Komli launches Video Ad Network – Video Ad Network Challenges In India

Posted under India
on Tuesday, 8 September 2009
by Raghav Soni

Advertising networks based in India are clearly on an expansion spree as they are trying to enable online advertising through varied channels. Komli, being no different has launched an Online Video advertising network to enable advertisers to place video banner ads through its partner sites.

In the first phase of launch Komli would only allow video banner ads and branded video player skins to advertisers. In later stages its plan is to even allow In-video advertising through its partner sites. The Video Ad network would also allow different segmented targeting options like behavior, location and content type to its advertisers but clearly lacks contextual approach.

Komli currently has an existing network strength of 3000 websites. It also owns tripraja , loanraja and an media metric tool vizisense along with serving advertising on many varied segmented portals. Komli currently offers various channels of advertising like email marketing, lead generation etc thus providing a whole bunch of monetization services to its partners.

Online Video advertising has long been a tough nut to crack for Ad networks across the globe, even Google has found limited success till date. Many Other players like Nautanki,Vdopia, Jivox are also in fray to render success out of online video advertising market. According to a forrester research Global Online Video advertising would be worth $7.2B by 2012.

The changing focus of Indian Advertising networks to enter into new segments is also due to their inability in matching the PPC prices paid to publishers by behemoths like Google. Thus this is making them shift their focus areas to monetize other aspects of site content and features.

Online Video Advertising- Types & Challenges

Online video advertising comprises of segments like:

In-Banner Video:

These Ads are similar to banner ads the only difference being that they comprises of short video content with branded players.

In-Video Ads:

These Online video Ads are shown during the payback of video content and has various sub-segments like pre-roll,post-roll and mid-roll.

Non-Linear Video Ads :

These Ads are shown in concurrent with the playing video.These type of ads are found on Youtube partnership programs and also on some video streaming sites.

Challenges:

Lack of Contextual targeting:

Video Ads lack close knitted approach found in banner ads in relation to the page content. They are mostly non-contextual and can only match up with the video title. Some streaming site are coming up with innovations to overcome this problem in serving Ads.

Higher Production Cost:

Making online video ad content takes a lot of time and money when compared with regular banner and text based Ads. Thus only big marketers are embracing to this channel of advertising.

Suitability:

Online Video Advertising is suitable mostly for making visual impressions or promoting offline brands. As such they have very low responsiveness rate in terms of lead generation and other sign-ups.

Bandwidth:

Bandwidth continues to be the bane for internet as a whole in India and online video ads are no different.

We recommend you download this PDF report by IAB to know more on the online video advertising market globally.

This introduction of Online video advertising network by Komli would provide long-term benefits as it could avoid competition panning out from different Ad networks by opting for umbrella services under its Ad Network.