The digital alliance includes Singtel, POKKT and Airtel. As part of the agreement, the partners will place their ad inventory into a common pool, allowing marketers and advertisers to tap into marketing networks in South-east Asia and India for their campaigns.
“This is an exciting time for the OTT space and the advertising industry. With HMX, marketers and advertisers can enjoy hyper-targeted, quality audiences at scale, and all within trusted environments,” said Vishal Dembla, chief commercial officer, HOOQ.
Dembla continued: “The strong partnership with Singtel, POKKT and Airtel provides programmatic buyers and their brands with premium, brand-safe choices.”
Vaibhav Odhekar, co-founder of POKKT, a video monetisation company in India, said: “HMX is a great intersection of entertainment and gaming as it would allow advertisers to tap into the entire ecosystem in a holistic manner. With more than 2.4 billion mobile gamers worldwide, gaming remains to be the biggest category of apps.”
Odhekar added: “POKKT alone manages to tap into 300-plus million users in the South-east Asian market and with this alliance of premium publishers, advertisers are sure to receive highly targeted advertising solutions.”
Adarsh Nair, chief product officer, Bharti Airtel, a major telco based in India, commented: “The smartphone has become the most important screen in our lives and we believe initiatives such as HMX are a big leap towards building sustainable growth models for the OTT industry in a massive consumer market such as India.”
Indeed, with the advent of the smartphone, HMX is an innovative way to create hyper-personalised ad creatives and ‘hooq’ audience on the screen. HMX is also planning to explore strategic collaborations in programmatic features that evolve with advertiser needs.