Another Mobile Ad Deal: This time its VuClip and mKhoj
Mobile advertising is the in thing as we found out recently with the IAMAI event around the topic and a unanimous consensus among panelists that this would be a big advertising medium in the future. So after the NDTV and Affle partnership and the consequent clarification by mkhoj on their deal with NDTV active there is another mobile advertising deal this time involving mKhoj itself.
So Vuclip a mobile video search and delivery provider has tied up with mKhoj for a mobile advertising partnership. Under this tie up mKhoj will provide ads on Vuclip’s mobile website and popularize Vuclip’s mobile video search and delivery platform across mKhoj’s mobile ad network. Its ironic given that at one point of time mKhoj itself was a mobile search player and t.hen redefinded and refocused its model to mobile ads and raised further funding.
Talking about what may this deal entail Amit Gupta, Co-Founder and VP Business Development, mKhoj said, “We will also assist Vuclip in expanding its network of online-to-mobile content publishers by introducing our own publisher clients to Vuclip’s video API platform.”
Sounding confident of mKhoj as a partner Ashwin Puri, VP of Business Development and Marketing at Vuclip said, “ Our goal is to bring video content to mobile consumers around the world – whenever and wherever they want it. We believe that mKhoj will help us in that effort.
This space will soon have an aggressive international entrant in Admob (which has already been soft launced) and which claims to deliver hundreds of millions of mobile ad page views across the world. Its also important to note companies looking to tie up with mobile ad network specialists which are very different from the general online adnetworks. Again a hint towards the ever increasing value chain on the mobile end which was discussed at the recently concluded IAMAI conference. On the whole mobile advertising is exciting but if and only if one can aggegate enough publishers and bring credibility into the system with some performance measurement metrics. Also creative use of mobile phones as response devices may also bring better results.
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