Archive for the 'Business India' Category

Youtube – your next search destination

For long google has been dissed for its investment made in Youtube and how it was unwise to invest in the video platform with low monetization potential.

Over last couple of months have started seeing increasing usage of youtube among peer to check reviews for things ranging from cars, white goods, holiday destinations to movie reviews as preferred way of discovering information. This means its important for consumer facing brands to have a strong online video strategy which focuses on creating online video content for users to consume similar to whats happening on Television.

In recent past my searches have brought me closer to selecting Skoda Yeti as potential car to wait for instead of Honda Civic or looking to buy a new laptop which lead me to this hilarious video which actually proves point on how light weight their thinkpad laptops are. (Video)me.

What aspect of online video content generation should brands focus on

i) Generating Editorial content on laptop – nothing to see other people talking about their experience with product

ii) 1 minute video which are either information driven or entertainment driven which embeds a brand product line feature as whenever someone will talk about owning light weight laptop i am sure to point to this video seen.

iii) Why not like a music artist own a channel and keep creating content and keep engaging user.

When we look at positioning its also important there should be connecting videos which doesn’t require user to leave the youtube platform and keep consuming more brand mantra.

If anyone has a better case study of something being done in US or elsewhere would like to dissect it further from RoI point of you.

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Top 10 Business News Portals India

Lot of news sites exist in India but there are very few which concetrate on business news although all claim to be receiving relevant audiences.

These are the few which are my personal favourite and strong in terms of content and audience access

1. Livemint – Official website of Business newspaper in collabration between Wall Street Journal and HT in India. Their differential content from the newspaper does tend to attract the offline audience to their online pressence. A perfect example on how newspaper can always remain engaged with its audience and find ways to increase yield.

2. Economic Times– Online presence for India’s Leading Business and Finance News portal which is more of replicating point of information for all news covered in print.

3. Financialexpress.com – Really like the editorial quality and due to its inaccessiabilty on newstand makes it daily read for me

4. Business Today – One of the oldest business magazine in india from India Today Group. Covers quality content from the magazine and new effort being taken on adding web exclusive content is good.

5. Domain-b – Online Business magazine with no affilation to any print/TV or other forms of media. This shows in their effort to showcase information and act like a business infomediary then just a news coverage portal.

6. Business-Standard – One of the few Business News sites still investing in product innovations to help print readers have incentive for coming online.

7. The Hindu Business Line – Widely read newspaper from south, good quality coverage on industry development happening in southern indian states.

8. Outlook Business – Another print magazine which just went through revamp of web pressence. Just recently started following the content but higher coverage on government economic policies.

9. Businessworld.in – Better of the 3 business magazines portal covered in the list with growing relevant content and page views on comscore its a must ready for all business information seekers. The site has been modelled a  lot on business week online presence which is good from content coverage point of you for readers.

10. utvi.com – Could have covered this in Finance Portals but didnt feel the site made the mark. Hence adding it part of Business news portals.

These sites are in no ranking order

Top 10 Finance portals in India – My favourite for Equity Research and Stock Movement Tracking

Top 10 list column is getting lot of page views with readership going up by 20% post adding category.

Today’s top 10 list look at 10 finance sites in India which i believe covers the best information required for equity research, keeping track of secondary markets and financial securities sector. Again in no order

1. Sharekhan.com – official online trading platform for Sharekhan securities one of the most efficient online trading platform with non clutter view to information. Their ability to keep non-sharekhan demat account holders engaged with content is highy appreciable.

2. Myiris.com – Started in pre-moneycontrol day when CNBC was still not the default financial market tracking channel. Excellent qualityof research and clean design keeps me bringing back.  Peers and CXO level audience in Enterprise 2000 and SMB’s have mentioned site as alternate channel to their existing online DEMAT account provider.

3. Moneycontrol.com – Most exposed financial site in India with content syndicated from Network 18 group.  Used to be one of my favourite site when they changed the way financial sites are to be used with web 2.0 tools which improved quality of research done and reduced effective time spent. For some reason lack of product innovation and repeative content from what i see on TV has some what weaned me away.

4. Indiainfoline.com – Another great online demat account company with great content exposed online without logging in again another site which has stopped evolving on product front but quality of content still ensures traction.

5. Valueresearchonline.com – Site has recently gone through a revamp and focus on mutual fund content has brought more interest from financial analyst community. The sites is targeted for more advanced audience which understand various investment instruments instead of amateurs looking for stock movements.

6.Valuenotes.com – Specific focus on Company Research Reports and very strong editorial content leads to high ranking among CFO audience. Biggest advantage this site carries is 70% repeat visitor rate due to high user conversion ratio into premium paid members.

