I was doing a lot of research over the last few days for a project, and being the net junkie that I am, a lot of it took place on the net. While surfing, avoiding pop up’s, deliberate redirects and possibly every trick in the book for click fraud firms, I started to think about 2 words – advertising and internet.
In the Indian context I doubt whether anyone would oppose me if I said that Ad networks here are living and working with only banner ads, what I consider aging methodology. Banner’s, text ad’s, skyscrapers are slowly becoming and will die out as the preferred medium in the years to come, its already happening elsewhere. Why then are we so fixated on this format?
The answer has to be money and ROI eventually, everyone needs a return and turn over a profit as soon as possible, irrespective of the fund reservoir that they have, the fastest way to do this is to not actively be innovative but adopt and fight on platforms already existing in the market….and maybe that’s the problem, maybe that’s the reason for the clutter.
Saying one is CPM, another is a CPC is not good enough in my opinion. The inventory remains the same, its only the performance criterion which changes, and upping one level does not translate necessarily into better realization of goals.
Komli get’s eBay – one too many blogs were buzzing with the signing of the deal which allows Komli to serve ad’s exclusively on the Ebay India website for a year. Congratulations and wishes were pouring in from everywhere and people referring to it as a deal which will shake up the Indian internet scene and a move which was long overdue. One would have easily missed the few comments posted which spoke about having apprehensions on the tie-up.
What do i think? …..simply..what’s the big deal?
The fact that ad networks would be looking at signing exclusive rights to publisher inventory in this market is not an insight, its common logic. The problem has always been on the projections and the deliverables.
From Komli’s point of view they get a big brand to boast about in the market. Their transaction category gets a face lift and seemingly the ability to negotiate higher rates within that. ..at least that’s what they think. But i don’t see it happening that way. Ebay India is a very very poor cousin of its parent company or other regional specific sites , anyone who knows the domain would know this. The transaction volumes going through ebay here would be nothing compared to those in the US or the UK, and hence that many less unique visitors / registered members on the site. Ebay India quotes its community size in India at 2 million. I think it would be safe to assume that a good 20% or so would be inactive members , one time transaction type of members which would then leave it with around 1.5 million.
1.5 million is not big , its in fact pretty small and Komli would probably have sites within their kitty which exceed this size. 1.5 million visitors in turn does not translate into a huge number with respect to impressions. Couple this with the fact that the Indian side is not a very strong brand and what is one left with ? Continue reading