Singapore-based advertising technology company ADSKOM has announced expansion plans in India. The company has named Rajeev Saxena as its new Country Director. Poised to capitalize on India’s booming E Commerce and digital advertising market, ADSKOM intends to build out business and engineering teams in the country.
The exponential growth of E Commerce has attracted the attention of advertisement technology companies worldwide. According to the report of media buying agency GroupM, advertising spends in India are expected to grow 15.5 percent year on year to Rs 57,485 crore in 2016. The report states that in 2016, E Commerce ad spends are expected to be high on the back of increasing competition, market expansion and newer players entering the space.
According to a study by eMarketer, India’s digital ad market is set to surpass US$1 billion in 2016 alone. Digital display ads dominate the industry with than 60% of the country’s total digital ad spend. The digital ad market is growing by 20 percent annually, and programmatic advertising trades are expected to dominate the industry with more that 65 percent to 70 percent share in the total ad purchases in India.
“The new publishers are going to be e-ommerce players who have access to rich consumer data. With this in mind, ADSKOM sees India as a new opportunity to help publishers monetize via adtech. We don’t see any other players doing quite what we’re doing, which is what makes us really confident about our position”, said Italo Gani, CEO of ADSKOM in Southeast Asia.
Programmatic advertising is gaining popularity among the marketers who look to target and segment their ads. Programmatic advertising has emerged as an efficient tool to buy ad inventory using consumer behavioral patterns and analytic, especially in the e-commerce industry. Currently, the industry is in its nascent phase, however, with rapid digitization, it is expected to grow rapidly in a near future. Therefore, advertising technology solution providers like ADSKOM are betting big on this segment in India.
“India will need to have its own team to build partnerships with local advertisers, e-commerce companies, and publishers. We believe local data and partnerships will be the key to winning the Indian market. We plan to grow our sales team in New Delhi to ten people by the end of the year to drive our expansion”, he added.
ADSKOM provides complete solution for digital ad campaigns via its SSP product called AXON, as well as its Agency Trading Desk product called ACTIO. All of these products and services are now available nationwide in India.
Original articleby CXO Today
Disclaimer: Adskom is a portfolio company of Convergence Ventures