EatAds.com, an online platform for Out-of-Home (OOH) media has acquired Mumbai-based startup Monitorly.in. Following the acquisition, Monitorly’s founder Rahul Chidgopkar will join EatAds as the head of sales and will operate out of the EatAds office in Mumbai. Other terms of the deal have not been revealed yet.
Monitorly.in was a stealth-mode startup that allowed media owners to monitor OOH media, capture proof, and share it with clients over the Internet. Singapore and India-based startup EatAds works in the same line, and operates EatAds.com and will now integrate Monitorly into its platform. The new platform will be ready for release this May.
EatAds had expanded to India in May last year. It is currently operational in Singapore, Hong Kong, Philippines, Bangladesh, Thailand, Nepal, France, U.S.A, Greece, Canada, among others. The website claims to have over 6,000 ad listings and over 100 media owner accounts. Indian clients of EatAds include Times OOH, Bright Outdoor, Graphisads, Roshan, Midas, among others and it seems to offer 2,625 ad listings for India at the time of writing this article.
Why it may work
With this deal, EatAds expects Monitorly to address the needs of OOH players who need a simple mobile enterprise solution for site monitoring, data collection and providing proof of posting to clients. Features include image capture, site damage reporting, inspection route selection and client reporting. “We have identified many pain points in the OOH industry, and Monitorly.in addresses something that our platform didn’t yet offer,” says Dhruv Sahgal, cofounder, EatAds.
We will update information about the deal and internal changes both companies can expect as soon as we hear from EatAds.
Other players: Ad Home.com is a direct competitor to EatAds.com with presence in India, among other countries. Vubites is another offline advertising player that addresses the television advertising space. Vubites competes with another startup, called Amagi which is already operational in 35 cities including Ahmedabad, Hyderabad and Bangalore, covering Star News, and Aaj Tak and Headlines Today from TV Today.