COLOGNE — It is one of the oldest mobile ad networks around, so what is InMobi doing planning a move in to television?

In this video interview with Beet.TV, InMobi marketplace VP and GM Scott Silverman says the company will soon be helping advertisers bridge mobile and connected TV campaigns.

“We’ll work with app developers that have apps on connected TV platforms like Roku,” he says. “A lot of the consumption for some of those is actually on mobile devices, so it’s a natural extension of what we’re already doing, since we’re very focused on mobile. We view it as really complementary.”

InMobi announced a partnership with an Indian OTT company in August, having earlier already shown how campaigns that combine TV and mobile lead to better results than TV alone.

Back in 2017, it partnered with an Indonesian mobile media platform to power in-app video advertising.

Besides TV ambitions, Silverman says InMobi’s 2019 will be “more of the same” – meaning a focus on facilitating mobile app ads.

“App represents about 80% of mobile usage, so that’s the lion’s share, and that’s where we focus our time,” he says.

“We can deliver highly viewable video. We can do it in real time. We can make sure the ads are available when the user wants to see it, so there’s not a lot of load time waiting.”

This video is part of a series produced at DMEXCO 2018 in Cologne titled:  “Finding Success in a Time of Transformation.” It is is presented by PubMatic. For segments from the series, please visit this page.