Tribal Fusion widens Microsoft, Yahoo!, Google reach; eyes expansion

Tribal Fusion widens Microsoft, Yahoo!, Google reach; eyes expansion

Author | Preeti Hoon | Saturday, Sep 25,2010 7:58 AM

Tribal Fusion widens Microsoft, Yahoo!, Google reach; eyes expansion

Online advertising network Tribal Fusion has recently executed some crucial campaigns for Google, Microsoft and Yahoo!, targeting new and existing users. Keeping its focus on innovation in technology and services, the ad network delivers to all clients by providing ‘Brand Safe’ environment.

According to comScore, there are around 40 million active Internet users, and Tribal Fusion reaches 23 million as compared to Google’s 33 million, making it No. 2 in the business.

Pawan Goyal, Tribal Fusion, Managing Director, Asia and Middle East, told exchange4media, “When Yahoo! launched the new home page, we enabled them to reach new users in India, Singapore and Indonesia. We are still working with them in these countries. For Microsoft, we have helped them reach out to end consumers to download Internet Explorer 8 (IE8). We are currently working with Google to help users to download Chrome browsers.”

He further said, “We have invested heavily in technology and we provide insurance to our clients by providing a ‘Brand Safe’ environment at page level. We have the ability to block ads at even those pages of top branded sites where content is not conducive for brands. We verify site domains at real time, thus ensuring that client’s ads never run on malicious content. This is something, which is very difficult for our competitors to provide.”

Tribal Fusion represents mid-tier websites on revenue sharing that do not have a sales team in particular country. For some big sites like, the company represents them exclusively at global level and enables clients to reach out to various online users at a global scale. The online inventory is bought at a global level through offices in around 15 countries.

This year, from July onwards the ad network agency has initiated campaigns for brands like Google, TCS, Travelocity, Ponds, Yatra, MMT, Fashion & You, IDBI, Kotak, Vodafone, Sharekhan, Tata Sky, Yahoo, Nortan Symantec, Airtel and HTC, among others.

On the growth rate of the company since its inception, Goyal said, “Even in the challenging year 2009, we grew more than 100 per cent y-o-y. We used the global financial crisis as an opportunity to build strong relationship with clients in India, Singapore, Malaysia, Hong Kong, and the Middle East. This year, we are expanding our business to several more countries in Asia and the Middle East.”

Innovation and synergy has been the key for the company. Goyal informed, “We have launched new online video product called Firefly Video. It complements TVC spend and has provided fantastic results. It solves several constraints faced by clients while doing online video inventory. With this, clients can reach 240 million users in an engaging environment and no production cost.”

Ponds and Samsung are some of the recent campaigns that were carried out by the ad network. For Ponds, the mandate was to create awareness about the latest range of skin care product under the ‘Ponds Age Miracle’ range. Rich, expandable banner ads for the brand were designed, targeting the women of today. In case of Samsung, the campaign focused on its new smart phones – Galaxy and Wave. User-initiated expandable banner ads with the aim of targeting technology, mobile phones, travel and sports users were deployed.

When asked about the future of the digital medium, Goyal answered, “With increased penetration of broadband users, we will continue to see this industry grow by 30-40 per cent over the next several years. We will see a growth pattern similar to TV. Earlier, there were only English and Hindi channels, and then all of a sudden there was a proliferation of vernacular channels. In the digital media, initially most of online content is in English. Going forward, we will witness a spurt in vernacular and local content. Also, with the introduction of 3G phones, online browsing is going to grow by leaps and bounds. Right now, the online industry is where TV was in 1990 and future looks bright and promising.”

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