Fairfax digs heels into mobile ad revenue with InMobi deal

Fairfax Media New Zealand is partnering with India-based global ad network InMobi to place mobile advertising across its publications online and in apps.

Fairfax properties such as Stuff.co.nz currently use a mix of in-house and Google Ad Words for its ad placements, the mobile version will now run InMobi's ad platform while Fairfax's apps will incorporate InMobi's mobile ad software for iOS and Android.

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The new ad platform is rolling out over the next few weeks, says Fairfax general manager of digital Nigel Tutt.

"This work has taken two or three months and we've been talking about it even before that ... we've been in talks since the beginning of the year," he adds.

Tutt says securing New Zealand advertisers on InMobi's platform is dependent on the ad network having a premium publishing platform like Fairfax to work with. He was unable to answer how many advertisers targeting New Zealand publications are on board with InMobi at this stage, passing the ball to InMobi to answer instead.

InMobi says it has over 40 ad clients in New Zealand, including Telecom, Burger King and Sky TV. The company manages over 20 local campaigns per month locally.

The InMobi deal is a New Zealand-led project instead of an initiative being directed from Fairfax head office in Sydney.

Asked if Fairfax will change how its desktop sites display or sell ads in addition to its mobile sites, Tutt says it's too early to talk about implementing similar third-party solutions elsewhere.

"At this stage we have no plans for that, our equation for the web is quite different to what it is for mobile," he says.

Tutt wouldn't comment on any hard figures for expected revenues or the cost of the deal with InMobi in terms of revenue share.