It is always interesting to observe trends as they develop and mutate in reaction to changing market drivers. That is particularly true in the case of the febrile mobile advertising arena where the nets are always out in hopes of catching the bright elusive butterfly of "monetisation". And that's why the latest announcement from the performance-based mobile advertising network InMobi - an exclusive partnership with powerful Sky Media, the advertising division of Sky broadcasting - is significant.

The partnership will bring premium mobile content to UK brands and InMobi will help Sky Media to monetise its premium audience of more than 20.7 million unique monthly users across both mobile sites and mobile apps.

InMobi, which was founded in India in 2007, has some powerful, monied, backers including Soft Bank and Kleiner Perkins Caufield & Byers The company says that, via architecturally-superior products such as app distribution, monetisation and brand ads carried on its clever customer-engagement platform, it is effectively redefining a very important component of the global mobile industry.

Well regarded for its ability to go head-to-head with the likes of Apple & Google while continuing to pioneer innovation thanks to an ongoing commitment to big R&D programme InMobi has made it into the MIT Technology Review's list of the Top 50 most disruptive companies.

Estimates are that in the UK brand spend on mobile advertising will be in the region of £2.3 billion this year alone and InMobi's partnership with Sky Media is designed to attract attention of mobile users with a high level of disposable income.

Sky is home to some of Britain's favourite apps and mobile sites, including the two most popular sports apps, Football Score Centre and Sky Sports. The company's apps and mobile properties generate over 1.5 billion advertising impressions views per month.

The new partnership will combine of Sky’s premium apps with InMobi’s ad platform which targets specific audiences on mobile devices. This will allow Sky to support brand advertisers with a highly targeted audience segment and so meet their commercial objectives.