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online advertising network provides the information about how the online marketing in place in india and about advertising network activity in india.

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Online Ad Networks India

Online Ad Networks in India 

  • Komli / Pubmatic
    Blind Network, focuses on International publishers who have Indian audience (as well as Indian publishers)
    Funding: $7mn from DFJ and Nexus India.
    Type: CPM (primarily) as well Performance based.
  • Tyroo
    Claims more than 2.5 billion high quality impressions served per month.
    Funding: Invesment by Y! India.
    Type: CPM.
  • dgm India
    Subsidiary of Deal Group Media, DGM India is into Affiliate Marketing – mainly CPA, PPC.
  • Ozone Media
    Ozone Media has over 100 network websites as its partners in a revenue sharing model. The company also claims more than 40 clients including companies across diverse sectors such as HSBC, SBI, Yahoo!, Lenovo, Cleartrip and Citibank.
    Funding: $4mn from IDG Ventures
  • Networkplay
    Funding: Goosefish media ventures and Capital 18
    Type: Currently focused on travel and women verticals.
  • Paypod
    Type: CPC, CPM and CPA.
  • IndiAds
    Targeted towards the Indian and South Asian online community – delivers 800 million ads per month to Indians and South-Asians living in North America, Europe and Asia.
  • Axill (Social Media Exchange)
    Part of SMX, a media company and offers flat CPMs as well as revenue sharing.
    Type: CPM, CPA
  • Integrid
    Provides a one-stop shop that delivers integrated media solutions, allowing advertisers a single point for all their media requirements (online/TV/OOH)
    Type: CPM
  • AdMagnet
    Part of Interactive Avenues Marketing Solutions, AdMagnet’s offerings include Media (planning and buying), Campaign Management, Search (SEM and SEO), Web Design & Creatives, and Interactive Marketing.
  • AdChakra
    Adchakra provides display targeted advertising across branded and quality vertical and regional sites in India and abroad
    Type: CPM.
  • Tonictag
    Helps advertisers reach out to Resident Indian (RI) as well as Non Resident Indian audiences (NRI) worldwide.
    Type:CPM, as well as Performance.
  • Rupizads
    Type: Pay-per-performance, claims inventory of 7.2 billions impressions per month across 28 of highly-popular web properties.


Why The Industry Will Fail

Online Advertising Companies are Dead in the Water - Why The Industry Will Fail

Times are tough out there. As the global economy sours, funding is getting harder and harder to come by… and big media conglomerates are starting to feel the pressure just as much as Wall Street. As more and more businesses turn in losses… people are going out of business faster than ever before. And the worst part? You thought you were safe!

Here’s a news flash to those of you that thought, for some reason, that the internet isn’t tied to the globalized economy… it is. The problems that the companies based in technology face can be just as gruesome as what your local McDonalds or Best Buy deal with on a day to day basis. One thing that most people trying to make money online don’t realize is that online advertising companies are pretty much dead in the water at this point in time. Let’s talk about why.

Online Advertising Speculators Create a Bubble

People throw fits when someone says there is an economic “bubble” that is about to pop. So what is a bubble? Essentially, when everyone rushes into the “next big thing,” it creates an over-hyped market where everyone is doubled-down and nobody realizes that things aren’t as good as they seem. An example of this was the technology boom in 2001 or the crude oil craze earlier this year.

An undiscovered bubble has been made in online advertising, an arena where more than 300 online-ad networks have started up over the past few years alone. The Wall Street Journal itself called online ad brokering “one of the most popular, and crowded, niches on the Internet.” Truth be told, there are WAY too many companies servicing ads right now, and they are going to get hammered because there haven’t been that many new opportunities opened up in the same period of time. In fact, it’s not even close! :shock:

The Online Collapse Has Already Begun

So yeah, there are obviously way too many competitors in this business for everyone to be the next Google. Everybody know it, yet people continue to jump in as if nothing is wrong and there is plenty of wealth to spread around. Just this month alone, JellyCloud, an ad network that had raised over $11.5 million in venture capital this year, closed its doors.

Well maybe only a few small players are getting hit? Think again. Look at AdBrite, one of the biggest companies on the net with more than $35 million in capital funding raised to date. AdBrite actually cut a whopping 40% of their workforce just to stay profitable. Time Warner said in September that its AOL unit, which has over $1 billion invested, was “experiencing softening in major ad categories.”

