MxMIndia

Category: Digital

  • Use of Android phones is primary reason for the growth in mobile usage, says Opera Mediaworks & Mobile Marketing Association report

    India among Top 4 data consumers in APAC

     

    By A Correspondent

     

    This may come as no surprise to many. India is among the top four data-consuming countries in the Asia Pacific region, when it comes to smartphones. A recently-released study by mobile ad platform Opera Mediaworks and the global body, Mobile Marketing Association, shows that India, Indonesia, Vietnam and the Philippines, have seen a dramatic 545 per cent increase in the adoption of smartphones since 2013. The four countries have been dubbed the ‘Power 4’ or P4, according to the APAC State of Mobile Advertising report. The findings are based on Second Quarter of 2015 data from 400 million unique users on the Opera Mediaworks platform.

     

    According to Rohit Dadwal, Managing Director, Mobile Marketing Association APAC: “We believe marketers in Asia are best positioned to be leaders in global mobile innovation, building campaigns that harness the potential of the medium and the mobile audience. Opera’s stunning data proves that the future of mobile lies in Asia.”

     

    “India remains one of the most exciting markets in Asia when it comes to smartphone adoption, and rapid shift of consumers to make mobile as primary screen,” says Vikas Gulati, Managing Director, Asia, Opera Mediaworks. “Mobile advertising, on the other hand, is highly underrepresented in India and there is massive opportunity for advertisers to connect with the prime prospects, deliver rich and meaningful experiences at a time and place when it matters the most.”

     

    Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter, the Android operating system took the No. 1 position in the market share of impressions served to mobile devices, accounting for more than 60 per cent of traffic in APAC and over 55 per cent in India.

     

    Findings for India indicate that nine out of 10 mobile users in India are male, and Indian users are overwhelmingly young; the average user age being under 23. About 50 per cent of them are between 18-23 years old. And while the most visited mobile sites and apps by users in the P4 region are in the social networking category, Indian users are more drawn to sites and apps that serve music, video, media and entertainment, followed by technology content. The top three countries in the P4 region in terms of data consumption are Vietnam, Indonesia and India, and the average data consumption in these countries respectively is around 90, 65 and 60 MB per month.

     

    Moreover, in India, social networking sites and apps provided the highest number of impressions for advertisers, followed by news and information, and sports. The impressions of advertising on communication services is much higher than the global average by — and as much as 15x higher — for revenue.

     

    The P4 countries represent less than half (43 per cent) of the population of Asia, account for less than 30 per cent of regional internet users — yet over 76 per cent of these users access the internet via mobile. For India, Opera estimates that 77 per cent of internet users can access the web via a mobile device. Business, finance and investing publishers fared well, accounting for a whopping 42 per cent of revenue paid to mobile publishers across the P4 region.

     

    “Opera Mediaworks represents almost 50 per cent of audience share of the market in India. We are making significant investments to grow the ecosystem, share insights on consumer behaviour and trends in mobile content consumption to help marketers better leverage the mobile opportunity,” adds Gulati.

     

    The full report can be accessed at: http://www.operamediaworks.com/innovation-and-insights/state-of-mobile-advertising-apac-2015-q2

     

  • Ecommerce players push mobile applications because apps provide more data on each user, allowing the firms to personalise user experiences based on interests and requirements gathered from users' buying and browsing history

    Flipkart keeps app plan on hold to assess how it will impact sales in big-ticket categories

    By Jayadevan PK

     

    Flipkart, the country’s top online retailer, has decided to put on hold its plans to go app-only because it has yet to assess how the move will impact sales in big-ticket categories such as large appliances and furniture, two company insiders said. “Major sellers who retail white goods, electronics and large appliances are not convinced about the move,” one of them said.

     

    “Flipkart might pick up the project (to go app-only) soon but as of now things have been stalled and September looks unlikely,” the company insider told ET. Chief Product Officer Punit Soni, who leads the firm’s ‘Project Shaw’ initiative to go mobile-first, was looking to shut its desktop site in September. Soni did not respond to a message sent as of press time on Sunday.

     

    A company spokesperson said, “We are constantly experimenting with various aspects of our service to create the best shopping experience for our users on our app. Meanwhile, we continue to offer both desktop as well as mobile option for our customers.”

