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mKhoj in strategic mobile ad pact with Vuclip; looks at increasing adoption

29-January-2009
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mKhoj in strategic mobile ad pact with Vuclip; looks at increasing adoption

Mobile ad network mKhoj has entered into a mobile advertising partnership with Vuclip, one of the world’s leading mobile video search and delivery providers. Under the terms of the agreement, mKhoj will provide ads on Vuclip’s mobile website and popularise Vuclip’s mobile video search and delivery platform among the hundreds of publishers and millions of subscribers that are a part of mKhoj’s mobile ad network.

Elaborating on the partnership, Naveen Tewari, Founder and CEO, mKhoj, said, “The partnership proves our leadership position in the industry. Our proven ability to deliver better monetisation was the key factor for the partnership. ‘Targeting’ is the key to healthy monetisation, and at mKhoj this is backed by its proprietary best in class technology. We look forward to working with world class players like Vuclip, who have built a leadership position in mobile videos.”

Vuclip is the most widely-used mobile video search site in the world. It is the only true mobile video search and delivery solution that allows one to access any video on the Internet and watch it on any video-enabled phone.

Meanwhile, mKhoj is looking to get its clients to allocate a definite budget for its applications in their annual plans in 2009. Traditionally, even though there is ample talk about adopting 360-degree communication, the budgets allocated are primarily for TV, print, outdoors and BTL activities. Digital might have found patronage, but it has not made enough headway to be part of a client’s budget plans. mKhoj wants to change that.

Said Tewari, “Our agenda is to make mobile advertising part of the mainstream advertising. We will look at getting 5-10 per cent of budget allocated by any brand.”

He added, “The medium has significant reach and is an extremely cost effective method with extremely precise target. The wastage is minimal and every paisa spent can be accounted for, making the medium transparent. Especially keeping in view the global financial crisis, which has led the clients to think of ways to maximise ROIs, mKhoj can help them achieve this goal.”

mKhoj, a mobile advertising marketplace, gives advertisers a targeted way to reach out to consumers while they surf the web from their mobile devices. It has also given mobile publishers a way to earn revenue and monetise their traffic. The company claims to have grown over 10 times in the last six months and is looking at further strengthening its base in Asia and Africa. Currently, it is present in over 30 countries.

Abhay Singhal, Head, Global Ad Sales, mKhoj, said, “The mobile phone today is not just a plain medium where only messages are transferred, but also a complete communication device, which facilitates two-way communication between the brand and a consumer. It is being used to create highly successful campaigns (the Obama campaign is a great reference story), which have a high level of audience involvement, thereby engaging the potential customer to a great extent. It is being used not to just to display ads, but also to generate leads. Campaigns that have CRM activities can actually close the marketing loop itself. Thus, mobile campaigns facilitate not only exposure and engagement, but also closure.”

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