This is just in: BigAdda.com Reliance ADAG backed social network has tied up with Jivox the video advertising platform which recently recieved 10.7 million $’s in funding will power both the video technology on Bigadda as well as the ad serving and monetizaton of videos via its Jivox’s Premium Video Network. After the addition of Bigadda to its kitty Jivox’s Video Ad network would be having a total reach of 55 million viewers worldwide.

So how big is this deal? Well BigAdda which claims to add 15000 users a day also claims that 40% of its users consume videos and share them. This claim may be true given the fact that 40% of BigAdda users come from tier-II towns like Tuticorin, Bhilai, Amritsar, Guwahati, Surat, Nasik whom I expect to have a higher affinity towards media consumption rather than creation i.e. Tier II audience is more likely to consume media than blog or post pictures. Also the kind of content on Bigadda is more mainstream with bollywood and entertainment centric videos catering to the mass audience of Tier II and Tier III.

Now given this kind of consumers its also important to position the brand well in terms of advertisers who are looking to target the Tier II audiences (which would be mass brands having universal appeal.. Think FMCG, Colas etc).  Also it may also be a good option for local advertisers if targetting is inbuilt. But Im not really sure Jivox currently has that capability given that tradition advertiser still spends only 5%-7% of their spend on Ad networks.

We shall be getting in touch with Naren Nachiappan, Managing Director of Jivox India to get more dope on how they plan to attract advertisers from India.

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