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Ad2c seeks foothold in SEA mobile ad market

Veronica C. Silva | May 3, 2013
Mobile ads to ride on crest of penetration wave of smart devices.

Mobile ad agency ad2c recently launched its operations in Indonesia in an effort to seize the opportunity created by the increasing use of smart devices in the Southeast Asian region.

With mobile devices penetration in Southeast Asia increasing, ad2c said it wants to partake of the market share in mobile advertising.

In Indonesia alone, mobile penetration rate is at 80 percent, and the country is considered to be the region's largest smartphone market. The country's marketing and advertising industry is said to be experiencing steady growth, branching out from the traditional avenues to online and social media platforms. Its mobile ad industry is expected to reach up to US$100 million (S$123 million) by 2015.

Ad2c, or Affle Group and D2C Inc., is a joint venture of D2C Inc. of Japan and Affle Group of Companies of Singapore. The partnership seeks to provide a comprehensive mobile marketing engagement solution to brand owners and marketers in Asia.


Anuj Khanna Sohum, founder and chairman, Affle Group, and ad2c said: "ad2c's launch in Indonesia opens a new chapter for Affle Group. Launching our second company in Indonesia is a sign of our deep commitment to this very exciting market. Mobile industry will play an important role in the economic and social development of the country, as has been witnessed in other developing markets. We will certainly play our part in bolstering the mobile economy in Indonesia."

With 50 percent of the Internet users in Indonesia able to access the Web through their mobile devices, ad2c sees this as a "significant opportunity".

"But the key challenge is how to do so in a creative, engaging and interactive way," ad2c said in a statement.

"This massive platform shift has created fresh opportunities as well as challenges for brands, underscoring the need for specialist agencies like ad2c who can help companies create meaningful interactions between brands and consumers," said Roy Simangunsong, country ambassador and sales director, Yahoo! Indonesia.

Management platform

Harris Thajeb, president, Dentsu Group Indonesia and chairman of P3I, said: "ad2c with its partners and experienced promoters can play a very important role to help Indonesian brands build their presence on mobile." He further described the growth of the advertising agency in the country as having "brought in a level of maturity and sophistication on the marketing industry".

In addition to its marketing services, ad2c is banking on its campaign management platform, ad2campaign, which "intelligently tracks, monitors & optimises campaigns on the go".

Madan Sanglikar, co-founder and managing director, ad2c said: "We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG (target group) with much greater efficiencies."


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