ITV

Tag: App monetisation

  • Adcounty Media marks eight year milestone with eye on IPO and deeper global expansion

    Adcounty Media marks eight year milestone with eye on IPO and deeper global expansion

    MUMBAI: Adcounty Media has clocked eight years of digital dominance, marking its anniversary with global milestones, platform innovations, and bold plans for public listing. What began in 2017 as a mobile-first ad network has transformed into a full-stack marketing engine spanning 30+ countries, redefining how brands engage with digital audiences.

    The company, co-founded by Chandan Garg and Aditya Jangid with Abbhinav R. Jain (CFO), Delphin Varghese (CRO), and Kumar Saurav (CSO), has grown into a multi-million-dollar digital business with strongholds across India, LATAM, southeast Asia, the middle east, and Europe. With campaigns spanning gaming, BFSI, e-commerce, edtech, travel, and entertainment, Adcounty Media has focused its mission on simplifying complexity and delivering measurable brand impact.

    In a significant move that underscores its ambitions, Adcounty confirmed its IPO plans for the coming months. This follows its 2023 certification as a Great Place to Work®, cementing its reputation as a people-first, performance-focused organisation.

    Adcounty’s arsenal of proprietary tech includes:

    ●    Bidcounty: An in-house DSP for AI-powered programmatic buying across mobile, CTV, web, and DOOH

    ●    Opsis: Performance marketing suite built for CPL and CPS-driven user acquisition

    ●    Genwin: Conversion-first lead engine with real-time scoring, multi-channel targeting, and optimised landing pages

    ●    iSearch Ads: AI-based app store optimisation for high-intent installs

    ●    SeeTV: A connected TV commerce solution targeting 30 million+ households

    ●    Brand safety & Fraud detection: Enterprise-grade security and transparency infrastructure

    Operating out of eight global offices, the company is actively expanding its footprint in the middle east and southeast Asia. It has ramped up hiring across media sales, game development, app monetisation, and programmatic roles to support this next phase of growth.

    “We’re not just connecting brands and consumers. We’re rewriting how performance marketing works across the funnel”, said Adcounty Media MD Garg. “The future lies in AI-led storytelling, shoppable media, and immersive, measurable experiences”.

    With an eye on the trillion-impression economy and brand-safe, results-driven strategies, Adcounty Media appears well poised for its next act: scaling with speed, intelligence, and intent.

  • App monetisation remains a challenge

    App monetisation remains a challenge

    MUMBAI: App monetisation remains a challenge in India, experts at Ficci Frames 2013 said here today, while outlining factors that could trigger growth in the sector.

    An important change is the explosion of connected devices which could transform India from being the largest consumer market for apps to also one of the largest revenue generators.

    “What will help the app market is the fact that phones are getting cheaper and the technology is getting better. Mobile will be a game changer from a data perspective,” said DisneyUTV MD Digital Vishal Gondal.

    With advertising being the main business model, monestisation is a challenge. There is also the issue of operators taking away 70 per cent of revenue. "Vodafone changed this by taking only 30 per cent and giving the rest to the app developer," Gondal stated.

    Oovoo.com CEO Jay Alan Samit feels that voice calls will go the way of the fax machine and become extinct. "People today prefer sending text messages. If it is somebody they love and care about, then they will use video," he said.

    Samit also noted that apps are viral and can come from anywhere. Angry Birds, for instance, comes from Finland. "Also celebrities will use apps if they connect people. This was seen during the Oscar awards where stars like Hugh Jackman used apps to reach out to fans," he averred.

    India has a base of 2.5 million app developers. "This gives us strength. Our plan is to ensure that an app is present regardless of whether a user has a smartphone or a feature phone," said Nokia India marketing director Viral Oza.

    But what are the challenges the app market faces in India? The absence of a venture funding system for apps is surely one major deterrent. The other challenge is that innovations in the user interface are not happening outside of the US, Samit said.

    The fact is that many users discard an app after using them just once. Oza touched on the importance of app quality. Nokia, for instance, has a filtering system before an app is put on the Nokia Store. "About 50 per cent of apps downloaded in India are from a Nokia store. This shows that apps have quality as well as stickiness,” he said.