Online advertising is steadily robbing the market share from traditional media advertising. Given the potential of growth and increasing Internet penetration in India, online advertising is set to explode in coming years. The 38.5 million Indian Internet users, according to an IAMAI study, have become the prime target for numerous advertisers clouding the web.
To cash in on this growth, number of online ad networks have come up in India in last few years. Here is an overview of current pool of online ad networks in India.
Komli is a leading online ad network in India offering tools to Publishers to help them manage, optimise, and make the most of their online advertising. On the other hand, advertisers have access to millions of clients worldwide in order to increase their consumer commitment, brand recognition, leads, and sales. They offer different options such as CPM and performance based CPC and CPA marketing.
Solutions to both publishers and advertisers include Komli premium network and Komli performance network. Komli premium network offers publishers tons of advertising formats using the newest web technologies, as well as many top brands, and provides advertisers with rich, targeted ways to connect with consumers.
Komli last year got $7 million funding from 3 VCs namely Nexus India Capital along with Draper Fisher Jurvetson and Helion Ventures.
Although branded separately, Pubmatic is service offered Komli.
Simply put, Pubmatic is a ad network aggregator that helps publisher to maximize the revenue that you can earn from your web site , and it reduces the complexity of managing multiple ad network relationships.
Pubmatic optimises the Ads for publishers by offering the ad real estate to the network that maximizes your earning opportunities.
Tyroo is an India based online advertising network that uses proprietary targeting technology to ensure advertisers reach out to the right websites from its inventory of publishers.
Internet company Yahoo picked up at least 35% stake in Tyroo for an undisclosed amount in July 2007. Incubated by Delhi-based digital media company Smile Interactive Technologies Group, Tyroo was voted as one of the 10 most interesting startups by Business daily Mint, a part of the HT Media group.
Recently Tyroo claimed to reach 2.5 billion Ad impressions a month. According to Tyroo, its 2500 strong publisher network includes Perfspot, Facebook, About.com, SantaBanta, Smashits, Yatra, and OneIndia. The company counts Microsoft, General Motors, Pepsi, ICICI and Yahoo amongst its advertisers.
dgm India claims to be the largest performance based affiliate ad network in the country. dgm India is a wholly owned subsidiary of Deal Group Media.
dgm India offers to its advertisers affiliate program to develop a virtual sales force using one of their turnkey affiliate marketing products, whereby advertisers promote their products via relevant and top performing affiliates /publishers.
For publishers, DGM India will optimize their online inventory, monitor and evaluate performance and provide with attractive deals from all the advertisers
Ozone Media is another online Ad network in India. Even though they are one of the early entrants in this business, I am not sure how they are positioned currently. Not much information is available on their site other than that they use Accipiter’s AdManager with geo-targeting features which helps to target campaigns to different countries and audiences.
I am really surprised that being into online advertising space they themselves do not have much to show on their website.
PayPod is an online ad network specifically tailored to help advertising agencies take advantage of the digital medium. Targeted at the advertising and publishing industry in India, PayPod’s Digital Advertising Network solution helps deliver ads on the Internet based on geography, context, content, gender and age group relevant to specific requirement and target audience.
Along with online Internet advertising, PayPod has also launched mobile advertising solutions for publishers in India.
IndiAds is the leading Internet advertising network for the Indian and South Asian online community. They claim to deliver 800 million ads per month to Indians and South-Asians living in North America, Europe and Asia.
IndiAds offers ad serving services for websites with traffic over 20,000,000 pageviews per month. With ability to precisely target ads to any geographic location, with greater flexibility in campaign settings, publishers are able to acquire new advertisers and provide better results for their existing clients.
Sulekha is another Indian ad network claiming to be India’s No.1 Ad network reaching 2 million unique visitors a month and 10% of online global Indians.
Sulekha Ad Network has a network of 600+ websites serving Indians and NRIs. Sulekha Ad Network influences consumer behaviour and lead to brand awareness, lead generation and online sales by leveraging the LARGEST ad network serving NRIs and Indians:
AdsforIndians also claims that it is the largest Indian Ad network and came into existence in 2004.
it also claims to be the only Indian ad network, which has the advanced technology to syndicate the text ads with pictures as well as banner ads. Ads placed on AdsforIndians are published on all their participating partner sites worldwide. Ads can be geo-targeted to specific countries and ad channels to reach the targeted visitors relevant to your Advertisement.
Although not Indian, it is the most popular Ad network not only in India but worldwide. More than 5 publishers mentioned above claim to be the largest Ad network in India. I wonder how that can be with more than 75% market share is with Google alone !
