New Zealand ad-tech company Postr is expanding into South East Asia with the launch of a new hub in Singapore after attracting investor interest. The Wellington-based firm, which builds telecom-branded white-label apps allowing people to hire out their Android lock screens for advertising, said it would announce a number of app launches this year in key South East Asia markets.
The company has recently appointed Krishan Patel, former VP of global business development and strategy at Singtel-owned Amobee, as chief revenue officer. Patel will be in charge of scaling Postr’s global commercial operations, leading advertising operations, business development and client services, based out of Singapore.
He said: “I’m delighted to be joining Postr at this stage in the company’s development. After a successful raise and some high profile partnerships, we are in an excellent position to expand the business outside of New Zealand, and bring this new source of inventory to the global advertising community.”
Postr founder and CEO, Milan Reinartz, has relocated to Singapore. He said the company’s initial focus will remain on large developing markets in South East Asia where “Android is dominating and mobile penetration growing incredibly fast.”
He added: “We’re now fully focused on the growth of the business in South East Asia and Australia, and we’re very pleased to have attracted some world class talent for the expansion.”
Postr recently provided the technology for Australian telco Optus to launch its Xtra service, which gave users free data in exchange for watching ads it claimed were 100 per cent viewable. The Optus Xtra service gave the telco’s prepaid mobile customers the chance to earn either 1GB or AUD$2 of credit per month on their plans by having ads displayed on their phone’s locked screen.
Android users who agree to download Postr’s white-label apps get personalised advertising on the lockscreen of their phone or tablet. From there, they can either click to engage with the ad, or unlock and use their device as normal. Regardless of engagement, or the amount of ads a user sees, they earn a reward from their telco provider. This ranges from 200MBs to 1GB of monthly mobile data, call time or other credits.