StratosHear Technologies has come out with a mobile advertising network for mobile publishers, mobile advertisers and app developers, called ‘MobiAdz’. This new technology will enable publishers and app developers earn revenue by placing their inventory on MobiAdz system, while advertisers will benefit by reaching their target customers by placing their brand communication on the same. The service was commercially launched on September 2, 2010.
Kushal Sanghvi, Executive Director, Stratoshear Technologies, told exchange4media, “We will partner with various mobile publishers, mobile developers and mobile advertisers to discover, engage and enhance their value by leveraging our unique mobile advertisement network platform. MobiAdz is thus a mobile-media marketplace for advertisers and publishers, which align their demand and supply needs.”
When asked how MobiAdz would help in categorising the audience pie for their clients, Sanghvi explained, “In MobiAdz, we bring together two communities – brands that want to advertise on mobile Internet, and mobile publishers who want to monetise their consumer traffic. When consumers go to a publisher site in our network, they will see ads delivered by the MobiAdz platform. These consumers today are going in for a wide variety of requirements, which could be across mail, news, specific content sites, services, social media, gaming and other platforms. These consumers are spread through our geography, and targeting them demographically, tactically and behaviorally is what we will seek to do.”
The measurement of success ratio becomes important for the advertisers as well as publishers who invest their time and money in a new tool of communication like this. So, how has MobiAdz sorted the measurement system? Sanghvi informed, “There are various measurement tools that we have for both advertisers and publishers. Using these tools, we manage the campaign performance to an optimal level for both the publisher and the advertiser communities, ensuring that both parties are kept satisfied and overall ensuring a good average CTR for the campaign.”
Other mobile advertising solutions players, such as Affle, too, have products on similar lines. When asked what differentiated MobiAdz, Sanghvi replied, “Our product does not require any application download by the end user. Any consumer using mobile Internet anywhere in the world can be served ads through MobiAdz, provided the site being visited by the consumer is in our publishing network. The mobile advertisement network has been existing for quite some time in all leading countries of the world. So far, this platform used a more logical approach and broad level targeting concepts to optimise the delivery of campaigns on publishers’ site.
Speaking about investors’ reactions, Sanghvi said, “MobiAdz has received a favourably warm reception from the marketplace from various brands and leading advertising agencies across India and the world. They are happy to leverage on the platform as they see value in terms of the product, it’s a sophisticated and an intelligent system that serves up their deliverables or the matrix they have chartered as a success for the campaign. On the publishers’ side, over 100 publishers across various verticals have registered with MobiAdz, which is now serving tens of millions of ad impressions per month across 200 countries.”
On the future of mobile advertising, Sanghvi said, “The mobile advertising segment is currently gearing up for a major boom, fuelled by an increasing number of mobile users in the country and also with the youth, being the largest draw for most marketers across the globe, the mobile screen happens to the first preferred screen of choice ahead of TV. Given the 3G wave in the country, it is only going to make data consumption richer and fulfilling to users and they will thus be able to get richer quality content, interspersed by richer means of advertising. Overall, mobile advertising is expected to be significant to brands in terms of both reach and brand engagement. The tremendous reach, the ability to categorise the audience pie, to serve relevant messages and the measurability of the effectiveness make it the most popular emerging advertising platforms in the years to come.”