There was a time when most dotcoms managed to get huge revenues from banner ads. Not any more. Which is why dotcom firms are exploring innovative ways of garnering not just advertising revenue but revenue from services delivered online, which were hitherto free. That is also the strategy being followed by Indya.com.
Indya.com launched its “integrated marketing solutions” (IMS) suite about six months back which saw revenues increase by 100 per cent quarter on quarter, according to Neeti Chopra, vice-president, ad sales and business development. These solutions involved an interesting mix of on-line contests and competitions reinforced by off-line advertising in the print media and in its 900-odd cyber cafes spread across the country.
Indya has done such integrated campaigns for the likes of Foster’s, Hyundai Santro, TI Cycles, Maruti Udyog, Ericsson, Electrolux, Domino’s and jobsahead.com.
While advertising and marketing solutions are the dominant source of revenue for Indya, the company is looking at tapping the on-line paid services opportunity. In the next few months, the portal plans to implement an online transaction-based charging model in five segments — travel, personal finance, yellow pages, entertainment services and shopping. Paid services would include online tax-advisory, mutual funds, property listings and yellow pages on the site.