wordpress blog stats
Connect with us

Hi, what are you looking for?

SinglePoint Buys M2Junction; Auction Based SMS Advertising

(By Preethi J & Nikhil Pahwa)

US based mobile advertising firm SinglePoint has acquired Hyderabad based M2Junction, launched barely a year ago, for an undisclosed amount. When asked if this was a cash deal or a stock deal, Gowri Shankar, President & CEO of SinglePoint declined to share the terms of the deal, saying “Let me answer it this way: it’s a good deal for the Dayakar.” Dayakar Puskoor founded M2Junction in Hyderabad in 2009 and the company had 13 employees. Shankar would not reveal the number or names of M2Junction’s clients.

Building A Marketplace For SMS Inventory; Deals With Netcore, SMS Country & Way2Sms

M2Junction owns AdJunction, an SMS/mobile advertising platform, whereas SinglePoint has a suite of products under the Single brand as well as mobile advertising and interactive TV applications. With this acquisition, SinglePoint has entered the Indian SMS advertising space, which it claims has opportunities for monetisation by publishers.

What SinglePoint plans to do in India is create a marketplace for SMS inventory – it has signed deals with Netcore, Way2Sms and SMS Country (160by2) to aggregate their inventory. The marketplace is based on an “Ask” model, where a publisher establishes the price and the inventory is bought or sold at that price. It will be launching an auction model in the very near future.

Besides aggregating inventory to offer scale to advertisers, SinglePoint will also add tracking and measurement for advertisers, something of a “Google Adsense for mobile advertisers especially for SMS,” said Shankar.

Advertisement. Scroll to continue reading.

But How Is It Different, Really?

On why advertisers would bite, Shankar replied, “We are going to aggregate all inventory and offer advertisers a one stop shop and that’s the key proposition that we are offering. In India, publishers alone have not been able to do good business that is why they have joined us, because they do not have the fill rate. This is a niche market; a lot of education needs to happen. And it is not just the three; we will be adding mobile operators.”

When asked what exactly Singlepoint brings to the table, Shankar said it was variety and scale of inventory to advertisers. But don’t MyToday (Netcore) or SMS Gupshup have enough scale and variety by themselves? Why would advertisers need Singlepoint? Shankar said he disagrees with us (that the individual publishers have sufficient scale and inventory by themselves).

The company plans to initially do both direct and indirect sales “because there are a lot of sales forces that sell other media that could present the inventory”. The direct sales force will be scaled up beginning with Mumbai and Delhi. Then, the company will offer a dashboard and self service model. “That is one of the reason M2Junction merged with Singlepoint because it does cost a lot of money,” said Shankar.

Related

You’ll Have To Wait For 5-8 Years For Mobile Advertising In India To Mature: Ravi Kiran, Starcom

Advertisement. Scroll to continue reading.

Mauj Mobile Partners Mobixell For Mob Advertising

Also read our guest post The End Of The Spamming Era

Written By

http://www.linkedin.com/in/preethij

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

Views

News

Find out how people’s health data is understood to have value and who can benefit from that value.

News

The US and other countries' retreat from a laissez-faire approach to regulating markets presents India with a rare opportunity.

News

When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.

News

The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.

News

In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...

You May Also Like

News

Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

Advert

135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...

News

Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...

News

By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Name:*
Your email address:*
*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