Ant Farm, an innovation sandbox that aims to create global brands ideated and built out of India, has announced the launch of its first venture in the advertising space – Fork Media.
Founded by Samar Verma and Upen Roop Rai, both of whom recently stepped down from leadership positions at the Times Group, Fork Media offers advertisers innovative content-led marketing solutions, high engagement ad formats and exclusive access to the country’s leading publishers across the online, mobile and video platforms.
“Our constant feedback from advertisers is that the typical ad formats prevalent on the web and mobile today are flawed. Users tend to tune out advertising; as a result click-through rates and engagement are trending downwards. We saw this as a great opportunity to create seamless, brand-led content propositions that give advertisers longer-term engagement with their target audience,” explained Samar Verma, CEO & Founder, Fork Media.
Upen Roop Rai, Managing Director & Co-Founder, Fork Media added here, “There is a genuine need to address challenges such as low benchmarks set on pricing, lack of innovation and broken ad formats. This is an exciting proposition for both the publisher for driving optimal revenue levels and the advertiser for creating longer-term engagement with its target consumer group. Our aim is to create meaningful, conversation-based advertising for premium brands. We have seen tremendous success in the past in creating synergies between brands and content, and we want to extend that philosophy at Fork.”
Even before the official launch, Fork has roped in a number of high-value clients. The current roster of publishers on board the Fork platform includes HT Media, The India Today Group, The Hindu, and The Daily Mail. More publishers have signed on and official announcements will be made in the coming weeks.
“We are excited with the traction Fork has managed to gain in such a short period of time. It’s a winning proposition for any publisher or brand,” remarked Rishi Khiani, MD, Ant Farm.