Vun launches mobile media distribution and analytics platform, SeventyNine

By afaqs! news bureau , afaqs!, Mumbai | In Digital | March 01, 2012
The newly launched pay-for-performance platform is led by Deven Dharamdasani, co-founder and COO.

Vun Networks has announced the launch of a mobile media distribution and analytics platform, SeventyNine. The newly launched group will be led by Deven Dharamdasani, co-founder and chief operating officer. Earlier, Dharamdasani was business head of the digital agency, Blazar.

Deven Dharamdasani

Manish Vij

SeventyNine is a cross-platform pay-for-performance mobile network that offers a platform to enable app downloads and provide higher reach and visibility to brands. SeventyNine will engage with brands that have not yet explored app as a business with its M-Establishment, bringing conceptualisation, development and delivery of full-bodied mobile applications across platforms (iOS, Android, BlackBerry, Symbian/Java, WP7 and HTML5).

Dharamdasani says, "New forms of media are transforming the way advertising works. With growing consumer expectations, this shift was always on the cards. In this highly engaging ecosystem, no abiding channel holds more potential than the humble yet powerful mobile device."

Commenting on the reason for naming the new platform SeventyNine, Dharamdasani quips, "The human body apparently has 78 body parts. The mobile has become the 79th and hence, the name SeventyNine."

SeventyNine will soon roll out new media advertising formats on mobile. Using SeventyNine, advertisers and publishers will be able to expend an all-inclusive free-to-use analytics right out of the box. It will help track data from the media acquisition phase through to usage and behaviour metrics. It also gives a new way to consume and propel media objectives into the format-hungry mobile media market.

Manish Vij, founding director, SeventyNine, says, "The era of advertising is transforming at a vivacious pace. Traditional advertising channels are being replaced by new media formats that exhume content in multiple ways. There is a paradigm shift in channelling and levelling market and brand imagery to consumers, which has greatly improved over the last few years in digital media."

SeventyNine's team comprises of media planners, industry specialists, data gurus and product experts from the field of analytics, media optimisation and inventory buying across the digital space, along with experience in large-scaled product development and services management.

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