Adgully Exclusive | Offering quality audiences for advertisers through hand-held devices: Converse Today's Rahul Pandey

Bonzai Mobi, an ad solution for smartphone mobiles and tablets across all platforms such as Apple iOS, Android, BlackBerry, and others, was launched by Converse Today to help publishers milk their digital offerings and apps. It was launched with an aim of acting as a facilitator for both, publishers and brands which seek a premium audience.

In an exclusive conversation with Adgully, Rahul Pandey, CEO and Co-founder, Converse Today, shared some insights about the new initiative.

Speaking about the USP of Bonzai.mobi, Pandey told us that Bonzai is India's first & only destination for premium audience on hand-held devices. "Here quality audiences are available from leading premium publishers like The Times of India, Economic Times, Bhaskar, India Today, Business Today, Anand Bazar Patrika group, Mid day and others. Here brands can select horizontal as well as vertical targeting, device based ad targeting and geographical targeting for their campaigns", he said.

When asked, what edge it will have over other similar offerings in the market, he explained that, "Bonzai allows brand advertisers for a better targeting, greater consumer engagement and almost zero media wastage. It delivers quality audience for advertisers to showcase their mobile marketing campaigns. Bonzai's rich media formats works across mobile WAP and apps seamlessly and allows advertisers to reach out to the right & adequate audience."

Speaking about the category of clients they will be catering to and whether they are looking at extending their offerings to other category of clients too, Pandey said, "On one side we are looking at integrating ONLY with premium publishers from media & entertainment space to build & offer quality audience, while on advertisers side we are providing opportunities for brand advertisers to interact with quality audience from these premium publishers through Bonzai platform."

As mentioned, Bonzai does not host chat, gaming or adult site audience and purely focuses on premium destinations.

Telling about some of the hurdles that came across in setting up Bonzai.mobi, Rahul said, "Setting up something niche is always challenging. You still invest huge amount of resources in creating technology platform but allow serving to a niche audience."

On further explanation, he said, "The market trends like CPC monetization was another challenge. But the way Bonzai is placed in this space is unique because now in the mobile marketing evolution stage, brand advertisers want to know which audience my brand reaching to, what the profile of the audience is and how well I can engage with my audience. This entire need is served through this niche quality destination - Bonzai. We are very confident about Bonzai and initial traction from publishers and advertisers gives us strength to build it further and reach out in the market place."

Pandey says, "Firstly Bonzai supports mobile wap and apps across browsers and OS. Today our ad formats are integrated across handheld devices like blackberry, iphone, android and tablets and Bonzai's unique rich media formats are adaptive in nature . The rich media formats like expando, full screen ads and interstitials are allowing brands to display their creative's in a much better way than traditional advertising."

Sharing insights on what will be the monetization of ad inventory on CPC or Click or fixed or is there any lead model too, Pandey said, "Bonzai is a premium destination where quality of audience is well known. The destinations are one of the best and leading brands in their respective space. Bonzai does not take CPC or Click based monetisation model. Our deals are long term sponsorship or CPM based deals."

Speaking about the brands and publishers who have partnered this and about other exclusive partnerships, Pandey said, "We have signed more than 30 destinations across national and regional media. This ranges from print, national television, to regional print and leading magazines; to name few - The Times of India, The Economic Times, Anand Bazar Patrika, India Today group, Bhaskar group, Mid day and other leading publishers across media industry."

Those publishers associated with the comapany for some time now have seen huge value in their technology and ability to build revenues, and they have signed exclusive deals. He says, "I expected similar trends to follow for other premium publishers in time to come."

On the advertiser's side, the interest from the leading brands is growing. They have seen good traction from automobile, BFSI industries; VW and HSBC to name a few. Brands from these industries are looking forward owning these apps on a long-term model and Bonzai allows them to do so. | By Aanchal Kohli [aanchal(at)adgully.com]