Since last year lot of people had talked about social networking sites and opportunity it provides to advertisers for reaching out to potential user base.But not much activity was really seen keeping in mind digital advertisers/ agencies approach not to experiment much except to deal with top 10 publishers in India which have their own sales team or take initiative in getting themselves noticed.
Our home grown social networking sites have not really performed with indian networks even yet to open up their inventory. Although facebook, myspace, hi5 are international sites they do get significant #’s from india which surely make them easily break into top sites for users from India.
Alexa Stats | India Ranking
Hi5.com – 53
Myspace.com – 86
Facebook.com – 11
Orkut – 3
Perfspot – 27
Indian Social Networking Sites
– Bharatstudent.com – 22
– ibibo.com – 45
– Minglebox – 96
as you can clearly seen International social networks have higher reach with audiences there are couple of factors which really attribute to their success.
International Networks which are hit abroad get easily adopted by NRI community to connect with their peers locally at university,workplace,interest group level which leads to invitations bombarding in their Indian Peer group which are highly net savvy primarily social urban population this means faster adoption as compared to their indian peers
This is also the reason why advertising campaigns on social networking sites are also getting lower click through rate. As these net savvy users have already learnt to block out non engaging advertisers.
Advertising trend wise International sites like facebook has shown greater response to brand advertisers as compared to performance advertisers if combined with behavior and profile based targeting instead of normal contextual targeting.
Indian counterparts are currently working on generating adoption to their platforms using advertising on other people’s inventories as compare to their own. Once probably they are done with their own we may see them opening up to indian advertisers and really be able to judge their platform advertising potential.
Will talk about which campaign work work best on Indian Social Networking Inventory in next post.