Online Ad Networks Anxiously Seek Suitors

Now that everyone (except for you) understands that the industry is in chaos, people have been scrambling about looking for someone to potentially buy them. People want to jump ship… and that is never a good sign. I mean come on, I support around 6-7 internet marketing networks on this blog alone and more contact me every day! “Ad networks like Burst Media, the 17th-largest by unique visitors, and Collective Media, the 16th largest, say they are both seeking buyers” according to Emily Steel of the Wall Street Journal. What to make of this? Companies would prefer to be bought out then to continue their operations in vain.

No More Funding… Get Ready for the Long Haul

In good economic times, people are more than willing to open up their wallets for advertising and whatnot. Marketing companies are feeling constrained now because nobody is spending, and nobody is funding. It used to be a case of simply asking for money… and you’d have instant venture capital. Now, not so much… and there is a big panic all around an industry where companies made big bets, assuming that things would be recession proof all the way. In reality, lots of ad deals that were in the pipeline are being reduced or pulled completely.

This morning (October 30th), BMO Capital’s Leland Westefield gave us a fresh look at how the online ad industry have really fared through hard times. Westefield noted that for the ad business, this will be “an unparalleled recession in severity and duration in the post-World War II era.” As consumer and commercial spending continues to fall into the red… it’s going to be rough sailing for ad companies that were enjoying consistent growth in the post-tech bubble era.

So What Can You Do? Looking Forward.

Is this all doom and gloom? No, not really. The ad industry is still growing at a solid double-digit tick in many areas of the market. However, you need to realize that a lot of these ad companies are having a hard time staying afloat. Many of you remember how CPA Empire was accused of shaving profits from one of their customers… I honestly believe it completely, because times are tough and people will try to stay profitable.

Barron’s predicts that it won’t be until 2010 that we see ad agencies return to “business as usual.” I totally agree with this assessment, and feel that it won’t be until one year from now when you’ll start to see things rebounding and coming on strong. I believe that we have a long way to go, and the industry is about to consolidate as smaller companies are gobbled up or bankrupted by a vicious investing environment.

As an internet marketer… don’t worry too much. Keep your head on straight, and your profits won’t drop off too much, despite the flailing industry you work under. There will always be affiliate business to be exploited for cash… so stay in the game and hope for a better tomorrow. One thing: maybe you should start buying some sympathy cards for the marketers that are about to dance with unemployment.


Komli Vizu Exclusive Partnership India

Komli Media & Vizu Announce Exclusive Partnership for India

Indian advertisers can now utilize Vizu’s pioneering technology to measure the branding impact of online campaigns

November 24th, 2008 (Mumbai, India)Komli Media (, India’s leading digital advertising and technology company, and Vizu Corporation (, the leading online brand advertising measurement system, today announced a strategic alliance for the Indian market. Under the terms of this partnership, Komli Media will exclusively deliver Vizu’s Ad Catalyst technology in India, bringing a relevant brand campaign performance metric to brand advertisers and agencies.

Vizu’s Ad Catalyst product provides a rich set of brand advertising data that measures advertising induced changes in key customer perceptions and intentions. This data is delivered through a sophisticated, easy to use dashboard in real-time. As a result, marketers can reliably and regularly measure appropriate return-on-investment for online brand advertising campaigns for the first time. This real-time, self-service brand advertising measurement system is currently used to track brand ad effectiveness for numerous clients including high-profile consumer brands and leading digital agencies.

Amar Goel, CEO & Founder, Komli said, “Komli is committed to developing and introducing the most innovative products in the online advertising industry in India. We are delighted to partner with Vizu and bring their path-breaking approach to the measurement of online brand spends to the Indian market. Evaluating the impact of online brand spends is a critical need in this marketplace and Vizu’s Ad Catalyst is just the right product to address that need.”

“Vizu is delighted to be working with Komli to bring the benefits of our Ad Catalyst online brand advertising measurement system to the growing Indian market,” said Dan Beltramo, co-founder and CEO of Vizu. “Using Brand Lift as a metric to determine the effectiveness of online brand advertising campaigns is an important digital advertising industry innovation that continues to be adopted by global brands and agencies at a rapid pace.”

In light of this new partnership, Indian advertisers can now receive broad insights into their online brand advertising investments. Vizu measures the performance of online brand advertising campaigns, using Brand Lift as the metric rather than click-through rates which are generally inappropriate for brand building campaigns. This brand focus separates Ad Catalyst from other online advertisement measurement technologies with roots in direct response advertising.

About Vizu:
Vizu is the leading online brand advertising measurement system. Our Ad Catalyst real-time measurement infrastructure for assessing ad campaign effectiveness provides powerful benefits for publishers and advertisers. Through the use of Ad Catalyst, our clients gain actionable Brand Lift data on their online advertising campaigns, giving them a powerful advertising ROI metric. Vizu is a privately-held company based in San Francisco, CA, with backing from leading venture capital firms Draper Fisher Jurvetson and Greycroft Partners. For more information visit - Advertise With Confidence.

