The APAC factor: Liftoff, Drawbridge and MobAir announce expansions

Liftoff launches presence in Japan

Liftoff, the performance-based mobile user acquisition and re-engagement company, has expanded into Japan and appointed Kota Amano as Country Manager. A former Senior Director of Partner Development, APAC at Criteo, Amano will be leading growth in the country to establish a third international office.
Liftoff says that the move secures a presence in one of the top growing mobile app economies globally. The company will be rolling out new solutions to expand and capture market share. It’s not its first venture into the country either. Liftoff recently launched a data center in Tokyo to start-off business.
Last year, the firm announced leadership teams in offices in London and Singapore. Mark Ellis, CEO and co-founder of Liftoff, explains:

“When we established our initial APAC office in Singapore in October of 2016, we believed we would be opening more offices in the future. Given the success we’ve seen over the last nine months in the region, we’re incredibly excited to double down with our Japan office, and for Kota to lead our efforts in-region. With mobile ad spend projected to grow 200% by 2021, Japan’s mobile app ecosystem represents a huge opportunity for us as we continue scaling globally.”

Drawbridge brings Connected Consumer Graph to Japan

Identity management company Drawbridge recently partnered with Japan’s Mitsui as the commercial distributor of Drawbridge’s Connected Consumer Graph to boost expansion of its identify graph for adtech, martech and other business areas. The Graph is an identity solution that lets brands enhance the consumer experience via programmatic ads, content recommendations and website optimisation.
In addition, Mitsui announced a strategic investment in Drawbridge to help the company expand by opening a regional data center and local presence.

“Since Drawbridge’s cross-device technology can be utilized in various fields including CRM, security, as well as adtech – and can also expand globally – we believe Mitsui’s assets such as the ICT business and our network in diversified industries can help expedite Drawbridge’s Japanese and APAC market entry, and contribute to their goal of becoming the global standard for identity,” said Mitsui General Manager of IT Service Div., Takuya Sugiyama.

The Drawbridge graph reaches 550 million consumers across APAC, and the company already noted over 50% growth in consumer and device coverage across Japan. It expects to surpass 70% coverage of the Japanese internet population in just a year.
Kamakshi Sivaramakrishnan, Founder and CEO, Drawbridge adds that the Japanese market offers some real opportunities for Drawbridge.

“The Mitsui team has a deep understanding of the online ecosystem in Japan, plus their network in diversified industries will help expand our offering into new spaces. We’re proud to have them representing Drawbridge as our Japanese partner. Demand for digital identity is very strong in Japan and we expect this partnership to fuel 3-4x annual growth in our data business as local marketers leverage the full potential of scaled, precise identity to enable personalized customer experiences.”

MobAir expands into India

MobAir, the data-driven mobile user acquisition platform, is no stranger to India. The company has been collaborating with partners in the Indian ad market since 2015.
Now, it has officially opened a local office in Gurgaon, India, to boost local relationships and ensure better support for local clients.
Vijay Singh will be the new Country Head to oversee Indian operations. He says:

“Unlike Europe and the US, the e-commerce vertical in India has its own peculiarities that we need to take into account for growing business in the area. Our task is to apply prior expertise in the field and smoothly adapt it to the local advertising industry, helping mobile brands monetize their content in the easiest, fastest user-friendly way.”

According to the Consensus Ad Forecast by Warc, the Indian ad industry grew 13.3% in 2016 and is expected to reach 13.4% growth in 2017.
By establishing a presence in the local market, MobAir can deepen its relationships with existing brands such as Apps and Games AS, Go Fynd and FirstCut.