Mobile advertising platform InMobi and Vietnam-based mobile-specialist agency Moblaze have formed an exclusive partnership aiming to rapidly scale both the use and creative quality of mobile advertising in Indochina.
Moblaze becomes the exclusive representative for InMobi in all of Moblaze's markets, including Cambodia, Laos and Myanmar. "But given Vietnam is the largest of all with a number of international agencies and brands here, we will focus the most here," Moblaze MD Tarun Dhawan told Campaign Asia-Pacific.
The deal combines Moblaze's ability to create "high-impact, immersive brand experiences for consumers across mobile real estate" with InMobi’s location technology, audience solutions and data-science services. Those services include tracking brand lift and performing in-store attribution studies, Dhawan added.
Moblaze will continue to have its own clients and independent operations, especially in its non-mobile service areas, he said.
Vietnam has already been a good market for InMobi, and Moblaze's "proven on-ground experience" will enable rapid scaling, Prashant Choudhary, Southeast Asia sales director at InMobi, said in a release. The company said very few players in the region have the experience and understanding of working across digital and mobile in Indochina. Yet the opportunity is massive; people in Vietnam spend 140 percent more time on mobile devices than on TV, according to InMobi's research.
Dhawan added that the partners will meet all brand-safety requirements and place client ads only in the "safe, right environment”, a reference to current news in Vietnam: please see Brands in Vietnam suspend YouTube ads due to government probe.