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
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
