Affle, D2 launch mobile ad solutions firm ad2c

Singapore-based media firm Affle on Friday launched mobile advertising solutions company - ad2c - with Japanese marketing agency D2 Communications (D2C) to tap the USD 30-million segment in the country.

New Delhi: Singapore-based media firm Affle on Friday launched mobile advertising solutions company - ad2c - with Japanese marketing agency D2 Communications (D2C) to tap the USD 30-million segment in the country.

ad2c, which will serve as an independent full service mobile advertising and marketing agency, is eyeing as about 50 per cent of the USD 30 million mobile advertising market in India.

"The mobile advertising market in India is very small, just about USD 25-30 million. This number is poised to grow to USD 200 million in the next five years and we want to get 50 percent share of this in the next few years," ad2c Chairman Anuj Khanna Soham told reporters here.

The new entity is part of a holding company based in Singapore and has Affle, D2C and a few other investors. Soham declined to comment on the shareholding pattern or revenue targets.

With over 800 million mobile phone users, India presents one of the largest opportunities for mobile marketing and advertisement.

"The medium is available 24/7, is cost effective and has massive reach. A major advantage of the mobile phone as a medium is that it moves beyond just exposure to the brand to enagagement with the public and then action," Soham said.

ad2c has also acquired mobile marketing agency MobiMasta for an undisclosed amount.

"With a growing list of brands like Samsung, Yahoo!, Coca-Cola, Reebok and Adidas, ad2c is in a strong position to grow the mobile advertising and marketing pie in India," he said.

ad2c, which has a team of 10 people currently, has set up offices in Delhi and Mumbai and is looking at opening another one in Bangalore.

"We are starting with India, but the plan is to go to Indonesia as well at a later stage," Soham said.

PTI

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