TO THE NEW, integrated digital services network, announced a strategic partnership with Sokrati, an ad technology and analytics company. The strategic partnership will allow TO THE NEW to expand its service capabilities in the digital advertising space and enhance offerings in social media marketing and mobile advertising.

An official statement said, “Using the Sokrati platform, TO THE NEW will be able to integrate best in class ad solutions across search, social, display and real-time bidding into service delivery for clients. The partnership will also enable Sokrati to leverage TO THE NEW’s network in India, Middle East & South East Asian markets.”

Commenting on the partnership, Puneet Johar, Managing Director, TO THE NEW, said, “As brands increasingly rely on online media to acquire social and mobile first consumers, our association with Sokrati will broaden our multi-channel performance marketing capabilities. This along with our own analytics, content and technology platforms will enable us to deliver an integrated digital solution to clients.”

The statement further added that TO THE NEW plans to leverage Sokrati’s expertise in the field of performance driven marketing which plays a crucial role in the sustenance of any organization. With its proprietary technology and solutions, Sokrati will help expand the network’s footprint on paid search, provide contextual and audience targeting on display advertising, drive loyal app-installs with mobile marketing and also help increase conversions and branding with personalized remarketing.

Ashish Mehta; Co-Founder & CEO, Sokrati, said, "We are extremely excited to partner with TO THE NEW and their pan-Asia network. Every day, more advertisers across Asia are embracing digital as an integral part of their marketing strategy. We are confident that Sokrati's customer-centric marketing solutions will help these advertisers expand their brand reach across all digital channels while keeping profitability and end users squarely in focus.”

Through its business units – Ignitee Digital, IntelliGrape Software, Tangerine Digital, Techsailor and ThoughtBuzz, TO THE NEW offers services in digital marketing, content, technology, analytics and social media analytics. TO THE NEW collectively manages the mandate for more than 120 clients across Asia, in sectors like BFSI, Automobiles, E-commerce, FMCG, Retail, Sports, Hospitality and Media & Entertainment.

According to a report by IAMAI and IMRB, in FY 2012-13, out of the total online ad spend which amounts to Rs. 2,260 crore, majority of the ad spends went to search (38 per cent) followed by display (29 per cent) and social media (17 per cent). As reported by India Digital Review, the report further states that the Indian online advertising market is projected to reach Rs. 2,938 crore by March 2014.