Integrid Media, a Mumbai-based integrated marketing solutions company, has restructured its digital division into several verticals.
The company currently earns about 10 per cent of its total revenue from the digital business, and is now eyeing to increase this to 20-25 per cent in the next two years.
Tarun Singh, VP and business head, digital, Integrid Media, said, “The digital business will be divided into three verticals – solutions, ad networks and content.”
The solutions arm will be branded as Integrid Digital Solutions (IDS). Like a digital agency, it will offer internet marketing solutions, including search and display advertising. Fifteen advertisers, such as Kotak Securities, Max New York Life Insurance and PolicyBazaar.com, already use internet marketing solutions offered by the company.
The company has also diversified into mobile marketing in order to grow its digital business. It has started offering SMS, voice and mobile internet advertising solutions and has also roped in a few clients for the same.
The three ad networks managed by Integrid Media, namely Oridian, Ad Dynamix and MediosOne, will be clubbed together under the MaXXper brand. Oridian is aimed at non-US markets, while Ad Dynamix is targeted at US-based publishers and advertisers.
Singh says, “We are planning to increase the number of publishers from India. Of the 2,000 publishers that these ad networks have across the world, 70-80 are Indian publishers.”