ad2C bets big on growing mobile ad space in India, Indonesia

Meenakshi Verma Ambwani Recently in Jakarata | Updated on May 03, 2013

Anuj Khanna Sohum, Founder and Chairman, ad2C and Affle Group

After setting up shop in India nearly 13 months back, full service mobile advertising and marketing agency ad2C is looking at expansion in international markets.

The agency launched its operations in Indonesia this week and expects to expand base to US by next year. “In the medium term, we would look to expand base in Australia, the UK and Brazil in the next three years,” Anuj Khanna Sohum, Founder and Chairman, ad2C and Affle Group, said. ad2C was established through collaboration between D2C Japan and Affle Group of Companies, Singapore, to provide complete mobile marketing engagement solutions to brand owners and marketers across Asia.

The company had started its India story through the acquisition of the mobile marketing firm Mobimasta and is actively looking for further acquisitions in India, Indonesia and US.

“We have launched in Indonesia, which has nearly 81 per cent mobile penetration. We believe we will be the necessary catalyst to grow the mobile advertising market nearly ten-fold and hope to bolster the mobile economy in Indonesia,” said Sohum. Indonesia has an estimated 40 million mobile Internet users and 32 million smart phone users.

He said the experience of operating in the two fastest growing mobile markets such as India and Indonesia, which have large mobile phone users and fast growing data consumption trends, would help the company take on global competition.

Asked about revenue growth, Sohum said the company currently was focusing more at growing the mobile advertising markets in India and Indonesia and garnering a controlling market share in the space. The mobile advertising market is estimated to touch the Rs 250-crore mark this year in India.

Madan Sanglikar, co-founder and Managing Director of ad2C, said, “In India, the top five spenders on mobile advertising are mobile service operators, handset makers, automobiles, travel and retail, especially the fast food players.” He said most of these five sectors spend at least 10 per cent of their marketing budgets on mobile advertising. FMCG and financial services are also expected to grow their spends on mobile advertising.

Affle Group has presence across the key areas of the digital media eco-system and operates in multiple Asian markets.

(The writer’s trip to Jakarta was sponsored by the Affle Group)

Published on May 03, 2013

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