     

    Flipkart said its mobile app accounts for 70-75% of the total traffic. Besides the fact that a majority of Indians use smartphones to access the Internet, ecommerce players push mobile applications because apps provide more data on each user, allowing the firms to personalise user experiences based on interests and requirements gathered from users’ buying and browsing history.

     

    Sellers of high-value goods sceptical

    However, sellers of high-value goods seem sceptical of Flipkart’s app-only move. They believe such a move would cripple a user’s ability to research products effectively before deciding to buy. Industry insiders agree.

     

    “Some categories are better viewed on a bigger screen,” said Sujayath Ali, CEO and cofounder of mobile appbased fashion retailer Voonik. “Also, going app-only will affect people browsing from office as well as price or value comparison,” he said. Flipkart-owned fashion retailer Myntra went app-only in May.

     

    At the time, Mukesh Bansal who heads Flipkart’s commerce platform, had said fashion is a personal experience and a mobile app works better for the category.

     

    Nearly 95% of Myntra’s traffic and 70% of its sales were already coming from mobile. Bansal, who founded Myntra, was not available for comment. Ali of Voonik said the market is much larger for mobile than desktop and it’s growing faster.

     

    According to Internet & Mobile Association of India and KPMG, India is projected to have 236 million mobile Internet users by 2016.

     

    Flipkart started selling large appliances in April 2014 after it briefly stopped retailing them. Earlier this month, it also started selling furniture such as sofas and beds.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The association has also reiterated that it does not support any plans that violate principles of net neutrality "especially paid or unpaid prioritization or other discriminatory practices"

    IAMAI toughens stand on Zero Rated Services

    By A Correspondent

     

    In its recent response to the DoT paper on Net Neutrality, the Internet and Mobile Association of India [IAMAI] has clearly and unambiguously opposed zero-rated plans of any type. In its submission made last week IAMAI has held that “these plans will ultimately harm Internet content and service providers by limiting competition among them, and, by extension, limit consumer choice”. Such plans will also “allow the operators, if given control of which apps/services to push to consumers, to discriminate and privilege certain web services over others, and throttle innovation”. The association has also reiterated that it does not support any plans that violate principles of net neutrality “especially paid or unpaid prioritization or other discriminatory practices”.

     

    IAMAI has also reacted strongly against the proposal to license domestic and national VoIP, as suggested by the DoT paper. The association contends that such a regime will be directly against consumer interest and against future innovations. The association contends that licensing any domestic and national Internet based voice communications services would be impractical especially since such services in many instances are offered as bundled services. The association also feared that licensing one type of internet service may be the beginning of a “slippery slope” and may lead to a clamour for so called “same service same rules” for other internet services.

     

    The association has also cautioned that while traffic management is a technical right vested with telecom operators, this right should not be misused to charge customers differentially for different types of data. Technical requirements of traffic management should also not be used to promote operators own services at the cost of other services, the association cautioned.

     

  • The Indian Express and Arré,the digital media property being set up by UDigital, the company set up Ronnie Screwvala, B Saikumar and Ajay Chacko, have entered into a strategic partnership in creating video documentaries to be distributed across digital and linear platforms globally

    Arre wah! Indian Express inks deal with Screwvala/Saikumar to produce docus

    By A Correspondent

     

    It’s a tie-up that could well change the world of investigative journalism in the country. While we can boast of a truly free press, how much of it is truly free to cover whatever it would like to. Or whatever ought to be covered.

     

    The Indian Express and Arré,the digital media property being set up by UDigital, the company set up Ronnie Screwvala, B Saikumar and Ajay Chacko, have entered into a strategic partnership in creating video documentaries to be distributed across digital and linear platforms globally.

     

    Commenting on the initiative Anant Goenka, Wholetime Director and Head – New Media, Indian Express said, “Arré is an ambitious and exciting project championed by a visionary leadership that understands the need for high-quality, original content produced in a made-for-digital format. Not digital-first, or digital-friendly, but digital-only.We believe that some of the journalism that we have been doing has the potential to reach an even wider audience. With Arré, there’s a meeting of minds in terms of commitment to quality storytelling and the need for a different and disruptive tonality. ‎We’re excited by the potential of this powerful combination.”

     

    Ronnie Screwvala

    Ronnie Screwvala, Co-Founder, U Digital said, ‘ We are delighted to partner with an institution like The Indian Express group, which has stood for journalism of courage and we hope to break new frontiers of storytelling for a new generation of Indian and global audiences. This collaboration represents a new generation of partnerships that bring together complimentary strengths in the digital era’.

