The Times group has rebranded the Zoom | Audience Network which claimed the highest video views recently to The Times | Audience Network which will be the one stop destination for all video content created by the Times group properties. Besides for the times group properties the Times Audience Network would also be adding video content partners and first in line is BigAdda.com.
What is this partnership all about?
As per this partnership BIGADDA will have access to the video content from the Times Group’s rich media properties, including daily entertainment news, features, interviews and full length episodes from Zoom and daily news content and features from Times Now as well. As per the partnership, both Times and BIGADDA shall monetize video inventory.
The Times Audience Network claims a host of established advertisers including Tata Sky, Nerolac, HDFC, ICICI, TravelChaCha and General Motors amongst others.
What happens to earlier tie ups?
If one may remember BigAdda had partnered with Jivox to power all the video ad inventory on their site not too long ago. Given this new alliance with the Times Audience Network
there is no news on where the earlier engagement with Jivox stands. Question is will jivox also help monetize the zoom inventory on BigAdda now?
Also Zoom content was also distributed through Nautanki.tv via another alliance and the onus of monetization of the same was on Zoom Audience Network as a publisher. This is the strategy nautanki was following. Not sure where that engagement stands as of the new rebranding with the Times Audience Network.
Times Audience Network – A Consolidation of Inventory To Attract Advetisers
The Times Audience Network (TAN) is a clear attempt by zoom to consolidate all the video inventory across its properties be it Zoom, Times Now or the upcoming channel ET Now and provide a consolidated platform for advertisers. We had interviewed Zoom Business Head not too long ago who had made clear his plans of scaling the online video business. This move to consolidate the video inventories and partner video content players is a move to gain more leverage which scouting for advertisers in these tough times of recession.
