The Indian online-display advertising market is poised to grow at 32% this fiscal, but the road ahead is bumpy. Saurabh Bhatia, Chief Business Officer, Vdopia Inc. reveals his firm’s content to 4Ps B&M and talks about Vdopia’s 2010 game plan in India...
4Ps B&M: What was the main thought process about live streaming of cricket? Has it lead to any kind of increased patronage from your clients’ side?
SB: Working with online content owners for quite some time made us to realise the value of content in areas like cricket and news. There was also a request from our publishers for providing them a solution in those lines. That’s how the concept of live screening of cricket on board was developed as we worked with Ten Sports for India – Australia series and Nimbus for India- Sri Lanka series. Today we not only deliver an amazing reach within audience vis-à-vis television but also provide absolute measurability. We are going for an advance booking for many of the upcoming sporting events like the India – South Africa series (which starts next month).
4Ps B&M: Which are the major advertisers that have come aboard on this?
SB: For live screening we have had advertisers like Aircel, Airtel, Xerox, Maruti, IDBI, Cisco, et al.
4Ps B&M: What is the revenue sharing model of Vdopia?
SB: We associate or partner with publishers and content owners in online and mobile space. We provide free technology and essentially that technology is the ability to insert the ad within the video or in and around the video. Some of our technology is patented or proprietary which is all free of cost and in return, we generate revenues from the advertisers providing ads. These ads are then run on our publishing partner’s sites or on the video content (cricket, news, sports, entertainment, et al) and the revenue generated is shared between us and our publisher partners.
4Ps B&M: Any plans to promote live screening of news channels?
SB: Yes, absolutely. In fact, in the current quarter our core focus will be on promoting live screening across news channels. Our goal is to get all the key news channels on board vis-à-vis this particular aspect is concerned. As of now, NDTV is one of our premium publishers, thus they are among the first companies for whom we implemented live screening solutions.
4Ps B&M: But what about the Mobile ad network, especially when the talk of introducing 3G in India is so ubiquitous?
SB: One of the major initiatives for us this year is mobile. We invested significant energy and resources last year in developing mobile technology. We launched i-Vdopia in US (a mobile centric video advertising platform) and we intend to grow that platform and achieve leadership in that aspect in the current year. In addition, we are also working on project R (its code name is Project R!) which shall be revealed in the month of April. Besides this, we also intend to do a commercial launch which is another initiative both in the Internet and mobile space.
4Ps B&M: Vdopia has grown over 900% in 2009. What are your plans to sustain the same growth rate?
SB: In the short term, we believe that mobile is going to be a big initiative including live screening. We are focused on the expansion of our sales, technology, R&D in India. For 2010, we have done significant hiring and have doubled our sales team. Moving forward in the long run we are very clear that we need to continue to do innovation around video and we are absolutely committed in doing that.
As told to Neha Sareiya
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM Related Links
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IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
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4Ps B&M: What was the main thought process about live streaming of cricket? Has it lead to any kind of increased patronage from your clients’ side?
SB: Working with online content owners for quite some time made us to realise the value of content in areas like cricket and news. There was also a request from our publishers for providing them a solution in those lines. That’s how the concept of live screening of cricket on board was developed as we worked with Ten Sports for India – Australia series and Nimbus for India- Sri Lanka series. Today we not only deliver an amazing reach within audience vis-à-vis television but also provide absolute measurability. We are going for an advance booking for many of the upcoming sporting events like the India – South Africa series (which starts next month).
4Ps B&M: Which are the major advertisers that have come aboard on this?
SB: For live screening we have had advertisers like Aircel, Airtel, Xerox, Maruti, IDBI, Cisco, et al.
4Ps B&M: What is the revenue sharing model of Vdopia?
SB: We associate or partner with publishers and content owners in online and mobile space. We provide free technology and essentially that technology is the ability to insert the ad within the video or in and around the video. Some of our technology is patented or proprietary which is all free of cost and in return, we generate revenues from the advertisers providing ads. These ads are then run on our publishing partner’s sites or on the video content (cricket, news, sports, entertainment, et al) and the revenue generated is shared between us and our publisher partners.
4Ps B&M: Any plans to promote live screening of news channels?
SB: Yes, absolutely. In fact, in the current quarter our core focus will be on promoting live screening across news channels. Our goal is to get all the key news channels on board vis-à-vis this particular aspect is concerned. As of now, NDTV is one of our premium publishers, thus they are among the first companies for whom we implemented live screening solutions.
4Ps B&M: But what about the Mobile ad network, especially when the talk of introducing 3G in India is so ubiquitous?
SB: One of the major initiatives for us this year is mobile. We invested significant energy and resources last year in developing mobile technology. We launched i-Vdopia in US (a mobile centric video advertising platform) and we intend to grow that platform and achieve leadership in that aspect in the current year. In addition, we are also working on project R (its code name is Project R!) which shall be revealed in the month of April. Besides this, we also intend to do a commercial launch which is another initiative both in the Internet and mobile space.
4Ps B&M: Vdopia has grown over 900% in 2009. What are your plans to sustain the same growth rate?
SB: In the short term, we believe that mobile is going to be a big initiative including live screening. We are focused on the expansion of our sales, technology, R&D in India. For 2010, we have done significant hiring and have doubled our sales team. Moving forward in the long run we are very clear that we need to continue to do innovation around video and we are absolutely committed in doing that.
As told to Neha Sareiya
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Social Networking Sites have become advertising shops