     

    Sai Kumar

    B Sai Kumar, UDigital’s Co-Founder and MD said, “The raison d’etre of the partnership is to make documentaries that appeal to the mainstream and resonate with the youth.”

     

    While Goenka indicated that the output will be standalone content, the statement by Raj Kamal Jha, Chief Editor, The Indian Express, gave another picture. “Arré’s team has a formidable record of excellence in TV and cinema. Together, we shall work to translate our journalism — done first for print to the highest standards of fairness and accuracy — into the evocative language of a documentary. And ensure that the story always gains in translation”. Whatever it may be eventually, we can expect some good, solid journalism on a screen near you.

    Watch out, holy cows!

     

  • SRK is also the face of online fashion etailer Yepme.com, which is currently running a contest to promote his upcoming film 'Fan'

    Online grocery store Big Basket ropes in Shah Rukh Khan as brand ambassador

    By Varun Jain

     

    Online grocery store BigBasket.com has roped in actor Shah Rukh Khan as brand ambassador for an undisclosed fee. The company announced it through a series of tweets on Saturday.

     

    “We’ve got a brand new look! Experience the all new Big-Basket!” the tweets said. This was followed by another- “Shah Rukh Khan is a BigBasketeer! What about you?”

     

    Vipul Parekh, co-founder of BigBasket, declined to give the financial details of the deal. “The endorsement fee is under NDA (non-disclosure agreement), so I may not be able to give you an accurate figure. However, it is not as little as we would have liked and not as much as what everybody believes it to be,” he said.

     

    It was reported earlier that actors Shah Rukh Khan, Aamir Khan and Amitabh Bachchan are learnt to charge  Rs 8-12 crore annually for e-commerce endorsements, which is 20-25% higher than rates for some well-known offline brands they currently endorse.

     

    “We have selected SRK because of his universal appeal, which cuts across age, gender and geography. For a mass market national brand like Big Basket, that was very important since we appeal to an equally wide audience,” said Parekh.

     

    “SRK has the ability to get into the skin of the character and embody it with a lot of believability. We felt it was important that people could relate to the Big Basket brand ambassador.” The company is doing a campaign that covers all channels — print, TV, outdoor and radio.

     

    “We will be breaking our television commercials featuring SRK next week and expect to make a significant impact on our business with them. We have a long-term contract with SRK which is renewable annually. We expect him to be a consistent brand icon for us,” said Parekh.

     

    Khan is also the face of online fashion etailer Yepme.com, which is currently running #iamfan contest on its platform to promote the upcoming film ‘Fan’, in which the actor has the lead role.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The active service will enhance DishTV’s portfolio in the field of VAS and music

    DishTV announces tie-up with Hungama

    By A Correspondent

     

    DishTV has announced a tie up with Hungama to launch Music Active. The active service will enhance DishTV’s portfolio in the field of VAS and music and provide unlimited music to its subscribers.

     

    Catering to the need of Bollywood music lovers and the other streams of music such as devotional, western, and pop music Music Active will have a good mix of Bollywood hits and Bollywood retro. Simultaneously reaching out to the music lovers of other genres, Music Active will also have international hits, international classics, devotional, ghazals, Bhojpuri, Kannada Hits, Tamil Hits and Carnatic Hits. Customers of this active service will be able enjoy uninterrupted music as unlike music channels. Music Active is completely ad free. Another important advantage for music lovers would be unlike music apps, there will be no buffering of the songs leading to steady entertainment.

     

    The service is available at an introductory price of Rs.35 till 31st October and will be priced at Rs.45 starting 1st November’15.This audio service can be availed by a simple missed call on 18002700096. The service is available free of cost from 27th Aug – 6th Sep (10 days). Music Active will be available on channel number 671 on DishTV.

     

    Speaking on the occasion, Salil Kapoor, Chief Operating Officer, DishTV said, “Being a pioneer and market leader, it has been our constant endeavor to make television viewing a wholesome experience for the entire family and to increase affinity with our audiences by providing them the choice of content they would like to watch. DishTV has always taken the lead in enhancing the value proposition and believes in providing the maximum and the best in entertainment to its subscribers. We are delighted to tie up with Hungama for launching Music Active, with the launch of Music Active, we are continuing with our legacy of offering another unique service for our consumers who are inclined towards music and will have this great opportunity to enjoy music of all genres in the close comfort of their homes.”

