Idea Cellular Partners With Flytxt For Mobile Ad Platform

by CXOtoday News Desk    Feb 21, 2014


Data analytics firm Flytxt has partnered with Idea Cellular to deploy multi-channel mobile advertising platform ‘QREDA’ and connect its mobile ad marketplace mADmart. This in turn will allow brands and ad agencies in India to deliver relevant ads to over 130 million Idea Cellular subscribers.

According to a company statement, Flytxt’s mobile advertising platform will enable Idea to leverage its expertise in Data Analytics, enabling brands to do the most relevant contextual advertising on mobile. It will also enhance customer satisfaction and ad campaign effectiveness. 

Calling it a “unique value proposition to brands and advertisers in India,” Srinivasa Ravi, Head-mADmart, state, “We expect the value of mobile channels in India to go up as smartphone penetration and adoption of new generation services increases  and this would bring in much higher ad spent on mobile media”.

mADmart is a unique CSP anchored mobile ad marketplace launched by Flytxt that follows two sided business model. It provides an opportunity for CSPs to leverage their in-depth understanding of subscribers, thus enabling brands and advertisers to deliver highly relevant offers. mADmart, on the other side, would increase ROI for advertisers providing them with better reach and meaningful engagement than any existing media today.

“mADmart will serve as a self-service advertising platform for brands to manage end-to-end multi-channel, cross-channel mobile ad campaigns. It is a totally inclusive business model protecting the interests of consumers, CSPs and brands”, said Abhay Doshi, Head-Product and Marketing, Flytxt.

Mobile advertising is a Rs 300 Crore market in India is expected to grow 43% to Rs 430 crore by the end of 2014, driven by smartphones and tablets as well as businesses increasingly leveraging mobility solutions for branding and promotion, as per a Mobile Marketing Association report.

Idea’s competitor Airtel had also launched similar a mobile advertising platform in 2012, allowing advertisers to manage their campaigns, share reporting and analytics. Last year, Tata Docomo also launched a mobile advertising service in partnership with mAdcall Pvt which which allows customers to watch a video advertisement in return for a free voice minute for every video viewed. It witnessed over 3 million video views on mobile in just a few months.