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Komli Media renews digital advertising partnership with Twitter India


Komli Media, whose Indian arm was bought out by SVG Media in August 2015, has renewed its partnership with Twitter India till March 2017. The partnership was first signed in 2012 and will let Twitter expand its promoted products advertising suite and help it monetise those.

In a press statement, Akshay Mathur, SVP, Komli Media said, “.. This partnership also makes us the only player with a complete digital and mobile marketing portfolio and the partner of choice for marketers operating in this region.” Aliza Knox, VP of online sales, APAC and LatAm at Twitter said, “The partnership will provide additional on-ground support to Twitter’s clients and prospects in India, working in parallel with our direct sales team, to strengthen Twitter’s presence in the market.”

SVG Media’s acquisition
Komli drives Twitter ad campaigns for companies like Levi’s, Cathay Pacific, Zoomcar, Swiggy and Adani. In August, we’d reported that Komli Media was looking to sell its India business, following the sale of its Asia Pacific business to Axiata, and the hiving off of RevX. SVG Media’s acquisition gave it a reach of over 150 million Indian Internet users across screens, the company claimed, including a combined share of 60% of the digital marketing-network spends in India. Consolidated revenues for SVG Media with Komli integrated would be more than $50 million, according to the company. Note that in December 2014, SVG had claimed revenues of over $40 million.

Promoted videos grew on Twitter India
In December 2015, Twitter India’s consumption of the promoted video feature grew fivefold over 2014. Twitter claims that campaign engagement goes up by 40% through the use of promoted video, while the purchase intent of consumers increases by 44%. For ad monetisation, Twitter offers promoted tweets, accounts and trends among other options.

Sharing to Twitter declined
In December, sharing content to Twitter declined 11% after the microblogging platform decided to kill support for share counts, according to a report by content amplification platform Shareaholic. Twitter had decided in September 2015 that it would be removing share count feature when it announced new designs for its buttons. The decision took effect in November, but the Twitter share button still works.

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Monthly active users on Twitter declined
For the quarter ended September 30, 2015, Twitter reported total revenues of $569 million for the quarter, an increase of 58% year-on-year. The company reported 320 million active users (MAUs) at the end of the quarter, an increase 11% year-on-year. This number went slightly down to 305 million for the quarter ended December 31, 2015.

Image Credit: David Collins under CC BY SA 2.0

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