Ananya Saha
Dec 02, 2013

‘Tracking optimisation is a global need’

Q&A with Madan Sanglikar, co-founder and MD, ad2c

‘Tracking optimisation is a global need’
ad2c, a full service mobile advertising and marketing agency, recently announced the launch of a made-for-mobile, single view, campaign management platform - ad2campaign, to enable better campaign planning and execution of mobile advertising. Campaign India spoke with Madan Sanglikar, co-founder and MD, ad2c, on the need and nuances of this platform.
There are many platforms available today. How does ad2campaign stand out?
The work on this platform started even before the company was formed. Mobile as a business is a big market today, if you ignore the spends and look only at where the number of conversations are happening today in digital. More companies are now offering various kinds of solutions in the mobile space. However, the spends are not happening at the same pace. The biggest reason is that the supply side is growing on its own and not connecting with the demand side (advertisers/brands). This platform has been designed to be at brands' side. This platform allows the brand to track everything that it does in the mobile space, track the ROI and attribute it to the source. This makes optimisation easier for brands, and enables publishers and networks to monetise better. The platform has been created for a brand to start spending money and feel confident about spending.
This mobile-centric brand side platform allows single view to monitor entire mobile campaigns. The platform provides tracking and attribution primarily for four types of campaigns: branding campaigns, App-install campaigns, lead (generation) campaigns and VAS activation campaigns.
According to global statistics, 95 per cent of apps that get downloaded never get used. This platform helps track it so that we can re-target the people who are loyal or repeat users and then concentrate budgets to that TG.
Is it an indigenously developed platform? Are there any comparable platforms present in the market currently?
ad2campaign is taking ahead the name of company ad2c because this has been developed completely indigenously. Tracking optimisation is a global need. There are comparable international platforms, but we are the first ones in India and South East Asia.
Has the platform been designed keeping in mind the constant developments in the mobile ecosystem?
We have been able to metamorphise the platform according to the needs and requirements of the industry; buy more effectively for brands. With the advent of digital, the reservation part (traditional media buying where negotiation happens and you reserve a space) is taking a back seat role. Now, with platforms, buys are driven by the machine and you cannot negotiate with machines. The machine looks at demand supply dynamics to fix the price. Moreover, machine is nothing but a platform. FB, Google and Twitter follow the same platform.
A lot of our business is speculative today because we are talking about a medium, which is half future and half present. Currently, maximum number of users are on feature phones. In three or four years, the situation would have changed. We need to be prepared both from the present and future perspective.
How many brands do you have on-board currently who are using this platform?
Around 50 to 60 brands. One of our biggest case studies is Yahoo. Other brands include Cadbury, adidas, Max Bupa, Aircel etc. For Yahoo Cricket as an app, our platform has been able to increase efficiency by 58 per cent.  Yahoo saw a growth of over seven times in daily downloads while promoting its cricket app while Aircel improved its ROI for its content download campaigns by over 300 per cent simply by having a real time view of what was working and what wasn’t.
The largest amount of business happens for iOS and Android-based ecosystem.
How can all this information be accessed by brands?
The platform does all on a real time basis giving clicks, installs, leads or activations as they happen. In keeping with the mobile-first approach, the analytics platform is accessible over tablets and mobile devices so the brands can monitor their campaigns on the go.
Campaign India

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