Ibibo Launches Adwinks – Ashish Kashyap, Ibibo CEO says “This is an Experimental Initiative at this stage”
Ibibo’s venture into the adnetwork space under the name adwinks was known about in april itself but finally ibibo has launched Adwinks.in and its current avatar it looks like any other ad network.
We spoke to Ashish Kashyap, CEO of Ibibo.com who stated that it was too early to talk about Adwinks. Currently he termed the initiative as an “experimental initiative” to test the waters and the response in the ad network space.
Currently Adwinks only shows the Ibibo sites as clients and given the large number of traffic they have on their network of sites itself they have enough inventory to attract advertisers but the crucial question is will publishers sign up? As mentioned in our earlier post they already have branding centric advertisers on board and it will be interesting to see how this ad network initiative progresses given that it currently promises pay for performance model.
There are atleast a dozen adnetworks in India now and here is a non-exhaustive list:
Tonictag By Ishir Digital, Divanation & GoSinbad By Webchutney, Admagnet By Interactive Avenues, Adchakra By Percept Knorigin, DGM (affiliate network) By DGM India, Komli, Ozone Media, Tyroo By SITG, Paypod, Sulekha Ad Network and AdsforIndians.
As you can see from the list above most of these adnetworks are by digital agencies or by standalone startups except for Sulekha Adnetwork. The launch of Adwinks hints at the trend that we blogged about a few days back on Publishers launching their own ad networks. We shall be tracking this space closely to see if other publishers launch their adnetworks too.
If you enjoyed this post, make sure you subscribe to our RSS Feed OR Email Alerts!
Will publishers sign up ? That’ not even a relevant question , yes they will. The bulk of the signing up will take place from Tier 2 & 3 publishers (who dont have a sales force) and the Tier 1 guys will need some handling, but at the end of the day if you play it right taking publishers away from another network , or rather ensuring you get better inventory is not too difficult..