Online ad network company Komli Media will enable the distribution of video ads across its entire publisher inventory, targeting brand advertisers. The enablement of video ads should allow the company to target a set of advertisers who don’t really do banner advertising, instead have put up their repurposed TV commercials on the web. Something like this has been done in the past by MSN Desktop TV (related article) sold by NDTV Media, which would often, irritatingly enough, be on auto-play.
Akshay Garg, co-founder of Komli Media, told MediaNama that quite a few players in the market have enabled auto-play, “which is why they’re able to charge on a cost per 1000 impressions basis, because the page loads and the video runs on its own. We’re not fans of that…it’s intrusive.” The company hasn’t decided yet on the metrics according to which they’ll change – whether pay-per-play – but added that “What we have seen during our trial run, is that there is quite a variation in the click through rates on videos. So just charging video on an impression basis is an option.” On advertisers, Garg said that they’re currently speaking to advertisers, and will have “quite a handful” within a month. On Komli’s video ads there’s a video ad for Samsung.
Now while these are essentially video spots replacing banner advertising, Komli is going to roll out pre-roll and post-roll advertising soon, which will be viewed around video content. However, that space has been garnered by incumbent ad networks like Jivox and VDOPIA. We asked Garg if they have any space to operate in, since many of the existing deals are exclusive deals, and about how they’re going to differentiate their offering. He declined to comment on differentiation, saying that he can only take that up when they launch a competing offering, but questioned the exclusivity of exclusive deals “Exclusivity is a fungible word in the Indian context – because Video is so small and insignificant, that some of the larger players have been open to doing exclusive deals, because there was only one player. As the market grows, these people are going to take a very close look at these exclusive deals..they aren’t for life, and are for a defined time period. As they see value in us or whoever else, they’ll look at all the offerings on the table.
Garg and I couldn’t quite agree on whether this current launch involves just video enablement of their existing banner ad network, or it’s a “video ad network.” Semantics, I know, but as far as I’m concerned, if it isn’t exclusively delivering video ads, then it isn’t a video ad network, but an ad network with video capability. According to Garg, “If that’s your definition, then we’re not a video ad network. But if the definition is a network that delivers an ad network that is capable of delivering video ad content and delivering it in a significant way – I think we’d clearly be a video ad network, because we are going to be in the market with preroll, midroll, postroll, in-banner offerings. You can define it which way you want, but I don’t think makes any difference to our advertisers or our life at the end of the day. The offering is going to drive the effort.”