Rajiv had earlier blogged on the various Ad networks mushrooming in India and how they are focusing on getting big advertisers and publishers. Unfortunately, their strategy doesn’t (for now maybe!) include luring small blogs or small websites in order to optimize their revenues.
Now, maybe taking a leaf out of this, Technorati media has launched their own blog advertising network.
With this, Technorati Media joins the bandwagon of blog advertising networks like federated Media, glam and Six apart.
Richard Jaichandra, the CEO of Technorati Media said “Technorati was founded to help bloggers succeed and to bring audiences to blog content. Given our unique position of running a blog search engine, an ad network geared towards helping blog and social media publishers at every level to make some money just made sense.”
The very identity of Technorati is as a search engine for blog. So, Mr Jaichandra rightly quoted that Technorati is uniquely positioned to sell ads at premium rates, even through small blogs, because they will be able to use descriptive tags/keywords, alongwith their existing blog indexing technology, to better match ads with content.
If somebody thinks that this might be a small market, here are some numbers for you. Technorati blogs themselves have a combined audience of 17 Million monthly uniques. As far the testing is concerned, they have partnered with BlogTalkRadio, BlogCritics, BlogCatalog, BlogTV, Technabob, GPSMagazine, GeekAlerts and NerdApproved which directly means that they are going to initially focus on tech Blogs and, that too, the U.S centric ones. The ads will be sold on the CPM basis.
If you look at the Indian scenario, there seems to be many blogs starting day by day. There is a huge possibility for an India centric ad network system coming out with their their blog advertising system. For this purpose maybe the best strategy will be to divide the blogs and the ad Inventory into a set number of tags and using tag density match analysis, an advertising system could possibly bring out a high ROI compared to Google Adsense which most of the Blogs are using for their adverstising system.
For this purpose the major ad networks like Komli and Tyroo in India might think of collaborating with a blog network such as Sulekha and then we expect more money for blogs via ads.
true, as ad networks mature as a concept in India, there would be some consolidation + vertical networks would come up including focussed networks like blog, women, youth etc etc
right now generic ad networks are yet to eastablish foothold, so i guess would take atleast another 2 years !
I am afraid I have to disagree on this post.. as of now or in the coming two years I don’t see any considerable and more importantly sustainable growth for ad networks in India.. at least not generic and mass target ones and those which target blogs.
One needs to understand that advertising is all about conversions (and to a larger extent conversations but corporate don’t understand that)..and India with the set of users that it has currently can’t provide this conversion for advertisers to keep pumping in money.. there might be a few hundred or maybe thousand sites that can give them this benefit right now.. but I don’t think most blogs can.. the reaosn being not all blogs are a watblog or alootechie or something of the sort of a dooce.com internationally…blogs are still considered personal ranting space by most and such web properties can’t bring in sales…
So for this to work out work needs to be put in first in educating content publishers to improve their conversion-ability..before entering the market to put ads on blogs…
Infact there have been considerable development in number of AdNetworks in India, but none can generate descent revenue (eCPM). I don;t know how are they getting funded.
http://www.ckalari.com/
Komli is good, i think they are in the Right Media network.