Talk about internet players having money muscle power! Bharatmatrimony is supposedly going to pump in 57 crores into advertising for all the different kinds of classified portals it owns. The bharatmatrimony group will spend Rs 25 crore as ad-spent budget on ClickJobs.com, Rs 20 crore on as ad spend on BharatMatrimony.com, Rs 10 crore on IndiaProperty.com and about Rs 2 crore on IndiaAutomobile.com.
The numbers being spent on various portals gives an insight into which industry is ripe. The jobs listings or e-recruitment space seems to be something thats really picking up and thats why one see’s that bharatmatrimony (though traditionally a matrimonial service) seems to be investing almost 50% of their total ad spend on Clickjobs. One could credit this to the huge success of Naukri.com and also the fact that the e-recruitment space is still one of the fastest growing.
What the ad spend also tells us that in terms of other potential segments in online classifieds bharatmatrimony feels that property would grow and mature faster than automobile classifieds and thats why there is a 10 crore spend on Indiaproperty compared to a 2 crore spend on indiaautomobile.
It would be interesting to see the approach of the other big jobsites and matrimonial services as the online classifieds space seems to be one with the most muscle power and ofcourse growth potential as well.
what's the expected break even on these kind of campaigns? what's the outlook?
See 25 crores on clickjobs is a brand building exercise. Naukri has built a brand and grossed 147 crores in revenue last year and according to Naukri CEO erecruitment is growing 60-70%. And According to data from the Internet and Mobile Association of India (IAMAI), the online recruitment market has been Rs 240 crore in 2006-07. So adding those numbers next year online recruitment would be anywhere between 350-400 crores. Lets say with a 25 crore spend on advertising clickjobs even gets an additional 5-10% of the market share that means a 15-20 crore increase in revenue. This is a conservative estimate as far as numbers are concerned. hope that answered your questions.
Property portals is still in a nascent stage. I believe this is just a hype from few giants like 99acres.com and magicbricks.com . Could you provide some tends , data and insights on online property buying across the world ? The property selling scene in India is completely different where buyers are still worried on Vaastu and Feng Shui n stuff.
We would be doing a real estate shootout soon which would cover the trends and analysis in this market.