IP Targeting

IP targeting or Geo targeting is used by the best of the Ad-networks. There are lots of different ways to target advertising. Most of them rely on the surrogates of demographics. Demographics are attributes like age, income, education, status or type of occupation, region of country and household size. Demographics can also include the age of children, home ownership, home value and urban or rural location.

IP targeting is the method of targeting whereby, the physical location of a website visitor is determined and different content to that visitor based his location, such as country, region/state, city, ISP or other criteria is delivered.
IP targeting has been the most long-standing method of using “technology” to target users of the Web based on geographic determinants. It has become significantly better recently due to new IP matching companies entering the arena. However, the accuracy of this kind of targeting is how accurately the technology vendor for the site you are advertising on maps IPs to true geographic areas.
IP targeting has been around since the early days of ad serving. It involves writing the code that will strip the IP address from a request, compare it to a database, and deliver an ad accordingly. The next and most important step is building and maintaining an IP database.
One of the first applications of information in an IP database was targeting to specific geographic regions. Most commercial ad management systems have IP databases that can make geographic targeting possible.

The reasons for targeting local in digital media are
A) A local business having reach in only a specific area
B) A national retailer that has reach in a particular locality
C) A national advertiser with a new product testing that product concept and media options to support it in a smaller, representative market
D) A national advertiser that needs to achieve certain communication delivery goals that cannot be reached with national media alone.



It would seem that reasons B) and reasons D) have the potential for being the most compelling use of the Web by advertisers. But one reason not mentioned here that often escapes advertisers in the standard media is one of giving local flavor to a particular product or service.
When you advertise, your focus has to remain on the consumer. A consumer may think globally, but he conducts his life locally.
This is an important thing to keep in mind, especially as so many of us in the Internet advertising industry tend to lose sight of how the general population thinks and feels about their lives and the media they engage in.
“The goal of any advertiser is to make a connection between the consumer and its brand,” asserts Shawn Riegsecker, president of Intégrent Media. “A key to successfully making this connection is to relate or integrate your brand into the daily life of your consumers.
“This is where effectively targeting local audiences comes into play. When done properly, communicating with a consumer at the local level allows you to integrate your message into the things your consumers care most about.”
The practical reasons don’t go away, of course. They simply become part of a larger array of applications for the use of local advertising.

Tyroo Media crosses 1000 Publishers

Tyroo Media Pvt Ltd, an Internet advertising network, crossed the 1,000-publisher mark on May 29, 2007. Tyroo has now the widest and most diverse network of publishers, providing advertisers a one-stop window to reach out to their audiences. Tyroo is like a self-serve ad marketplace.

Publishers working with Tyroo include leading names like Shaadi, Naukri, Oneindia, Santabanta, among others, along with several hundred smaller publishers like blog owners and user generated sites, which all earn considerable revenues through the partnership with Tyroo. Several large advertisers such as Microsoft, Tata AIG, HSBC, ICICI, etc., are currently using the Tyroo network to reach out to these publishers.

Said Aditya Khanna, Business Head, Tyroo Media, “Our publishers can be broadly divided into 45 categories such as entertainment, sports, news, education, finance, travel, matrimony and real estate among others, which give advertisers a great targeting option to reach out to specific audiences. The targeting is working well which has resulted in our biggest clients coming back to us. Many of our successful campaigns have been giving CTRs (Click Through Rate) that are double the industry standard of 2 per cent.”

Importantly, the publishers do not have to bear the cost of having their own sales force.

Said Manish Vij, Chief Business Officer, Smile Interactive Technologies Group, "Tyroo is going to be big, this is just the launching pad. We have invested over two years to develop a highly robust in-house technology that helps our partner publishers earn more from advertising through a proprietary optimization technology and help our advertisers target their customers through multi dimension targeting.”

Tyroo was commercially launched for the Internet in June 2006 with investment and backing from Smile Interactive Technologies Group (SITG). SITG has backed leading online media and technology companies such as Quasar Media, Zoomtra,

India’s first online travel meta-search engine, and Zumtra, an online technology services company.

