Corporate Feature

Published: Aug 31, 2022
Updated: Aug 31, 2022

Taking digital marketing global

The Brightcom group has gained a global footprint through the acquisition route. Besides, the Hyderabad-headquartered group continues to grow exponentially in each of these countries by customising its approach in the digital advertising field. Of its 10 overseas subsidiaries, be it Israel- based Oridian, Argentina-based Dream Ad or USbased Frontier Data Management, all have grown by quickly adapting themselves to local news and local culture.

One of its products, B-Local, for instance, is a niche platform pertaining to news media ad-exchange. It partners with multiple local news media publishers to monetise their traffic by offering it to advertisers. B-local is a local news audience exchange service provider that offers advertisers an alternative to the programmatic “faceless masses” approach. It does so by re-incorporating brands into a local, familiar community that viewers can recognise and trust.

NEW MEMBERS

In the company’s first quarter ended June 2022, it has added 6 new ad agencies, 14 new direct advertisers and 12 new newspaper relationships for local news platform B-Local exchange. The company has also relaunched Compass, which has been optimising clients’ ad spend across media formats. Compass is a Brightcom platform that connects publishers with advertisers and all those In between for exchange of traffic. It allows for easy integration and maxium yield over video and display, both on mobile and desktop. It also provides facilites like real-time building, tag integration and header bidding.

BOOMING SALES

The Brightcom group grossed annual revenues of Rs 5,019 crore and PAT of Rs 912.2 crore for FY22. For Q1FY23, revenues were at Rs 1,480 crore and PAT at Rs 277 crore. The overall performance was impressive owing to increased consumer usage of digital media and digital channels to conduct commerce globally post-pandemic. Filtering technologies across the industry have reached a steady state, cutting down spurious traffic, thereby contributing to higher eCPMs (effective Cost Per Impression).