I was recently going through a study conducted by Tyroo.com , which they have posted for public consumption here which attempt to bring into light how the small publisher market is operating with respect to India. While i dont deate the facts and fiures published , i was reasonably surprised to see the data skewed because of one issue which they did not mention or address , in my opinion, basis that , the study , atleast parts of it stand redundant.
If you go through the study , there are a few topics which are totally off..
- Do they prefer ad networks..and why?
- Relevancy of ads
- Revenue Preference
- Payment preference
- Reasons for preferring ad- networks
..They are off because the biggest reason for small publishers preferring ad networks is because they dont have a choice or any other options
Think about it , a blogger or even a few levels up is not going to have the resources to be able to put sales guys on the field to source advertising from agencies. One he cant afford it and secondly if he is small , chances are that the appeal of the website to the agency is not going to be present to begin with.
The theory that India suffered from the worst quality bandwidth, both in terms of speed, response and reliability was always more of a ‘unofficial fact’. A recent report released by Internettrafficreport.com has brought into light figures which now make it pretty official.
The site reports that overall Indian has an index of 74 with a response time of 253 milliseconds – which pretty much puts us in the backseat as far as this issue is concerned. Comparable countries like the USA has an index value of 98 and a response time of just 13 milliseconds. The higher the index the better , the lower the response time the better.
The hindubusinesline suggests that the reason for this is that despite having some of the best services, it is artificial choking and high prices that are to blame. Artificial cap restrict the availability and higher prices restrict smaller ISP’s from being able to buy the necessary bandwidth required to service their connections and thus eventually leads to a customer satisfaction nightmare.
Operator’s on the other had disagree and state that there is enough capacity and it is on a rise whereas prices are determined by ‘free market’ dynamics.
Irrespective of who is to blame or where the issue lies, it is vital for all concerned to improve the quality , reliability and overall customer satisfaction drastically. With Indian poised to be one of (if not the) largest Internet consumer with respect to connections, issues such as these hit deep and hard into slowing the overall growth of the industry with additional affects on the online advertising industry in India as well. Unless we are able to reach a critical mass which results in a bulk of the large spenders moving online, or having online budgetary components the growth in internet advertising spends remains restricted as well.
My other thought on the matter is – If operators state supply to be more than demand in India, then why the hell am i still downloading at 10KBps on a 256kbps connection ?