In a recent development, mobile marketing firm Flytxt’s mobile ad marketplace for mobile operator’s mADmart has inked its first deployment deal in India with the operator Idea Cellular.
According to the deal, Flytxt will be deploying its mobile advertising platform QREDA and connect its mobile ad marketplace mADmart which will allow brands and ad agencies to deliver relevant ads to over 130 million Idea Cellular subscribers. Besides mADmart will offer various touch points like pre-call announcements, SMS, IVR, USSD, WAP (push, banner, text), OTT and video among others on a self-serve basis to advertisers. However, the terms of the deal remain undisclosed.
Flytxt that leverages data available with operators to create personas reflecting demographic, psychographic, sociographic and behavioural profiles that can be utilized by advertisers plans to do the same with Idea’s subscribers. Flytxt also informs that the platform offers only non-identifiable data and ensures “highest subscriber privacy, preference and permission” while providing behavioural data to advertisers.
Last year during the same time, the company had launched a similar initiative in Bangladesh in partnership with Robi Axiata, one of the fastest growing operators in Bangladesh. The idea was to offer brands and ad agencies an opportunity to engage with their potential consumers through mobile.
However, the new alliance is not unique to the mobile operator world. Airtel had also launched a mobile advertising platform in May 2012, allowing advertisers to manage their campaigns, share reporting and analytics. Later during last November, Tata DOCOMO had said that GET, a mobile advertising related service it launched in partnership with mAdcall Pvt Ltd earlier in the year had crossed 3 million video views.
While the company boasts that its customers get around 2 to 50 times higher conversions with precisely targeted marketing, it would be interesting to find out how the new alliance with Idea Cellular fares up in the coming days.
Image credit: Mobilemonday