South Asia’s leading digital OTT entertainment platform Eros Now has partnered with InMobi, a global provider of enterprise platforms for marketers, to help brands leverage deep story-telling to collaborate with the audience.
“With the advertising landscape transforming into immersive engagement, brands can now leverage deep story-telling to collaborate with the audience,” said Rishika Lulla Singh, CEO, Eros Digital while commenting on the exclusive partnership.
According to Rishika, digital penetration is witnessing “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,” she added.
The partnership 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 will create a unique opportunity for brands and advertisers in India to leverage an end-to-end playbook that spans innovative video and ad formats, dynamic in-content placement of high-quality movies, music videos and originals across devices.
“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,” said Naveen Tewari, Founder and CEO, InMobi.
It’s a win-win for both the companies. Eros Now will adopt InMobi’s disruptive mobile-first advertising platform to market content through the in-app video universe across India, while the InMobi’s full-stack mobile OTT solutions, hinged on in-app and video-first platform, will allow for “deep brand integrations as well as improve the overall efficacy of content monetization, driven through Eros Now’s original video content”.
As per a Deloitte report, India’s OTT video viewing is expected to grow by 355 million by 2020. With this partnership, Eros Now will open-up avenues for both traditional and non-traditional brands to engage with their target audience.
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.