Idea Cellular Flytxt

Mobile marketing firm Flytxt’s mobile ad marketplace mADmart has inked its first deployment deal in India with Idea Cellular. It was previously deployed in Bangladesh with the telecom operator Robi Axiata.

As part of the deal, Flytxt will be deploying its mobile advertising platform QREDA and connect its mobile ad marketplace mADmart which will allow brands and ad agencies to deliver relevant ads to over 130 million Idea Cellular subscribers. mADmart will offer various touch points like pre-call announcements, SMS, IVR, USSD, WAP (push, banner, text), OTT and video among others on a self-serve basis to advertisers. The deal period or the terms of the deal were not disclosed.

Flytxt says its mobile advertising platform will allow Idea Cellular to offer consumer insights to advertisers, enabling them to improve the effectiveness of their ad campaigns and deliver relevant and contextual ads to Idea’s subscribers.

Remember that telecom operators has substantive amount of consumer information, including location and roaming information, demographic data (subscriber verification helps), mobile calling patterns, content usage information (Internet access and VAS) and devices (smartphones and feature phones) among others. While India doesn’t have a privacy law protecting user data yet, Flytxt says the platforms offers only non-identifiable data and ensures “highest subscriber privacy, preference and permission”.

Idea’s competitor Airtel had also launched a mobile advertising platform in May 2012, allowing advertisers to manage their campaigns, share reporting and analytics. The platform covered mobile internet (WAP), messaging services and Airtel digital TV. This was after outsourcing its advertising inventory management to Mogae Media for mobile, DTH and broadband services in January 2012.

Last November, Tata DOCOMO has said that GET, a mobile advertising related service it launched in partnership with mAdcall Pvt Ltd earlier this year had crossed 3 million video views. The services is available on both CDMA and GSM networks and allows customers to watch a video advertisement in return for a free voice minute for every video viewed.