     

    Siddhartha Roy

    Speaking on the occasion Siddhartha Roy, CEO of Hungama.com said, “Music Active co-launched by Hungama and DishTV will bring uninterrupted and ad-free music to subscribers. We are proud to associate with the DTH service as we bring subscribers their favorite music across 10 different genres ranging from Bollywood, Regional, devotional to International, etc. I am certain that DishTV subscribers will enjoy grooving to Bollywood, regional and international music’s most popular hits and retro tracks only on Music Active.”

     

  • Asks consumers to create their own gang on hike with the tagline 'Got a Gang? Get on Hike'

    Hike unveils biggest ever brand campaign

    By A Correspondent

     

    Hike messenger, one of India’s fastest growing Internet companies, announced the launch of their biggest ever brand campaign that aims to reach around 200 million consumers. The brand campaign rollout comes on the back of the launch of biggest ever productupdate, hike 4.0, which is 5X faster and loaded with over 10 new features.

     

    The campaign with its tag line ‘Got a Gang? Get on hike’ aims at showcasing the ‘World of hike’ by bringing alive groups of friends and asks consumers to create their own gang on hike and experience the fun & spice that the product features can bring to their social conversations.

     

    The 18-week long campaign that runs across TV, print, digital, radio and outdoor will showcase new features like ‘Sticker Suggestions, Free Calling, Group Chats with over 500 people, Multi-type file transfer up to 100 MB, enhanced privacy options, photo filters &doodles and much more. Each product feature & its benefit are brought alive by a different group of friends shown in different situations, with a storyline that makes the campaign fun to watch.

     

    Speaking about the campaign, KavinBharti Mittal, Founder and CEO, hike messenger, said, “”Got a gang? Get on hike. Succinct and clear. Our goal with this campaign is to highlight those quirky groups that you cherish so much in your life and how that world would be so different, better and more expressive in so many ways in the world of hike. This campaign truly brings out the all the great things about the latest version of hike, hike 4.0, which is a big step up from where we’ve been. We can’t wait for India to see it.”

     

    “The all-new hike, with its unique features, is an intelligent messenger in the world of instant messengers. Our campaign aims to bring alive the fun that these wonderful features can bring to social interactions and conversations. ‘Got a gang? Get on hike.’ is an inescapable invite from the world of hike to join in and have fun,” commented GV Krishnan, President – Lowe Lintas.

     

    To engage with consumers in India and make messaging more relevant hike also announced that along with the campaign, it will be releasing special sticker packs for all major festivals in India starting with Rakhi, thatfalls on the 29th of August. Consumers can access Rakhi sticker packs on the hike app, which is available for android users on the Google Play store and Apple users on the iOS App store.

     

  • Besides digital marketing, Surya has the experience of working in traditional creative agencies including JWT and Leo Burnett

    HDS appoints Surya Narayanan as Biz Head

    By A Correspondent

     

    Surya Narayanan

    Hungama Digital Services has brought on board Surya Narayanan as the Head of Business.   Surya comes in with over 12 years of experience of having worked across geographies in countries like India, Indonesia, Kenya and West Africa. Besides digital marketing, Surya has the experience of working in traditional creative agencies including JWT and Leo Burnett.   Announcing his appointment, Carlton D’Silva, CEO and CCO, HDS, said, “Surya has made the perfect and successful transition between traditional and digital advertising. Not only does he have a great business mind but he is an ideas man too. This is quite a rarity and it is this business & medium knowledge that Surya will bring to HDS to enable us to reach greater heights and wins moving forward.”

     

    Surya has developed and executed campaigns for leading brands such as McDonald’s, Diageo, Standard Chartered Bank, Vodafone, Safari.com, Airtel and AEGON.

     

    “After having worked in various online and offline agencies in India and abroad across the last 12 years, it’s good to be back home. I am very excited to work with the young and dynamic team at HDS. It would be my honour and privilege to work with Carlton and the talented team at HDS. Looking forward to apply the learning of the past decade in this new challenge”, said Surya Narayanan on his joining HDS.

     

    Prior to HDS, Surya was the General Manager, West Africa for Squad Digital based out of Ghana. Outside a regular workday, Surya loves to read, watch movies and enjoys his coffee.