7.Rediff.com/Stocks Section – My favourite Personal Finance tool site. I seriously love the stock hot or not barometer implemented. also ability to see historic movement of stock.

8.Taxindiaonline.com – Comphrensive guide on Taxation Rules & Law, This site is again big refernce point for CFO’s of today and their ablity to remain most updated in sync with Indian Tax Department notifications have got them high subscriber base even from Government departments.

9. InsuranceMall.in – Insurance Comparision engine – one of the early starters in the online space with well established finance company like Bonsai behind it.

10.  Apnaloan.com –  Not a big fan of the site due to lack of information on a self serve model.

Top 10 Ad Networks in India

In continous effort to bring new top 10 countdown of things happening around. List of ad networks in no order

Google Ad Sense – Mother of all self serve ad networks with largest pool of impressions availables though effective on long tail, in effectiveness in guaranteeing delivery of impressions on particular publishers or tier-I and tier-II inventory is poor.

Tyroo Media – Largest Advertising Network which supports more than just display formats like Banner,Rich Media but offers innovative formats like E-Tickets,EDM’s(emailers) for advertisers. Strong Inventory channels – Finance, Technology, SMB,NRI Cricket, News, Regional Inventory. Supports all CPC,CPM,CPL Model. Yahoo funded company

Komli Media – Right Media Exchange Platform based ad network with ability to offer display formats like banners, rich media.Supports all CPC,CPM,CPL Model. Group also behind Pubmatic  which helps publisher select what network to run on which ad slot.

DGM – Affilate Management platform uses multiple formats for generating leads across advertiser categories using SEO,SEM, publishers and more than ad network competes with agencies

Ad Magnet – Ad network started by Interactive Avenues Digital Ad agency based out of Bombay. They are focusing on Display and recently were in news for launching Video ad format.

Ozone Media – Headquartered out of Bangalore has been using accipter for serving with major strength in News Channel Inventory.

Tribal Fusion -Global ad network with indian’s display arm reach. Blind in nature known to be strong on technology and news channel inventory.

Integrid Media – Full service publisher representation agency across digital and non digital format. Reseller for Axill and Ybrant digital international ad networks

AdRevenue – U.K Based ad network with focus on premium publisher Indian IP inventory. Business UK sites and gained traction by claiming first to offer linkedin in market.

Its good to see from 20 ad networks in 2008 starting we have seen only 10 ad networks survive or grade with 1 Network play missing which is more of a publisher representation business then a network. As a network is suppose to ad some kind of targeting or technology value to both advertiser and publisher – hence didnt make the grade.

(Please note these views are solely mine and have nothing to do with my employer and list has been generated for self reference)

TOP 10 Payment Gateway India – New Column on 10 things in no ranking order

After being on horizon with long posts which offered detailed explanations etc had been trying ways to look at daily blogging which wouldnt take much time and will also ensure twitter reader friendly posts 🙂

These posts shouldnt require much time and can be pieces of information which were there in mind but just needed penning down or something have been researching.

The first post will be on my favourite space ” Payment Gateways available for your sites in India ” and my 2 cents on same

1 .ICICI Bank Payseal Payment Gateway

Wouldnt recommend to anyone just on the pure customer service and lack of understanding on sensitivity required or processes companies utilizing payment gateway have. Detailed post available

2. Citibank Payment Gateway

Mix Reaction to their services as offline merchants are not the happy lot but online customers do complain about the time interface provided.

3. HDFC Payment Gateway

Traditional bank looking at adding traditional merchant clients – looks like not a core-service for them

4. AXIS (UTI Bank) Payment Gateway

After long time enjoying great customer service as their platform partner is good with technology and bank is very active on customer net turnover less than 5 crores through payment gateway

5. ABCPayments

No feedback available but its an Inter mesh corporation the company behind Indiamart.com

6. CC Avenues

Inability to accept Master card and higher transaction fees charges to customer is a detterent.Too many complains to even add on a post though very small merchants <1L Rs every year are very happy.

7. Paypal

International payment gateway not ideal for indian merchants due to lot of charges or fees paid in getting money into own account and loss due to currency fluctuation.

8. Transecute

No feedback available

9. EBS

Reseller model similar to CCAvenues but better they deal with banks and provide easy to use interface for SME’s

10. Had no one worth mentioning so self promotion as one stop consultant for payment gateway solutions

Facebook – Social Media or E-Commerce Strategy Required!!

