MAM
Criteo and MoPub partner to successfully scale in-app native ads on mobile
MUMBAI: Criteo S.A. (NASDAQ: CRTO), the advertising platform for the open Internet, announced strong results following the launch of in-app native ads with MoPub, the Twitter-owned mobile monetization platform. By launching this engaging ad format, which sees 4X higher clickthrough rates than banner ads, total conversions for Criteo advertisers on MoPub inventory increased 90% from Q2 2018 to Q2 2019. In the coming months, Criteo plans to partner with MoPub to bring additional formats to advertisers via mobile in-app real-time bidding, such as video.
“Mobile continues to be a major focus for Criteo, and just last year our app business grew 54% year-over-year. As we continue to invest in mobile-optimized creative formats, our relationship with MoPub is valuable to provide access to quality in-app supply,” said Marc Grabowski, EVP Global Supply, Criteo. “MoPub provides incremental reach to eligible impressions through ad formats that complement the user experience, which enables us to increase campaign performance for our advertisers.”
For MoPub’s publisher partners, who span across a wide range of verticals and use native formats in India, Criteo values users 34% higher than the average buyer across MoPub's exchange. This demonstrates Criteo’s ability to accurately value users to reach advertisers’ full-funnel campaign objectives.
“We can rely on Criteo to provide a consistent stream of demand from top advertisers and to deliver quality, engaging creatives, resulting in higher returns for our publishers,” said Brian Bravo, Strategic Partner Development, MoPub. “We’re also excited to collaborate with Criteo on native ads, which complement the user experience and drive higher engagement across mobile app verticals — not just social platforms.”
As Criteo continues to see increased demand for its app offerings, it needs supply partners with a large app footprint and in-app technical expertise. MoPub engaged in custom product development to access Criteo’s demand for native ad formats, then helped high-profile publishers with significant native inventory adopt its new Software Development Kit (SDK) specifications. This allows Criteo advertisers to access premium native inventory on mobile at scale.
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.
