Home >> Advertising >> Article

Quick five with Ozone Media’s Senthil Govindan

16-January-2013
Font Size   16
Quick five with Ozone Media’s Senthil Govindan

Founded in 2006, Ozone Media is a cross platform ad network headquartered in Bangalore. With capabilities across media platforms, depth through data and core technology development, Ozone Media runs campaigns for e-commerce, daily deals, travel, FMCG, financial services, and other emerging internet sectors.

Ozone Media’s clientele includes marquee names such as HSBC, SBI, ICICI, Yahoo!, Dell, NDTVjobs, Lenovo, Cleartrip, In.com, Britannia, Huggies, Virgin Mobile, Zapak, Makemytrip and Citibank, etc.

In conversation with exchange4media, Senthil Govindan, Associate Vice President of the Products Division, Ozone Media Solutions shares his views on the digital ecosystem in India and the evolution of online marketing.

How is the Indian digital ecosystem shaping up?
India’s internet penetration hit 137 million last year. The Indian online audience was 121 million in 2011 and 91 million in 2010 indicating that the space is growing by more than 22 per cent every year. Most online users fall into socio-economic categories that are attractive to marketers.

While we are seeing rapid growth and penetration of digital marketing both, because of user adoption of the medium and because of advertiser awareness, we have a long way to go before the true potential of this space is realised.

In your view, what would be the biggest challenge plaguing the Indian industry?
The online space today is mostly seen as a medium to gather information. With the deluge of information available online, users leverage this medium to look up items but many end up buying in the traditional brick and mortar stores. This is similar to what online retailers used to find in the US a few years ago.

What can an online company do to get better returns from leaking traffic?
Beyond ensuring a great experience to consumers, there are third party innovations which are very helpful for online businesses. Retargeting, for example, is one such way that seeks to convert visitors into buyers by studying their behaviour patterns.

Elaborate on retargeting and how it can help online businesses.
Only a small percentage of visitors to any online business transact on their website. Retargeting allows the advertiser to show banner ads only to people who have visited the advertiser’s site. The late CK Prahalad talked about the N=1 (offers will be tailored to each individual) and R=G (using the best global resources) model that the business world will evolve towards. Dynamic retargeting is a classic application of his model. Every customer online who sees a retargeted ad will see products that are relevant to him/her. This is enabled by capturing data about the products a user visits on the advertiser’s website. This information is retrieved in real-time when the ad is to be served. Ozone Media’s Smarton is one such dynamic retargeting tool.

How do you see the online marketing world evolving over the next couple of years?
We are seeing the initial stages of audience data being leveraged to drive effective online marketing campaigns. I predict that this type of advertising will become a critical part of digital marketing over the next couple of years. We will also find that the importance of stand-alone inventory starts diminishing and the role of data starts becoming more critical.

While I tout the importance of data, it’s important to keep in mind that audience data by itself is useless. A fundamental development on the inventory delivery side that is helping target users in a selective manner is the onrush of Real Time Bidding (RTB). Since millions of impressions can be procured in a cherry-picked fashion, this provides a way to run a much focused audience-based campaign.

Premium publishers who are already attractive to advertisers for the reach and quality of audience on their site are also likely to leverage the data trend. I foresee that over the next year, many publishers will segment their own visitors in order to deliver ads based on audience segments they have created amongst their visitors. This increased value provided to advertisers will be key to increasing the yield obtained from their inventory.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told