Eros Associates with InMobi to Coin OTT Platform 'Eros Now'
Eros International PLC (NYSE:EROS) (Eros) – a leading global firm of Indian film entertainment industry, has coined Eros Now (cutting-edge digital over-the-top (OTT) South Asian entertainment platform) in association with InMobi. This partnership will bring both companies closer to develop go-to-market approach, providing blend of advertising & marketing solutions for Eros Now. “Our association with Eros Now marks an industry first partnership in the OTT space which is the next big thing after the app economy. It will be a trendsetter in many ways. Our distinction lies in our core business which centers on the primary screen - Mobile; making this an organic progression for us, and that’s where our decade-long expertise also comes at play. Our full-stack mobile OTT solutions hinged on in-app and our video-first platform will not only allow for deep brand integrations but will improve the overall efficacy of content monetization, driven through Eros Now’s original video content,” stated Naveen Tewari, Founder & CEO, InMobi.
Apart from empowering advertisers to directly forge on Eros Now’s video platform (that boast 100+ million authentic users from bollywood & movie streaming), the collaboration will accord Indian brands a special chance of experiencing entire playbook starting from innovative video & ad formats to dynamic in-content placement of high-quality movies to music videos & originals across devices. In addition to this, Eros Now will also endorse InMobi’s disruptive mobile-first advertising application to market content (via in-app video universe across the country) and unlock the fantastic avenue for enterprises brands to connect with their audiences on a native video application anchoring bollywood as well as movie content that has been out for the advertiser purview.
India’s OTT video viewing is expected to reach 355 million by 2020 and the relationship between Eros and InMobi will aid Eros Now to open-up routes for traditional and non-traditional brands and engages them with their core clients. Going forward, the platform will tender marketers an access for creative optimization, re-targeting and data-driven decision-making capability to run ads, and to become market leader. “With the advertising landscape transforming into immersive engagement, brands can now leverage deep story-telling to collaborate with the audience. The digital penetration is seeing an incremental growth across cities in India and the consumer is increasingly spending much more time on their mobile devices than they did a few years ago, making it one of the most sought-after platforms for advertising. We are happy to join hands with one of the leading advertising platforms in India and aim to continue providing a seamless experience to all our subscribers,” concluded Rishika Lulla Singh, CEO, Eros Digital.
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