Ad tech companies creating disruption in digital media industry
The technological advancements in the country have led to the growth of a digital ecosystem and as a result the digital media industry is also growing at an unprecedented rate. Sectors like digital agencies, technology companies, digital marketers and many more are evolving and offering a complete solution to digital spenders like e-commerce, telecom, BFSI, media & entertainment, and consumer durables companies.
A recent study conducted by Dentsu Aegis Network states that the Indian advertising industry currently stands at Rs 56,398 crore, and with the increasing demand, this sector is likely to grow at a rate of 14 per cent to reach Rs 64,488 crore by 2017. The main reason behind this growth is the shift from traditional mediums to digital mediums. With the ever changing scenario, it becomes important for advertisers and agencies to know how the shift will shape up in the next couple of years.
The future of digital media industry looks strong with the evolution of ad networks, programmatic ad buying, audience engagement and other factors in the country.
Following are the top 5 online Ad Networks operating in India, which have created a disruption in ad tech industry.
Xapads: Started in 2012, Xapads is a fully independent programmatic ad exchange built to drive ROI through single platform. Xapads offer self serve monetisation platform that combines with exclusive data, easy to use technology, premium placements and integrated RTB solutions to help brands achieve the more engaging results. Xapads gives ad agencies, trading desks and mobile ad networks the transparency and control over ads to give an advanced user experience, which leads to innovative and trusted ad campaigns and premium ad spaces. The company is based out of Delhi and has offices in Germany, Sweden and is looking to open up more in San Francisco and New York as well.
InMobi: InMobi is a global mobile advertising and discovery platform that claims to have a reach over 1.5 billion unique mobile devices worldwide. The company was founded in 2007 and is backed by Soft Bank, Kleiner Perkins Caufield & Byers and Ram Shriram’s Sherpalo Ventures. InMobi has 22 offices in 17 countries across 5 continents and employs around 1,000 people. InMobi provides mobile advertising solutions and competes with Facebook and Google on the mobile advertising front.
SVG Media: SVG Media is the largest Indian digital media platform with over 150 million unique visitors. SVG Media started its India operations in 2006 and is the launch pad for successful digital advertising technology media businesses. SVG Media houses leading performance, mobile, social, data targeting and rich media businesses such as Tyroo, DGM, Seventynine and Komli. Through its four entities, SVG Media represents more than 70 per cent of India’s Internet base. The group works with almost every online commerce, mobile first and consumer brand in the region; driving reach and performance to them through it products such as Product Listing Ads, Affiliate Marketing, Dynamic Re-Targeting, Video and Native Ads and Social.
Fork Media: The brand press platform is an end-to-end native advertising solution for publishers that enables them to easily activate, deploy and manage native ad placements across all media properties. Fork leverages online, mobile and video platforms to create innovative, turnaround solutions for advertisers and publishers, alike. Fork Media works with publishers to unlock alternative revenue streams and with advertisers to create longer term engagement with their target consumer.
Affle: Affle is the architect of its end-to-end Mobile Audience as a Service (MAAS) platform, which serves the needs of leading commerce marketplaces, app developers, marketers and publishers globally. Started in 2006, the company houses 300-plus employees and has 8 offices now. The company has navigated through industry level changes successfully and has consistently delivered high growth and innovations for its teams, partners and shareholders.