MUMBAI: Hungama Mobile and Amobee Media Systems, a provider of ad-funded mobile content and communication, have partnered to bring mobile advertising solutions and ad-funded mobile entertainment content to the south Asian market.

The integration of Hungama’s content portfolio and mobile marketing expertise with the Amobee Media System will enable targeted, interactive ads to be dynamically inserted into the full range of mobile content and applications for the first time, including WAP Browsing, video and music, games, SMS and MMS, says the company.

Hungama mobile has implemented more than 600 mobile advertising campaigns for its portfolio of over 100 brands, including McDonald’s, Coca-Cola, Citibank and Apple. The partnership with Amobee will enable Hungama Mobile’s roster of clients to implement a mobile advertising solution across carrier networks and other mobile media properties including wap.hungama.com, says the company.

Says Amobee’s Chief Sales and Marketing Officer Patrick Parodi,  “Amobee’s trials with tier one operators across multiple regions have shown the huge potential impact of tapping into mobile as an advertising media. Results have clearly shown that users consume considerably more content and communication in the Amobee ad-funded model than in the current “user pays” world. In fact, our analysis suggests that this model has the potential to quadruple the current mobile gaming industry alone. Hungama is the ideal partner to help us promote this new model in new territories.”