Mumbai: InMobi, an independent mobile advertising network, has experienced a 437 per cent growth in rich media ad impressions on its HTML5 ad authoring platform, Sprout, in the first eight months of 2012.

The growth of mobile and tablet devices, and increase in consumers‘ mobile media consumption during this period have contributed to significant change in the advertising landscape and the uptake of mobile rich media.

Additionally, the company is rebranding its Sprout platform to InMobi Studio. Since acquiring Sprout in August 2011, InMobi has evolved as the platform with ad innovation, engagement reporting and analytics, to develop the product in line with increased customer adoption. Advertising agencies and premium publishers such as Hearst Digital Media, MediaCom EMEA, The Gary Group, and MocoSpace have already adopted the InMobi Studio platform, the company said.

InMobi VP - brand solutions Carnet Williams said, "The growth of InMobi Studio is not only exciting but indicative of the huge market opportunity. Its simplicity and power allow brands and marketers to focus on creating engaging and high-touch brand experiences quickly, without compromising on quality."

InMobi Studio empowers designers to create rich media ads without coding or technical limitations in an intuitive visual design interface, with features that include gamification, gesturing, animation, mobile video and location-based ads.

The HTML5 ads run on multiple platforms, operating systems and mobile ad networks, and are MRAID and ORMMA compliant. InMobi Studio analytics enable designers to optimise creative in real time, and compare mobile-specific rich media performance and engagement metrics, such as shakes, tilts, and device orientation, across multiple ad networks and publishers.