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Orkut Interview Part 3: Branding & Monetization, AdWords, CTRs

(by Preethi J & Nikhil Pahwa) In final part of  our three part interview with Orkut (read Part 1 and Part 2), we spoke to Google India’s Rahul Kulkarni (Product Manager) and Parminder Singh (Business Head) about the monetization of Orkut and its communities, branded communities, Adsense and click-throughs. While they were hesitant about share numbers (apart from ComScore, which we don't endorse), or gaze into the future, we did get some interesting qualitative inputs in the interview series. [caption id="attachment_7957" align="alignright" width="162" caption="Parminder Singh"][/caption] What are Orkuts plans for monetization? Singh: Orkut has fairly strong momentum in terms of usage, in terms of people finding the product interesting, informative, and a useful medium of interaction, which is also reflected in the fact that advertisers are also understanding Social Media as a category, and particularly Orkut, since it is the largest website in India in terms of pageviews. There are 3-4 ways that advertisers use Orkut: communities continue to be strong. There are unmoderated communities for a lot of brands, but now we see advertisers setting up their own communities. What we offer is to be able to communicate your message to people, using four criteria: the age profile, interest, gender or the city that they are in. There could be 3 things here: you could either give the user a message that is so relevant here through the profiling and targeting options that we have, that the user doesn't mind coming out of that experience. Or you could give him an…

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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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