Seventynine wins monetisation mandate for HT Media mobile apps

The agency is using a combination of ad formats like video, rich media, HTML and static banners to monetize these apps.

Seventynine, part of SVG Media, has won the HT Media's end-to-end monetisation of their apps on Android and iOS platforms. These apps include Livemint, Hindustan Times and Hindi Hindustan.

The agency is using a combination of ad formats like video, rich media, HTML and static banners at various ad spots with a single integration to monetize these apps. Apart from helping leading publishers like HT Media monetize their digital assets, Seventynine also delivers rich video advertising solutions to digital marketers and advertisers. The company claims to work with over 350 leading apps, more than 100 advertisers and serves in-app video ads to over 50 million smartphone users in India.

Says Sanjay Trehan, business head- digital content and syndication, HT Media, "We have partnered with Seventynine for end-to-end monetisation of our Android and iOS apps. Their product is promising since it can run all ad formats on custom ad spots with a single integration. We are looking at a hockey stick growth over the next two quarters and expect Seventynine to ride the wave with us, with high quality user experience and top notch revenue generation."

Commenting on the win, Roshan Kumar, general manager - media alliances, Seventynine, says, "With our innovative and exhaustive Ad platform, we are changing the way ad monetization works and are confident of offering maximum exposure for advertisers without compromising on user experience. With our in-house DMP capabilities, we are at the cusp of a revolution towards understanding more about consumer behaviour on mobile phones, and offer tailored solutions to our partners."

Adds Siddharth Kelkar, business head, Seventynine, "With HT Media coming on board, we have strengthened our news and finance offering in the market. With events like Flipkart's Big Billion Day, as well as sales promotions on various brands, advertising activity in general goes up by 30-50 per cent depending on the brand. We are looking at being a major stakeholder in this upswing with our partnerships and innovations."

As an in-app ad platform leader Seventynine claims to be developing newer technologies to deliver greater ROI to app-developers and advertisers. Seventynine's patent-pending technology even allows zero-buffer video ads on slow 2G connections that work well for a country like India, which has limited Internet connectivity and bandwidth. Its intelligent DMP capabilities allow it to target consumers with over 40 parameters and levers of control. Earlier this month, Seventynine had announced the launch of its mediation platform app jacket PLUS, which firmly puts the interests of the publishers in the driving seat.