The agency will be headquartered in Singapore and expand to Indonesia, Thailand, Malaysia, Vietnam and Philippines
BestMediaInfo Bureau | Mumbai | August 4, 2016
After its inception in India and a successful launch in the GCC region, Fork Media (Fork) is now expanding to Southeast Asia (SEA) and will be headquartered in Singapore. The priority markets of expansion include Indonesia, Thailand and Malaysia but the company has plans for Vietnam and Philippines as well. The expansion comes in response to the proven demand for the ad technology platform, where marketers seek unique ways of connecting with consumers online.
Online media consumption in Singapore is among the highest in the world with its smartphone and broadband penetration. In the Asia-Pacific region alone, digital ad spend is rising and is expected to reach $ 94.40 billion by 2018. Asia-Pacific is a true mobile-first region and will continue to be a leading market. Harnessing these opportunities for users and advertisers through mobile data, programmatic technology and creative innovation are keys to mobile marketing success. Today, end-users are seeking non-intrusive, contextual and creative advertising experiences. Fork provides marketers with a smarter way of delivering engaging brand messages.
Samar Verma, Founder and CEO, Fork, said, “We are confident of replicating the success we had in India and in the GCC region. Being in the business of creating alternative inventory and incremental value for publishers makes us unique for every market. We have had global brands planning and subsequently buying engagement routes through all our platforms, and therefore we are well-geared to expand aggressively in emerging markets.”
Fork is betting big on its flagship platforms for the international markets – Brand Press, the native ad platform, and Impulse, the image recognition and monetisation platform. The company also plans to launch its influencer marketing platform, Buzzerati, and localise it for regional markets.
There is an increase in adoption of digital advertising in Singapore, given industry changes, evolving technology, and the government promoting its smart nation initiatives. Companies are increasingly taking steps to becoming more digitally-enabled. Bridging the media gap with consumers can potentially allow companies to unlock efficiencies and increase their competitive advantage.
As part of the expansion plans, Ayesha Surty Vinayak has been appointed as the company’s new Country Director for the SEA region. Vinayak comes with years of experience in leading television networks, including Star TV, Turner General Entertainment Networks (Imagine TV) and the Times Television Network. At Star TV, she was part of the team that developed the international digital business and helped launched the content delivery platform, Hotstar. Vinayak was also part of the marketing team for India’s version of ‘Who wants to be a Millionaire’ (Kaun Banega Crorepati).
Verma adds, “As a fast growing company, drawing great talent and creating a strong culture is an absolute must. With Ayesha we are even stronger as she brings valuable skill sets, and is most importantly someone who is aligned with our vision and culture. Ayesha’s experiences have equipped her with the ability to adapt rapidly to change and be at the forefront of the evolving digital media scene. Her understanding of the local market is a massive plus for us.”
Speaking on her appointment, Vinayak said, “Change has really been the only constant in my life. I strongly believe that innovation should not come at the expense of quality. I look forward to fulfilling our goal of client service excellence, delivered through advanced technology with a human touch at Fork.”
With the launch in Singapore, Fork will have created an SEA region-focused digital ad tech platform which understands the complex task of executing digital initiatives across markets, channels and languages.