Saturday, October 04, 2008

Online Ad Networks in India

Ad Networks have been operating in the Indian online space for over 2 years. They have now started achieving some scale and it is estimated that they now account for almost 15-20% of the online display advertising in India. Buys on Ad Networks have started figuring in almost 75-80% of the media plans.

The following are the kinds of networks:

Rep Networks

- They represent the publications in their portfolio,
- Provide full transparency for the advertiser about where their ads will run.
- Promote high quality traffic at market prices and are heavily used by brand marketers.
- Pricing model : Generally CPM
- Leading examples of Rep networks operating in Indian space - NDTV repping for MSN's inventory, Publicitas Digital.

Blind Networks

- Low pricing model
- Marketers relinquish control over where their ads will run.
- Achieve their low pricing through large bulk buys of typically remnant inventory combined with campaign optimization and ad targeting technology.
- Pricing model - Generally CPC or CPA
- Most popular players - Ozone, Komli, Tyroo

Targeted Networks

- Focus on specific targeting technologies - behavioral or contextual.
- Specialize in using consumer click stream data to enhance the value of the inventory.
- Pricing model - Generally CPM or CPC in some cases

Affiliate Networks

- Fully transparent network focused on Performance.
- Pricing : CPA
- Indian Affiliate network: DGM India

Advantages of Networks:

Reach at lower costs. 50% of page views happen outside the top 2o sites and users spend more than 60% of their time outside the top 20 sites. These users can be reached at a fraction of cost through networks as compared to reaching them through top 20 sites.

Ease: By using the technology & relationships of networks with publishers, an advertiser can reach literally tens of thousands websites through one single window. They can monitor efficiency of the buys also from one single intrface, making it very simple & convenient for an advertiser.

See the following coverage by DNA of a recently held session on Ad networks in India in an IAMAI session:

Ad networks will grow in prominence with time. I personally feel that there will be 4-5 good networks that will survive & thrive easily in India in times to come.


Adam said...

Bangalore-based online advertising network Ozone Media Solutions Pvt Ltd has received its first round of funding from IDG Ventures India.Internet advertising in India is expected to grow to Rs 2,500 crore by 2011. Indian Ad networks suffer from myopic view of advertisers.It will a take couple of years to see visible growth in the Internet advertising in India.


Social Marketing

kazminadeem said...

Dear Anurag;

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Coming to the point, i am in process of launching a entertainment based portal shortly.

considering your vast experience and exposure to dotcoms,i would definetly like some inputs from you.

i am also delhi based just exploring the possiblity if we can meet sometime in Delhi and you be advisor with my organisation on the under development dotcom project.

if you are already pre-occupied with other assignments than help me in finding a person who can be of use to the project.

thanks and regards

Nadeem kazmi

Interval said...

Internet advertising in India will no doubt grow from 2009 - 2011. The idea of CPC, CPM or CPA marketing in India has not yet been explored to its fullest extent.

There are plenty of Affiliate Marketing companies out there, but what the online Indian marketplace needs is an Affiliate Managing Company to educate Publishers and Advertisers about the Affiliate Cycle, explain the different avenues available, and suggest different options, instead of just promoting CPA.

Regards, - Bollywoods First Social Networking site

Ohana Media said...

Ohana Media is an ad network targeting India, Middle East and south East Asia regions. We have two networks 'Ohana Brand' - A cluster of premium content websites and 'Ohana Direct' - A performance network'. We are not adsense like network, we are a CPM / CPA and performance network, where you can maximize revenues on your traffic as a publisher or ROI as an advertiser.