Exponential launched its mobile advertising solution, Appsnack, in India early this month. Exponential, a leading global provider of advertising intelligence and digital media solutions, also owns global online advertising provider Tribal Fusion, engagement video platform Firefly Video and in-stream video advertising specialist AdoTube.
In conversation with exchange4media Amritpal Bedi, Director-Client Operations, Exponential speaks at length about the launch and the road ahead...
On the key strategy behind Appsnack’s launch
India is a key market in Appsnack’s global launch strategy, given the strength of the nation as the world’s second-largest mobile market with over 903 million users, as per Mobile Marketing Association’s January 2012 data. As a market with fast-growth potential, marketers in India are looking beyond traditional online display to engage users on the move and through new creative strategies, unique to the mobile platform.
As a division of Exponential Interactive, a global provider of advertising intelligence and digital media solutions operating in 26 countries worldwide, Appsnack will leverage these wide network relationships to introduce and engage brands and agencies to the mobile space.
Appsnack’s primary focus is providing brands with engaging creative across mobile and delivering that creative to advertisers target audiences across mobile and tablet. Through this process, the company will incorporate discussions about tracking, performance, and targeting for clients’ campaigns in the mobile space.
On opportunities that India offers to Appsnack
Despite mobile marketing being a new and developing concept for marketers to understand, Indian mobile users are the perfect target consumers for new mobile marketing strategies. According to the World Bank’s recent ‘Information and Communications for Development 2012: Maximizing Mobile’ report (July, 2012), countries like India are more ‘mobile’ than their western counterparts, having leapfrogged over some communication devices to go straight to mobiles and creating innovations like multiple SIM phones and mobile payments, a trajectory different from that of the developed world.
On challenges that Appsnack is facing in the Indian market
The key challenge for a brand like Appsnack is the slower uptake of smartphone devices in India; given that India has the lowest adoption rate amongst middle-income and developed countries (World Bank, 2012) in comparison to countries such as Singapore, which enjoy 90 per cent smartphone usage. This is despite the fact that the average mobile data speed in India is among the highest in developing countries. However, Indian consumers are keen to enjoy the gadgets and services of their western counterparts and a major growth in the adoption of smartphone technology is inevitable as India continues its role as a strong contributor to technology innovation and development on the global stage.
Appsnack’s arrival in India marks Exponential’s intention to be ahead of the curve and offer local marketers the opportunity to create even more engaging multi-platform, integrated campaign ideas through display, video and now mobile.