Precision targeting instead of carpet bombing – this is how mADmart is going to empower brands and agencies reach out through the mobile platform.

mADmart is a unique mobile ad market place launched by Flytxt, a mobile marketing and advertising technology provider based at Technopark here.

BANGALDESH LAUNCH

Vinod Vasudevan, Chief Executive Officer, said mADmart, would enable operators unlock new revenue stream by offering consumer insights and multi-channel engagement opportunities for brands and agencies.

mADmart is a full service mobile ad marketplace that aims to enable mobile operators monetise consumer insights and direct touch points.

Flytxt has teamed up with Robi Axiata, one of the fastest growing telecom operators in Bangladesh.

mADmart will offer brands and ad agencies an opportunity to engage potential consumers through mobile, the ‘most pervasive channel’.

BIG DATA

It is powered by a patent-pending ad technology platform QREDA, said Abhay Doshi, Vice-President, Product Management and Marketing, Flytxt.

“We leverage data available with operators to create personas reflecting demographic, psychographic, sociographic and behavioural profiles.

“These can be utilised by advertisers to run precisely micro-segmented campaigns honouring subscriber’s preference, privacy and permission.”

According to Vasudevan, customers get around 2 to 50 times higher conversions with precisely targeted marketing compared to carpet bombing campaigns.

“We expect the brands to now benefit from mADmart-enabled precise targeting in their ad campaigns too.”

RELEVANT ADS

The flexibility of the platform helps brands to advertise through mADmart compared to conventional and other digital media channels.

The market place will enable ad campaigns in push and interactive mode in addition to supporting varied settlement models.

Shahnul Hasan Khan, Group Director of Ezzy Communication and business partner for mADmart in Bangladesh, said that subscribers would now receive only relevant ads and brands.

This will bring about unprecedented consumer reach and unparalleled customer segmentation, he added.

vinson.kurian@thehindu.co.in

(This article was published on February 20, 2013)
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