Yahoo! India is all set to venture into the online video advertising space. Claiming that movies, TV shows and sports are the fastest growing categories in the audio-video segment in India, and that over 30 million Internet users in India consume online video regularly, leading to over 1.8 billion video streams every month, the digital giant has announced its offerings to leading marketers to reach their target audiences through online video messaging.
Yahoo!’s venture comes in the wake of a significant surge in online advertising spends in India. As per a recent report by PWC; the size of online advertising industry registered a growth of 28.3% in 2010 and is bound to surge in 2011-2012. The medium is set to evolve in coming years as it offers immense possibilities for targeted communication. However, as per recent reports on digital expenditure, the medium continues to remain highly under-monetised.
In India, online advertising constitutes only 3.75 per cent of the total ad spend, which is to the tune of Rs 10 billion annually. Yahoo! India aims to target pie from the chunk of fast-growing ad spends of television platforms through audio-video ad formats online.
This platform offers a definite opportunity to advertisers and marketers providing them the potential for significant brand interaction and awareness building, by reaching the target audiences in an engaging environment. The true power of the video ad is that it is highly complementary to the brands investing in the television business.
A recent report released by the IAMAI-IMRB claimed that of 112 million claimed there are 90 million active Internet users in India – 70 million in the cities and 20 million in villages.
For the record, this development comes in less a month after Google India launched its latest ad format, Media Ads. The Google ad model had introduced new ways of video ads on Google Search. The format was designed to put video ads front and center. Before the launch of Media Ads, Google India had launched over a dozen of new ad formats. Interestingly, Media Ads are fully automated unlike usual keyword search on google.com or google.co.in.