Isn’t it surprising that most of the mobile ad networks in India are targeting WAP inventory, while 50% of Indians are still on ULCH (and hence SMS is the only app that runs on thse mobiles).
While there are publishers like MyToday/SMSGupshup who send out more than a million SMS per day, monetization is still a huge challenge, given the low CPM rates on SMS.
SpotOn, a blind network (claims to be India’s first ad network on SMS) attempts to increase the RoI of publisher’s remnant inventory by offering :
- Category, Contextual targeting
- Location based targeting
- Demographic targeting
- Behavioural targeting etc [looks like, many of these features will be implemented later]
SpotOn has been incubated by ValueFirst (which has received investment from Rajesh Jain’s Netcore) and recently launched SMSMeOn, a mobile identity service.