Vserv and XL Axiata in mobile advertising pact

• Mobile entertainment marketers can target most relevant audience
• Growth opportunity: Digital adex currently only 5% of total adex

MOBILE marketing platform company Vserv has announced a partnership with PT XL Axiata Tbk (XL), which it said is the second largest telecom service operator in Indonesia.
 
The partnership will integrate Vserv Smart Data platform with XL Axiata to help drive higher ROI (return on investment) for mobile entertainment companies, Vserv said in a statement.
 
Vserv and XL Axiata will enable mobile entertainment marketers to target the most relevant audience, with the right ads at the right time, based on user personas and intent signals.
 
Indonesia’s mobile entertainment market is currently pegged at US$765 million in revenue and is growing at a CAGR (compound annual growth rate) of 4.7%, making it a high potential market for telcos and mobile entertainment companies, Vserv said.
 
“The partnership with XL comes as a testimonial of the market confidence in our recently launched Vserv Smart Data platform,” said Rohit Verma, vice president of global telco alliances at Vserv.
 
“Leveraging the value that Vserv Smart Data platform brings, along with XL’s deep understanding of its extensive customer base, we are confident of enhancing the efficiency of the mobile entertainment ecosystem in Indonesia,” he added.
 
Currently, Indonesia has a total of 83.7 million Internet users. As the current average ad spends on digital platforms is just over 5% of total ads expenditure, this opens up a big window of opportunity for marketers and makes Indonesia one of the most promising markets in South-East Asia, Vserv said.
 
“We are intrigued with what Vserv Smart Data platform is capable of achieving, by creating value from the petabytes of data we generate every second,” said Herwinto Chandra Sutantyo, head of mobile advertising at XL Axiata.
 
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