Top Story


Home >> Digital >> Article

NetworkPlay aims to triple revenue growth in 2010; to focus extensively on mobile

Font Size   16
NetworkPlay aims to triple revenue growth in 2010; to focus extensively on mobile

Founded in the year 2008, online vertical ad network has completed its first full year of operations, both in terms of calendar and financial year in 2009. While the year has been good for NetworkPlay, the company is aiming to triple its revenues in 2010. This apart, the company also aims to focus on premium offerings and increasing coverage.

The year 2009 also saw NetworkPlay make some big announcements, such as the partnership with LinkedIn to expand advertising sales in India; the year also saw and sign a multi-year ad sales pact. The online vertical ad network was also seen exploring the DTH sector, wherein NetworkPlay entered into an ad sales partnership with Bharti Airtel for its DTH service, Airtel Digital TV.

On Monday, December 21, 2009, Reliance Big TV announced a strategic partnership with to monetise all their interactive and video channel offerings.

In conversation with exchange4media, Rammohan Sundaram, Founder, CEO and Managing Director,, said, “The year 2009 has been brilliant for NetworkPlay, this is our first full year in operations both in terms of calendar and financial and we have had an exceptional year now keeping pace with every other existing player in the market with a demand mix that is best in class when it comes to brands on board our network. Growth targets for 2010 is very clear – build on premium offerings, increase coverage and increase revenues three times.”

Achievements and future plans

Speaking on the achievements of NetworkPlay in 2009, Sundaram said, “NetworkPlay retained best of talent, attracted best of new talent, went ahead and launched innovative new media offerings by evangelizing the space and making DTH advertising a reality outside of video, continued on our brilliant track record of delivering clear value to advertisers through our premium audience offerings, reached our target revenues with a lot of hard work and finally successfully partnering everyone in the ecosystem to make Internet a medium not just for leads, which to me is a continuous process. However the big high is building on our belief of being brand centric and rowing the choppy waters of the blue ocean.”

NetworkPlay’s exclusive DTH arrangement with Airtel Digital TV claims to have launched India’s first skin integration innovation on the EPG (Electronic Programming Guide) screen that reaches over several million households across India.

Sundaram explained, “Yahoo’s ‘You’ campaign is a global rollout on how it’s the consumer of Yahoo who is actually the one who decides what he/she wants on Yahoo. That being the proposition, it’s always an interesting prospect where brands get newer audience from a medium that is new and reaching a large base across India. So what Yahoo did was take up the EPG screen where complete skin integration was executed with finesse and the red button application was used for landing page on the same medium. This is the first of its kind innovation that has happened in this format on the DTH medium. So every time someone switches on the TV, the screen lights up with the skin integration, which makes it look very vibrant.”

Going forward in 2010, it has been learnt that NetworkPlay is working on a product, a measurement tool which is said to be the most robust post campaign analytics that would be available in the country however not much detail was divulged at the time of filing the report.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends