Tyroo launches cricket channel as part of horizontal network

Tyroo launches cricket channel as part of horizontal network

Author | exchange4media News Service | Wednesday, Jun 18,2008 7:58 AM

Tyroo launches cricket channel as part of horizontal network

Ahead of the action-packed cricket season, Tyroo Media has launched a cricket channel as a part of its fast expanding premium horizontal network.

The inventory includes some of the largest cricket sites in India like CricketNirvana (Neo Sports), KrishCricket.com (online initiative of ex-cricketer Krish Shreekant), Vcricket.com, CricBuzz, Zeecric.com, along with the cricket channels of leading Indian portals Sify, OneIndia, ExressIndia, etc. It reaches out to more than 4.4 per cent of the total Internet users in India (source: Comscore Media Metrix). That puts its current coverage at approximately 2 million users.

This is part of the Tyroo youth channel which reaches out to the 14-28 age-group along with gaming, movies and social networking. Advertisers in the telecom and consumer durables industries have picked up packages for this for the upcoming India – Sri Lanka cricket series.

Tyroo’s cricket channel provides innovative packages like scorecard sponsorship, contests sponsorships, fixed slots and Rich media options for advertisers to generate interest about their brands. Seventy one per cent of the audience is in the age group of 15-34 and extremely receptive to online advertising. The key user profiles across these cricket sites can be generalised as students, people on the move, users at offices and NRIs having nil or little access to Indian cricket on television. However, all these users are extremely receptive to Internet advertising.

“Cricket inventory adds on to our premium offering in movies, gaming, social networking, travel, auto and technology verticals. Premium network channels amalgamate the fragmented audiences spread across 50+ properties and sell it as one entity, giving the advertiser buying efficiencies. A brand typically accesses properties in a channel barring the channel leader for ad-network targeting features like geo-targeting, frequency capping, etc., which isn’t always possible in direct buys. Similarly, auto optimization through networks also generates a higher click-through than average,” said Aditya Khanna, Business Head, Tyroo Media.

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