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Tag: RTB

  • Komli Media raises $30 million to strengthen leadership position in Asia Pacific

    Komli Media raises $30 million to strengthen leadership position in Asia Pacific

    NEW DELHI: Komli Media, a digital media technology platform, recently announced that it has raised $30 million from new investor Peepul Capital.  

     

    Existing investors, Norwest Venture Partners, Nexus Venture Partners, Helion Venture Partners and Draper Fisher Jurvetson also participated in the funding. The company has raised funds to further invest in its key technology platforms and to strengthen its presence through integrated go to market solutions across the Asia Pacific (APAC) region.

     

    “As digital advertising grows in a fast and fragmented manner, it has become critical for the industry to focus on delivering integrated solutions across social, mobile, display and video,” said Komli Media CEO Prashant Mehta. “We have already seen strong adoption of our integrated solution along with algorithmic trading. With the increased funding, we plan to deepen our focus on innovative technologies, such as real time bidding (RTB), to deliver significantly greater value to our customers.”  

     

    Komli Media has built market-leading technologies such as Remarketing on its proprietary ATOM platform that has scaled across regions by delivering strong ROI metrics in display, social and mobile. The company recently integrated ATOM into Facebook’s RTB (Real-Time-bidding) platform – Facebook Exchange (FBX), making it one of the first adoptees in the region.

     

    “We believe that India and southeast Asia are at an inflection point in embracing digital advertising. Komli is a leading player in these key markets and with its technology platform, wide product suite and exceptional leadership team, the company should consolidate its current position even further,” said Peepul Capital investment director Venkat Shankar.

     

    “Komli’s success story is demonstrated by a CAGR of 200 per cent achieved over the past three years driven by innovative platforms coupled with aggressive organic and inorganic investments.  With this round of funding, we expect to further capitalise on the massive market opportunity and also accelerate our growth,” said Komli Media CFO Rakesh Malani.

     

    Avendus Capital was the leading financial advisor to Komli Media on this transaction.

  • Opera Software launches ad platform arm

    Opera Software launches ad platform arm

    MUMBAI: Norwegian-based Opera Software has announced the launch of its fully-owned subsidiary, Opera Mediaworks.

    The subsidiary will focus on providing advertising, content distribution and monetisation services to the global mobile marketplace.

    Opera Mediaworks claims to service more than 80,000 mobile sites and mobile applications, managing more than 50 Billion ad impressions per month and enabling more than $400 million of publisher revenue in 2012.

    Making use of a variety of ad technology platforms and Opera’s mobile browsers, Opera Mediaworks is expanding Opera’s brand and presence, enabling a more open and efficient marketplace among mobile publishers and advertisers.

    Opera Mediaworks enables brands to reach their target audiences while making it possible for consumers to find, use and purchase the mobile content and services most relevant to their interests.

    Additionally, the company has also announced the launch of a new performance-based mobile advertising platform called Opera Mediaworks Performance, which provides advertisers with comprehensive tools to better reach their target audience and acquire new customers.

    Based on the idea that mobile advertising should entice consumers to connect directly with the advertiser, Opera Mediaworks Performance facilitates real-time targeting and reporting on mobile ad campaigns.

    Opera Mediaworks offers four service areas targeting advertisers, publishers, mobile operators and others that participate in the mobile economy. The services are- Ad mediation and Ad exchange services, Mobile ad agency and networks, Opera Mobile Store and Opera Payment Exchange (OPX).

    With AdMarvel and Opera Mediaworks Ad Exchange, the advertising ecosystem can easily harness ad-mediation, ad-serving and real-time-bidding (RTB) technologies that bring everyone in the mobile advertising value chain to one common marketplace and participate in a public or private exchange, with increased transparency and control of advertising placement, the company said in a press statement.

    According to Opera, Mobile Theory and 4th Screen Advertising are two of the leading premium mobile advertising networks spanning North America and Europe. Going beyond clicks and management offerings to advertisers, they enable some of the largest global brands to deliver rich media campaigns that engage and immerse mobile consumers.

    Opera Mobile Store is a multi-platform app store which is accessible from any web-enabled phone; it offers a highly flexible white-label app-store solution for mobile operators, as well as handset manufacturers and distributors.

    Meanwhile, OPX is a payment-enablement solution that reduces friction for mobile publishers, payment providers and mobile operators, while building trust towards consumers. OPX allows operators and storefronts to gain merchandising intelligence and lower costs and to monetise their offerings.

    Opera Mediaworks EVP for consumer mobile for Opera Software and CEO Mahi de Silva said, “Opera has worked hard and smart to bring together a stellar portfolio of products and solutions to service all the various players in the mobile ecosystem. We are proud to launch the Opera Mediaworks brand to simplify our offering as the world’s largest mobile ad platform.”

  • Berger Paints promises to reverse the effect of rain in new campaign

    MUMBAI: Berger Paints has launched its new ad campaign for its exterior paint brand Weathercoat Allguard with the tag line “Reverse the effect of Rain”.

    The creative agency that has worked on the campaign is Rediffusion Y&R.

    The philosophy behind this new campaign is to break the clutter of the Truly Durable Exterior paint category and position ‘Weathercoat All Guard‘ as essentially a Silicon based water resistant paint which has inherent ability to repel water and thereby prevent the building from dampness, paint film swelling/flaking and fungus/ algae attacks.

    The idea here revolves around the central theme of ‘Ulat Palat’, and shows the protected exterior walls of a house repelling the rain water.

    The ad portrays this with the proposition of “Reverse the Effect of rain” where we see rain water reversing from all the objects and the walls of the Weathercoat Allguard “protected” house. The fact the Weathercoat Allguard has Silicon that pushes water away thereby keeping the house looking fresh and fungus free for years serves as the “Reason to Believe” (RTB) for this advertisement, the company said.

    Berger Paints group product manager – marketing Suraj Das said, “Consumer Research states the Water is considered to be the singular biggest threat to the well being of the house. Weathercoat Allguard addresses this issue basic issue with its Silicon additive that repels water away from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of “Reverse the effect of rain” or “Palat do Baarish ka Asar”.

    Rediffusion Y&R Kolkata creative director Nilanjan Dasgupta added, “The idea is to extend the platform of ‘reverse the effect of rain‘ to something more relatable and enjoyable. ‘Ulat Palat‘ is a catch phrase that summarizes the idea and brings out the magical element in the film.”

    The TV campaign will be supported by an integrated marketing campaign with a 360° approach.

    Brand Propagation will be done through Electronic Media (national and regional) reinforced at the ground level by outdoors. The commercial will also be aired at “neo conventional” medium like radio and “non conventional” medium like the Internet.

    Brand Activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.

  • Elephant Design creates new brand identity for Britannia products

    MUMBAI: Elephant Design has conceptualised and designed the new brand identities and packaging of Britannia‘s Tiger Glucose and Cream biscuits.

    Elephant founder director Ashwini Deshpande said, “When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.”

    Britannia said for a brighter and smarter appeal, Tiger palette has been kept red, blue and white. The product‘s promise of 25 per cent daily growth nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.

    The brand identity has been revamped to give a cleaner look with 3D white letters encased in blue.

    Elephant principal of packaging design Mayuri Nikumbh said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”

    Britannia category director (health and wellness) Anuradha Narasimhan said, “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.

    Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavored yogurt.