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Updated: VDOPIA To Power Video Advertising For Tubaah And NDTVProfit.com


Update: We spoke to Saurabh Bhatia, Chief Business Officer of VDOPIA on the NDTV Deal, advertising on live streaming, on their iPhone initiative iVDOPIA and what he thinks about the notion that ad networks treat all publishers the same way:

How long is the NDTV deal for? Can NDTV sell inventory, or do you have exclusive rights to inventory or can they bundle banner inventory with video?
It is exclusive for us. NDTV and VDOPIA are trying to keep video as a separate inventory, to maximise the user experience and revenues. There are two parts of the deal – one is renewed on an annual basis, and the other is a long term strategic initiative.

image-saurabh-bhatia-cbo-vdopia-incHow much inventory does NDTV have?
Total inventory – India and US combined – would be aqround 10-15 million impressions per month. There are certain times when usage explodes. This month, it could reach 20 million because of the elections in India. Also, now that we have added live streaming for NDTV Profit and tubaah, it should increase. 

The platform being used by NDTV is VDOPIAs. The market perceives VDOPIA as a video advertising network. What many people don’t know is that at the core is the platform; it has dynamic targeting, and is a part of VDO Labs, which is our research lab.

How does advertising work on Live Streaming?
NDTV is streaming a clean feed, and we’re able to insert ads. After a fixed amount of time – say every 4-5 minutes – there is an ad insertion. Maybe a year down the line we might introduce more ads. We can do pre-rolls, post-rolls and overlays. We can also do skin branding with product placement with product placement while the user is watching the video.


What are the metrics that you are operating according to – CPM, CPC?
We’re not just measuring impressions, but also minutes of brand exposure. For the campaign with Virgin, we got a million minutes of brand exposure. Another measure is the brand interaction time. The ad on the right hand side (see above) becomes interactive, and we can also add a microsite to it. Normal ad units are on CPM basis. On skin branding etc, it’s per minute brand exposure, CPM or fixed spot.

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We’ve done campaigns for around 123-127 advertisers, including Airtel, Cisco, HCL, Pepsi, Tropicana, Maruti, Volkswagon, GM, Tata Safari, Tata Indica, MMT, Yatra, Travelocity, Nokia, samsung, Spice Mobile, Virgin.

What is your reaction to the notion that ad networks treat all publishers as the same?
That is what the differentiator for VDOPIA: we’re in the business of premium content, and our publishers are treated as such. Each publisher is a different entity for me. Even within NDTV, I have NDTV.com, Tubaah and Profit. All three are different genres. From an advertiser perspective, they say they want to target the finance vertical – they want to do specific branding with a publisher?

Are the rates different for different publishers?
I won’t say that rates are different – rather, for different ad units on different properties, the rates are different. This is because each has a unique audience, and number of impressions. It’s the scale, reach and audience that differentiate one from the other. No two sites are the same.

How’s your iPhone advertising service iVDOPIA doing? How many advertisers and publishers are on board so far?
This is my first quarter of active marketing in the US. The only thing that I can share about it, is that you’ll hear some major breakthrough deals at iVDOPIA in the next 30-60 days. We’re among the first to launch an iPhone 3G network. That’s our starting point to enter the smartphone market. The moment India launches 3G, we’ll launch here. The core VDOPIA platform remains the same – it’s a convergent platform. An advertiser can log in and choose which campaign he wants to run where.

Original story: NDTV Convergence recently began streaming NDTV Profit live on the net. VDOPIA, an online video advertising network funded by Nexus India Capital, informs us that they have inked a deal to power video advertising on the NDTVProfit.com and Tubaah, a video content portal which NDTV Convergence launched in February.

What’s particularly interesting is that they’re powering advertising on live streaming for NDTV Profit. 

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With this deal, VDOPIA has gotten on board quite a portfolio of inventory: they now power video advertising for 8 NDTV websites –  NDTV Good Times, NDTV 24X7, NDTV Cricket, Tubaah, NDTV India, Metro Nation, NDTV Profit and NDTV Travels. Apart from this, the company also powers video advertising for the Network18 properties including IBNLive, moneycontrol, josh18, cricketnext, tech2 & buzz18. 

Saurabh Bhatia, Chief Business Officer of VDOPIA says that they’ve seen a 10 fold increase in online video consumption in India. The company claims to have run over 100 brand campaigns on NDTV videos over the past year. The release does not mention the time span of the deal, the total inventory being served, or the type of advertising being provided on live streaming. We’ve contacted VDOPIA for more details.


— Video Ad Network VDOPIA Raises Funding From Nexus India Capital
— Exit Interview: Sanjay Trehan On His Two Years At NDTV Convergence
— Times Audience Network To Open Up Its API; “Video Ad Inventory Has To Be Sold By The Publisher”
— Times Now On Nautanki.tv; Thoughts On Video Content Online

(Disclosure: I own a small number of shares of Network18)

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



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