     

  • Twitter Ads self-service platform is now expanded to over 200 countries and territories worldwide

    Twitter launches Self-Service Ads Platform for SMBs in India

    By A Correspondent

     

    Twitter has launched the self-service advertising platform to small and medium-sized businesses (SMBs) in India. Twitter has expanded the platform reach of Twitter Ads globally from 33 countries to over 200 countries and territories. Now, SMBs from India to Iceland can more effectively reach their target audiences on Twitter in 15 languages. In addition, Twitter also announced the total active advertisers, including SMBs to be approximately 100,000.

     

    “Small and medium-sized businesses face the most challenges and are least resourced to promote the good work they do,” says Emily Huo, SMB lead for Asia Pacific at Twitter. “With the expansion of the Twitter self-service ads platform, we are excited to help SMBs level the playing field with digital advertising to increase their sales.”

     

    There are 51 million SMBs in India, according to market research firm Zinnov. Start-ups registered in India are projected to go up a whopping 11,500 by 2020, independent consultancy KPMG reports. Anyone with a small business, from tech start-ups to retail, F&B establishments, and even mom and pop shops, can now use our platform to target and engage in real-time with more than 316 million active Twitter users worldwide and increase sales.

     

    How is this different from just tweeting for free?  Twitter self-service advertising platform allows businesses to amplify their organic Twitter message and reach more people by targeting a specific audience. The great thing about the platform is that you can set your own budgets. There is no minimum requirement for what you spend, you can start and stop your campaign at any time. The self-service ad platform has been developed so it is as easy to use as possible, while providing businesses and individuals with all the tools they need to advertise effectively. All you need is a Twitter account and a USD credit card to get started.

     

    For entrepreneurs, Twitter proves to be one of the most effective data-collecting platforms as it provides advertisers with real-time, public conversations from users with varying demographics.

     

    Whether you want to stay local or reach an overseas audience, with Twitter’s robust targeting options available on Twitter’s global marketplace, you can reach a global audience. Advertisers can choose the markets, countries, regions, metro areas or postal codes that are the most relevant to their business. They can also refine their targeting by language to ensure that no matter where they call home, potential customers can understand their ad.

     

  • Consumer reach facilitated further in the virtual world with the launch of ASCIonline mobile app

    ASCIonline App gets a thumbs-up from consumers

    By A Correspondent

     

    With a purely organic reach approach, ASCIonline mobile app has garnered good success and has directly seen a boost in the numbers of complaints received. Now complaints through Mobile App are contributing to almost 15 per cent of the total number of complaints received by ASCI. The app has surpassed 1000 downloads within just two months since its launch on 17th June, 2015.

     

    ASCIonline is India’s first mobile app to facilitate convenient filing of complaints against misleading of advertisements. It is the first time that a Self-Regulatory Organization like ASCI has leveraged the power of technology anywhere in the world, although there are over a 100 bodies in as many countries created to do an identical job as ASCI.

     

    Speaking on the occasion, Narendra Ambwani, ASCI chairman said “While the web-based online complaint registration system has been functional for over three years, the Mobile App has truly broken the “Reach” barrier. With the dramatic and ever growing increase in Smartphone penetration and its use for various transactions, the Mobile App has been a great enabler for end Consumers. Analysis of complaints received via Mobile App is the real “proof of the pudding”.

     

    For promoting the Mobile App, ASCI coined the “SnapItandAppIt” tagline as the App allows one to take a picture of the objectionable ad and send it through the App to ASCI. Social Media is being leveraged to create awareness. Prasar Bharati of the Government of India also took note of this Mobile App and actively supported this by tweeting about the app. Even industry stalwarts and twitteratis like Rajan Anandan (MD, Google), SK Swamy (MD, RK Swamy BBDO), Sanjeev Kotnala (Head Catalyst, Intradia), Paritosh Joshi (Director, Provacateur) created a buzz causing a ripple effect.

     

  • The Internet and Mobile Association of India believes that the internet has reached an inflection point in India. Indeed it has!

    Three hundred two million internet users!

     

    By A Correspondent

     

    The Internet and Mobile Association of India [IAMAI] believes that the year 2014 was the year of internet and is of the firm view that internet has reached an inflection point. The consolidated numbers taken out by IAMAI for FY 2014 affirms the fact that internet in India has now becoming inclusive, which augurs well for the industry and society at large.

