Infomo is the first company in the world to create a plug-and-play “non-GDN/ programmatic” ecosystem platform to address challenging global issues within digital display marketing created by the total dependence on Google pioneered and influenced GDN / Programmatic process. Infomo is a seller-controlled platform, enabling large publishers and telecom carriers with transformational capabilities to address existing and emerging needs of advertisers and agencies who use display digital marketing for advertising campaigns. It allows large publishers, enterprises and telecom carriers to offer advertisers customisable digital marketing services providing performance marketing opportunities, ensuring, Reach to a known audience,Precise targeting of a known audience and Measurable engagement and interactions.
In February KPMG in India and Infomo announced a global partnership to engage with digital advertisers worldwide, this tie-up would give; Infomo’s R3 and KPMG in India to target the USD 340 billion digital marketing industry and Focus on generating direct revenues for telecom carriers and large publishers through digital marketing.
This will be in addition to providing direct access to advertise, the KPMG India -Infomo solution will enable telecom carriers, enterprises and large publishers to offer advertisers and agencies multiple innovative options to customize their advertisements to deliver 360o rich media campaigns to attract the attention of targeted users from within a known customer base. The unique commercial model is designed to ensure sell-side stakeholders get better ROI compared to delivery of standard ads sourced from the existing programmatic ads with all ad-technology expenses included in the pay-on-performance-based revenue share arrangements. It also provides telecom carriers, enterprises, and large publishers customizable options to initiate user engagements leveraging the combined power of content, known consumer insights, user segment profiles, location, time, and device usage using online and offline channels.
In an exclusive chat with Medianews4u Ananda Rao, Founder & CEO – Infomo talks about the partnership with KPMG India, the reach of the digital medium to all sectors, and much more.
Digital marketing is in flux with tectonic shifts in play driven by privacy issues. Large Publishers and Telecom Carriers (inventory sellers) are at the mercy of GDN/Programmatic which has a monopoly over digital marketing. Sellers cannot transform themselves unless they can control their own digital marketing chains Infomo R3 is the world’s first plug-and-play seller-centric digital marketing platform.
It is designed for large publishers and telecom carriers and it enables them to take control over their own digital marketing value chains. By using InfomoR3, sellers can directly interact and collaborate with advertisers/agencies/SME without being dependent on GDN/Programmatic.
The KPMG tie-up?
KPMG in India has signed up to become our global Systems Integrator and Business Partner. Leveraging the Infomo Practice, KPMG will provide transformational services to large publishers and telecom carriers in their digital journey. KPMG will provide complete technical services related to Infomo from installation, integration, data, and reports and can also offer bolt-on consulting services related to digital transformation.
This will enable telecom operators to target specific consumers. can you elaborate on this?
When a telecom carrier uses InfomoR3, they are also provided a self-serve advertiser portal. Data available within the telecom carrier is used by advertisers for targeting.
Telecom carriers have extremely granular first-party data. Targeting facilities in the InfomoR3 Self-Serve Advertiser front end will use this rich first-party data for audience targeting – precise targeting within a known consumer base.
The pandemic and the surge in digital usage have also seen Ad frauds, how will Infomo R3 tackle it?
Infomo R3 is a closed real-time ecosystem controlled by either a large publisher or a telecom carrier. Audiences are known and tracking of a campaign is possible in real-time in a zero-fraud environment.
Digital is not measured yet, how will this make it measurable and more engaging?
Digital can be precisely measured when the audience is known.
You have talked about developing ad-tech solutions for publishers and telecom carriers, how?
Today, large publishers and telecom carriers merely supply inventory into the GDN/Programmatic value chain. From the time a campaign is loaded into one end of this value chain to the time the ad is seen by a user, there are six to eight technology handshakes with an opaque automated environment controlled by GDN/Programmatic process. Every handshake is a slice in revenue and an opportunity to exploit engagement data.
Infomo eliminates all technology middlemen out, enabling large publishers and telecom carriers to directly engage and collaborate with advertisers and agencies.
Hence this by default becomes the most optimized supply path. It also enables sellers to offer buyers opportunities to customize campaigns and also manage user responses.
The self-serve front end can also enable SMEs to leverage the large publisher/telecom carrier user base for hyper-local marketing.
What would be the business opportunity in India and the market share?
Just this week Airtel announced they are releasing an ad-stack and the media reports state the Indian Digital Market is pegged at US$10bn.
However, our focus is only on inventory sellers – the major telecom carriers, the major media and news publishers, and the large OTT platforms who are interested to control their own digital marketing value chains.
How do you see 2021, and what will be the focus?
For Infomo, 2021 will see us rapidly increase our footprint in India, Indonesia and Vietnam. Q3 will see us expand in SE Asia and potentially South America.