Ad networks are a well established feature of the digital space, both in India and around the world, and have had to innovate to find new ways to get users to click on the ads. The latest trend to sweep ad networks is rich media advertising, which combines both interactive elements, video elements, and leverages social media, and Tyroo, which is funded by Yahoo, has also jumped on the bandwagon, partnering with digital advertising firm MediaMind to provide a new service they call VooDoo. Similar to the new rich media display servings, the VooDoo format also allows one to interact with a product in a varied fashion without leaving the source page.
Nitin Chowdhary, Tyroo’s India Business Head, said, “We aim to provide the best in class capabilities to advertisers to reach their target audience and engage them effectively so as to maximise brand recall. The growth of bandwidth is leading to increased use of formats such as video and rich media. Brand advertisers on the Tyroo Network now leverage these formats to create a far more enriching brand experience for the consumer. VooDoo, jointly developed by Tyroo and MediaMind, is a high engagement ad format that leverages video and social media to create a unique brand experience for the consumer.”
Raghu Seelamsetty of MediaMind, added, “Tyroo is one of India’s largest horizontal ad networks. Their reach and experience of working with advertisers and publishers in the Indian eco-system makes them an ideal partner to showcase our rich media capabilities.”