Mobile advertising firm Amobee has entered into a three-year, multimillion-dollar contract that will give its portfolio of brand access to InMobi?s far-reaching mobile ad network.

The InMobi network reaches over 300 million customers across 200 countries. Through this partnership, the two companies will be able to deliver rich campaigns such as immersive 3D advertising that have a wide reach.

?The deal responds to the number one criticism that mobile advertising doesn?t have enough reach,? said Michael Bayle, vice president of product monetization of Amobee.

"This partnership allows Amobee and InMobi to freely collaborate more closely along the lines of ad formats but also increased efficiencies in how and where the media dollars are spent,? Mr. Bayle said.

?All of our brands will benefit from the increased, global reach of this partnership in order to maximize their return on media spend.?

Amobee in partnership mode
Venture-capital backed Amobee, Redwood City, CA, offers end-to-end mobile advertising solutions and services for advertisers, developers, publishers and operators.

In February, InMobi announced a new immersive 3D advertising platform built using technology from both InMobi and Cooliris.

The Cooliris-InMobi solution enables advertisers to add 3D effects such as lighting, shading and motion to make their mobile ads richer and more interactive.

Mobile represents approximately 15 percent of online advertising, according to recent research from Borrell Associates. However, by 2015 it will represent 64 percent of all digital ads.

Local advertising is expected to drive much of the growth, with spend expected to increase from $500 million last year to $6.6 billion in 2013, according to Borrell.

At the same time, the growth of smartphones and the resulting opportunities for more targeted advertising and better engagements is attracting bigger brands to mobile advertising, according to the recent report ?State of the Market: Mobile Display and Search Advertising,? from The 451 Group.

Amobee expects to be announcing additional partnerships in the near future as it looks to develop deeper partnerships with key companies that have proven to bring significant return on investment for its brands, per Mr. Bayle.

?The users will benefit with the ability to now receive more targeted ads,? he said.

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