SVG Media’s mobile ad network Seventynine launched an in-app advertising platform called Appjacket PLUS which has over 40 controls for publishers and app developers and claims it will drive greater monetization for their ads.
Appjacket PLUS’ controls allows publishers to set the number of ads, timing or even frequency of ads shown to each specific user. For example, a music app like Gaana can serve a specific ad only to listeners of English songs, while serving another ad to listeners of Punjabi songs.
It’s worth noting that in March, Seventynine had pivoted 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.
Seventynine claims to serve in-app videos ads to over 50 million smartphones in India and counts publishers such like Nazara Games, Times Internet Ltd., HT Media Ltd, India Today Group, Bhaskar Group, Digivive, Zapak Games, Kompas as customers.
Seventynine also expanded internationally to Australia in February and appointed Amit Kopargaonkar as vice president for business development and sales and will be operating out of Sydney.
Sale back to SVG Media:
In December last year, printing and publishing firm Gruner+Jahr sold back SeventyNine to SVG Media, 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.