After the exit of Komli Media’s CEO Prashant Mehta which had raised doubts about the statup’s future, the Indian digital ad network which has a dominant presence in South East Asia too, has come up with some good news. Reported by TC earlier in the day, the firm which is aiming to achieve $100 million in revenue by 2014 has announced the launch of its remarketing demand-side platforms (DSP).
Founded in October 2006 by Amar Goel, the man who has now stepped in the shoes of the CEO shared that the new platform will enable digital marketers to convert site visitors into loyal customers with full transparency and management of media costs, customer data, campaign strategies and performance analytics. The new model will also enable marketers to pay on the basis of how successful the remarketing campaigns have been by bringing in more control and transparency.
The platform will provide the flexibility to customers to either self-manage their campaigns using the platform or leverage Komli’s campaign management and optimization expertise while they build these capabilities internally. The integrated platform will also manage remarketing across display, mobile, and social.
Amar feels that, “Remarketing and social ads now account for around 20% of the digital ad budgets, and marketers are asking for solutions that help them manage their ads across search, social, etc., on their own because they are spending more.”
To begin with Komli has already signed up with 20 customers including online fashion retailer Myntra to use its remarketing demand-side platform (DSP). The eCommerce company already seems to be happy with the fact that the system is providing detailed reporting and analytics allowing the firm to monitor its campaign performance and optimize, thereby bringing in a whole lot of transparency into the entire process.
Gowrishankar TS, Digital Marketing Manager, Myntra further added that the flexibility of DSP system of integrating with backend and optimizing for specific business goals has made the firm quite happy.
In the near future Komli is hoping to achieve ad spend worth over $100 million on these new platforms in about two years. To achieve the objective the startup has also restructured its leadership team. Ashwin Puri will now be heading Komli’s remarketing DSP business, in addition to its mobile business, while Matt Sutton is leading the Social business and Damien Lavin has been promoted to run the Southeast Asia and Australia regions.
Even though remarketing isn’t new, Komli’s strategy of providing deeper analytics while allowing the customer to track and manage campaigns on the fly by bringing on more transparency could define it as a provider of next generation of ad platforms.
Will it compete with global players like Google and Facebook, who have been questioned about their transparency?
While Amar considers that marketing via social and remarketing will be the key pillars of Komli’s growth to the next level, it would be defining for the Founder to keep steering the growth of his startup while keeping the investors (Peepul Capital, Norwest, Nexus, Helion and Draper Fisher Jurvetson) in confidence.