Exclusive | Appsnack promises rich media experience to brands: Batidor

Appsnack, a division of Exponential Interactive that was launched in India recently, is a global provider of advertising intelligence and digital media solutions. Appsnack is a mobile advertising division that provides in-app, rich-media brand engagement solutions for brand advertisers. Appsnack provides advanced HTML5 rich-media advertising that delivers sophisticated and engaging brand experiences that behave like bite-sized apps, hence the name Appsnack.

The launch of Appsnack enables Exponential to influence their presence in more than 26 countries with 700+ employees worldwide. Appsnack will use Exponential's e-X Advertising Intelligence platform to bring advanced audience targeting to mobile ads, so brands can reach their prospective customers and engage them with relevant, high-impact campaigns.

Adgully caught up with  Jordi Duran i Batidor, Director of mobile technology, Appsnack to learn more about appsnack’s plans and their strategies ahead. He has more than 18 years' of experience in leading innovative internet and new media projects.

When asked about the rationale behind launching Appsnack in India, he said, “With Appsnack we wanted to offer the advertisers a rich-media advertising experience through an app-like creative practice that enables engagement thus facilitating the users to get engaged and involved with features like video, product info, locations of nearby retail stores etc.” From creative development and mobile ad delivery to measuring results, Appsnack delivers the highest level of service and support for every aspect of a mobile campaign.

“It will create brand awareness as we focus more on ‘Brand awareness and brand building’ rather than performance. With Appsnack, what we will offer to the brands is many new associations in terms of engagement and not only that but we would also listen to those engagements to understand the need and demand of the consumer,” he added. 

Being a part of Exponential, it has the aptitude to cater to 26 countries. With regard to  the key markets for Appsnack, he told us that Appsnack has started its journey from India, where a huge opportunity and potential was seen in mobile advertising space. He further added that  countries like Australia, Malaysia, Europe, etc too hold great potential for the same.

As mentioned earlier Batidor considers India a great market. In this connection when   asked how he rates India in terms of technology acceptance and mobile marketing as compared to other market places, Batidor said, “I am not an expert in Indian market but in India there are few relevant things like the penetration of broad-band through cables which is very mild in terms of reach, except for the big cities so it becomes easier for the consumer to access internet through mobile.” Basically he is of the opinion that since internet is not available through cables it is accepted more through mobiles.

But according to him, as a far as acceptance is concerned, he considers India to be faster than other countries in accepting new apps . For example the latest among applications ‘Whatsapp,’  has been accepted quite well by the people here. He believes that people in India, are much more advanced than people in other countries.

For the records, Jordi Duran i Batidor, co-founded the first non-English language search engine Olé in 1996. In 2000 he founded AIBITS, a behavioral optimization delivery platform and since 2005, his company Dreamattic has provided strategic and technical consultancy to high-tech startups in Switzerland, France and the US. He holds Engineering degrees in Electronics and Telecommunications. | By Aanchal Kohli [aanchal@adgully.com]