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Mobile advertising and marketing company ad2c says that it is growing faster than the India mobile marketing industry itself and is aiming to enhance this growth further by focusing on R&D spend and improving team strength through talent acquisition. “At present, the Indian mobile marketing space is growing at 50-70 percent annually and we are much ahead of the market itself, since there are not many players to compete with us,” Madan Sanglikar, Co-Founder and Managing Director, ad2c told Light Reading India. ad2c was established last year through collaboration between D2C Japan and Affle Group of Companies, Singapore. Speaking on the growth drivers, the executive said that growing digital marketing spends, along with high speed networks and cheaper handsets will help ad2c to grow in the country. “These drivers will motivate people to download more content, which will pave way for increased advertising spend,” he added. 3G adoption is significantly helping the segment and with more users opting for data services, seamless advertising is now possible. The executive said that the marketing space is opening up and will see huge growth in the coming years. (See:Video Catapulting Mobile Advertising Into Mainstream According to a report by Mobile Marketing Association (MMA), the Indian mobile advertising market would cross Rs 2,800 crore, while revenues from paid mobile applications would touch Rs 2,000 crore by the year 2016. (See: Mobile Advertising: Ignore At Your Own Risk) Earlier this year, the company launched its operations in Indonesia and now looking at expansion in other South East Asian markets. The company has offices in Singapore and Vietnam. “Going ahead, we would be entering Philippines, Malaysia and other South East Asian countries,” Sanglikar added. The executive said that the company offers targeted advertising through its data analytics driven platform. “We offer SDK integration with brand assets. With data and analytics, brands can control their marketing spend and target consumers in more precise ways, he added. “The data analytics capability can help brands on both pre and post campaigns, leading to better RoI,” he further said. The company has been offering services to brands like Samsung, Yahoo, Times Group and Unilever among others. Sanglikar said that ad2c had wide footprints in the country. Sanglikar said that the company was also working with Indian telecom operators and advertisement networks. On asked whether ad2c competes with Indian telcos, since they also offer mobile marketing platforms to brands, Sanglikar said that the company was not competing with Indian telcos and was rather offering business to them.
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