'The rich media ad market will grow by 50%'

A leading multi-screen interactive advertising technology company, Jivox has been changing the way digital advertisements are being looked at.

Published: 02nd October 2013 08:19 AM  |   Last Updated: 02nd October 2013 08:19 AM   |  A+A-

A leading multi-screen interactive advertising technology company, Jivox has been changing the way digital advertisements are being looked at. The Jivox IQ Platform enables digital agencies and publishers to produce and deliver highly engaging ads that are dynamic, multi-screen and data-driven. Naren Nachiappan, managing director of the company, Jivox Software India Private Limited, speaks to City Express about the market potential and their company's services.

Tell us about the market potential of rich media advertisement campaigns.

We had conducted a rich media survey this year in the US, which evaluated the adoption, usage and challenges of running rich media ad campaigns.

The survey included responses from 100 participants at leading ad agencies with job roles that span media buyers/planners, creative and account management.

The survey found that 51 percent of ad agencies have seen an increase in client demand for dynamic rich media ads and another 20 percent expect to see more interest in 2013. This demand in-part is due to standardised ad formats, like the Interactive Advertising Bureau (IAB) large canvas "Rising Stars," and also the decline in interest in static ads, as noted by Forrester.

However, while adoption is rapid those that are running rich media ads are finding it stressful, with 88 percent agreeing that it is a somewhat to very stressful process.

Another 42 percent stated that it's a painful process to run rich media ads across screens and 15 percent don't even try.

The need to run rich media across screens is increasingly important, as according to recent findings 69 percent of all Internet users access the Web through a mobile device. If these rich media ads are in flash or not optimised for mobile, they won't render effectively which will limit impressions and campaign ROI.

So, how does Jivox help?

Using Jivox IQ, interactive ads can be easily authored and served in-stream, in-banner and on smartphones and tablet devices featuring video, rich media, dynamic content, customisable widgets and social sharing. Jivox IQ eliminates the time consuming and expensive process of traditional code-based approaches and the challenges associated with delivering interactive ads across multiple screens and connected devices.

Jivox also provides sophisticated campaign performance tracking, demographic analytics and purchase intent analytics via BrandGage - its proprietary real-time analytics platform.

Several hundred media companies and agencies use Jivox, including College Humor, Federated Media, FUOR Digital, Havas, Interactive One, Martha Stewart, Martini Media, Mojiva, Sun Times Media, Universal McCann and Videology.

What are the other services provided by Jivox?

In addition to the self-serve platform for ad development and serving,

Jivox also offers a variety of custom services which enable you to optimise your resources internally and/or use our services during peak seasons when you may not have the internal resources or skills available to handle the workload. 

We have a large team of highly skilled professionals that are available 7/24 to handle your service requests.

We provide a full range of services that meet your needs for delivering unique and successful ad campaigns. Our technology platform avoids a lot of the manual coding and testing associated with ad production and enables us to deliver these services with rapid turnaround times and to ensure cost effective delivery of ad campaigns.

How do you market your platform in India?

While in the US, we do it on our own, in India, we do it through Komli Media, Asia Pacific's leading digital media technology platform, which has licensed it and they are now re-licensing.

How big is the market currently?

Of course, the market is quite small now; about 5-10 per cent, but it will grow. In another 5-10 years, I foresee it to grow to 50 per cent.

How is your business distributed?

We get 70 per cent business from the US, while 20 per cent is from India and South East Asia. The remaining 10 per cent is from Dubai, France and few others.

What is the current head count? What are your plans in terms of increasing it?

Currently, we have 45 people in Bangalore which include the creative and the engineering group. We plan to increase the head count to 250 in about two years time and the ad creation side of business will see tremendous growth. 

What makes Bangalore an ideal hub for you?

The city is at an interesting intersection. There is tech capability and the city is also in sync with global lifestyle.

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