Affle and D2C Form ad2c, Aim for Mobile Ad Market in India and Indonesia

Singapore-based media firm Affle and Japanese marketing agency, D2 Communications (D2C), announced a partnership to form ad2c. ad2c is a mobile advertising and marketing agency that will operate in India (and subsequently Indonesia). As quoted from a number ofsource, ad2c is aiming for a $30 million market -- which is predicted to grow to $200 million in the next five years. For starters, ad2c acquired India-based MobiMasta.

ad2c led by Madan Sanglikar and consists of 10 personnel. Ad2c currently has offices in Delhi and Mumbai, and plans to open offices in Bangalore and Indonesia later this year. D2C is a joint venture owned by two well-known Japanese companies, Docomo and advertising agency Dentsu, and is the largest mobile ad-network agency in the world with 80% of its market located in Japan.

The mobile advertising market in Indonesia is still relatively small. But as in India, in the next few years this segment of the market will boom and become the target of various big agencies. Especially with the penetration of Internet access through mobile devices, which is growing more rapidly than desktops. Currently the market in Indonesia is controlled by AdMob, InMobi, and Buzzcity.

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