Madhouse launches SmartMAD on it first anniversary

MUMBAI: Mobile communications company Madhouse celebrated its first anniversary on 14 February. Madhouse is a full service mobile communications company that has brought together agencies, publishers and technology partners to deliver robust mobile marketing solutions to advertisers across categories.

The agency has furthered its endeavour to take the mobile medium to greater heights with the launch of SmartMAD - an intelligent mobile advertising network in India that opens a plethora of opportunities for advertisers and publishers. SmartMAD provides targeted serving capabilities on premium and long tail publisher properties and enables interactive HTML 5 rich media ad formats, advanced features like frequency capping and near real time reporting.

During its first year of operations, Madhouse has achieved milestones like becoming a true end-to-end mobile communications company with all services like technology, strategy, creative, media, analytics and execution carried out in-house. The company also achieved the feat of being the only company with over 25 mobile marketing certified professionals apart from being the exclusive partner to Mindshare Global in the Mobile Center of Excellence initiative. Apart from this, Madhouse secured exclusive content partnerships on mobile and rolled out content led apps, carried out third party serving and tracking enabled for advertisers and agencies and enabled partner agencies and client campaigns win over 40 awards both nationally and internationally. It also got representation on the board of Mobile Marketing Association India chapter in its launch year and is now set to launch a mobile DSP platform in this year.

Ford VP marketing Anurag Mehrotra said, "Mobile is one of the key focus areas. In Madhouse we have a partner that understands our business & brings solutions that help meet our business objectives. In partnership with Madhouse, Ford has delivered many innovations - big & small - positioning us successfully to our audience via the medium."

Maxus managing partner Kartik Sharma said, "Madhouse has a scientific approach to mobile media planning which is fantastic. Madhouse truly has the expertise of an end-to-end mobile solutions company and not just another media agency. Madhouse is a real welcome change lead by a set of passionate people."

Madhouse India chief operating officer Vinod Thadani said, "Advertisers realize the potential of the medium but only need direction. 2013 is more the year of mobile maturity rather than the beginning of the era. Having said that there are clients at different stage of readiness & that‘s what makes the market interesting. Some have templatized mobile as a part of their marketing campaigns some are constantly experimenting with various technology innovations or ideas and others realize the medium potential & want to exploit. All they need is direction. Madhouse in 2013 is boisterously driven to discharge our expertise to charge advertisers growth and rise."

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