The Digital Media company Affle tries to expand its mobile advertising portfolio. The company recently entered into a partnership with Yahoo India to work on Mobile advertising platform. Through its partnership, Affle would sell Yahoo India’s mobile advertising inventory across feature phone, Smartphone and tablets in the country. Also, this partnership would strengthen the company’s leadership position in the mobile advertisement market.
Announcing the news, Mr.Anuj Kumar, Co-founder & CEO Affle said, “We believe that engaging advertising is best delivered to the right users on the right content during the right context. Given Yahoo!’s success in delivering deeply personal digital experiences to a huge global audience we believe that this partnership would be ideal for us to grow our mobile advertising propositions for top advertisers and agency partners.”
“Historically, some of our biggest successes have come with some of the largest and most experienced brands. We strongly believe that such brands would truly value the audience quality and ad engagement opportunities available on Yahoo! . Also given the significant growing base of mobile internet users and Smartphones in India we are really bullish that rich ad engagement on premium destinations like Yahoo! would be the key catalysts to drive rapid growth of the mobile ad market”, he further added.
In turn, Vishal Maheswari, Senior Director and Head of Sales, Yahoo!, India says, “Mobile is a key area of focus for Yahoo!, given the exponential growth of connected devices in India. Affle has built good equity in the mobile advertising space and brings to the table an extensive ad network with leading publishers. Yahoo!’s premium content and wide reach will further enhance Affle’s network, leading to superior value for advertisers.”
Affle’s expertise and Yahoo India’s presence in the digital domain are great value additions to each other. Yahoo claims to have a reach in India to over 70 percent of the Internet audience. Therefore the partnership will definitely drive the advertisers to impound a greater impact on the economy. Affle and Yahoo India’s new venture will engage consumers from rich sources to the premium destinations. The market will now experience a mature business competition. With this move, we anticipate a huge growth and upscale in mobile advertising area in India.