Speak about women empowerment, and the woman of substance, of course comes to my mind. If you’re a woman, your words, your deeds, your interests and passions proclaim you as such. So for a while let just few autocratic men fight their battles of caste and creed, while you await to be freed from the shackles of domesticity. To know that deep under the skin, all blood flows red and every creature that is shaped in a woman’s womb cries the same wordless cry when it is born.
Ozone Media Solutions definitely thought about the woman’s era and created Eva – a women-centric online ad channel. Ozone Media being an online advertising network, has a number of websites that it partners in a revenue sharing model. Recently in news, another portal was added to their clientele, About.com which joins TarlaDalal.com, IndusLadies.com, IndiaParenting.com, SanjeevKapoor.com and OneIndia.com that they also tied-up with.
The New York Times Company accquired About.com in 2005 for $410 million, totaling a patronage of some 50+ sites under their belt including NYTimes.com. About.com lately, joined hands with Ozone Media to get ads for About.com sections, such as Yoga.about.com, Contraception.about.com, Womenshealth.about.com, Exercise.about.com, Nutrition.about.com and Pregnancy.about.com.
Eva, we spoke about earlier is a part of this affiliation with About.com, to enhance the women’s advertising vertical. Kiran Gopinath, founder & CEO, Ozone Media, said, “Apart from About.com, we have also tied up with eight other websites. A quarter of net surfers comprise urban women which makes a very powerful and untapped segment for any marketer. With about 80 per cent of the purchase decisions made by women, we hope that marketers can capitalise on the advantage of Eva and maximise their reach to garner a high return on their online marketing spends.”
At WATBlog we’ve seen instances where two vertical ad networks like GoSindabad and DivaNation were merged into NetworkPlay, a multi-brand ad network. NetworkPlay.in since the advantage of having multi-vertical opportunity under one umbrella answered their USP.
The Ad networks’ market being very crowded, a shake up in the market with each of them either building their USP or getting sold or acquired by agencies planning to go digital. DivaNation quite similar to Eva was a women centric ad network which they later realised would be far easier if not merged.
By the end of June 2010 Ozone Media aim at building Eva by reaching 8 million in association with more bunch of publishers. IDG Ventures India invested an unrevealed amount in Ozone Media in April 2008. Hence, by connecting advertisers and publishers and giving exclusive inventory as a part of an alliance Ozone Media further also looks to have their own online video ad network.
What do the likes of Ad Magnet and Vdopia has to say about this, only time will tell! With more and more publishers launching their own ad networks the world we were made to look at its advantages and apparently a lot of money via funding is pumped into this space.
