Obviously this is a
major development for the mobile advertising market in Africa. One that will
impact heavily on many global brands currently using InMobi’s network to tap into
the rapidly burgeoning mobile market in Africa and indeed reach millions of new
While InMobi has yet to
provide context behind this major shift in strategy, we’re sure, like us at
Twinpine, many people are speculating as to the real reasons behind it and what
this means for mobile advertising in Africa.
We must admit that we’re
disappointed by this news. InMobi’s presence in the market created the
much-needed competition every industry thrives on to grow and achieve maturity
- driving David to innovate and find new ways to compete with Goliath.
Nevertheless, there are
many growing local ad networks that are setting the standard for mobile
advertising across the continent. These ad networks, like our own, are driven
by a deep knowledge and understanding of the local market and a passion to
engender social change through mobile.
InMobi’s exit from Africa presents us all with a great opportunity
to increase our efforts and focus heavily on innovating to deliver highly
impactful mobile advertising campaigns for brands around the world; massive
global brands that, through mobile, now have the opportunity to engage with an
audience of consumers in emerging markets they were unable to reach before.
There’s never been a more exciting time to be a mobile ad network
in Africa and we look forward to seeing how it all plays out over the coming
months and year.