Smile Vun Group, an Indian-based digital media conglomerate, has created a LUMAscape-inspired chart for India's digital landscape, which it hopes will help digital buyers plan their media spends better.
Manish Vij, founder and CEO at SVG Media, tells ClickZ that the rationale in creating the Indian digital ad landscape (see below) is to educate marketers of the major players and elements that exist in the country.
While one of its disclaimers states that the landscape is aimed to be educational and not a branding tool to serve any business or commercial benefit, the media group's subsidiary firms are prominently featured such as its performance ad networks Tyroo and DGM as well as DMP (demand management platform) PrecisionMatch.
India's Display Ad Tech Ecosystem Compared to Asia vs. U.S.
Vij avoided comparing it to the region but says the display landscape is very similar to a matured market in the West as "India as a market adapts fast and leapfrogs."
"However, due to limited scale, players in India may have to perform multiple roles (in the landscape) to achieve scale as opposed to performing a single role in the value chain in the West," he notes.
In China, it is common for local ad networks to also offer DSP (demand-side platform) and DMP services to advertisers in the country but such "one-stop shops" come with challenges in the market outlined in this article by media agency exec Charlie Wang.
Last October, SVG Media officially rolled out PrecisionMatch to provide targeted display advertising data in India, Southeast Asia, and United Arab Emirates using Adobe Audience Manager technology.
PrecisionMatch claims that it is the region's answer to BlueKai and Exelate in North America - data providers that work with publishers to monetize their consumer data and offer third-party audience data to advertisers.
Because of competition from search and social media marketing, PrecisionMatch's proposition is to allow advertisers to buy display audience data based on consumer segments for automobile, mobile handsets, travel, and technology.
Early adopters that use the company's aggregated data for their performance-driven campaigns include Samsung, General Motors, Ford, Tata Motors, Expedia, and Snapdeal.
Programmatic buying is a relatively new concept in India, particularly among brand marketers in the country that invest less than 5 percent of their ad budgets in digital.
Nonetheless, SVG Media's CEO is positive that "serious money has/will start flowing in the market from brand spending" as they see a large number of brand advertisers are now ready to spend about 10 percent in digital marketing and "not strictly with last mile attributable performance" (search engine marketing).
Correction: The original article incorrectly stated that Seventynine is part of SVG Media Group, the mobile ad network has been sold to Grunher+Jahr and Networkplay in November 2012.
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
March 19, 2014