Source: Light Reading INDIA | View Online Article

Mobile advertising and marketing agency ad2c has announced the launch of a “made for mobile,” single view, campaign management platform—ad2campaign, to enable better campaign planning and execution on the mobile advertising ecosystem. This platform intelligently tracks, monitors and helps optimize campaigns to serve the evolving mobile advertising and marketing industry in India. All the dashboards are optimized for smartphones and tablets, said an ad2c release. The platform provides tracking and attribution primarily for four types of campaigns: Branding campaigns that are CPC or CPM led App Install campaigns that are CPI (cost per install) based Lead campaigns VAS Activation campaigns Each of these campaign types is customized to serve the requirements of a particular industry segment. For example, the App Install Campaign allows app developers, or .coms that are driving focus on mobile, to promote their apps by buying on a cost-per-install model across the entire mobile display ecosystem. It integrates over 11 ad networks and publishers including leading networks like Ripple, vServ, InMobi and Millennial Media. Similarly, the VAS Activation Campaign tracker is meant for Operators and Mobile VAS companies to manage not just cost, but also measure revenues on the same interface, thereby allowing for easy optimization and more effective use of their media spends. This solution enables ad2c to further bolster the value proposition of its service solutions with a technology layer. The platform already services ad2c’s existing 30+ brands such as Samsung, Yahoo, Cadbury, adidas, Max Bupa, and Aircel to drive, measure, quantify, analyze and improve efficiency of their respective campaigns on the mobile medium, said the release. Anuj Khanna Sohum, Founder and Chairman, Affle Group and ad2c said, “This campaign will bring an optimum degree of transparency to the way mobile media is managed, thus allowing the market to grow with the right fundamentals in place.” Madan Sanglikar, Cofounder and Managing Director, ad2c, a joint venture between Affle Group and D2C Inc, said, “As paid media is getting more and more programmatic, ad2campaign will enable it by allowing real time optimization. We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG with much greater efficiencies.”

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