Affle and D2C Creates ad2c, Aims Mobile Ads Market in India and Indonesia

Amir Karimuddin - 8 April 2012

A media firm based in Singapore, Affle, and a Japanese marketing agency, D2 Communications (D2C), announced a partnership by creating ad2c. ad2c is a mobile advertising and marketing agency that will operate in India (and later Indonesia). As cited from severalsources, ad2c targets a market worth $30 million – which expected to grow to $200 million in five years. For starters, ad2c acquired India-based MobiMasta.

ad2c is led by Madan Sanglikar and has 10 personnel. Currently, ad2c has offices in Delhi and Mumbai, and by the end of this year plans to open other offices in Bangalore and Indonesia. D2C is a joint venture owned by two well-known Japanese companies, DoCoMo and Dentsu advertising agency and is a major mobile ad-agency in the world with 80% of its market is in Japan.

The market for mobile advertising in Indonesia is arguably small. But just like in India, this will be a booming market in the upcoming years and will be the target of many big agencies. Moreover, the penetration of Internet access through mobile devices is growing rapidly than the desktop. Today, the market in Indonesia is dominated by AdMob, InMobi and BuzzCity.

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