Vserv.mobi launches AudiencePro platform, signs Airtel as telco partner

By integrating data about telco subscribers, the platform offers "unprecedented audience targeting opportunities", including targeting based on demographics, spending power, network usage, location, content relevance and mobile device specific.

For example, the company suggests on its website that Axe might use the platform to target "Men, 18-30 age group, living in Metros & Tier 1 Cities, play mobile Games, Prepaid subscribers, high Data Usage" and that Olay might use it to reach "Women, 30+ age group, living in Metros, medium to high Spending Power, Beauty & Entertainment app users".

The company has signed up India's Airtel as its first telco partner.

The new addition to Vserv.mobi's existing platform allows advertisers to reach subscribers across multiple inventory sources on the Vserv.mobi network, including more than 20,000 apps powered by the company's AppWrapper technology. The platform will include support for all creative formats, including rich-media formats such as full-screen ads, video and HTML5 interactive ads.

The company adds that AudiencePro will deliver higher levels of monetization for publishers and developers.

Rohit Verma, vice-president of telecom for Vserv.mobi, said telcos, especially in emerging markets, have been looking for mobile advertising opportunities in today’s "APPified" world, and advertisers are always seeking richer audience profile insights.

“After the revolutionary AppWrapper monetisation platform, this is our second game-changing technology that will unlock tremendous value across the entire mobile ecosystem,” said Dippak Khurana, CEO and co-founder of the company.

“Southeast Asia is a key focus region for Vserv.mobi,” Vikas Gulati, vice-president of business development for Southeast Asia, told Campaign Asia-Pacific. “We aim to have AudiencePro rolled out in Indonesia, Malaysia, Thailand, Philippines, Vietnam and Singapore by the end of the year.”