Small Publishers & Ad-networks

By exchange4media News Service

This Tyroo commissioned Research Report looks into the ever so growing Small Publisher market in India. Blogs and User generated content is the order of the day, and more and more people are taking to the street. It was this in mind, and their efforts to monetize the enormous cumulated inventory on these so called tier-II sites, that the research was conceptualized. It aims to understand the scale of the market, their needs, demands, from ad-networks which seem to be their best option to monetize inventory. The following are the key findings of the research- The inventory follows a skewed Pareto’s principle, with the top few (Approximately 5%) websites contributing more than 90% inventory, and the mass websites, in the form of blogs, Review sites etc accumulate only around 10% inventories. Among Ad-Networks, Interactive Agencies & Sales forces, Tier-II publishers prefer ad-networks to monetize their inventory. This is both out of reason, Better Targeting, Ad-relevancy etc and out of no other choice available, because of the lack of brand value. Currently small publishers face the following key issues with ad-networks Variety of advertisers is not much Delayed Payments because of manual processes Fixed payment lower limit – which means that small publishers find it really hard to earn their first cheque. Click Fraud detection is at the ad-network end, and not at the publisher’s end

Tyroo Media launches premium technology inventory for its advertisers

By exchange4media News Service, April 11, 2008

Tyroo Media, an Indian Internet advertising network, has launched premium technology inventory for its advertisers. In a first-of-its-kind for any advertising network in India, Tyroo has managed to develop separate technology inventories targeting separate genres of end users and decision makers. While the Tier-I inventory targets IT managers and decision makers, Tier-II targets IT developers, engineers and programmers, and Tier III inventory targets final consumers. This breakthrough packaging of inventory would provide advertisers and media planners the most relevant and sought after targeting to final consumers of technology products and services. The publishers include websites like Technorati.com, Asp.net, Developer.com and Linuxplanet.com among a total of more than 125 websites, including coding websites, websites with consumer durable content, review sites and highly rated blogs. This technology package has been accepted well with Microsoft, Samsung, Dell and HP advertising regularly through this inventory. It has been used for both consumer and business products and is attracting advertisers of all genres, from ERP service providers to laptop manufacturers, from printers to SME solution providers, and more. The inventory is available at both CPC and CPM rates and packaged with features like the ability to select websites and site-wise reporting, a first again for blind networks. Aditya Khanna, Business Head, Tyroo Media Pvt Ltd, said, “The current Indian technology inventory is over-priced because there is shortage of supply in India. By aggregating foreign sites for their Indian targeted inventory, Tyroo has created a pool that didn’t exist earlier and is giving stiff competition to Indian technology inventory on both performance and cost.”