Komli Media has announced an exclusive partnership with microblogging giant Twitter in order to sell Twitter’s advertising inventory in South East Asia. Komli will have exclusive rights to sell Twitter’s advertising products from the ‘Promoted Products’ category. The partnership will be operational in Singapore, Malaysia, Indonesia and Thailand.
This move shows Twitter’s focus on earning revenue from its advertising. Few months back, CEO Dick Costolo had remarked about how the company’s advertising revenue was coming along nicely. Twitter got into advertising really late probably because they had to build the platform and drive user adoption first. Now that Twitter has become a lifeline of sorts to many people around the world, it makes sense to monetize the service. Twitter’s advertising features like Promoted Tweets, Promoted Accounts and Promoted Trends were only available in the US, UK, Japan and Latin America until now. Komli seemed to have gotten a very strategic advantage with this partnership. The company is already very strong in the pan-Asian region due to ad partnerships with Facebook and Zynga. The company has raised a total of $60 million in venture capital from Helion Ventures, Nexus Venture Partners, Draper Fisher Jurvetson, and Western Technology Investment. The company has also made some strategic acquisitions recently.
Shailesh Rao, VP of International Revenue for Twitter, spoke about the partnership.
“We’re really excited to be working with Komli as we enter into Southeast Asia, which is one of Twitter’s fastest-growing markets. We are seeing significant interest from marketers who want to use our Promoted Products to build their businesses and connect with consumers, and working with Komli, and its management team, gives Twitter a strong partner with a footprint throughout the region.”
Akshay Garg, Vice President, International and Managing Director for SEA.
“We are really excited to partner with Twitter. Together, we will offer marketers new and relevant opportunities to engage audiences in SEA and drive brand value. Social media growth in this region is among the highest in the world, and Twitter is one of the most recognized and utilized platforms in our region.”
There around 800 million social media users in Asia. This represents almost half of the total social media users in the world. South East Asia sees huge social media usage, especially countries like Indonesia and Singapore. Marketers in South East Asia can finally leverage Twitter’s advertising products build successful social media campaigns and help their brands reach these social media users