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Exponential Interactive launches mobile advertising solution Appsnack in India

Exponential Interactive, the global digital
advertising company has launched its mobile advertising solution Appsnack in

Exponential Interactive, the global digital
advertising company has launched its mobile advertising solution Appsnack in
India, reports exchange4media. In May 2012, Exponential launched Appsnack as a
mobile advertising division that provides in-app, rich-media brand engagement
solutions for brand advertisers.

Appsnack provides advanced HTML5 rich-media
advertising that delivers sophisticated and engaging brand experiences that
behave like bite-sized apps, hence the name Appsnack. The ads enable users to
engage with video, product info, and, for example, locations of nearby retail
stores. Appsnack will use Exponential’s e-X Advertising Intelligence platform
to bring advanced audience targeting to mobile ads, so brands can reach their
prospective customers and engage them with relevant, high-impact campaigns.

Amritpal Bedi, Director-Client Operations,
Exponential, said, “India is a key market in Appsnack’s global launch strategy,
given the strength of the nation as the world’s second-largest mobile market
with over 903 million users, as per Mobile Marketing Association’s January 2012
data. As a market with fast-growth potential, marketers in India are looking
beyond traditional online display to engage users on the move and through new
creative strategies, unique to the mobile platform.”

According to Bedi, the key challenge for a brand
like Appsnack is the slower uptake of smartphone devices in India; given that
India has the lowest adoption rate amongst middle-income and developed
countries (World Bank, 2012) in comparison to countries such as Singapore,
which enjoy 90 per cent smartphone usage.

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