One97 appoints NetworkPlay to monetise mobile advertising solutions

Mobile value-added service (VAS) provider, One97 Communications has appointed NetworkPlay to exclusively represent, monetise and rope in marketers for its mobile advertising solutions. NetworkPlay is a Capital18 funded digital ad network.

Speaking to afaqs!, Vijay Shekhar Sharma, chairman and managing director, One97 Communications, explains, "We have partnerships with many mobile operators, which have given us the access to monetise various voice (like pre and post call announcements) and data (banner ads on an operator's mobile portal) related services offered by them. For instance, One97 has bagged the rights from some operators to monetise their missed call alerts service. Thus, whenever a subscriber receives a missed call alert SMS, we can serve a footer ad at the bottom of it. We have rights to serve banner ads on the mobile portal of Reliance Communications."

"Advertisers will be allowed to use the advertising inventory for brand building purposes. Performance based campaigns will not be offered," says Rammohan Sundaram, founder, chief executive officer and managing director, NetworkPlay.

On the financial arrangement, Sharma says, "One97 will share the revenue earned from the advertising solutions with NetworkPlay and mobile operators."