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Tag: Samar Verma

  • Fork Media’s Buzzerati to gain access to readers of Twitter’s enterprise API platform Gnip

    Fork Media’s Buzzerati to gain access to readers of Twitter’s enterprise API platform Gnip

    Mumbai: Fork Media’s social media influencer marketing platform Buzzerati is to get access to Twitter audience and content performance metrics for deeper business intelligence and richer analytics.

    This follows a deal between Fork Media and Twitter’s enterprise API platform Gnip.

    Buzzerati launched earlier this year at the Digital Marketing & Advertising Conference Adtech in New Delhi. The influencer recommendation platform helps brands strengthen their engagement with target customers on Twitter and other social media sources.

    With this agreement, Buzzerati will have access to first-party Twitter data around aggregate audience demographics, brand intelligence, trend analysis, consumer interests and keyword associations. The data, along with Buzzerati’s own proprietary data processing algorithms, provides stronger recommendations to brands on choosing the right influencers for their campaigns. Brands can choose various influencer filters including the location, gender, mobile network and interests of their followers. In addition, Buzzerati will provide discovery to the absolute following, active followers, engagement of an influencer and their followers.

    The data agreement also delivers more accurate measurement of impression and reaches data for influencer campaigns. Brands will now be able to view actual impressions of their influencer posts and better analyze the ROI of a campaign across paid and organic mediums. Brands can use the platform to drive brand-led advocacy campaigns or create viral distribution for their existing content.

    Fork Media CEO and founder Samar Verma said, “We are excited about the opportunity to leverage Gnip data from Twitter, as we continue to evolve our offering. It will help us go to market even more rapidly and efficiently with solutions that will keep brands and agencies on top of their game. The agreement will also help us offer the most relevant and advanced influencer marketing platform. With the integration of this data, our clients will now have access to better influencer recommendations, which in turn will effectively enhance their campaign planning, execution and success. It will provide us access to the leading global source of real-time social media data, Twitter, allowing us to pursue new marketing opportunities, and offer the best analytics to more brands and agencies.”

    Brad Bokal, who leads Gnip’s Twitter data partnerships and sales efforts in APAC, said: “We are committed to helping our global customers build lasting, value driven relationships with their clients.

    “We are excited to work with Fork Media as they continue to integrate Twitter data into solutions that help their clients better understand user audiences and content performance on our platform” Bokal added.

  • Fork Media’s Buzzerati to gain access to readers of Twitter’s enterprise API platform Gnip

    Fork Media’s Buzzerati to gain access to readers of Twitter’s enterprise API platform Gnip

    Mumbai: Fork Media’s social media influencer marketing platform Buzzerati is to get access to Twitter audience and content performance metrics for deeper business intelligence and richer analytics.

    This follows a deal between Fork Media and Twitter’s enterprise API platform Gnip.

    Buzzerati launched earlier this year at the Digital Marketing & Advertising Conference Adtech in New Delhi. The influencer recommendation platform helps brands strengthen their engagement with target customers on Twitter and other social media sources.

    With this agreement, Buzzerati will have access to first-party Twitter data around aggregate audience demographics, brand intelligence, trend analysis, consumer interests and keyword associations. The data, along with Buzzerati’s own proprietary data processing algorithms, provides stronger recommendations to brands on choosing the right influencers for their campaigns. Brands can choose various influencer filters including the location, gender, mobile network and interests of their followers. In addition, Buzzerati will provide discovery to the absolute following, active followers, engagement of an influencer and their followers.

    The data agreement also delivers more accurate measurement of impression and reaches data for influencer campaigns. Brands will now be able to view actual impressions of their influencer posts and better analyze the ROI of a campaign across paid and organic mediums. Brands can use the platform to drive brand-led advocacy campaigns or create viral distribution for their existing content.

    Fork Media CEO and founder Samar Verma said, “We are excited about the opportunity to leverage Gnip data from Twitter, as we continue to evolve our offering. It will help us go to market even more rapidly and efficiently with solutions that will keep brands and agencies on top of their game. The agreement will also help us offer the most relevant and advanced influencer marketing platform. With the integration of this data, our clients will now have access to better influencer recommendations, which in turn will effectively enhance their campaign planning, execution and success. It will provide us access to the leading global source of real-time social media data, Twitter, allowing us to pursue new marketing opportunities, and offer the best analytics to more brands and agencies.”

    Brad Bokal, who leads Gnip’s Twitter data partnerships and sales efforts in APAC, said: “We are committed to helping our global customers build lasting, value driven relationships with their clients.

