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Indosat, Smaato partner to set up mobile ad exchange in Indonesia

Indosat, member of Ooredoo Group, and Smaato have partnered to launch a joint venture Indonesia Mobile Exchange (IMX). Indosat’s existing mobile advertising offering, i-klan, which currently sits within its digital services unit, will become part of the joint venture.

IMX’s digital mobile advertising exchange will facilitate a portal that enables both local and global advertisers to connect with publishers in Indonesia and provide targeted programmatic advertising to Indonesian consumers. Indonesia is one of the leading digital advertising markets in the world in terms of number of impressions with double digit growth forecast for the foreseeable future.

“Digital advertising represents an important avenue of new business as we look for opportunities beyond our core services to support our customers’ digital lifestyles. Currently 25 per cent of our customers actively use mobile content services and Indosat’s partnership with a leading global player like Smaato helps us to build products and capabilities that better serve both business customers and consumers alike. As smartphone use across our footprint increases we intend to extend this approach to the other markets that we operate in,” said Dr Nasser Marafih, Group CEO, Ooredoo.

IMX will leverage Indosat’s reach in Indonesia through its 55 million mobile customers, Indosat’s business customers, and the global reach of Smaato’s mobile exchange technology through which it is already serving close to five billion impressions a month in Indonesia.

“Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally. I believe that a combination of our world-class platform and Indosat’s strong in-market reach will help us create effective digital advertising solutions for both local and international brands. It will not only help local online companies to control and maximize the value of their advertising inventories, but also significantly improve returns on investment in advertising,” Ragnar Kruse, Smaato’s Founder and CEO.

Ragnar Kruse, Petra Vorsteher, Cynthia Gordon, Prashant Gokarn

Ragnar Kruse, Petra Vorsteher, Cynthia Gordon, Prashant Gokarn

IMX will continue to be supported by Indosat’s digital services Unit, which also focuses, among other offerings, on mobile commerce and mobile payment solutions. Partnerships and investments through its start-up incubator and venture capital fund are expected to help IMX access further resources, partners and customers as it scales up in Indonesia.

“Indosat has been passionate about creating a strong digital services ecosystem in Indonesia for many years. Mobile advertising, mobile commerce and mobile payments are all critical components of this ecosystem as they revolutionise the way companies interact with consumers. With the Smaato partnership, we can help connect smart and meaningful advertising to Indonesian consumers at a scalable size and with faster speed. This will help businesses improve their online reach and impact in a much more cost effective way while also providing customers with more targeted and personal content,” said Alexander Rusli, Indosat’s President Director & CEO.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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