eBay India announced partnership with Komli for the banner ad display on ebay.in
Komli, as of now doesn’t seem to have a huge ad inventory; but partnership with eBay can potentially take them to the next level and the eBay deal is quite a big deal for this one year old startup.
Moreover, online advertising in India is about to boom (yeah! they said the same thing a year back too!); and even though online ad spend is just ~2% of the entire ad spend, Komli can easily piggyback on eBay’s 2.5mn monthly unique visitors.
Well, my only qn. to all online ad networks is – where are the advertisers? Except the big ticket advertisers like BharatMatrimony, ICICI, Microsoft, job portals etc – none of the ad networks are able to tap the SMEs?
The real money and volume lies with SMEs and I won’t be surprised if Google takes away the cake thru’ their self-service adwords programme (now Google allows payments thru’ cheque too).
Also, I am not too sure whether SMEs see a value in online advertising?
What’s your take?
ibibo too is planning it’s ad-network – AdWinks.
Dear Ashish,
In the absence of any third party validation services in India for ad network inventory, it is near-impossible to know which ad network has more or less inventory. We believe we are the largest, with good reason — primarily based on the feedback we get from advertisers about the volumes we drive for them — but then, I’m sure every ad network says the same thing.
I assure you and your readers that the value of this partnership for us isn’t in getting more inventory. We have quite a bit and we are accelerating the growth of this inventory, with or without eBay.
Online advertising is not core to eBay’s business, which is one reason they were interested in offloading it. Where we fit in is that Komli is probably the only Indian player, via the technology products it is developing, to be able to leverage eBay’s inventory and audience for more than what the traditional pricing model of banner ad sales can offer.
Regards,
Akshay
Business Head
Ashish again all the answers for your questions boils down to the internet penetration in india
if it increases like mobile sme ppl will see value for CPM ads… someone should just walk up to trai hq and slap a few execs and make them bring some bold moves to stop cartel pricing among the big telecoms and make the broadband plans sensible…
and India is one of the top ranking click fraud countries and its difficult to track click fraud for CPC based ads…
am sleepy if comment is not sensible pardon me
more than internet penetration the effectiveness of online advertisement for an SME depends on capability / constraint of converting an intent of purchase in to a sale . Credit card /Mobile Payment /PayPal are the enabler .
untill these things take root here in india .its kinda difficult to see how this will be a channel of choice for adv for SME .
I agree with the question you posed ” where are the advertisers? ”
Very limited indeed. Let’s hope we see more advertisers entering the market.
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