Comments on: Why Are Publishers Creating Their Own Ad Networks? And Which Publishers In India Can Join The AdNetwork Game? http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/ The Refreshing Blog on Web, Advertising and Technology in India! Fri, 09 Jan 2009 23:48:08 +0000 http://wordpress.org/?v=2.5.1 By: Meera http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-12015 Meera Thu, 16 Oct 2008 14:37:54 +0000 http://www.watblog.com/?p=5102#comment-12015 Well, as a publisher of a local, geography specific newsmagazine, <a href="http://www.citizenmatters.in" rel="nofollow">Citizen Matters</a>, we are exploring various ad networks - but find most of them serve standard ads (travel/finance/matrimonial etc.) Ads that are from local advertisers would be more of a value add for our readers. That's missing. I may have to consider starting a local ad network too :-) Well, as a publisher of a local, geography specific newsmagazine, Citizen Matters, we are exploring various ad networks - but find most of them serve standard ads (travel/finance/matrimonial etc.)
Ads that are from local advertisers would be more of a value add for our readers. That’s missing.
I may have to consider starting a local ad network too :-)

]]> By: fatfoogoo http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11295 fatfoogoo Fri, 19 Sep 2008 14:26:06 +0000 http://www.watblog.com/?p=5102#comment-11295 I think you're right on with points 3 and 5. The rediff debacle is a prime example of what happens when you set up and ad network and take a vacation. By starting their own ad network publishers have complete control of what their valued users see (and conversely, what they don't see). I think you’re right on with points 3 and 5. The rediff debacle is a prime example of what happens when you set up and ad network and take a vacation. By starting their own ad network publishers have complete control of what their valued users see (and conversely, what they don’t see).

]]> By: Puchoo http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11207 Puchoo Wed, 17 Sep 2008 10:07:26 +0000 http://www.watblog.com/?p=5102#comment-11207 Its an excellent option , but there will only be certain types of sites which can go into this area. While the advantages are generic for everyone, its only possible really with sites which command a 'pull' in the market as far as advertisers are concerned. One can either tie up with a variety of sites or those very similar to yours. In the case of the latter having a collective media kit ensures price points while at the same time increasing traffic. There can be fewer better combinations than a high degree or relevancy and high number of visitors , a collaboration with similar sites ensure that you start building up on volumes as well (since the inventory will be seen as a collective being) allowing one to not only adopt traditional models such as CPC or CPM but by default one transforms the inventory into being very advertiser centric as well thanks to the combination which has been achieved.. Its an excellent option , but there will only be certain types of sites which can go into this area. While the advantages are generic for everyone, its only possible really with sites which command a ‘pull’ in the market as far as advertisers are concerned.

One can either tie up with a variety of sites or those very similar to yours. In the case of the latter having a collective media kit ensures price points while at the same time increasing traffic.

There can be fewer better combinations than a high degree or relevancy and high number of visitors , a collaboration with similar sites ensure that you start building up on volumes as well (since the inventory will be seen as a collective being) allowing one to not only adopt traditional models such as CPC or CPM but by default one transforms the inventory into being very advertiser centric as well thanks to the combination which has been achieved..

]]> By: Jason http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11181 Jason Tue, 16 Sep 2008 13:33:00 +0000 http://www.watblog.com/?p=5102#comment-11181 Everyone wants to launch ad network, should think of the term again :) Everyone wants to launch ad network, should think of the term again :)

]]> By: Siddharth Puri http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11171 Siddharth Puri Tue, 16 Sep 2008 09:16:50 +0000 http://www.watblog.com/?p=5102#comment-11171 Just to add People Interactive already runs an International Ad network with selling office in UK where they are even buying International inventory of many Premium news properties in India. Ad networks which are advertiser aligned are able to grow much faster as compared to publisher aligned for instance advertising.com is able to grow more from being performance aligned and using non AOL properties for minting performance accounts. Just to add People Interactive already runs an International Ad network with selling office in UK where they are even buying International inventory of many Premium news properties in India.

Ad networks which are advertiser aligned are able to grow much faster as compared to publisher aligned for instance advertising.com is able to grow more from being performance aligned and using non AOL properties for minting performance accounts.

]]> By: Rajiv Dingra http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11169 Rajiv Dingra Tue, 16 Sep 2008 07:06:05 +0000 http://www.watblog.com/?p=5102#comment-11169 @yash/sachin/amit - Thanks for commenting - Agree with you Yash. @yash/sachin/amit - Thanks for commenting - Agree with you Yash.

]]> By: Yash http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11168 Yash Tue, 16 Sep 2008 06:05:13 +0000 http://www.watblog.com/?p=5102#comment-11168 It's all about money! Why would a publisher pay cut to third party ad network when they can attract advertisers on their own and keep all the advertising money for themselves instead of sharing it with a middleman like Google or Komli? It works well for advertisers too as they can better target the niche audience. Online media industry is moving towards a television like model where each publisher sells inventory on his own and then there are so many of them that advertisers have to rely on media buying agencies to negotiate with so many publishers. It’s all about money! Why would a publisher pay cut to third party ad network when they can attract advertisers on their own and keep all the advertising money for themselves instead of sharing it with a middleman like Google or Komli? It works well for advertisers too as they can better target the niche audience.

