InMobi has launched a range of rich media mobile ads that respond to the viewer’s behaviour and surroundings.

The company says that its SmartAds can deliver up to three times more installs, 10 times more interactions and three times the conversion rate of regular ads. The ads, which meet the IAB’s mobile standards, can include live stock prices, sports scores or cinema times, along with messaging that is relevant to the user’s location or the weather conditions.

“Mobile industry innovation is 10 times faster than what we have seen in the desktop world,” said Preetham V.V., GM and product head of brand business at InMobi. “We continue to innovate to help brands engage consumers in a far deeper, more personalised way through cutting-edge ad formats that are supported by our award winning creative services teams. By supporting IAB Mobile Rising Stars ad formats across all our platforms, including InMobi Studio, we continue to provide one of the best monetisation opportunities available for our publishers.”

InMobi already delivers all rich media mobile ad campaigns via its Studio platform for big media agencies like MEC and MediaCom.