InMobi, the world’s largest independent mobile ad network has partnered with withMi9 to bring more interactive and high engagement mobile rich media experiences to the Australian market.

The two year partnership will see InMobi represent selected mobile advertising sales for ninemsn, and offer production capabilities that make it easier for brands to make an impact and reach consumers across mobile devices.

Mi9's strength across platforms combined with InMobi’s technical and HTML 5 rich media capability, allows brands to create deeply engaging advertising experiences across the mobile web by leveraging a suite of features such as drag and drop, animation, social media and video integration.

“Mi9 will continue to offer cross platform sales and branded integration opportunities, whilst InMobi’s rich media capabilities mean we can increase our offering to creative agencies and brands allowing them to focus on imaginative and intelligent creative executions.” says Richard McLaren, Chief Data and Technology Officer, Mi9.

Francisco Cordero, General Manager and Regional Director of InMobi Australia and New Zealand added,“This is a significant milestone for InMobi and for our customers in Australia. Combining our extensive network with Australia’s number one digital destination gives our agencies and advertisers tremendous reach across Australia and premium consumer segments. This partnership further reinforces InMobi’s leadership position in Australia and NZ for local rich media advertising inventory and our reputation as a trusted partner for publishers.”

Recent Australian mobile media consumption research has shown nearly 40% percent of mobile web users in Australia are primarily or exclusively accessing the web via their mobile devices. In addition, more than half of mobile web users in Australia are comfortable with receiving mobile advertising and 1 in 4 of these users have had their purchasing behaviour influenced by it. It is predicted that by 2015, the market for global mobile advertising is likely to be worth in excess of $20 billion.

Ninemsn’s growing mobile consumer base for advertisers continues to build with recent year on year research showing a 101% growth in mobile page impressions compared to April 2011.