The company says the ad format is expected to be available shortly across emerging markets, starting with India. One can currently sign up on Vserv website with requisite details like name, company and email address to get notified when the ad format goes live.
Vserv says advertisers can use this format to reward consumers with free mobile top-ups for talktime, SMS and data usage to engage with their ads, download their apps and other actions. It will apparently support various actions like app install, form fill and video view among others and will work across all media formats including banners, HTML5 rich media, full screen billboards, video, survey forms and others.
According to the company website, advertisers can choose when and what reward should be given to the user while displaying an ad. Following this, the SmartRewards platform apparently tracks the user actions in real-time and any user who meets the eligibility criteria set by the advertiser, is awarded with free top-ups and informed by the telco via SMS directly.
We are a bit curious on what kind of checks has the company put in place to avoid getting gamed by the users. Also, its currently not clear on how will the ad format treat consumers with postpaid connections or its limited to prepaid customers only.
Last November, Vserv had launched its AppWrapper solution for Android as an independent platform called AppWrapper.org. The company had claimed this platform will allow Android developers to integrate multiple services like advertising, in-app purchasing, analytics, bug tracking and others, through various third party software development kits (SDKs) in a single click for no cost.
It had partnered companies like Google, Flurry Analytics, BugSense, Crittercism, AppsFlyer and others for this initiative. Going forward, its possible that Vserv will integrate SmartRewards as one of the monetization options for app developers on this platform.
Besides this, Vserv had also launched a mobile advertising solution AudiencePro which allows advertisers to improve targeting among Airtel customers in India, using anonymised audience data. It had also introduced HTML5 rich media ad formats with features like social sharing and A/B testing.
Some of the other key mobile advertising networks in India include InMobi, Google’s Admob, Komli owned ZestAds and Bertelsmann owned SeventyNine. Mumbai-based Pokkt had pivoted from being an exclusive voucher site to an advertising based mobile payment platform and had raised $500,000 from from Jungle Ventures and Qyuki CEO & MD Samir Bangara in October 2013.