Komli Media the adnetwork funded by VC’s like DFJ, Helion and Nexus Capital has tied up with an international online brand advertising measurement system provider Vizu. According to this tie up Komli Media will exclusively deliver Vizu’s Ad Catalyst technology in India.
Vizu serves brands like Burger King, Polaroid, Warner Bros and Hilton in the US. The Ad Catalyst product provides brand advertising data that measures advertising induced changes in key customer perceptions and intentions. This data is delivered real-time through their online dashboard.
Im not sure this is the right time given that brand advertisers would be cutting budgets and ad networks are known for ROI more than branding. Though Komli has always tried to differentiate itself through its technology I feel advertisers in India aren’t too sold only on technology and are rather looking for results at a cheaper cost. It will be interesting to see if this core focus of building or tying up with great technology gets Komli an audience with the larger brand advertisers.
I think this is an excellent platform for Komli…they have been diong pretty well in their niche and this just adds to the brand “KOMLI” .
I look at it as an innovation which can give Komli a competitive edge over its competition
I kinda agree with rajiv this isn’t the time to launch a brand oriented platform.