Mar-tech has grown into a global success in just a few years with some of the biggest names in Advertising and marketing investing heavily in their technologies such as programmatic, automatic buying and data analytics bridges. According to a Nasscom study in the marketing-technology space, the country’s marketing technology sector is expected to be worth $60 billion by 2025, giving rise to jobs and a boost in the industry’s growth.
To identify ground-breaking development within the marketing technology space, Nestlé launched a funding based competition for start-ups in marketing technology, to pitch to investors and be crowned “The Next Big Thing”. Realising that their is a niche within the Mar-tech industry, Chandrasekhar Radhakrishnan, head of communication and eCommerce, Nestlé India, said, “Technology is disrupting businesses and the start-up ecosystem is flourishing in India with an entrepreneurial spirit and other positive environmental factors. This provides a great opportunity for brands to engage with these start-ups and try solving business problems through technological solutions”.
Companies in the ad-tech and AI marketing space have managed to generate a lot of funding from investors in India and across the globe.Vidgyor managed to raise $500K from the seed-stage venture capital fund AngelPrime, for its video-ads platform which offers an additional advertising option on content. Starting out with the seed capital of Rs 45 lakhs, Amura technologies generated revenues of around twice that amount in just its first year of operations. Growing at almost 200% year on year, it is going to hit the 50-crore mark in just a short amount of time.
Silverpush CEO Hitesh Chawla, having risen over $2.8 million over the last few years, had this to say about the Mar-tech industry and its opportunities. “The future currency for cross-screen TV will be a hybrid of the digital metrics prevalent across the web, which measures every action, such as Google searches, number of tweets, YouTube views, website traffic, app installs, and the panel-based gross rating points (GRPs) from the traditional TV world”, according to Hitesh.