In a move to strengthen its presence further in the Asian market, InMobi, the leading independent mobile advertising network has set up office in Taiwan. The ad network has been growing rapidly over the last few quarters. It has already served one billion mobile ad impressions in the fourth quarter of 2011 in Taiwan, which is a 15 fold increase over the same period in 2010.
While the agency has been serving the Taiwan market remotely, setting up an office in the country will help in meeting the specific needs of this growing market. Taiwan is already one of the world’s most sophisticated mobile markets – smartphone ad impressions share increased to 96% from 88% the year before. This move will help strengthen both direct advertiser and agency relationships going forward.
Phalgun Raju, Regional Director and General Manager – Southeast Asia, Hong Kong and Taiwan for InMobi, said,“Our network data shows that Taiwan’s mobile space is growing at a rapid pace. Establishing an on-ground presence in Taiwan will let us better serve local advertisers and capitalise on that growth.” Till now InMobi has supported Taiwanese campaigns for brands like Estee Lauder, Godgame, Taiwan Mobile and China Airlines, through local partners.
Now the company is planning to appoint some key staff members who will be in tune with the specific needs of the advertisers and brands in Taiwan. “We are focused on strengthening our on ground support teams to address the unique needs of the diverse regional markets. Over the next few months, we are looking to hire the best local talent with an in-depth knowledge of the Taiwanese mobile landscape and consumer preferences,” Raju further added.