About Komli Media:
Komli Media is a digital advertising and technology company enabling marketers to reach and acquire their audiences and publishers to maximize their revenues. Komli Media powers India’s leading ad network platform with solutions across lead acquisition, targeting, rich media and measurement. Headquartered in Mumbai, with an engineering centre in Pune, Komli Media is also located in Delhi (India) and New York (US). For more information log on to

For further press information, please contact:

If you have any questions please email or visit Komli at You can also reach Komli at +91 22 26613185 (Mumbai Office) or +1 (650) 641 2745 (New York Office).

Google AdPlanner with Googleaccount

Google Ad Planner now accessible to anyone with a Google account

Google has made its free online media planning tool Google Ad Planner , which was till now available to select agencies, accessible to anyone with a Google account.

According to the company, Google Ad Planner helps agencies to improve their media planning process by letting them know unique users, page views, and other data for millions of websites from over 40 countries.

Google Ad Planner can also help users identify websites their target customers are likely to visit and define audiences by demographics and interests. It can also allow users to generate aggregated website statistics for their media plan.


Google To Replace Online Media Agencies With Ad Planner

Google Ad Planner is a free media planning tool that can help you identify websites your target customers are likely to visit - or so they say. Simply:

Define audiences by demographics and interests.
Search for websites relevant to your target audience.
Access unique users, page views, and other data for millions of websites from over 40 countries.
Easily build media plans for yourself or your clients
Create lists of websites where you’d like to advertise.
Generate aggregated website statistics for your media plan.


PPC Advertising Benefits ROI

PPC advertising has proved to be very beneficial to all. PPC campaign is one way of generating traffic to your website. Some of the benefits of PPC advertising are:

* Financial Planning – With the help of PPC campaign easily you would be able to set a daily budget. If the campaign is working fine, then it can be increased too. So PPC campaign will depend on daily revenues.

* Targeted campaign – PPC is well-planned target campaign. Here you have the control over the choice of keywords and ensure that the audience targeted come to your website.

* Campaign Flexibility – PPC helps in accentuating the brand name. From time to time one can incorporate the necessary features and keywords. If the given set of keywords is not working for you then easily one can remove them and incorporate the new ones. Quickly you can introduce new advertisement components. This will help in improving the search engine ranking also as you are making some updates on your website.

* You pay for you get - In PPC advertising, you pay according to the number of clicks. Unlike the traditional marketing methods, the main goal of PPC campaign is to guarantee you to pay for the genuine people. Here people carefully decide for what they actually want to read, on careful thought click, and browse through the site.

* Testing Potential – If you have launched a product and would like to know the response you will be getting then you can test run on the website. The number of clicks on the product can be helpful to you in knowing the demand of the product and service. In comparison to traditional selling & advertising method, this will be prove to be less extravagant. Further you can easily measure the success of the program and monitor the advertising technique.

* Instant Result – A well-managed PPC campaign can yield more profits in very short time also. You have the data available for the clicks and money earned readily.

* Brand Awareness – By now you would have realized that PPC helps in creating brand awareness. Even if one doesn’t click the link, they read it when the advertisement appears on the search engine result pages.

To sum up PPC advertising is an easy way to generate traffic and responses. It is an economical way of advertising the products and services as the main crux lies in using the right keyword which can be updated according to current market conditions. Hence, employ an experienced SEO company that has an experience in making effective PPC campaigns, now.

Online advertising in India

Online advertising in India

Internet advertising was estimated as Rupees 100 crore odd in 2005.

I was asked my client for an advice to estimate his sites potential based rankings, target segment advertisers etc. I gave a report.

However, I noticed some curious things on the banner advertising in India.

As per Alexa India wise rankings ( click here ), Pure Indian websites (I mean non US websites which rank high), went without major banner advertisements for at least past 3 months.

As per todays status

Highest ranking Rediff had just two banners (one very small) on homepage.

Naukri had some good banners, its for recruitment. All India companies face recritment issues. Revenue on recruitments is high.

Indiatimes homepage matches rediff on advertising.

All other sites did not have advertising or just one banner (obviously low cost).

Are banner (read CPM) advertisements dead in India?

My opinion is they are very little. Most banner advertising has bee routed through pay per click channel like google adsense, adbrite, oxado etc. I have seen some Indian media carrying yahoo publisher network (YPN) which had Indian banners. Most non channel advertisements come from companies for recruitment, cricket and specific even based.

