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In the recent few years, there has been a sharp increase in the use and need of digital media and content. It is not considered wise to rule out digital media advertising for any organization. In this case, efficient media planning techniques of digital platforms is needed in order to maximise on advertising and targeting opportunities.
The digital media buying process in India was completely linear whereas the rest of the world had moved on to programmatic buying. With the vision to restructure and make the media buying process much more efficient, SMX E Ventures was founded.
SMX E ventures has since focused primarily on educating their key clients on how this new process of Programmatic Display and Native Advertising works. Earlier, brands would buy banner space based on where they assumed their target audience would be. For example, if their target audience were males, they would advertise heavily on financial and sports sites. However the real data may or may not have supported this decision.
Through programmatic buying, SMX can buy digital space for their clients through real time auctions. This adds immense value to the client’s media plans as it is targeted and cost-efficient.
From media buying, SMX has recently added native advertising and content discovery to its profile. They have recently released a new product called One Native Ads.
“One Native ads enables our clients to bid & buy native ads across multiple platforms like Taboola, Dianomi, Outbrain, Revcontent etc via a single interface, doing away with inefficiencies of buying individually across multiple platforms,”says Deepak Karnani, Director, SMX E Ventures Pvt Ltd.
With being the sales partner of the world’s leading cloud based file share platform – WeTransfer in India and the launch of One Native Advertising under its wings, SMX is just getting started on their journey!
For SMX, the main focus is on the people who serve them and the people they serve, i.e., their employees and clients. From recruitment to maintaining team culture, they have carefully thought out pre requisites and personality requirements. They give precedence to attitude over experience and believe that a cultural fit, hunger to succeed and the ability to deal with failure are equally, if not more important considerations than qualifications. Employees need to be open minded as this company aims to push boundaries of the digital media industry in India.
“We needed people who believed in our vision rather than those carrying past baggage with regards to what’s possible,” says Deepak.
Their Business Model, makes people the most important aspect to consider. Their clients are of utmost significance to them. According to the business plan, they aim to optimize the digital media spends of their clients. They provide consultations and advice on how a targeted approach is much more beneficial rather than just advertising over various websites.
“Via behavior & contextual targeting, we deliver the right audience for the brands rather than fixate on exposure across particular websites or which position the ad is delivered on” adds Deepak.
Learnings from previous buying and planning activities are completely automated and machine based. This reduces chances of human bias.
The country is steadily moving towards Modi’s vision of a Digital India. Every village will soon have broadband and internet penetration will be at an all-time high. Content consumption habits will change. Mobile will become the most important media to advertise on. In such a case, new avenues will open up for digital media advertising and media buying. This resonates deeply with SMX’s vision.
“Our vision for SMX is to be a people centric brand that helps our clients decode this new ecosystem with products & services that will be relevant for the new age,”says Deepak with a lot of passion.
SMX aims to be at the forefront of the digital revolution and lead change in the industry. Deepak believes that constant innovation is the best foot forward and constantly tries to provide value to his clients and their media plans.
The company has spread wide in the country with teams across Bombay, Delhi, Bangalore & Hyderabad for product development, operations, sales, business development & finance.
We at Awfis believe that there is much to learn from this revolutionary company. Innovative products and motivated team is what defines SMX E Ventures. We are proud to have such a motivational story brewing in our centres!
Are you as ambitious as SMX E-Ventures to bring the change in the business world? If the answer to this question is yes, then you need a workspace that helps you find your inspiration. Look for shared office space in Hosur Road, Bengaluru or business centre in Powai, Mumbai.
This story is based on the interview of SMX E Ventures by Awfis Editorial Team.