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Africa a major market for mobile ads: research

Increased mobile Internetadoption delivers over 520 million new monthly impressions

January 14, 2010 – InMobi, the world’s largest independent mobile ad network, has released its updated network research report.  It provides a snapshot of mobile advertising trends in Africa between July 2010 and October 2010.  A full download of the data and analysis is available at
“Africa continues to be a major market in the global mobile ad ecosystem. With nearly 19% growth in mobile ad impression inventory in just 90 days, it’s clear Africans are increasingly connecting to the Internet via their mobile phone.  It will be interesting to keep an eye on this market as smartphone penetration increases”, comments James Lamberti, VP of Global Research & Marketing at InMobi.
Key findings include:

•Africa breaks the 3 billion impressions mark to reach 3.3 billion monthly impressions.  This represents an 18.8% growth over just 90 days.

•Smartphones remain relatively nascent in the market.  88% of all mobile ad impressions are on advanced feature phones.

•Nokia strengthens its’ already dominant market position by gaining +2.7 share points.  2 of every 3 impressions in the region occur on Nokia devices.
Lamberti, continued, “The Africa mobile ad market represents a primary digital reach medium for advertisers. With over 3.3 billion impressions monthly, advertisers should be thinking about mobile as a must-buy compliment to TV.  Mobile advertising has the reach and frequency to make a significant impact for advertisers.”
InMobi provides advertisers and publishers with a display mobile advertising platform reaching tens of millions of African consumers through over 3.3 billion mobile ad impressions monthly. As a leading ad network in Africa, InMobi is committed to providing the mobile industry with a data-driven, distinctly African consumer perspective on the state of mobile advertising. InMobi will continue to release network data and analysis periodically at to help educate the market from our independent market position.


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