with the audience. The digital penetration is seeing an incremental growth across cities in India and the consumer is increasingly spending much more time on their mobile devices than they did a few years ago, making it one of the most sought-after platforms for advertising. We are happy to join hands with one of the leading advertising platforms in India and aim to continue providing a seamless experience to all our subscribers.”
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.”
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.
With this partnership, the two companies will work in close cooperation to devise a go-to-market strategy, offering integrated advertising and marketing solutions for Eros Now.