Indiantelevision.com Team

(14 June 2007 7:57 pm)

NEW DELHI: The first-ever innovative Response Management System has been launched in the country by an Internet Advertising Network to empower Indian small and medium enterprises who have not taken to online advertising.

Tyroo Media Pvt Ltd business head Aditya Khanna told Indiantelevision.com that when a user clicks on an advertisement on a website today, he gets linked to the advertiser’s website. But since most small advertisers do not have websites of their own, they cannot advertise.

“Thus it’s a win-win situation as it becomes an excellent lead generation tool for the SME advertiser, enabling it to make heavy impact on India’s best publisher sites even in the absence of a website. This is an initiative to bring internet advertising options to a completely new market segment of SMEs enabling them to advertise with budgets as low as Rs 2500. These attempts will broaden the online advertisement market at its very base by empowering advertisers who have limited platform.” Khanna added.

Smile Interactive Technologies Group chief business officer Manish Vij which is the investor backing Tyroo said, “Since we have developed our own technology, we are flexible to add new features suitable to mould our requirements. Several other ad-networks have leased their technology from elsewhere and have to make do with what has already been created and cannot customize to local market requirements. After all, technology is the differentiator in our business.”

By introducing such features, Indian SMEs will find it easier to advertise and the overall online advertising market will grow exponentially. In the United States, SMEs make a substantial contribution to the total online advertisement market, Khanna said. “Localization is Tyroo’s strength and it is the first ad-network to have introduced such features for SMEs”, he added.

Khanna claims that Tyroo had crossed the 1,000 publisher mark, who can be divided broadly into 45 categories and include names like Shaadi, Naukri, Oneindia, Santabanta and many other big names, along with several hundred smaller publishers like blog owners, and user generated sites. He said several large advertisers such as Microsoft, Tata AIG, HSBC, ICICI etc were currently using the network to reach out to these publishers and in turn.

Tyroo Public Relations Manager Amit Chhabra said that there were several modes of payment for the advertiser, including ‘pay per click’ basis, cost per acquisition, or cost per 1000 impressions. After deducting their own commission, Tyroo passed the rest of the money earned to the publisher. Whenever a person clicked on an advertisement and got linked through a hyperlink, this got automatically recorded and formed the basis of the payment, he said.

Tyroo was commercially launched for the Internet in June 2006 and is backed by Smile Interactive Technologies Group (SITG). SITG has a leadership standing in the Indian online media and online technology domains by backing companies such as Quasar Media (India’s largest digital media services company), Zoomtra (India’s first online travel meta-search engine) and Zumtra (India’s largest online technology services company).