Its time to give you a tip. The same client for whom I gave that report, had a text link advertising going in adsense. Guess what?

The client recieved 80,000 impressions at a cost of Rs 400. The major impressions were generated in major of Indian news sites ad portals (ofcourse you guessed it right). Back in 2006, I had asked for 100,000 impression for a client of mine in India times, the representative lady quoted around Rs 200,000 - 500,000 (I don’t want to publicise current figures of Indiatimes).

Why do you think the mainstream ad banners are disappearing?


AdNetwork analysis frequency optimization

Ad Network analysis frequency optimization

Before spending on budget online advertisers looking for some ROI in terms of eCPL or eCPA targets and on the basis of reports renewing the campaigns. Komli media provide us a report which explain how Frequency Optimization Maximizes Efficiency of Online Marketing Spends.

Frequency Optimization Maximizes Efficiency of Online Marketing Spends
The findings reveal that the highest click through rate was recorded on the first impression, while the highest conversion rate was in the 2-5 impression range.

October 13th 2008 (Mumbai, India) - Komli Media, India's leading digital advertising and technology company, today announced the results of its case study analysis of click and conversion rates at varying frequency levels. The study also analyses a click distribution to evaluate the trade off between efficiency and higher conversion rates. Komli Media's findings illustrate why advertisers should include frequency targeting as one key parameter while planning their media buys.

The study draws upon data across the entire network, including regional data from India & the United States. Data was recorded from a randomly selected thirty days during a ninety day time period from June 1st to August 31st, 2008.The results were:

Click Through Rate:
Frequency Network(%) India(%) United States(%)
2 - 50.0380.3980.211
6 - 100.2430.0270.129
11 - 250.1410.1550.09
Table 1
A run on the entire network boasts the highest CTR of 2.1% at a frequency of one impression per user, which is 8 times higher than the next highest CTR. Regional analysis similarly, recorded highest CTR on the first impression and then dropped steadily as frequency increased. Declining click through rates suggest that a frequency cap could be put in place to prevent wasting impressions upon viewers who are significantly less likely to click on the advertisement.

Conversion Rate:
Frequency Network(%) India(%) United States(%)
2 - 57.46210.115.524
6 - 107.4179.9213.126
11 - 255.2637.3292.498
Table 2
Upon the entire network the highest conversion rate of 7.46% was achieved during the 2-5 impressions per user range, followed very closely by the 6-10 impressions per user range. India recorded its greatest conversion rates of 10.11% in the 2-5 frequency range as well. Interestingly, this is more than double the conversion rate recorded on the first impression. Only slight drops in conversion rates occurred in the 6-10 frequency range. For instance, India only experienced a 0.18% drop. Campaign frequency targeting therefore should include the 6-10 frequency range.

To maximize efficiency of their media spend, the advertiser faces a trade off between media spend and impression frequency per user. To evaluate this trade off we look to the click distribution which details what frequencies yield the greatest number of clicks. Below is the click distribution for the entire network:

Figure 1

For the entire network, the click distribution reveals a pattern of negative correlation between click volume and frequency, meaning that as frequency increases the volume of clicks received decreases.73% of clicks occur during the first impression and 89% of clicks occur when the user views the ad with a frequency capped at five. Such data viewed in conjunction with the click rate allows advertisers to make precise decisions regarding their ad buy.

  • If the goal of your campaign is to reach the maximum number of users at the lowest cost then frequency targeting should be capped at one.
  • While evaluating CTR and click volumes as a measure of success for branding campaigns, the frequency cap should be set at five. This captures 89% of the click volume without wasting money upon less efficient impressions in higher frequencies.
  • Lead focused advertisers buying on a CPM basis should set their frequency cap at 10, to access the higher conversion rates at greater frequencies. Even extremely conservative media spends should in no case set their frequency cap lower than five impressions.
  • Cost per Action campaigns focusing upon greater conversion rates can utilize the data to reduce creative blindness. To avoid blindness in the higher frequency range, the advertiser can design their campaign to show different creatives at different frequencies. The first three creatives could introduce the product while the subsequent creatives could introduce pricing.

About Komli Media
Komli Media is a digital advertising and technology company enabling marketers to reach and acquire their audiences and publishers to maximize their revenues. Komli Media powers Indias only ad network platform with solutions across lead acquisition, targeting, rich media and measurement. Headquartered in Mumbai, with an engineering centre in Pune, Komli Media is also located in Delhi (India) and New York (US). For more information log on to

This originally posted as Komil Media News . It has been reposted with the author’s permission.