iCubesWire is a global AI and ML-driven mobile marketing platform with a reach through 1 billion connected devices. With a worldwide presence that includes six international offices, a team of over 350 digital experts, and partnerships with over 500 brands, iCubesWire enables customer acquisition and engagement.
Medianews4u.com caught up with Sahil Chopra, Founder and CEO, ICubesWire
- How does ICubesWire’s ad tech enable brands to enhance customer engagement, retention, and re-engagement across various channels?
Our audience platform puts AI and ML to good use in connecting brands with the right audiences, whether they’re on mobile or desktop. Our mantra is simple: when ads are relevant and personal, they don’t appear intrusive. This helps boost engagement, and customers continue resonating more with a brand.
With our platform’s intelligent audience segmentation, predictive bidding, and full-funnel reporting, it’s easier to pull in customers who may have dropped off customer journeys.
In addition, our audience platform seamlessly brings together Connected TV and influencer channels, expanding the engagement spectrum for brands.
- What sets ICubesWire apart as a trusted partner for intelligent advertising, and how do you maintain this reputation?
We owe our reputation for intelligent advertising to all the tech play that comes alive with AI tools – from delivering real-time insights to creating personalised ad experiences. Our expertise in Influencer Marketing and performance campaigns has enabled us to reach a mark of 500+ partnerships with global brands.
Being transparent with our customers, keeping things fresh and innovative, and adopting a collaborative approach in everything we do is what gives us an edge in the landscape. - Can you elaborate on ICubesWire’s global reach and local expertise, and how this benefits clients across different regions?
We are spread across six countries with over 350 digital experts, bringing global experience and local market knowledge. This mix allows us to sculpt effective strategies and culturally sound campaigns for specific regional audiences.
Leading diverse markets such as India, Dubai, Jakarta, and Riyadh over the years has helped us navigate challenges unique to these markets, offering tailored solutions to our customers.
- How do ICubesWire’s solutions cater to the unique needs of clients in diverse markets, such as Gurgaon, Dubai, Mumbai, Riyadh, Jakarta, and Bangalore?
What’s important is to dig deep into the cultural and commercial subtleties of each market. Our audience platform dynamically targets specific audience segments, whether in digitally-driven metropolitans like Mumbai or emerging digital markets like Riyadh.
Data-driven insights, when clubbed together with local market trends ensure that each campaign is adjusted for consumer behaviour, in turn, driving better results.
- What role does ICubesWire play in helping brands navigate the complexities of mobile, desktop, and influencer channels for effective customer engagement?
It’s not all that complex as it is made to look like. Employing a multi-channel approach allows brands to engage customers across various platforms. Programmatic ads, Influencer Marketing, and performance campaigns each play a vital role and are optimized for specific platforms like mobile and desktop.
With the recent launch of influenceZ, we’ve further simplified the influencer collaboration ecosphere. Brands can now connect with relevant creators through data intelligence and analytics, ensuring campaigns resonate across all touchpoints.
- How does ICubesWire’s expertise in ad tech drive innovation and stay ahead of industry trends, and what can clients expect from your services?
We are a forward-thinking company investing heavily in technology; AI, ML, and data analytics are not just buzzwords for us. Our customers benefit from our cutting-edge audience platform, bringing predictive bidding and real-time reporting for delivering effective campaigns.
In addition, we are continually working towards innovating our products, such as the influenceZ platform for Influencer Marketing, ensuring brands can capitalise on emerging trends and maximise audience engagement.
- What role is AI playing in helping iCubesWire improve its services?
AI plays a central role in our audience platform, from audience segmentation to predictive analytics. The platform’s AI capabilities help brands locate high-engagement audiences, optimise ad spending, and provide actionable insights into consumer behaviour. This strengthens the effectiveness of campaigns by making them more data-driven, personalised, and adaptive to real-time market changes.
- When you have to help enable digital transformation for a traditional brand what factors need to be kept in mind to ensure success? Any recent examples.
Keeping a brand’s core values, customer base, and objectives in mind is crucial. We focus on creating seamless digital experiences across platforms and ensuring the brand’s message remains consistent.
- Performance and influencer marketing are two key pillars for the company. What are the plans to grow these areas in the coming two years?
We have been working on our audience platform to up things a notch. Integrating influenceZ with our audience platform is in the works and will soon support other social media platforms for smarter influencer discovery and collaboration.
With the influencer marketing industry growing at an 18% CAGR, we are poised to capture a larger share by continually innovating its approach to both performance and influencer-driven campaigns.
- There is a debate about performance marketing (short term) versus brand building (long term). What advice do you give clients who are trying to balance the two?
We always suggest a holistic approach, where performance marketing drives immediate conversations and brand-building efforts create lasting customer loyalty.
Consistent storytelling through influencers and content marketing brings in short-term wins, eventually leading to a long-term victory. The key is to balance campaigns with a slight touch of both performance marketing and brand building.
- Before iCubesWire starts work does it first try to understand a clients business objectives and also the brand purpose to help achieve ROI?
We begin every client engagement by understanding the brand’s core objectives, customer base, and market challenges. This helps us tweak campaigns to meet immediate goals, say, conversions followed by long-term brand development.
Our custom-tailored approach ensures that each campaign delivers optimal ROI.
- Beyond India which are the other key markets for it like Europe, Latin America? What is the split in business between India and overseas?
While India remains a dominant market for us, the company has expanded significantly into regions like the Middle East, with strong presences in Dubai and Riyadh. Southeast Asia, especially markets like Jakarta, is also a focus area for expansion.
As we continue to grow globally, we would like to maintain a balanced portfolio, catering to both local and international clients across these regions.
