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There are 2 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" Recap 2008: Online Ad Networks In India2009 can be termed as the year of the rise of the ad networks. This year many new ad networks were launched as well as some big deals were cracked in the adnetwork space. There was a lot of money via funding pumped into this space as well. Then by the end of the year international players too jumped into the Indian adnetwork scene. The main players in this segment are Komli, Ozone Media, Tyroo By SITG, NetworkPlay By Webchutney, Admagnet By Interactive Avenues, Adchakra By Percept Knorigin, DGM (affiliate network) By DGM India, Paypod, Adwinks by Ibibo, Jivox, Vdopia (Video Ad Networks), Tonictag By Ishir Digital and the latest entrants being Fox Networks, Oridian and Microsoft’s DrivePM Lets have a look at the currently overcrowded ad network space in India: The year started with Komli announcing its ad deal with Ebay India. This was by far the largest deal announced just yet given that ebay is one of the top 100 sites in India. Around mid year is when the ad network traction started hotting up we did a post on why ad networks were good for publishers, advertisers and users as well. The big international launch was one by Technorati which announced a social media ad network. This was around the same time that webchutney the digital agency forayed into vertical online ad networks and announced travel and women vetical with GoSinbad and Diva ad networks. The funding for ad networks started with Ozone getting funded by IDG Ventures for 4 million $. Seeing this traction in the ad network space in India Global online giant AOL announced its plans to bring advertising.com its ad network to India. Around the same time ad networks started venturing into verticals with games2win launching its gaming ad network in inviziads. With more and more publishers launching their own ad networks the world over we were made to look at the advantages of publishers launching their own ad networks. The global trend rubbed on to India as well with Ibibo working on its own ad network adwinks. Around mid october Networkplay - a vertical ad network was formed out of the ealier two travel and women’s vertical that Webchutney had initiated. Soon networkplay pulled off a major international publisher deal with Gawker media. In the same month Komli tied up with international brand measurement firm Vizu and launched Vizisense and Fox announced their plans to launch their network in India. The months of november and december were filled with action as far as the ad network space was concerned. December brought in funding news again this time for a video adnetwork in vdopia from Nexus India Capital. As the year was fading away Networkplay signed on another publisher in Zee news and launched the news vertical. The year ended with the news of Microsoft looking to launch its own ad network Drive PM in India. Most Commented Posts Also Check Out: Will 2009 be the Year the Digital Divide Got Bridged?The Economic Times has carried a much hyped 2009 - the year of India featured issue today, and one of the sections speaks on how the digital divide will be bridged this year. Incidentally bridging the digital divide was also the topic of WATBlog’s Delhi panel discussion. Though the panel didn’t put any conclusive date on when the gap will be brought down, the ET article suggests many reasons why this might be the time. As proponents and participants of the digital medium we would definitely want it to be, however the question lingers whether it can happen so soon. The ET euphoria if I can call it that, is first and foremost a fallout of the fact that today’s edition was purely a psychological play to try and put the belief back into the India story which might have taken dent in the past couple of months. Media should do that of course, nothing wrong with it, but it doesn’t help in painting a clear picture and the digital story might have had hints of bias in it. Besides the editorial reasons, the story was primarily based on the rise of internet and telecom infrastructure that is predicted this year. No doubt 3G and Wimax were on my wishlist for this year, however even if they do come into picture before 2009 passes by, will it really fix the gap that exists between potential and actual deliverance of the web? Better infrastructure can pave way for better information flow, however for a media or platform to scale up it has to make business happen. Commerce is what’s needed to build and sustain a bridge that will fill int eh digital gap. And commerce moves beyond infrastructural play and into the heart of how providers and consumers interact with each other. The divide isn’t purely technical, it has it roots in an inherent lack of trust towards what we can’t see or touch. I have been using a pretty reliable always on Broadband connection since over 3 years now, yet there hasn’t been one single advertisement online that I have clicked and bought something there. I have clicked on ads yes, but business hasn’t happened. Now I don’t know if I am the perfect sample to judge the performance of e commerce in India, but I can surely say that a better effort from digital marketers would have made me purchase a lot more. The onus of making a billion Indians connected isn’t simply an avenue the government or ISPs should look at. It is an onus on everyone from an ad copywriter, to an application developer, to UI designer to an e-com venture to a logistics player. India needs convincing web copies that evokes trust, it needs websites that don’t seem a pain and works seamlessly, websites that makes things so much more easier than outside, it needs commerce to happen in a way that will strengthen the trust evoked on the website. That will ensure business to happen regularly and in larger quantities, which then puts the use of the infrastructure that is possible relevant. Most Commented PostsAlso Check Out: More Recent Articles |
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