ESPNcricinfo partners Affle for rich media advertising

Customised ads will enable advertisers to tap into the cricket website's mobile app users.

Cricket website ESPNcricinfo has tied up with Affle, an international video and rich media company, to roll out rich media advertising in India for the site's mobile application. Affle's recently launched rich media ad network Ripple will power rich media advertisements on the cricket website and mobile for advertisers who want to tap into ESPNcricinfo's vast user network. It will also create tailor-made digital media solutions for brands to tap into the ESPNcricinfo user community.

Rich media ads are more interactive and engaging in nature, enabling interaction at the scroll of a mouse. Anuj Kumar, co-founder and CEO, Affle, says that while Affle will handle the sales and technology platforms for advertisers, the revenue will be shared between ESPNcricinfo and Affle.

Kumar says, "In a short span, our rich media ad platform 'Ripple' has received overwhelming acceptance from top publishers and advertisers due to the significant technology innovations we have built. This collaboration with ESPNcricinfo is very special for us as it helps us deliver engaging ad experiences to passionate cricket fans who throng to ESPNcricinfo daily to engage with its hugely popular and relevant content. Both Affle and ESPN have a history of building dynamic and successful solutions around cricket, so I am very confident that together, we will deliver outstanding opportunities for brands."

Ramesh Kumar, head, ESPNcricinfo and digital media, India, says, "Through our popular mobile site as well as applications on phones and tablets, ESPN already connects with cricket fans on the move more than any other digital brand. Working with Affle, we'll add to that by creating new, meaningful and premium ways for brands to connect with those fans, alongside ESPNcricinfo's industry-leading cricket content."

The cricket website, which not only has a presence in online media but also on mobile and handheld devices, claims a user base of more than 20 million on a monthly basis.

A few weeks ago, Affle had announced a similar collaboration with Yahoo!. The company has attracted advertisers like Samsung, P&G, STAR and publishing partners such as Business Standard and Dainik Bhaskar.