NDTV Convergence is all set to monetise its mobile portal, NDTV Active (mobile.ndtv.com).
NDTV, which was handling the ad sales of its mobile site on its own till now, has tied up with Affle, a mobile marketing service provider, to exclusively represent it in the market and sell the ad inventory available on NDTV Active.
Sanjay Trehan, CEO, NDTV Convergence, said, “Basically, we have outsourced the ad sales function of NDTV Active to Affle, which has guaranteed us a fixed amount of advertising revenue on an annual basis. The advertising outsource deal will be based on a 15-30 per cent revenue sharing model between NDTV Convergence and Affle. Affle is already in touch with a number of mobile advertisers, so it is in a better position to bring in ads for our mobile portal as compared to the NDTV Convergence team on its own.”
The advertising inventory which will be made available on NDTV Active will consist of display ads, contextual text ads, video ads and content sponsorships. Affle will begin with targeting advertisers across the automobile, consumer durable and financial service categories. Ads will start appearing in a week on NDTV Active.
Anuj Kumar, executive director, South Asia, Affle, said, “We have already carried out around 100 ad campaigns on the SMS 2.0 platform. We will leverage our current relationship with advertisers to get ads for NDTV Active. Doing ad sales for mobile portals is an add-on to our current business line and we have ventured into it to leverage our ad sales capability and become a holistic mobile marketing solutions provider in the future.”
Affle is also talking to other premium mobile portals for similar business arrangements.