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NetworkPlay Launches Mobile Ad Network; Selling Web18’s Mobile Sites

Advertising network NetworkPlay is going after the next big hype - mobile advertising. In a newsletter sent out by Founder & CEO Rammohan Sundaram, the company has announced that they soft launched the mobile advertising network, with Ericsson as a partner for ad serving. MediaNama had contacted Sundaram multiple times in April for a confirmation on a tie-up with Ericsson for mobile ad serving, but never received a confirmation of the same. In the newsletter, Sundaram says that they "are confident that this quarter of JAS we will be unleashing the power of mobile in the market in full throttle." A self-aggrandizing statement at best; full throttle on an engine with very little fuel won't go too far: unlike the mobile space itself, mobile advertising in India is still in its infancy. The audience, pageviews and impressions might be there - AdMob claims to have served over a billion impressions in March 2010 - but ad networks are finding it difficult to convince advertisers to come on board. It is a very very hard sell; InMobi had to go outside India because there just wasn't enough money in mobile advertising from the Indian market. Perhaps an increase in supply of inventory, and a push towards mobile advertising from multiple entities - AdMob, InMobi, NetworkPlay and even NAVTEQ, might reduce the time required for mobile advertising to mature in India, to less than the 5-8 Years that Ravi Kiran of Starcom had suggested. NetworkPlay says that it has the mandate to sell…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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