4:42 pm - Friday January 18, 4008

Axiata, Adknowledge venture to tap ad market

Adknowledge, Inc., a leading U.S.-based advertising technology company, has entered into a strategic alliance with Axiata Digital Advertising, a subsidiary of telecom giant Axiata Group Bhd (Axiata), one of Asia’s largest telecommunications companies. The venture, Adknowledge Asia Pacific Pte Ltd, boosts Adknowledge’s expansion plans in Asia Pacific, and strengthens Axiata’s mobile advertising presence among the region’s more than two billion users.

adknowledgeAdknowledge will work with businesses, advertising agencies and app developers in Asia Pacific to provide data-driven advertising strategies that raise brand awareness, as well as drive sales and app installs through digital video, mobile and social media marketing.

The venture will help businesses improve on advertising delivery and return on investment by creating brand awareness and engagement for an estimated two billion mobile users

  • Global digital advertising spend will reach US$154 billion in 2015—with Asia Pacific being the second-largest region after North America—due to rapid adoption of smart devices and changing video viewership patterns
  • The venture boosts Adknowledge’s Asia Pacific expansion plans and strengthens Axiata’s mobile advertising presence in the region

Adknowledge’s technology will enhance mobile advertising in Asia Pacific by bringing innovative solutions to the market that are less intrusive and more intuitive, turning advertising into a contextual service rather than a business proposition. The immediate target markets are Singapore, Malaysia, Indonesia, Hong Kong and India with plans to create a business presence in several other Asia Pacific countries over the next 18 months.

“Adknowledge has been in business for more than a decade and worked with some of the biggest companies and advertising agencies on earth,” said Axiata President and Group CEO Jamaludin Ibrahim. “With more than two billion mobile users in the Asia Pacific region, we believe this partnership will ensure that consumers see more relevant, targeted ads. That means a better experience for them, and more efficient, intelligent ad buys for brands and agencies,” Ibrahim added.

This new venture comes during a boom time in digital advertising. According to eMarketer, the Asia Pacific region boasts the second-biggest share of digital ad spending worldwide, with a predicted $47 billion to be spent on digital advertising in 2015. Given the proliferation of smart devices, more consumers are spending their time online, which is driving rapid growth in digital advertising.

About Axiata

Axiata Group Bhd (AXIATA.MY) is one of the largest Asian telecommunications companies with controlling interests in mobile operators in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia and significant strategic stakes in India and Singapore. In addition, the Malaysian-grown holding company has a stake in non-mobile telecommunications operations in Pakistan.

Axiata, including its subsidiaries and associates, has more than 250 million mobile subscribers in Asia. Its vision is to be a regional champion by piecing together the best throughout the region in connectivity, technology and talent, uniting them towards a single goal: Advancing Asia.

 About Adknowledge

Adknowledge is a digital advertising technology company specialising in digital video, social media, apps and mobile, content recommendation and email. With locations in North America, South America, Europe and Asia, Adknowledge works with the most ambitious and innovative advertisers to unlock their digital audiences around the world. The company delivers return on investment for clients through advanced data analysis, targeting algorithms and campaign optimization. For more about Adknowledge, visit

About Robi Axiata Ltd:

Robi Axiata Limited is a joint venture between Axiata Group Berhad, of Malaysia and NTT DoCoMo Inc, of Japan. Robi is the second largest mobile phone operator in Bangladesh in terms of revenue, with over 25 million subscribers, as of September 2014. Robi network provides nationwide coverage to nearly 99% of the population with more than 11,000 BTS and nearly 2,200 3.5G sites. Robi proudly claims to have the widest international roaming service in the market, connecting over 400 operators across 207 countries. It is also the first operator to introduce GPRS and 3.5G services in Bangladesh. The Company has introduced many first of its kind digital services in the country and has invested heavily in taking mobile financial services to the underserved communities in the rural and semi-urban areas.