We had blogged about percept parting ways with webpercept which was later rebranded as Id8labs in the early part of this year. Now it seems that percept has finally put together a digital agency of its own by the name of Percept Knorigin.
So what is percepts plan with this new outfit?
Viraj Malik, MD, Percept Knorigin, noted that the new division would be focusing on three broad areas. “Firstly, we would work on creating IP in digital advertising aggregation and build network of high quality online properties. Second, we would leverage Percept’s content and network to build unique online and mobile assets. Lastly, we would focus on ROI linked marketing solutions to clients in India, the UK and the US.”
How big is the Online Advertising space and who are the players?
We had blogged about the Zenith Optimedia report where an increase of 970% was expected in online advertising by the end of 2009. So in pure numbers terms this market is surely booming. As far as players are concerned Interactive Avenues which was formed after senior management left Mediaturf was recently funded giving it some money muscle power. Also Yahoo’s buy of 35-50% of Smile Interactive’s ad network tyroo would have positive impacts for its agency Quasar Media. Besides for the above two agencies the other notable ones are Interaction of Group M, Neo @ Ogilvy, WebChutney. BCWebwise, Hungama’s BrandingBrands, Id8labs, Icontract, Lowe’s Digital arm, Mudra’s TribalDDB and a few others all working the same space but having different USP’s.
What kind of players could grow exponentially?
The business of online media buying and planning is almost on the verge of commoditisation but according to me the agency that focus on one USP like some of the above agencies are working with a large chunk of financial clients and thereby have perfected the art cost per lead acquisition. While a few of the above are well know for their Virals and microsite designs. While some others have a strong foothold with entertainment and FMCG clients. Though ROI is becoming extremely important in the online space but more than that a specialised USP which is you trump card is more often then not becoming a trigger for clients to signup with this agencies and this i feel will be the trend ahead a well.
(Via Exchange4Media)
