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Outbrain engages Neeraj Singhal as Director, Amplify Sales, in India

The appointment is part of the New York headquartered content discovery platform’s effort to ride the Digital India wave. Singhal moves to Outbrain from Viacom18

BestMediaInfo Bureau | Mumbai | March 16, 2016

Neeraj Singhal Neeraj Singhal

Outbrain, a leading content discovery platform, headquartered in New York, has appointed Neeraj Singhal as Director of Amplify Sales. Singhal will lead the company's efforts to provide strategic content marketing support to brands and advertisers in India.

Before moving to Outbrain, Singhal was with Viacom18, where he was responsible for digital media adverting sales revenues across the organization’s five networks – Nickelodeon, Vh1, Comedy Central and MTV.

Outbrain was founded in 2006, to provide personalized, relevant online, mobile and video content to audiences. It has a presence in the UK, Israel, Singapore, Japan and Australia, apart from the United States. Outbrain began operations in India in 2014.

Singhal’s appointment comes at a juncture, when India prepares for robust infrastructure and digital capabilities under Prime Minister Narendra Modi’s ‘Digital India’ initiative, which is expected to fuel the content marketing revolution in the country. Singhal has nearly 12 years of experience across the media and ad-tech space, having previously worked at Komli Media, Religare Technologies, the Times of India Group and Lime Labs, before joining Viacom18.

Content Marketing is expected to be the next big thing to hit the Indian advertising industry, driven largely by the burgeoning e-commerce market in India. Deloitte has valued the Indian e-commerce market at US $16 billion for 2015, which is a staggering 300 per cent jump from 2010. The trend indicates a clear opportunity for brands and advertisers to lead the conversation and develop best practices for more strategic solutions that enable them to stay relevant to their customers and target audience.

Speaking of Singhal’s appointment, Anthony Hearne, Regional Director for Southeast Asia, India and New Markets, at Outbrain, said, “Outbrain is at the forefront of helping brands get smarter with their content marketing and customer engagement needs. Content marketing has developed from a simple ‘build content – get clicks’ model to one that can now deliver across the full funnel of digital marketing requirements. We are delighted to welcome Neeraj to the Outbrain team to help us deliver more value to our brand customers. His experience across the digital marketing and publishing space is just what we need to help us drive our business in India.”

In India, Outbrain has a client portfolio that includes giants like Hindustan Unilever, Visa and McDonald’s. The company has invested in capacity building and talent development to cope with the demand for content marketing in the country, which is developing at an incredible pace. Singhal’s appointment underlines Outbrain’s continued desire to support and invest in the prolific growth of content marketing and discovery apparent in the region.

Outbrain’s newly appointed Director of Amplify Sales, India, said, “Outbrain has built an impressive global network of premium publishers and as content marketing has begun to gain significant momentum with one of the world’s most populous nations, some of its recent and most impressive growth has come from Indian brands and publishers.”

“I am, therefore, extremely excited to join the Outbrain team,” Singhal went on to say, adding, “On top of this, Outbrain is building and innovating with some really smart tech tools that enable brands to subtract more business value out of their content than ever before.”

Outbrain recently extended its offering with a new product feature called Custom Audiences, allowing marketers to retarget visitors with content rather than the traditional display advertising. According to Singhal, the new product will help brands in India engage better with audiences, especially on mobile.

“I think a lot of marketers understand that content is an integral part of the mix – specially to engage mobile audiences,” Singhal said. “According to our recent data, in India, we see over 40 per cent of our audience consuming content on mobile devices, which indicates that there is a real need to engage these audiences through means other than display advertising,” he added.

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