Sign up for afaqs! Newsletters
Komli Mobile, Yoose ink sales partnership deal
With an initial focus on India and Southeast Asia, the deal, powered by the Yoose network, will look to service brands and agencies with new hyper-local and rich media capabilities.
Talking about the partnership in an official communiqué, Amit Bhartiya, vice-president, Komli Mobile, says, "Our objective is to add a hyper-local offering into our mix that ensures setting best-practice standards for mobile geo-targeting and engagement, both for our clients and their consumers. We consider the Yoose partnership to be fundamentally important to achieve this and are confident of the significant value this will bring to advertisers across India and Southeast Asia."
Komli claims that the partnership will help its advertisers to tap a network reach of 1.4 billion monthly ad impressions in India alone. It adds that geo-targeting allows advertisers to make best use of their mobile budgets and drive campaign objectives such as retail footfall for designated stores or online actions for e-commerce.
In the case of dynamic banners, mobile consumers who enter a geo-defined radius (which could be around designated hot spots such as a particular store, venue or street) will be shown the relevant ad for that location within their favourite mobile apps and sites.
"Clicking on these ads activates the campaign call to action - click to buy, call, locate, download, play video or go to landing page within a brand app or social media site, the latter making engaging SoLoMo (social-location-mobile) campaigns a rewarding option, especially in light of Komli's sales partnership with Facebook and Twitter," the agency claims.
Christian Geissendoerfer, CEO, Yoose, says, "Our partnership with Komli can now realise the rapid growth of smartphone adoption and potential of scale across India and Southeast."
Komli Media has been on a steady growth path in the recent past. Earlier, in June, the company received Rs 214 crore in a fresh round of funding. Norwest Venture Partners (NVP) led the financing, with participation from Nexus Venture Partners, Helion Venture Partners, Draper Fisher Jurvetson and Western Technology Investment. The funds, it was said, would be used to invest in the company's core media technology platforms and expand its presence across the Asia Pacific (APAC) region.
It has also made acquisitions such as AdMax Network, Aktiv Digital and mobile ad network ZestADZ, launched Komli Labs and announced strategic partnerships in the past year and a half.