Reliance’s Online Ad MarketPlace ‘Kyphy’ To Launch Soon – An Adbrite Clone?
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Trust Reliance Entertainment (Now Reliance Big Entertainment Ltd – RBEL) to get into everything! So they first created properties and spend millions of dollars on them think Bigadda.com, Zapak.com, and BigFlix.com! And now they realized that they need to monetize them and there was no consolidated way of reaching the advertiser and closing advertising deals. Recently BigAdda had struck a deal with Jivox for its videos an indication that online ad sales weren’t coming that easy to Reliance Entertainment. So its no surprise that they go ahead and work on launching an ad marketplace by the name Kyphy.com.
So What is Kyphy?
The current site gives the following definition of what can be expected – ‘Kyphy will create an automated advertising exchange to enhance the efficiency of both buying and selling inventory.’
Now though the above definition is pretty broad based and could confuse you to think that maybe they would be looking to make this a broad based platforms for bidding for ads across mediums just like Dentsu media is attempting to do with last minute inventory.
But that might not be the case as Kyphy homepage currently talks about the online advertising industry. Here is what it states – ‘Indian online advertising industry is growing leaps and bounds and is expected to continue on its high growth trajectory. Indian online advertising is forecasted to touch Rs 1,100 Crore in 2012, consequently increasing its share in the overall advertising spend from the current 2.5%.
Also it states – ‘ We now intend to share our capabilities and thus make an impact in the online world of advertising. ‘
In short this does look like an Adbrite model if you ask me. Adbrite.com which is one of the most successful online ad marketplaces worldwide!
Why is this a required step for RBEL’s Online Properties?
RBEL realizes that just by being a reliance property or by being advertised on TV advertisers wont hop on to advertise on their sites. It also realized that being dependant on Ad networks meant that they were being dependant on a 3rd part for their revenue. Both these realizations have led to an attempt at creating a consolidated destination where advertisers can evaluate and buy online inventory on the fly and the adbrite model of ads marketplace fits perfectly to this goal. Hence the birth of Kyphy and this birth would have come internally as Zapak’s previous CTO has moved in as the head of Kyphy indicating that such a requirement was realised internally.
The Mudra/TribalDDB Advantage?
Though not owned by RBEL the parent company Reliance ADAG does have some holding stake in both Mudra Communications and Tribal DDB India (the digital agency) which could come in handy to pull in the advertisers to this market place as it would be a neutral marketplace also having online properties other than that of RBEL.
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