    “We are excited to work with Fork Media as they continue to integrate Twitter data into solutions that help their clients better understand user audiences and content performance on our platform” Bokal added.

  • Fork Media picks equity in Wi-Fi ad network Spid

    Fork Media picks equity in Wi-Fi ad network Spid

    NEW DELHI: Ad tech company Fork Media has invested in Wi-Fi ad network Spid Info Media Pvt. Ltd to leverage Spid’s technology for advertisers and publishers by offering them one of the largest audience platforms, targeting on-the-go consumers.
     

    The partnership is in line with Fork’s vision of broadening its core offerings.
     

    Spid currently has a bouquet of over 1,200 locations including all major airports, QSRs like McDonalds, KFC, Starbucks, and Costa Coffee, malls and other retail locations. 

     

    According to the company, his number is rapidly growing as it partners with ISPs and telecom providers to help monetise inventory. Fork Media aims to use Spid’s platform to leverage the locational behavior of consumers and target them for relevant advertising. 

     

    Fork Media CEO Samar Verma said, “Having Spid as a part of the Fork Media group is a strategic move for us. We see Wi-Fi as an alternative eco-system – a parallel economy, that’s growing rapidly. With the onset of 4G, a lot of telecom players are investing in Wi-Fi infrastructure to offset the costs involved in setting up 4G. Additionally, the Wi-Fi ecosystem takes location targeting to the next level by not only delivering relevant content to the consumer in and around a certain location, but also offering destination targeting. We are steering Fork Media to be less device-centric and more consumer-centric in our ad solutions. Therefore, this is an extremely important link in the chain for us in the consumer’s journey.”

     

    The acquisition of equity in Spid is a part of Fork Media’s larger expansion plans. It had recently made its foray into international markets with the launch of its operations in Dubai – targeting the GCC region. Through its tie-up with Spid, the company is now better equipped to provide well-timed offers that consumers are seeking. Fork Media is now poised to tap the immense opportunity that exists in the digital marketing space in India.

     

    Spid CEO Harsh Nagpal said, “Our partnership with Fork Media is a marriage of strengths. Fork’s reach and expertise in business development will enable us to leverage this unique proposition, further enabling brands to reach out to relevant audiences. With Samar and the entire Fork team’s collective experience and expertise, we foresee Spid deriving maximum value and growing manifold.”

  • Ant Farm launches ad venture Fork Media

    Ant Farm launches ad venture Fork Media

    MUMBAI: Ant Farm, an innovative sandbox that aims to create global brands ideated and built out of India, has announced the launch of its first venture in the advertising space, Fork Media.

    Founded by Samar Verma and Upen Roop Rai, both of whom recently stepped down from leadership positions at the Times Group, Fork Media offers advertisers innovative content-led marketing solutions, high engagement ad formats and exclusive access to the country‘s leading publishers across the online, mobile and video platforms.

    “Our constant feedback from advertisers is that the typical ad formats prevalent on the web and mobile today are flawed. Users tend to tune out advertising; as a result click-through rates and engagement are trending downwards. We saw this as a great opportunity to create seamless, brand-led content propositions that give advertisers longer-term engagement with their target audience,” said Verma.

    Roop Rai added, “There is a genuine need to address challenges such as low benchmarks set on pricing, lack of innovation and broken ad formats. This is an exciting proposition for both the publisher for driving optimal revenue levels and the advertiser for creating longer-term engagement with its target consumer group. Our aim is to create meaningful, conversation-based advertising for premium brands. We have seen tremendous success in the past in creating synergies between brands and content, and we want to extend that philosophy at Fork.”

    According to the company, Fork puts the brand before measurability and has created a unique index that helps advertisers reach out to their intended audience via the right publisher collaboration. It focuses on alternative revenue streams that can run parallel to the publisher‘s existing monetization efforts. Further, Fork‘s core proposition is the content marketing arm THINKTANK, which is the network‘s in-house ideation, content creation and design cell. Fork‘s biggest asset, besides its people, is its rapid execution and deployment ability across content and formats.

    The current roster of publishers onboard the Fork platform includes HT Media, The India Today Group, The Hindu, and The Daily Mail.

    “When Samar first approached us with the Idea of Fork Media we immediately saw the potential. He has had one of the fastest growths in the online industry largely due to his disruptive ideas and aggressive approach to monetization. We are excited with the traction Fork has managed to gain in such a short period of time. It‘s a winning proposition for any publisher or brand,” Antfarm MD Rishi Khiani said.