"Going forward, advertisers will spend more monies with digital ad networks"
An ad network is an extension of a media agency supported by tech, explains Uma Shankar Bhardwaj, Founder & CEO, iAvatarZ Digital, speaking about the business of such networks in India
The digital ad network market is mushrooming. One of the players in this burgeoning market is iAvatarZ Digital, a seven-year old online marketing firm with experience in Australia, UK and US markets.
According to the agency, it helps clients get to market faster, cheaper with search engine marketing and related online advertising methods.
In an exclusive conversation with exchange4media, Uma Shankar Bhardwaj, Founder and CEO, iAvatarZ Digital, speaks about the business of ad networks in India, the agency’s expansion plans, and much more…
Where does iAvatarZ stand in the ad network space in terms of volume?
We have been one of the first networks in India and since then we are growing more than 100 per cent y-o-y. In brand network category, we are one of the leading networks in India and Middle East. Currently, we are doing two billion impressions per month globally.
How do you plan to strengthen your foothold in India?
We have been focussing on technology and analytics to drive performance and RoI for our advertisers. We have recently come out with engagement-technology-driven media inventories, which create higher interactions with the audience. However, we firmly believe human interface added to technology creates better value and customisation for clients and this has always been our USP. We have a strong team of technology experts who are working on mobile and video innovations to make us future-ready.
Which are the ad networks in India that give you a direct competition?
Since we are an audience network, we didn’t face much competition in our space. However, some of the networks are doing well like Tribal Fusion. We believe there is still space for more such players in the market as overall pie of audience network is increasing fast. In the coming times, advertisers will spend more monies with such networks.
How do you ensure maximum RoI through display ads?
We have an in-house technology team that brings new innovations and keeps a strong watch on the latest technologies globally. Our optimisation team and proprietary tools make this job easier. Our tools help us in A/B testing and DMP across campaign optimisation process and gives us deep insights to take informed decisions quickly.
How are marketers engaging themselves in the ad network space today?
Ad networks are no longer just a performance medium, but they provide extensive reach and quality audience at lower cost. I’ve seen many FMCG and auto clients spending on networks to get maximum reach and affinity. With technology and latest engagement tools, this medium also provides higher interactions as well.
How do you distinguish the work of an ad network from a media agency?
We would say that a network is an extension of a media agency supported by technology. We also do media planning and strategy for clients.
How are you monetising the video content of your associate partners?
We have been working with various advertisers across the globe where we are selling video inventory of our associate partners. Also, the publishers who do not have video content, we provide them inventory and audience through our widget solutions.
In these turbulent times, do you think social media marketing is the best solution for marketers?
Social media is more about User Generated Content. Most of our publishers have made their website content social and have UGC as well. I still think good content is the king, only we need to make it social.
What makes Dubai a lucrative market for iAvatarZ? What are your other expansion plans?
We have been working in Dubai for last five years, and till now we have worked with more than 150 advertisers in MENA Region. Our engagement technologies are very popular in that region. There is an exceptional pool of local talent and a great network of businesses to work with and share ideas.
We have a registered office in UAE which caters to our clients in MENA region and we are planning to tap the Africa market as well from Dubai. We have recently opened our sales office in Thailand to cater to the requirements of our SEA clients.
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