InWAP, PreWAP ads open opportunities for brand advertisers

NEW DELHI: iVdopia (, the largest video and rich media mobile advertising network, today launched the world’s first HTML5 video and rich media ad formats for the mobile web: InWAP and PreWAP ads.

For the first time in mobile advertising in India, brand advertisers will have access to the vast number of audiences that access the Internet from their mobile web browser via Smartphones and feature phones.

With this achievement, iVdopia extends its entire suite of HTML5 innovations and now offers the complete mobile video advertising solution: ads served in apps and within WAP.
Until now, advertisers have been restricted to advertising on WAP sites using only static banners and textual links, which lack the ability to create strong user engagement and interactivity.

Bringing its expertise in mobile video advertisingwith HTML5 technology, iVdopia allows advertisers to engage users on WAP sites with dynamic video and interactive rich media ads, including InWAP ad formats –ads that play within the webpage – and PreWAP ad formats –ads that auto-play when a webpage is loaded onto mobile screens.

“We gauged a huge potential in India with the growing number of users present on the mobile web, primarily in Tier I & II cities,” said Vdopia India Vice President Debadutta Upadhyaya. “So far, advertising on the mobile web has been more direct response than user engagement focused.”
Mobile advertising (including SMS & display ads) is estimated to be an approximately Rs 1.5 billion market and the WAP platform comprises nearly 9 per cent of MVAS revenues. With a growing subscriber base and the increasing availability of GPRS-enabled mobile handsets, the market certainly has a large potential.

“InWAP and PreWAP ads will revolutionize advertising on the mobile web,” said Vdopia chief business officer Saurabh Bhatia. “For the first time, we have a rich, HTML5 filled, mobile web experience to bring to users across devices and platforms. Combined with the scalability that WAP offers to reach millions of more users than those targeted on apps alone."

The InWAP and PreWAP video ad formats will be served using iVdopia’s HTML5 video ad platform, V5 and will include a variety of animated effects from Future5, its HTML5 ad-authoring tool. InWAP and PreWAP video ads can be combined with the Talk2Me™ landing page, to offer customised engagements for users to share on social media sites, email, view multiple videos, or interact with the brand’s mobile website. All this takes place within the phone’s browser, and the user can opt out anytime from the ad and continue browsing the WAP site.

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