Publicis Invests $15m in Mobile MR Platform Jana

Advertising giant Publicis has made a $15m investment in technology start-up Jana Mobile, which rewards consumers with mobile airtime in return for taking market research surveys and trying out new products.

Based in Boston, Jana (formerly txteagle) delivers a platform offering rewards to emerging market consumers - in countries such as Brazil, India, Indonesia and Nigeria - in the form of prepaid airtime in local currency. Actions earning these rewards include registration and app downloads; engagement through watching a video; advocacy and referring friends; taking part in surveys; and purchasing products.

Clients can also target offers to Jana's more than six million opt-in members, amassed through a consumer-facing platform called mCent. The firm says a further million new emerging market consumers join every month.

As part of the Publicis investment, Chairman and CEO Maurice Lévy (pictured) will join Jana's Board of Directors, while Rishad Tobaccowala, Chief Strategy and Innovation Officer of Publicis-owned VivaKi, will join Jana's Board of Advisors.

Lévy comments: 'With its platform, Jana is changing the face of advertising by enabling us to invest in targeted, mobile-based campaigns that put advertising dollars directly into the pockets of the 'next billion' consumers our clients are most eager to reach. As a result, brands become more valuable to people, and people become more economically empowered. I am confident that Jana will help consumers in those markets to have a better life.'

Web sites: www.publicisgroupe.com and www.jana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.