Ad network, Tyroo, has extended its affiliate marketing business, Tyroo Direct to mobile letting its existing and new advertisers scale their digital marketing campaigns by covering all screen types- web, tablets and mobile. According to the company, its mobile products have been launched to fulfill advertiser’s requirement of ensuring presence on devices that are capturing Television and PC’s share of time and optimizing the purchase funnel for assisted commerce. Tyroo’s mobile Portfolio includes: CPL Demand Generation, WAVE-Pay Per call, intended to drive assisted commerce, RAPID – Mobile App Download.

Siddharth Puri, Business Head, Tyroo Direct informed MediaNama that the products will offer advertisers performance based advertising solutions, and that the current mobile ad networks were mostly targeting app developers. He said that advertisers wanted to track actions and engagement on mobile as a media, and the banner ad approach was not fit for all.

Mobile products: The company’s Wave Pay Per Call product allows advertisers place phone numbers in ads and pay for ads that translate into actual phone calls. The product was launched last quarter and the company claims to drive 1,000 calls every day since that time. according to Puri advertisers only pay when a user is on a call for at least 30 seconds, to check accidental calls.

Tyroo has also introduced CPL (Cost Per Lead) demand generation and app download tools, which were available in beta, earlier. Puri informed that 10-15 advertisers were already using the products. The company has the capability to drive over 50,000 mobile app downloads across Android, iOS and Feature Phone Operating system every day, and clients can also host their own app installers, besides linking to OEM app stores. Interestingly, the platform is capable of tracking successful installs and not just downloads, so advertisers are charged when users actually install an app, he added.

While the platform is capable of supporting both, mobile web and mobile apps, according to Puri, the traffic is skewed more towards the mobile web. Advertisers which have been enabled on the marketplace include Snapdeal.com, ICICI Lombard, FutureBazaar.com, Times of India, Star TV, Mydala, Zovi, MakeMyTrip, Tata AIG, among others.

Tyroo Direct claims to work with over 3,500 publishers across the globe to deliver a variety of campaigns in categories such as e-commerce, Travel, Banking and Finance, Automobiles, Jobs, Matrimony. It competes with other affiliate networks including OMG India.

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Tyroo is owned by SVG India, a company which is a joint venture between Harish Bahl’s Smile Interactive, and Manish Vij’s Vun Network.

In November 2011, Yahoo had sold its stake in Tyroo Media to Keith Nilsson’s Xplorer Capital. Yahoo had bought a 35% stake in Tyroo in an all cash deal in 2007, to get access to Tyroo’s inventory and publisher clients in the Indian market, and vice-versa.

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