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There are 2 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" Ybrant Digital Ties Up With Integrid Media To Bring Oridian Ad Network To IndiaOridian Ybrant Digital’s US centric Ad network which was acquired by Ybrant in december last year is entering India through a joint venture with Integrid Media a provider of one-stop shop for integrated media solutions. Integrid media will be exclusively carrying out ad sales activity for Oridian in India. This isn’t the first time Ybrant and Integrid media are getting into a partnership. In March 2007, Ybrant's MediosOne, the global search-based internet advertising network provider had entered into a joint venture with Integrid, to develop into the Indian market. That partnership has been very successful and has evolved to be one of the key networks in the market. And hence this new partnership for Oridian. Oridian is focussed on premium inventory and enables premium websites to monetize their international traffic in more than 40 countries while offering advertisers and agencies dedicated and optimized campaign management. Oridian enters an already crowded and cluttered space of ad networks at a time when everybody and their uncles seem to be slashing marketing spends. So am not sure joint venture would be of any help. What I foresee is niche specialists within ad networks doing much better. Also aggregation tools within ad networks which remove overlap and optimize performance across ad networks. On the whole generic ad networks with the promise of cheap inventory and large no of page views have a weak proposition. I think specialised ad networks with a clear cut focus and execution may win in the long run. Related PostsAlso Check Out: Webchutney Ranks #1 In The List Of Digital Agencies In IndiaBrand Equity’s Ad Agency Reckoner has listed the top ten Digital Agencies in India recently and according to the annual survey this year the no.1 digital agency is Webchutney followed by Hungama at no.2 and then Contest2win at no.3. This survey by Brand Equity usually lists the top 25 traditional agencies, media houses, creative directors, influential personalities but this year the very fact that that a list of 'Digital Specialist Agencies' were released gives you an indication of the prominence of the digital medium. Here is the top 10 listing: What’s startling to see in the above list is that digital arms of traditional agencies hardly make the cut. The only two worth noticing is IContract of Contract Advertising and Neo of Ogilvy. The majority of players in the list are standalone digital agencies which have sprung up in the last ten years. This tells you that the digital is either still not on the radar of large agencies or Its very difficult to find and retain good enough people to run and scale a digital agency. The surprise package in the above list is Contest2win.com which till recently was just a User generated content website. It seems they have launched their services arm in digital advertising to increase the use of contests for brand advertisers as well as be cash flow positive till the online contesting portal scales on a global level. On the whole this list drives the point across that if most advertising in the future will be digital then the digital agencies of today could be ‘The agencies’ of tomorrow. (Image credit: ET) Related PostsAlso Check Out: More Recent Articles
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