Indian Internet Advertising requires Publishers not Ad Networks

With Launch of many ad networks recently we have seen debate in blog sphere talking about how innovative models are being developed by advertisement networks to attract potential ad spend. We have heard about the famous Ad to SMS model where advertiser advertisement is linked to a query form where query is sent to advertiser by an SMS. This is to increase reach to SMB segment where they dont large investments in e-commerce as delivery channel and routing customer to their website does not turn into sale.

Though i surely appreciate the innovation happening but i m seriously concerned with most of these advertisement revenues are being cornered by fewer publishers( website owners). Now ad networks will surely jump to prove me wrong but reality is that its not their fault but lack of website owners which could benefit from this huge advertisement money spend coming in India.

This is the right time for content strong low on transaction model to appear in the market and take advantage by concentrating on building viewership. The models being generated should not be INDIA region specific but could be more INDIAN GROUP SPECIFIC to engage foreign markets. So if you were waiting for the time to start a niche content specific site and didnt know how you would manage the cost associated in running such sites wait no more as ” the time is right the time is bright

5 Responses to “Indian Internet Advertising requires Publishers not Ad Networks”


  1. 1 Umesh Dhingra November 10, 2007 at 7:57 pm

    I agree with your viewpoint.

    We are an Advertisement Publisher very suitable for Health Related Advertisements (www.AskYourDrOnline.com/Advertise). Can someone provide us leads for potential advertisers, who have budgets for Health Related Products & Services.

    I hope this will not be considered a commercial posting.

    Thanks.

  2. 2 Amit December 22, 2007 at 5:13 am

    Hi,

    Your views are not thorough on this matter. There are lot of factors other than publishers which are blocking the spread of indian online market boom.
    In India what we lack is good websites on specific themes. If we look at countries like USA or UK, they have many websites catering to the same topic and they have very active community involvement in shaping up a online community or a forum. In india, situation is different. We do not have specific websites catering to Indian needs. In addition to it, Indian Ad networks suffer from myopic view of advertisers. Presently, working in one of biggest Indian portals, I can tell that small time advertisers in India are not the same as they are in western countries. They are not very proactive when it comes to online marketing. You actually have to pull them out from their shells to make them see the potential of online market.

    Things are improving though but it will really take couple of years to see some visible change in the mindset of small businesses.

  3. 3 Kris Verma June 7, 2008 at 7:56 am

    I have read your viewpoint with interest.

    Running an Australian based business, I often have the need for:
    * Qualified Professional Candidates wanting to work in Australia, mainly in rail and civil engineering disciplines.

    In addition, we provide Professional Resume service to assist people find work internationally and also have a number of International candidates wanting to work in India. Furthermore, we are looking to partner international agencies to work with us.

    The question for me is what are the best avenues for advertising our services in India.

  4. 4 ages September 17, 2008 at 7:28 am

    By aggregating a wide number and scope of independent web spaces, Allyes has created a large-scale highly interactive media ad network, standing out from individual web operators.
    ———————
    ages

    Internet Marketing

  5. 5 Ohana Media July 30, 2009 at 1:17 pm

    Yes, we may need more publishers. But we cannot ignore that some of our websites are into the top 1000 in the world by the sheer volume of traffic that gets generated. We have many brand websites that have a loyal following. Almost all of these big websites are a part of an ad network. There is no other way you can do targeted advertising on these huge portals. You can try us ( ohana-media.com ). Ohana Media is an ad network targeting India, Middle East and south East Asia regions. We have two networks ‘Ohana Brand’ – A cluster of premium content websites and ‘Ohana Direct’ – A performance network. We are not adsense like network, we are a CPM / CPA and performance network, where you can maximize revenues on your traffic as a publisher or ROI as an advertiser. We are serving various verticals and niches such as finance and education. We develop customized solutions to meet individual needs.


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