NEW YORK ? Brands such as Yamaha and Reebok have tapped mobile ad network InMobi to target international customers in markets where mobile users outnumber PC users.

Anne Frisbie, Palo Alto-based head of North Americas at InMobi, shared campaign results at the digiday: Mobile conference yesterday at the W Hotel in New York. Typically the types of clients InMobi works with market to consumers via television spots or in-store kiosks, but now many are leveraging the mobile platform.

?There are five cell phones for every PC in Indonesia,? Ms. Frisbie said. ?The marketing strategy is mobile-first or mobile-only in some countries.?

InMobi, the mobile ad network formerly known as mKhoj, has a strong user base in 24 countries across Asia, Africa and the Middle East and is in the process of extending its reach in the Europe, especially Britain and Eastern Europe.

For the launch of the Yamaha FZ-16 motorcycle, InMobi used mobile advertisements to target males ages 18-35 in India.

The mobile banner ads drove consumers to click to get more information about the motorcyle via a mobile microsite.

On the microsite, consumers were able to watch promotional videos that feature the bike. There were videos of consumers test-driving and talking about the motorcyle as well.

The mobile video ads had a 10 percent complete-viewing rate, while the consumer-review videos were seen by 6 percent of consumers.

Seven percent of consumers that clicked on the mobile ad ended up using the store locator to find a Yamaha store.

The average click-through rate on the banner ads was 1.3 percent with a peak of 6.6 percent.

Cricket Nirvana, an Indian cricket news site, used InMobi to build its mobile Web site from the ground up.

The cricket news provider then ran a mobile ad campaign in order to drive consumers to the site.

Within one week of the campaign's launch, the site saw a 72 percent lift in page views.

Within three months of the campaign?s launch, the site saw 8 million page views.

The banners achieved a 1.6 percent click-through rate overall. At its peak, the click-through rates were 3.6 percent.

For the Reebok promotion, a WAP site was created where users could download digital wallpapers of jerseys created for the Indian Premier League. Seventy thousand wallpapers were downloaded.

Two different wallpaper styles were created. A wallpaper featuring of the jerseys of famous cricket players achieved a 53 percent download rate, while the other cricket-themed wallpaper achieved a 41 percent download rate.

Fifteen percent of consumers used the store-locator feature.

The campaign featured an SMS component where users could send cricket jerseys as gifts, with 2 percent of users sending them.

Ms. Frisbie said mobile devices are primarily used for entertainment purposes. High mobile phone penetration creates a hunger for content.

By working in a market that is primarily mobile, she said there is no hindrance of PC Web limitations such as having to be at home or in your office.

?What is making mobile popular is not the iPhone,? Ms. Frisbie said. ?What is driving interest in mobile is its reach.?