Komli Media, which runs an online ad network and an online audience or traffic measurement tool Vizisense, has tied up with the US-based Digital Marketing Solution Provider named Efficient Frontier, to offer search engine marketing solutions to advertisers.
Gulshan Verma, Vice President and Country Head, Ad Network, India and Middle East said, “We are excited to partner with Efficient Frontier in India. Efficient Frontier is already serving some of the most demanding and sophisticated marketers in the world and we look forward to extending this capability to our advertising and agency clients. Our partnership will arm marketers and advertisers with accurate data, reports, analytics, and insights to make smart decisions and ultimately drive higher ROI.”
In early 2009, Efficient Frontier had partnered with India-based Digital Media Company Interactive Avenues. But, that deal didn’t quite work out and the exclusive partnership was dissolved a year later.
Initially, Komli Media will approach advertisers related to finance, banking, education, travel and e-commerce. But, it will not offer search engine optimisation (SEO) solution. SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.
Early this year Komli Media received a funding of Rs. 67.5 crore from the venture capital firms Norwest Venture Partners, Helion Venture Partners and Draper Fisher Jurvetson. Last year it had acquired a UK based online advertising firm, Indoor Media as well as PostClick, an Australia based website representation firm. Komli Media claims to have 45 million unique users through 20,000 publishers.
Online advertising has come of age for sure. The days of intrusive pop-ups have gone. But, display ads still rule the roost. Brands still have meager budgets for online advertising compared to what they spend on TV or print. But, this scenario is going to change for sure, thanks to the efforts put up by companies like Komli Media. But, How quickly? No one can tell.