Advertising Networks Business in India
An advertising network is a company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. Its a platform that brings together the advertisers and the relevant publishers. It brings a large number of publishers together; its cost effective for the advertisers and opens up huge avenues for the advertiser through which he can reach his desired audience. A testimonial of the success of ad-networks is a campaign run by a leading organization in India for its recruitment purposes. It had an astonishing conversion rate of 80% i.e. 80% of the people who clicked on the ad actually filled the form.
The click through rate for the campaign was 4%-5% and the campaign was for recruitment purposes, considering its not the most favored.\r Its quite phenomenal, the rate at which ad-networks are growing in India. For instance, Tyroo Media Pvt Ltd, an India based online advertising network which is about to complete one year, but is already growing at a very fast pace having more than 1000 publishers and with impressions in excess of 400 million, it seems to be strolling well towards catching hold of a good share of the ad network market.
The Ad-network market in India is currently led by Google Adsense. Following it is a bunch of Indian networks including Tyroo, Ozone Media, Tribal Fusion and Komli being the major ones. Tyroo is the only one amongst these to have its own world class technology. Infact, it also has tied-up with leading American and Australian firms and seems to be on a mission to have a world class technology in place. Komli on the other hand, has technology thats leased and hence, lags behind.
All these suggest well enough that ad-networks are here to stay and with the amount of healthy competition available, Its for everybody to see, where it all goes from here. The next Google might be coming any time.
Amit Chhabra
\r Tyroo Media Pvt Ltd
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