GroupM and Optimystix Entertainment promoted, O4 Digital Media have launched a digital video brand solutions company – MashUp.The partnership details have not been disclosed as of yet. We have contacted GroupM and would update the post once we receive a response.
MashUp will provide video led engagement for brands. It claims that brands can use its solutions to reach out to consumers on digital and social media platforms using customized content to create engagement. MashUp will also provide other digital services such as evaluation of the brand and its competition in the social media space, social media management and marketing, online media planning and buying, analytics and measurement of brand progress. It currently has some of GroupM’s clients including Airtel, Ford, Mercedez Benz, Shoppers Stop, Streax, Citibank, Skoda, Gillette, among others. It will work with other players as well.
What this JV brings to both companies
This JV will allow Optimystix Entertainment, a TV product company to foray into online video space. While GroupM claims that it will provide digital expertise and understanding of online consumers to MashUp.
It’s important for pure play TV video companies to focus on the online medium as well, since the video consumption seems to be significantly increasing in India. In India, video content based startups such as Box TV, YouTube India or Bigflix can provide digital agencies with a platform for ad campaigns. Note that monetization of video content is still in the nascent stage in this market. Considering video is an expensive business, this could improve the monetization of video content in India and thereby attract more content producers from the country.
Mobile Video Platforms: It appears that companies are also betting on mobile video platform in the country. In February 2013, Mobile video search and delivery company Vuclip had acquired the total assets of the mobile video streaming startup, Jigsee which offered an app platform for content providers to set up and manage their own mobile video applications. Opera Software, the Norwegian browser software company, has acquired Skyfire Labs which is known for its mobile browser, Skyfire. This browser provides telecom operators with a Rocket Optimizer technology that allows them to leverage cloud computing to optimize videos and other multimedia on cell towers, including 3G and 4G LTE networks.
In March 2013, ValueFirst Digital Media had acquired Samadhan Systems’ mobile video advertising push service, clk2c.com.