     

    The number of Internet users in India reached 302 million by December 2014, registering a Y-o-Y growth of 32% over FY 2013. The Internet in India took more than a decade to move from 10 million to 100 million and 3 years from 100 to 200 million. However, it took only a year to move from 200 to 300 million users. Clearly, Internet is mainstream in India today, an IAMAI communiqué adds.

     

    The Mobile Internet in India also witnessed significant growth rate. If the following chart is anything to go by, the future of Mobile Internet in India is set to growth at an exponential rate. India had 159 million mobile Internet users as on October 2014. Out of this, 119 million users were from Urban India and the rest 40 million were from Rural India. There has been a growth of 45% from October 2013. Mobile Internet users reached 213 million by June 2015.

     

     

    The impact of internet penetration has seen a huge spurt in Digital Commerce. The digital commerce market was valued at INR 81,525 crores by the end of December 2014, and registered a growth of 53% over 2013. According to IAMAI-IMRB estimates, the industry is estimated to grow further at a rate of 33% and cross INR one lakh crores by the end of 2015.

     

     

    Digital Advertising has also been witnessing a steady growth. The online advertising market in India was projected to reach INR 3,575 Crore by March 2015 with a Y-o-Y growth rate of 30%. The online advertising market was pegged at INR 2,750 Crore in March 2014. Search and Display are the top two contributors to the total Digital Advertisement Spends in India. Of the INR 2,750 Crore Digital Advertisement Market, Search ads constitute 38% of the overall ad spends followed by Display ads which contribute 29% and Social Media contributing 13% of overall Digital Advertisement spends.

     

     

    IAMAI has also said that increase in local language content on the Internet will lead to a growth of 39% in the current Internet user base. Rural India will be the primary driver of this growth (75%) while in Urban India, the growth will be 16%. The local language user base is growing at 47% Y-o-Y to reach 127 million in June 2015. IAMAI believes that the next set of internet users will come from rural India and the availability of local language content on internet will be the key for the growth of Internet industry in India.

     

     

    Data on social media users also reflect that the usage of Social Media in Rural India has grown by an impressive 100 percent during the last one year with 25 million users in Rural India. On the other hand, Urban India registered a relatively lower growth of 35% with the total number of users at 118 million as on April 2015. According to IAMAI and IMRB estimates, there are 143 million social media users in India as on April 2015. The report also finds that the top 4 Metros continue to account for almost half of the Social Media users in Urban India.

     

     

    The digital industry is also buoyed by the fact that the digital payments industry is maturing at a fast clip. The digital payments industry grew at a rate of 40% to reach INR 120,120 crore by December 2014. The digital payment industry was pegged at INR 85,800 crore in December 2013. The report finds that the top 4 metros which include Delhi, Mumbai, Kolkata and Chennai are approximately 60% of the total Digital payment gateway market size. Next 4 metros – Bangalore, Hyderabad, Ahmedabad, Pune together contributes only 25% to the total market size.

     

     

  • iReach collects, organizes and activates valuable audience data from India.com group websites across the web and mobile platforms

    India.com launches iReach for data mgmt

    By A Correspondent

     

    India.com has announced the launch of iReach; an innovative Data Management Platform with 40 million unique users powered by first party cookie data. With its unique data management platform, iReach collects, organizes and activates valuable audience data from India.com group websites across the web and mobile platforms. iReach aims to create specific audience segments with its rich first party cookie data, so that advertisers get guaranteed audience targeting for their media campaigns on the IWPL network.

     

    The platform will empower advertisers to specifically target over 40 million users, categorized into 300 plus audience categories. The advertisers will be able to choose segments based on these specific pre-curated categories, iReach will also empower them to create custom audience segments to meet the unique targeting requirements of their brand.  Some of the major audience segments are: computer & technology, food & beverages, travel, automobiles, sports, shopping, finance, business & money, health buffs etc.

     

    Commenting on the launch of the platform, Sandeep Amar, Chief Operating Officer at India.com said, “The display revenues are moving into data across the world, first party cookie data is creating great value for clients. The current buying in India is happening at site level to reach desired target audiences, which is not a very scientific process. The first party cookie DMP is the best option as it allows you to target audiences, which are potential buyers of your products/services. Third party cookie data cannot be trusted as it does not have a clear source, high quality publisher DMPs are clearly the best options. iReach will allow advertisers to reach out to right target audiences on India.com sites, Google Display Network and FB exchange – so now target users rather than target sites.”