Komli Mobile, a division of Komli Media has inked a sales partnership with Yoose, a Singapore headquartered, hyper-local mobile ad network. According to the company, the partnership will allow Komli to use hyper-local and rich media capabilities from Yoose for servicing its client, and deploy geo-tagging solutions for campaigns in India and South East Asia. This essentially means that Komli will be able to run location targeted campaigns – for example a brand will be able to display mobile banners to a customer who is close to the brand’s outlet. Yoose’ solution is independent of telecom operators.
How the solution works: In the case of dynamic banners, mobile consumers who enter a geo-defined radius (this could be around a particular store, venue, street or other designated ‘hotspot’) will be shown the relevant ad for that location within mobile apps and sites which are being served by Komli and its partners. Clicking on the dynamic ads activates the campaign call to action – advertisers can deploy click to buy, call, locate, download, play video or go to landing page within a brand app or social media site. Note that Komli already has sales partnership with Facebook and Twitter. So it will be able to integrate a SoLoMo (Social – Location – Mobile) ad solution.
Komli claims that the YOOSE hyper-local network will help Komli’s advertisers to tap a network reach of 1.4 billion monthly ad impressions in India alone. It also mentioned that geo-targeting enables advertisers to make good use of their mobile budgets and drive campaign objectives such as retail footfall for designated stores or online actions for e-commerce. Yoose already has an office in India at New Delhi, and its clients include Nokia, SingTel, Accenture, among other advertisers and mobile ad technology company, Amobee, among others.
Other LBS oriented Ad solutions
Another company offering a similar solution is AdNear (previously known as Imere Tech), a location-based mobile advertising platform that supports both feature phones and smart phones. The company recently raised Rs 35 crore in Series A funding from Sequoia Capital and Canaan Partners. Mobile instant messaging and VoIP company Nimbuzz had also started offering location based advertising on mobile phones in India through its application, making use of GPS on the device, to locate the user and offering ads based on that location in his Nimbuzz profile.
Mobile operator, Tata Docomo had also launched a location-based advertising service called “Offers Near Me”, a location-based opt-in service which allows GSM customers of Tata Docomo to receive deals, offers and discount coupons from retailers span across FMCG brands, apparel companies, malls, restaurants, cinemas, coffee shops, auto dealers, and others, depending on the current location of the customer and offers from individual retailers.
Komli’s Other Deals
Twitter had inked an exclusive sales deal with Indian advertising firm Komli Media for ad sales across South East Asia. Komli will sell promoted products for Twitter in Singapore, Malaysia, Indonesia, Thailand and the Philippines, apart from holding training programs for agencies and large advertisers. Note that Komli has a partnership with Facebook for premium products, but neither Komli nor Facebook have come clean on what exactly these premium products are, and what elements of Facebook advertising are exclusive to Komli. Komli also handles Zynga’s display and video advertising in India, Australia, Hong Kong, Malaysia, Indonesia, New Zealand, Philippines, Singapore, Taiwan, Thailand, and Vietnam.