Independent mobile ad network, InMobi, has announced the acquisition of Sprout, whose HTML5 rich media creative platform assists advertisement agencies and brands and reduce the complexity of rich media mobile ad creation and distribution.

InMobi’s global presence combined with Sprout’s rich media technology will help the mobile advertising industry easily build and distribute engaging rich media ads to their consumers around the globe.

Sprout’s cloud-based platform brings efficiency and scale to organisations creating mobile ads and its rich media creatives are compatible with mobile devices supporting HTML5, including those operating on Apple’s iOS and Google’s Android mobile operating system. Sprout works with some of the world’s leading brands, the likes of Chevrolet, Disney, Paramount Pictures, HTC, Sega as well as Nokia.

Naveen Tewari, CEO of InMobi, comments: “Sprout’s technology solves a critical need for the industry by helping bring engaging mobile ad experiences to consumers all around the globe.  The acquisition fits perfectly with our vision to enable the mobile ecosystem with best of breed technology and services. The entire industry will benefit from the combination of our technology and operational footprint on five continents and Sprout’s platform.”

Sprout will operate as a fully independent company working with the entire mobile advertising industry and will continue to expand its product range in the coming months, by adding workflow enhancements, analytics and innovative new ad units.

“InMobi’s commitment to an open and independent Sprout made them the clear choice for us,” said Carnet Williams, CEO and co-founder of Sprout. “We will continue to work with all existing partners, including competitive ad networks, globally.”

 

In related news, InMobi also recently released its May 2011 Mobile Insights Report for Africa, providing insights on mobile advertising trends on the continent.