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Fork Media expands into SEA region, sets up HQ office in Singapore


Image Credit: Flickr User Thomas Hobbs under CC BY-SA 2.0

Mumbai-based advertising technology firm Fork Media has set up its operations in Singapore, after initially launching in India in 2013. This is the company’s second office outside India; it forayed into the international market with the launch of its GCC operations in Dubai in 2014. In India, Fork Media operates through offices in Mumbai and Delhi as well.

The company will also expand operations to other Southeast Asia (SEA) markets including Indonesia, Thailand, Malaysia, although its SEA operations will be headquartered in Singapore, added Fork Media in a statement. It has plans to set up offices in Vietnam and Philippines in the future.

As part of expansion plans, Ayesha Surty Vinayak has been appointed as the company’s new Country Director for the SEA region. , Vinayak had previously worked with television networks including Star TV, Turner General Entertainment Networks (Imagine TV) and the Times Television Network.

On why it chose to set up shop in Singapore:

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“There is an increase in adoption of digital advertising in Singapore, given industry changes, evolving technology, and the government promoting its Smart Nation initiatives. Companies are increasingly taking steps to becoming more digitally-enabled. Bridging the media gap with consumers can potentially allow companies to unlock efficiencies and increase their competitive advantage,”

Flagship advertising products for international markets: The company mentions that its flagship advertising products—Brand Press, a native advertising platform; and Impulse, image recognition and monetization platform—will be its key offering for the international markets.

Twitter partnership: However, its recently launched influencer marketing platform, Buzzerati, will be more focused on the domestic market, Fork Media added in a statement. Buzzerati was launched last month in partnership with Twitter to use its enterprise advertising tool Gnip. Fork Media will use Gnip to integrate Twitter’s audience data and content performance metrics with ‘Buzzerati’.

Fork Media was founded by Verma and Upen Rai in 2013 as part Ant Farm, former Times Internet CEO Rishi Khiani’s incubator. Through its flagship platforms, it provides a suite of native advertising solutions for publishers that enables them to activate, deploy and manage ad placements across media properties. It claims to have publishers like HT Media, The India Today Group, The Hindu, and The Daily Mail on board its platform.

Other developments

Fork Media’s Fashion portal: In November last year, Fork Media launched Hauterfly, a fashion and lifestyle website targeted specifically towards millennial women in India. The website is a discovery and shopping platform for brands.

Spid stake: In October 2015, Fork Media acquired an undisclosed equity stake in WiFi ad network Spid, for building an alternate ad inventory space and leverage Spid’s technology. Spid is present in over 1,200 locations including major airports, restaurant and cafe. Fork Media will use Spid’s platform to determine a user’s location and deliver relevant advertising.

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