Everyday facebook seems to be attracting millions eye balls across continents with average time spent on site increasing every month they soon needed a business model which evolves facebook from just being something dependent on Advertising to something which is recession proof or a transaction based business model which would lead to creation of biggest  marketplace platform which will have 10X  the valuation which it presently command and will be a true ebay or amazon competition.

There are already test runs being done for a payment system similar to paypal which will be available for developers to integrate with facebook apps being developed. With its availability it will open a new world for individual or mom&pop stores to come up on facebook giving competition to big stores due to power of community which empowered ebay.

Imagine coming up with a simple app of creating custom t-shirts with photos or coffee mugs with same for fan clubs to buy online and retail through community pages on facebook. Other hand even complex mico finance lending apps can become real time why facebook with money sharing and management throught online platform.

Over years online book stores like amazon have tried to invest in building products which help bring trust and confidence in people on search results via people reviews of product, community building etc which has helped in generating signifcant return by increase in ARPU(Average return per user) and increased order sizes, Now image with network of trust already established among people on facebook it will take right e-commerce strategy to get product results the way it would work on setting up store on internet.

Today when people talk about social media strategy they talk about blogging, community sites, apps on social networking sites and how brand/product can be positioned or communicate with their audience through such medium. All RoI metrics which are shared are similar media measurement metrics, they still dont map to e-commerce goals or sales goals for the product. I strongly believe its just due to the fact communication manager or marketing manager is defining direction for usage of platform instead of E-commerce manager who should be working on creating apps and strategy to sell products via an online catalog by understanding user behaviour with the platform.

Possible applications

i) Event Ticket Retailing – With so much convience to manage invites for events among peer networks. First feature which can start to reap benefits would be events ticket retailing via facebook and like google long tail theory would apply where even person is able to sell 10 tickets in his network still due to M-M fundamental of people using the platform facebook will make lot of money.

ii) Dell Laptop store – Dell could have a laptop store on which people can customize type of laptops or desktops built over dell series host them on their profiles for other people to see as their recommended PC to buy and earn comission through promoting Dell product ofcourse with their knowledge guarantee in their network

iii) Alternate to Itunes– People recommended music can sell via hosted service similar to i-tunes probably catalog app developed by music companies.

These are couple of opportunities which will come for businesses more than that today professionals need to start investing time in understanding the platform and start looking it as a marketplace platform instead of communication platform.

Open to other people adding their comments on way they see facebook evolve. Though bottom line is I see facebook as the next killer e-commerce app!!

Impact of Text Ads as Ad Format for Publishers

Its been long debated that display vs text ads which are better performing ad formats where both formats proving their own merits and demirts for a publisher.

Before one dives straight into performance shown by each its important to look at factors which would impact selection of an ad format for a publisher

i) Size of the publisher – Lot of people feels this is not an important factor while debating between the two as one page site or multiple page site both can take advantage of text or display ads in their own way. Though I still feel its important factor impacting total revenue earned per page. Past data analysis has shown site with page views >5000 per day would benefit with implementation of text ads format as compared to display banner placement or fixed slot selling. This is based on things where number of text ads placement per page(if >3) which will get CTR >1% as compared to same number of display ads placed on the page will get higher CTR or result in higher eCPM

ii)Ad Placement – This is one of the key factor which will have highest impact on eCPM irrespective of the size of publisher as text ads give ability to  the publisher to place relevant advertisement in the relevant content to generate higher advertising RoI. Text Links as another text ad format has seen 7-11% CTR on average content.

iiii) Selection of Advertiser – If you are in hand of an contextual ad network then you can be safe but another advantage  text ads have over display advertisers is sheer number of advertisers using the format. Cost of development and design of display communication is 20x as compared to text ads which also acts like a barrier in number of advertiser using the format. Again ability to change text ads faster to blend into relevant content act as key enabler for increasing CTR of text ads.

iv) color and font of communication – As emphasis is on blending combined with placement this plays important role for improving CTR hence larger control for publisher as compared to display advertiser where control is with advertiser.

Though this post does look tilted towards text ads as preferred ad format purely from publisher point of you not advertiser as peoples reaction or intent is captured faster with text ads as a format and makes complete sense for publishers as more advertisers are looking to capture audience which would buy product then and their itself.

Display advertising does have higher impact in creating a brand and especially for products where higher consideration cycle for buyer is higher and internet is just used as medium of research.

Earlier google content network was the only option but with other text based advertiser options coming up like Microsoft PubCenter, Kontera etc and with google ad network optimization tool like Yieldbuild etc available publishers can start to find more value in monetizing inventory via multiple partners and understand their advertising inventory more.


Contact Details

E-mail:siddharthpuri@gmail.com Call Me :+91-9910444460
December 2017
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