Seventynine wins monetisation mandate for HT Media mobile apps

These apps on Android and iOS platforms include Livemint, Hindustan Times and Hindi Hindustan

BestMediaInfo Bureau | Delhi | October 27, 2015

Seventynine, part of SVG Media, has been assigned the mandate from HT Media for end-to-end monetisation of the latter's mobile apps on Android and iOS platforms. These apps include Livemint, Hindustan Times and Hindi Hindustan.

Seventynine is using a combination of ad formats like video, rich media, HTML and static banners at various ad spots with a single integration to monetise these apps. Apart from helping leading publishers like HT Media monetise their digital assets, Seventynine also delivers rich video advertising solutions to digital marketers and advertisers. The company works with over 350 leading apps, more than a hundred advertisers and serves in-app video ads to 50+ million smartphone users in India.

Sanjay Trehan

Sanjay Trehan, Business Head - Digital Content & Syndication, HT Media, commented, “We have partnered with Seventynine for end-to-end monetisation of our Android and iOS apps. Their product is promising since it can run all ad formats on custom ad spots with a single integration. We are looking at a hockey stick growth over the next two quarters and expect Seventynine to ride the wave with us, with high quality user experience and top notch revenue generation.”

Commenting on the win, Roshan Kumar, General Manager - Media Alliances, Seventynine, said, “As more individuals shift to consuming news and content on the way through news-based mobile apps, we are excited to be part of the transformation of a highly reputed media house. With our innovative and exhaustive ad platform, we are changing the way ad monetisation works and are confident to offer maximum exposure for advertisers without compromising on user experience. With our inhouse DMP capabilities, we are at the cusp of a revolution towards understanding more about consumer behaviour on mobile, and offer tailored solutions to our partners.”

Siddharth Kelkar

Siddharth Kelkar, Business Head, Seventynine, added here, “With HT Media coming on board, we have strengthened our news and finance offering in the market. With the onset of the festive season, advertisers increasingly look for premium consumer sets who are viewed from the lens of purchasing power, socio-economic classification and online behaviour. With events like Flipkart's Big Billion Day, as well as sales promotions on various brands, advertising activity in general goes up by 30-50 per cent, depending on the brand. We are looking at being a major stakeholder in this upswing with our partnerships and innovations.”

As an in-app ad platform leader Seventynine is developing newer technologies to deliver greater ROI to app-developers and advertisers. Seventynine's patent-pending technology even allows zero-buffer video ads on slow 2G connections that work well for a country like India, which has limited Internet connectivity and bandwidth. Its intelligent DMP capabilities allow it to target consumers with over 40 parameters and levers of control. Earlier this month, Seventynine had announced the launch of its mediation platform- app jacket PLUS, which firmly puts the interests of the publishers in the driving seat.

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