Campaign India Team
Oct 19, 2012

Smile Vun Group launches Precision Match

Digital analytics company will attempt to improve targeting in the display ad ecosystem

Manish Vij (L) and Nitin Chowdhary (R)
Manish Vij (L) and Nitin Chowdhary (R)

Smile Vun Group (SVG), a joint venture between Manish Vij’s Vun Network and Harish Bahl’s Smile Group, has announced the launch of digital analytics company Precision Match in India, South East Asia and UAE, with 50 million unique users and around 60 per cent of internet users in India, Singapore and UAE.

Precision Match will utilize advanced data mining and analytics to identify prospective consumer segments for advertisers, generate actionable insights from aggregated data and develop consumers’ online behavior models.

Nitin Chowdhary, business head, Precision Match, commented on the launch: “Display advertising is losing the ROI race to search and social media due to lack of targeting options. Our attempt is to plug this gap in the display advertising ecosystem.”

He further added, “We will help advertisers achieve higher ROI by facilitating them to buy audiences rather than sites or placements. While we will enable advertisers to attract new user traffic, we will also ensure that the user experience is enhanced – and that we will achieve by showing relevant ads – ones that the consumers look for in the online world.”

The company promises to help publishers in making incremental revenue via monetizing consumer data. Chowdhary explained that ‘data targeted display’ can improve click-through rate by 300 per cent, and ‘post click engagement’ by 200 per cent.

Precision Match will facilitate advertisers to extract and utilise data across categories such as automobiles, mobile devices, online buyers, travel and technology. At present, the company has relevant and high quality audience data on different consumer segments across India (high-end smart-phones buyers and SUV buyers), Singapore (holiday seekers) and UAE (auto enthusiasts).

Manish Vij, founder, Smile Vun Group, said, “Over 50 per cent of the web inventory globally is already on exchanges and this trend is accelerating. In APAC, it is estimated to be 5 to 10 per cent and is rising rapidly.In such a scenario, buying the right impression is critical to drive ROI for which advertisers will need quality audience data. Precision Match is our solution to make display advertising more effective in APAC and UAE by means of targeting data without destroying the ROI.”

The company has already signed deals with advertisers such as Samsung, General Motors, Tata Motors, Ford, Snapdeal.com and Expedia. Post the launch in India, Singapore and Dubai, Precision Match will expand its services to other countries in the region by 2013.

Precision Match has been funded by SVG to the tune of $2 million and expects to break even in two years.

Source:
Campaign India

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