Prashant Mehta, COO of Komli Media, speaking with MediaNama, said that Komli sees Australia as a key market in particular for rolling out its audience measurement platform Vizisense; Nielsen is the dominant player in Australia, a market that has been asking for another solution in audience measurement. “In India, Vizisense is free, but in the coming weeks, we will launch a Freemium model, with some features paid and some free. In Australia, the market is used to paying 5-10 times of the amount that companies in India might be charging, for the kind of solution that Vizisense has, and we will leverage PostClick‘s strong relationships with agencies and publishers for the Vizisense roll out,” he said. Postclick has relationships with around 100 brand name publishers, including Bloomberg and HotFrog.
Vizisense has recently rolled out a product called AdView, which helps monitor and benchmark advertising spends according to advertisers, brands and categories, and which publishers are receiving what share of online spends.
The acquisition also helps Komli Media enter the Australian and SEA market for their ad platform business, and extend it beyond India. “We’ve got advertising clients that want to reach South Asians and Australians, and want to do all of that on one platform.” PostClick is a site representation company, and not an ad network, so Komli brings to the table its technology capability.
Financing The Deal
As we’d mentioned earlier, Komli has so far disclosed only one round of funding in 2008; Mehta said that the company has got cash on hand, and the deal with PostClick is a cash plus stock deal. He declined to comment on any aspects of the deal (including the lock-in for PostClick founder Anderw Lockwood), but said that the 2008 funding is “the only one we’ve announced.” So there could have been another round of funding for Komli, but Mehta declined to comment further.
The Komli-PostClick combination has 80 employees – around 12 in Australia and 3 in South East Asia.