Independent ad network InMobi has announced a partnership with MediaCom, one of the world's largest media communication specialists.

The deal will see MediaCom utilise InMobi's rich media ad creation platform Sprout to create HTML5 ad units for its advertisers across Europe, the Middle East, and Africa.

Best-of-breed

It would seem that InMobi's acquisition of Sprout back in August 2011 was a wise one, then.

"As our advertisers invest more of their marketing budgets into mobile advertising and requiring robust reporting features, MediaCom was looking for a best-of-breed partner to help deliver this," explained MediaCom's head of mobile EMEA Steffen Krabbenhoft.

He added that MediaCom has been "impressed with the technology and reporting capabilities of Sprout."

"InMobi's rich media solution, delivers a highly compelling offering for large global advertisers; we are thrilled with this partnership."

Exciting new media

Speaking for InMobi was the company's MD and VP of Europe and the Middle East, Rob Jonas, who claimed rich media on mobile devices is "increasingly critical for brand advertisers."

"MediaCom's commitment to this is confirmed by this unique partnership," he concluded.

"We look forward to enabling MediaCom to deliver best-in-class mobile rich media creative executions for their advertisers and are confident they will push the boundaries of what is possible on this exciting new media."

[source: InMobi]