According to a release, Komli Media and Artivision have tied up to introduce advertising solutions for online video content publishers in the Indian market. Neo@Ogilvy & OgilvyOne would set an online video creation facility and work closely with the Komli – Artivision partnership. Artivision’s Target-Ad is an in-video monetization service, generating ad placements. Target-Ad uses video content analysis to automatically find and map IAB standard ad units within areas that do not interfere with the user’s viewing experience.
Our Take
We don’t agree with the claim made in press release, about Neo@Ogilvy setting up India’s first online video creation facility. Video ad network Jivox was the first to launch in India, tools for creating adverts online, primarily targeting small advertisers. Apart from that, Indian companies like Rajshri Media have made special for-Internet content; Rajshri has/had a broadband studio. We had contacted Komli PR execs and company representatives yesterday, and they are yet to get back to us.
Secondly, we don’t like the idea of a partnership between an agency and an ad network; it is not in the advertisers interest, which should choose what is best for the client by comparing available advertising options. A “partnership”, and a plan to “work closely” puts a question mark on the independence of the agency.
We feel the same way about agencies launching Ad Networks, because the company benefits more from running the advertising on their own networks, rather than competing networks, leading to a greater propensity to run ads on company owned networks.
We’ll update in case there’s a response.
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8 Comments until now.
Do not agree to the last statement.. agencies do the best for clients.. and if client isnt happy with performance, wither plan gets changed or agency gets changed.. so its in agency's interest to be neutral.. and they do so most of the time as they dont want to lose a client.. so networks get back to selling to parent agencies too…..
Sorry.. last paragraph.. error regretted :)
so then why partner, or start your own network? there's a clear conflict of interest. I think there should be a chinese wall between agencies and networks, but unfortunately, there isn't one.
And not to forget, there is also Vdopia, big player in video Ads.
So which one is the real 'first in India' now?
hey, I read the news, it seems like Komli is doing something completely different than Vdopia. (did you see the example on their site?)
it looks really cool :)
Wee said Nikhil. this is indeed a very important point in the context of Agencies maintaining neutrality. And this conflict is so apparent in Agency-Network nexus like Quasar-Tyroo: IA-Ad Magnet. In fact IA blovks every other network from the plan and actively promote only Ad Magnet. Clearly this is against client's interests
but it has been going on forever.. WPP has involvement within consulting and media buying for traditional media as well. it may not be as naked as this relationship but but it has always existed and for a bigger pie
are there any more networks of note??? :)