Technology

‘Made for mobile’ campaign emphasises efficiency and performance management capabilities

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NEW DELHI:  ad2c mobile advertising and marketing agency, has launched a “made for mobile”, single view, campaign management platform ad2campaign to enable better campaign planning and execution on the mobile advertising ecosystem.

This platform intelligently tracks, monitors and helps optimise campaigns to serve the evolving mobile advertising and marketing industry in India. The platform is mobile ready and all the dashboards are optimised for smartphones and tablets.

Affle Group founder & chairman Anuj Khanna Sohum

It is one of the first mobile centric brand side platforms allowing for a single view to monitor entire mobile campaigns. The platform provides tracking and attribution primarily for four types of campaigns: Branding Campaigns that are CPC or CPM led; App Install Campaigns that are CPI (cost per install) based; Lead Campaigns; and VAS Activation Campaigns.

Each of these campaign types is customized to serve the requirements of a particular industry segment. For example, the App Install Campaign allows app developers, or .coms that are driving focus on mobile, to promote their apps by buying on a Cost-per-Install model across the entire mobile display ecosystem. It integrates over 11 ad networks and publishers including leading networks like Ripple, vServ, InMobi and Millennial Media. Similarly, the VAS Activation Campaign tracker is meant for Operators and Mobile VAS companies to manage not just cost, but also measure revenues on the same interface, thereby allowing for easy optimization and more effective use of their media spends.

ad2campaign plugs important and critical gaps in the mobile ad ecosystem where measurability and accuracy are still challenges by keeping to its mobile first philosophy that relies on native technologies than heavy use of java scripts. It attributes all data points and results of these campaigns back to the source, which makes optimization easier for brands, and enables publishers/ networks to monetize better. The platform does all of the above on a real time basis giving clicks, installs, leads or activations as they happen. In keeping with the mobile first approach the analytics platform is accessible over tablets and mobile devices so you can monitor your campaigns on the go.

ad2c cofounder & MD Madan Sanglikar

Affle Group and ad2c founder and chairman Anuj Khanna Sohum said, “The excellence and effectiveness of any campaign management revolves around an accurate media buy and meticulous monitoring of the campaign KPIs. ad2c’s expertise and industry relevant experience ensures an accurate mapping of the target audience and the pre-determined objectives with targeting parameters and properties that can help deliver results. With established processes and systems to help manage these aspects, we will ensure that ad2c helps in achieving the outcome of the advertising campaign which is in sync with the expectations and aspirations of the brand. This campaign will bring an optimum degree of transparency to the way mobile media is managed, thus allowing the market to grow with the right fundamentals in place.”

This solution enables ad2c to further bolster the value proposition of its service solutions with a critical technology layer that is a must in an industry moving fast towards programmatic buying. It presents a significant opportunity for brands to reach out to consumers in a creative, engaging, interactive, and measurable way, at all times ensuring that spends on mobile media are delivering in the best possible manner. The platform already services ad2c’s existing 30+ brands such as Samsung, Yahoo, Cadbury, adidas, Max Bupa, and Aircel to drive, measure, quantify, analyse and improve efficiency of their respective campaigns on the mobile medium. Each of these brands has seen a significant benefit either in terms of scale or efficiency for e.g. Yahoo saw a growth of over seven times in daily downloads while promoting its cricket app while Aircel improved its ROI for its content download campaigns by over 300 per cent simply by having a real time view of what was working and what wasn’t.

ad2c, a joint venture between Affle Group and D2C Inc cofounder and MD Madan Sanglikar said“The mobile advertising industry is yet to realize its full potential due to many factors such as lack of mobile-ready brand assets, understanding of the medium, complexity of the formats, etc. Mobile, is not a linear medium and the complex ecosystems of apps have made the evolution of standard rating / measurement metric very difficult. Considering the lack of any standard measurement metrics, performance becomes a key metric and with ad2campaign, now brands will know what’s working for them. As paid media is getting more & more programmatic, ad2campaign will enable it by allowing real time optimization. We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG with much greater efficiencies. ad2campaign brings authenticity to campaign metrics, hence building confidence on the medium & enabling performance led deals. It also brings transparency to the way mobile media is managed, thus allowing the market to grow with the right fundamentals in place.”

With these and many more benefits, ad2c will continue to bolster the platform with newer features keeping to a mobile first approach and endeavour to deliver a best in class solution for the mobile marketing ecosystem.

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