SVG Media-owned mobile ad network Seventynine has announced that it is moving its business model to an in-app ad-serving platform focusing on video. Seventynine’s product, Appjacket, is positioning itself as an as an independent technology platform for ad serving and mediation on a licensing based model.
The Appjacket product allows publishers to create custom ad spots at app start, app exit or in-app locations, where they can choose to run one or more ad formats which includes high quality zero-buffer video ads, rich media ads with multiple calls-to-action, interstitials, static banners etc.
“The product focus was always there since Seventynine was incepted. We invested six months of our startup in our product Appjacket. We always knew mobile video is going to be big. In 2012-13 people started wondering what to do with video and now is the time where mobile video is being considered by players. The focus is on the new technology platform but we are not moving away completely from media selling,” Chirag Shah, co-founder of Seventynine told MediaNama. The company also claims that it is getting about 80-100 million impressions per month on video right now.
Seventynine also expanded internationally to Australia last month and appointed Amit Kopargaonkar as vice president for business development and sales and will be operating out of Sydney.
In December last year, printing and publishing firm Gruner+Jahr sold back SeventyNine to SVG Media (Smile Vun Group), along with the digital agency NetworkPlay. SeventyNine was incubated by Smile Vun Group (a JV between Manish Vij’s Vun and Harish Bahl’s Smile Group) in July 2011. It started commercial operations in April 2012 with a focus on rich media inventory especially videos. It also launched a mobile app analytics service in July 2012.