MAM
Exponential Interactive relaunches Firefly Video
MUMBAI: Exponential Interactive, the global provider of advertising intelligence and digital media solutions, has relaunched its brand engagement video advertising solution Firefly Video.
The launch includes two new ad units, Glow and Illuminate, which are designed to drive consumers to actively choose to watch a brand’s video content.
According to the company, campaigns using the new Glow unit have delivered an average of almost 1.5 times the average time spent (ATS) of previous units, while campaigns using the full-featured Illuminate format delivered an average of twice the ATS. Average engagement rates are more than 1 per cent, it added.
Firefly Video is offered on a cost-per-engagement (CPE) model, meaning advertisers pay only when a consumer actively chooses to watch content. Both units require prolonged user rollover on the teaser video to spark expansion of the unit and sound. Combined with CPE pricing, this ensures advertisers are only paying for the Active Attention of their prospective customers.
Firefly Video is powered by Exponential‘s e-X Advertising Intelligence Platform, which enables advertisers to target against a taxonomy of 50,000 different user interests and intentions at scale.
Exponential‘s premium publisher network reaches more than 450 million unique monthly users worldwide. This means brands can combine the power of video advertising with the scale and audience targeting only available in ‘traditional‘ online display advertising. An automotive advertiser, for example, can choose only to reach people to have indicated an interest in buying a car, or people who have recently visited their site. By leveraging their long-form video or TV ads, they can then engage with their prospective customers with their most impactful advertising format.
Joe Gallagher has been appointed as general manager of Firefly Video to lead the newly formed division.
Gallagher also held management positions at Dow Jones, Tribune Company and Real Media. He said, “These new units, combined with a cost-per-engagement pricing structure, guarantee advertisers the Active Attention of their intended users. Brands know that the users viewing their content have chosen to do so, and they know they only pay when that happens. With strong video content constantly available to brand advertisers, along with the added features of social sharing, multi-video content and product information, Firefly Video delivers a strategically advanced platform to reach and engage their prospective customers.”
“Compelling video, delivered to the right eyes and ears, has more power to drive brand interest, consideration and overall awareness. Firefly Video offers opt-in engagement solutions that cater to consumers’ interests, ultimately providing stellar results – at great value using our advertiser-centric pricing system — for brands,” he added.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
