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Komli Launches Technology Channel For Advertisers.. Is Komli Confused?
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Komli.com the India focussed DFJ backed ad network that recently came out with a report on online users and their demographics has now announced a exclusive channel for technology advertisers. In the same report it had the demographics of users who visit technology sites. Here are some demographic charts from that survey:
The most interesting statistic above is the one where it states that only 18% of the respondents who visit tech sites are from the IT Industry. Now thats a startling fact(if it had to be taken seriously given the small data set it represents) to say the least and also expands the targeting of a tech focused site as catering only to IT guys. This only means that tech sites can cater to the tech enthusiast in the non techie as well.
Anyways now when you look at the launch of the technology channel in light of the statistics given above one fails to understand how and why would you target only technology advertisers for the channel given that the audience demographics represents a wider audience.
As per the release this new technology channel ‘enables brand advertisers to specifically target & focus on audiences like Technology Enthusiasts, Developers, Mobile Enthusiasts and IT Decision Makers.’ Interesting that komli’s own press release states this even after releasing contradicting demographic statistics a few days back. Is Komli confused? Or is it just reacting to competition?
Also another noteworthy point is the kind of sites that are included in the publishers list. It includes mostly international focussed sites like Geek.com, Slashgear.com, MSExchange.org, Computing.net, Phonearena.com and Phonescoop.com. Hmm.. Now how does this matter to an Indian advertiser?
To me it seems as if Komli has launched this technology vertical to combat competition from the likes of TonicTag of Ishir Digital which is a completely tech centric niche ad network and which from what I hear is pretty aggressive in garnering publisher support.
Over time it will be interesting to see if the power of the niche’s works in an already nascent ad network space or whether the channel model by the likes of komli and others like tyroo works in their favour.
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IMO
The publisher list though international might have a sizeable Indian visitor base.. and perhaps it is that subset that Komli offers to target for the Indian advertisers.
It certainly is an interesting move, however, I personally think that instead of dividing channels on the lines of publishers most network might do well by channeling the needs of advertisers and fitting them with publishers of various niches.
Rajiv,
Thanks for your post. We are very excited about this technology vertical, as we believe marketers are increasingly focused on showing their advertising to audiences (as they should be), and not just buying advertising on sites (a site is just a proxy for an audience). Highly targeted content can produce a highly targeted audience that can then help advertisers achieve their marketing goals, while publishers can monetize their high quality content better.
In addition, networks with significant reach and scale like ours can leverage that to deliver a specific audience as it roams the web. Niche networks are not able to offer this capability. For example, using our behavioral targeting technology, we can serve relevant ads for advertisers who are trying to reach the Mobile Enthusiast audience, regardless of which site they are on. We reach more unique users per month than any other network in India, and we can help advertisers reach just the audience they are targeting. You will see new products from us in the coming months that will take audience and user targeting to new heights (we hope!).
To clarify a few things you bring up in your post, there are many techies who do not work in the IT industry. So they are still interested in technology, but not necessarily working in the IT industry. For example, the second largest vertical was finance and banking, at 9%, on tech sites. In terms of targeting our publishers are around the world, but we are targeting the Indian visitors on these sites. Though we increasingly find advertisers and agencies in India who want to reach a global audience.
Lastly, entrepreneur to entrepreneur, you say is Komli “just reacting to competition?”. We have been working on this technology vertical for quite some time, so it’s mostly been in response to our clients who were asking for this and we work hard to respond to them. But even if we had done this in response to competition, wouldn’t any good business want to respond to their customers and competitors? I would think that would be a positive, not a negative. Maybe you have a different point of view.
Thanks,
Amar
Didn’t add my signature above. To be clear: I’m part of the Komli Media team.
Thanks,
Amar
Good article
but the thing which I notice now-a-days ( @least among my friends who maintain there own sites / blogs etc .) is tht there is a high rate of dissatisfaction for the publisher AD’s they put from big providers like even google , tyroo etc. They complain tht they are mearly paid in the CPM model !! …imagine just getting 0.73 $ for generating nearly 5000 impresions !!!!! … hhhhhmmmmm … @least lets see if these niche AD stuff , pays the publishers well enough 
Komli for publishers suck big time… dont even bother sign-up for this faltu ad network!!!
Rajiv,
Good write up, but the reason for the majority of the sites being International is simple - there is a lack of core Indian technology properties and thus inventory.
Additionally , they might be international sites, but they would have Indian traffic coming in , which makes it relevant , conduct IP targeting and the advertiser is only exposed to Indian audience.