Ad Networks

Advertising networks are ‘in’ thing. Everyone is talking about it. I have been reading news articles about Yahoo picking up stake in Tyroo. Komli starting a new ad network based on behavioral targeting. And Google ad network increasing its footprint in the Indian market.

In India, like in many countries, it makes sense for the many small and medium publishers to be part of one or many ad networks, as it is an incremental revenue through banner advertising for them. I am told, that of the 250 crores of ad revenue, most of the revenue goes to the top 10 sites, and the remaining is split amongst the thousands of smaller sites.

What is it in for the advertiser? A single window shop for him to reach out his target audience based on various select criterions. He can choose his ad display based on the type of website (Industry vertical), demographics, time of day and most importantly a single dashboard to check the campaign performance.

Ad Network is basically an infomediary, which servers between a group of websites, and advertisers who want to run their ads on these sites. The cost of advertising in Ad networks is usually CPM model, but there are Networks that will work on CPC or CPL models too. The revenue is usually shared between the website owners and the company that owns the ad network.

A large website might join in an ad network, to sell their remnant inventories, where as a small website owner or a popular blog owner might join the Ad network because it gives them a source of continuous revenue, and no or low overheads in terms of having a marketing/sales team.

Type of ad networks:

Broadly divided the ad networks can be divided into –

Blind Network

Representative Networks

Targeted Networks

1) Representative (or Rep) Networks: They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run. They typically promote high quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share.

2) Blind Networks: These companies offer low pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run. Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with campaign optimization and ad targeting technology. The financial model is arbitrage.

3) Targeted Networks: Sometimes called “next generation” or “2.0” ad networks, these focus on specific targeting technologies such as behavioral or contextual. Targeted networks specialize in using consumer click stream data to enhance the value of the inventory they purchase.


Some of the popular ad networks in India are

Google Ad Network

Tyroo

Ozonemedia

Tribal Fusion

Komli

Cheers

Santosh

Comments

Post a Comment

Popular posts from this blog

Best Indian websites - 2007

Image
Hi, This was an article that appeared in PC World India Nice stuff Santosh ------------------------------------ Technology will dominate the future and the web is clearly one of its greatest manifestations. Forget the dotcom bust that many sceptics will remind you of The Web is going to become our way of life in India . There are enough statistics to point to the rapid growth of the Internet in India – number of connections, e-mail accounts, transaction revenue – all very convincing. But who needs statistics? Just a quick look around will reveal how web is fast replacing traditional brick-n-mortar operations. Be it picking new stocks or new friends, finding a job or a bride, there’s a web way to things that is proving far more effective, and rewarding. Websites today are built with robust understanding of users and available technology. They purposefully pursue fulfilling the needs of their audience but are grounded in strong business reality. And hence, unlike the fairy-tail era gone
Read more

10 Reasons Marketing Strategy should include the Internet

It may seem surprising but many companies, big and small, have yet to develop a rational Internet marketing strategy. Considering the Internet has now been used effectively by marketers since 1994, any organization without a strategy to utilize the Internet for marketing is probably making a big mistake. For any organization that still does not have a meaningful Internet marketing effort we offer 10 Reasons why you should. 1. The Go-To Place for Information Possibly the most important reason why companies need to have an active Internet marketing strategy is because of the transformation that has occurred in how customers seek information. While customers still visit stores, talk to sales representatives, look through magazines, and talk to friends to gather product information, an ever-increasing number of customers turn to the Internet as their primary knowledge source. In particular, they use search engines as their principle portal of knowledge as search sites have become the leadi
Read more

Teach Marketing, Yoda Can

Image
About 8 years back, I wrote an analogical article about Kung Fu Panda and digital marketing (you can read it here ). That time my kid was 3 years. Now my kid is 11 years old. As all growing kids do, he too has out-grown the Kung Fu Panda-The Lion King phase. His current fascination is The Star Wars. I guess, by now, he must have finished watching at-least 3-4 times….The Star Wars Saga - the original, sequel, and prequel trilogies, animated series, The book of Boba Fett, The Mandalorian, and even the Thrawn trilogy books. The next on his wish list is to own an original lightsaber… Kids are demanding! Well, this article is not about my kid or his love for Star Wars. Working from home and watching these movies along with my kid, this is about my thoughts on what Star Wars can teach us about marketing, or more importantly what marketing tips Yoda can teach “Do or do not. There is no try.” We all know that planning is very important when it comes to any campaign/project. But every great pl
Read more