Online media industry is moving towards a television like model where each publisher sells inventory on his own and then there are so many of them that advertisers have to rely on media buying agencies to negotiate with so many publishers.

]]> By: Sachin Uppal http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11167 Sachin Uppal Tue, 16 Sep 2008 05:28:31 +0000 http://www.watblog.com/?p=5102#comment-11167 Good post. I think you are mostly on the right track in saying that big media properties have built their own ad networks and the points evaluated are valid. And it's fair enough to assume few more bigger properties would build their own ad networks. Well what google started as a benchmark for the online industry long back has been now widely adopted by many organizations. It's like this, advertisers have had the option of Billboards, Banners, TV Commercials etc as the offline media and mostly the budget used to get divided amongst them. However, now with Internet on the way of becoming a part of a mainstream media, every advertiser would want to milk that. With multiple ad networks, advertisers will have better understanding of their TG segmentation and more options to optimize their online spend. Also, this will kill the monopolistic ways of online advertising right now dominated by google. Traffic and content with relevance will rule the audience be it Video, Music, text, banner etc. And ya I agree to your point that it will only be Internet and the devices will vary be it TV, PC, Hand held etc. Good post. I think you are mostly on the right track in saying that big media properties have built their own ad networks and the points evaluated are valid. And it’s fair enough to assume few more bigger properties would build their own ad networks. Well what google started as a benchmark for the online industry long back has been now widely adopted by many organizations. It’s like this, advertisers have had the option of Billboards, Banners, TV Commercials etc as the offline media and mostly the budget used to get divided amongst them.
However, now with Internet on the way of becoming a part of a mainstream media, every advertiser would want to milk that.
With multiple ad networks, advertisers will have better understanding of their TG segmentation and more options to optimize their online spend. Also, this will kill the monopolistic ways of online advertising right now dominated by google.
Traffic and content with relevance will rule the audience be it Video, Music, text, banner etc.
And ya I agree to your point that it will only be Internet and the devices will vary be it TV, PC, Hand held etc.

]]> By: Amit http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11154 Amit Mon, 15 Sep 2008 16:38:36 +0000 http://www.watblog.com/?p=5102#comment-11154 Rajiv, the stats you have shown can indeed be believed. I am working with this Ad network company that serves social networking applications (http://www.adparlor.com/) and impression growth has been staggering (>10X in last 3 months). thnx amit PS: We are looking for people who have good connections into the media buyer community in India. If anyone is interested in selling Ad inventory for us in India please ping me at nandab25atyahoo.com. Rajiv, the stats you have shown can indeed be believed. I am working with this Ad network company that serves social networking applications (http://www.adparlor.com/) and impression growth has been staggering (>10X in last 3 months).

thnx
amit

PS: We are looking for people who have good connections into the media buyer community in India. If anyone is interested in selling Ad inventory for us in India please ping me at nandab25atyahoo.com.

]]> By: Rajiv Dingra http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11144 Rajiv Dingra Mon, 15 Sep 2008 12:12:32 +0000 http://www.watblog.com/?p=5102#comment-11144 @Max Dickinson: I dont think online video can replace TV in the near future. It would take atleast 10 years for that to happen. Also there wont be anything like TV and online as the technology would be internet which will rule only the devices would be different be it TV, mobile or desktop @Max Dickinson: I dont think online video can replace TV in the near future. It would take atleast 10 years for that to happen. Also there wont be anything like TV and online as the technology would be internet which will rule only the devices would be different be it TV, mobile or desktop

]]> By: Max Dickinson http://www.watblog.com/2008/09/15/why-are-publishers-creating-their-own-ad-networks-and-which-publishers-in-india-can-join-the-adnetwork-game/#comment-11136 Max Dickinson Mon, 15 Sep 2008 09:48:24 +0000 http://www.watblog.com/?p=5102#comment-11136 Well said. Ad networks are blooming and moreover the inventory that they have is also similar. However, among all these is rise in online video ads thats picking up pace. I have been reading a lot about how online video ads are getting better ROI compared to TV commercial. A few days back one article in The Wall Street Journal (http://online.wsj.com/article/SB121803438950516993.html?mod=SmallBusinessMain_feature_articles) caught my interest where quite a lot was said about the phenomenon of online video ads and how companies like Jivox (http://www.jivox.com/gallery.html) are providing free platform to small and medium sized business to come up with video ads. This is very inspiring that start ups and smaller companies can cash on this ongoing boom without having to stretch their budget. However, do you think that online video ads will be able to replace TV commercial as the mainstay of advertising? Well said. Ad networks are blooming and moreover the inventory that they have is also similar. However, among all these is rise in online video ads thats picking up pace.
I have been reading a lot about how online video ads are getting better ROI compared to TV commercial. A few days back one article in The Wall Street Journal (http://online.wsj.com/article/SB121803438950516993.html?mod=SmallBusinessMain_feature_articles) caught my interest where quite a lot was said about the phenomenon of online video ads and how companies like Jivox (http://www.jivox.com/gallery.html) are providing free platform to small and medium sized business to come up with video ads.
This is very inspiring that start ups and smaller companies can cash on this ongoing boom without having to stretch their budget.
However, do you think that online video ads will be able to replace TV commercial as the mainstay of advertising?

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