Make your blog your earning partner, Advertise through ad-networks

So you thought that your blog is just a diary that you and your friends can read, all I can say is that what I am going to tell you next can be believed only if you try it yourself.

You own a blog, you write content daily, the content is relevant to people then go ahead monetize your blog.
Your blog can be made your earning partner, courtesy the booming ad-networks in India. Earlier it used to be Google all the way, but with new and improved versions doing the rounds, ad-networks seem to be the “in” thing. And don’t think you need to be biggie blog to earn money.
Just check the following figures.
• PodcastDirectory.com receives nearly a million hits and makes around $30,000 to $40,000.
• Labnol.blogspot.com receives around 125 million hits a month and 0.03% of global users visit the site.

These guys are regular people who later turned to bloggers seeing the amount of money at stake. Blogging has now turned on to a full time proffesion for many tech-savvy guys. Contentsutra, Emergic are some blogs on technology that are getting huge amount of impressions. Similar blogs are existing for a diverse variety of subjects. The opportunity is open for people like me and you to write and earn.
The earning are generally on the Cost per click basis. Basic CPC for Text ads runs at approximately Rs. 2 and for Image links at Rs. 4. So even if you get 1000 clicks on an ad, you are earning well enough. (These figures are from a leading ad-network in India, Tyroo)

So go ahead, start blogging and start earning

Amit Chhabra

FAQs about Advertising Networks

An Advertising Network (also called an online advertising network or ad network) is a company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. Google Adsense, Tyroo are some of the leading ad-networks.

An ad-network is a collection of online advertising inventory. Ad networks serve advertising on your website and share advertiser revenue for qualified clicks each time your site visitors clicks on ads.
Inventory is the creative space acquired on a website. It comes in various dimensions such as 728*90, 120*240, 468*60, 300*250 and many more. These are measured in pixels.
Online advertising inventory comes in many different forms. This inventory can be found on websites, in RSS feeds, on blogs, in instant messaging applications, in adware, in e-mails, and on other sources. Some examples of advertising inventory include: banner ads, rich media, text links, and e-mails.

Click through rate (CTR) means the percentage of impressions that resulted in a click through. It’s calculated by dividing the number of clicks by the number of impressions.

Cost per click (CPC) - is the online payment models by which advertisers pays for each click through made on their advertisement.

Creative - The technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/video.

Page View - Occurs when a user’s browser requests a web page.

Cookies - A process by which a small file is sent from a web server to the local user’s computer to store information unique to that browser. Often used by advertisers to keep track of the number and frequency of advertisements that has been shown to a visitor or by sites to help them determine the number of unique visitors.

Advertising Networks booming in India

As Wikipedia puts it, an advertising network is a collection of (often unrelated) online advertising inventory. It’s an ad-serving platform that brings together the advertisers and the relevant publishers. It’s different from advertising in the sense that it brings a huge number of publishers together; it’s cost effective for the advertisers and opens up huge avenues for the advertiser through which he can reach his desired audience. A testimonial of the success of ad-networks is a campaign run by a leading MNC in NCR for its recruitment purposes. It had an astonishing conversion rate of 80% i.e. 80% of the people who clicked on the ad actually filled the form. The CTR for the campaign was 3%-4% and the campaign was for HR recruitment purposes, considering it’s not the most favored.
Its quite phenomenal, the rate at which ad-networks are growing in India. For instance, Tyroo Media Pvt Ltd, a Delhi based online advertising network which is only in the 1st year of its inception, but is already growing at a very fast pace adding on more that 100 publishers every month on to its network and with impressions in excess of 400 million, it seems to be strolling well towards catching hold of a good share of the market.
The Ad-network market in India is currently lead by Google. Following it is a bunch of Indian networks including Tyroo, Ozone Media, Tribal Fusion and Komli being the major ones. Tyroo is the only one amongst these to have its own world class technology. Infact, it also has tied-up with leading American and Australian firms and seems to be on a mission to have a world class technology in place. Komli on the other hand, has technology that’s leased and hence, lags a little behind.
All these suggest well enough that ad-networks are here to stay and with the amount of healthy competition available, maybe Tyroo could bring in the new revolution after Google and Yahoo. Guess that’s why it’s booming.

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