Ad network Ozone Media has launched a women-targeted advertising channel Eva that claims a reach of 3 million Indian women on a monthly basis. Eva has 3 channels: Fashion, Home and Health, and includes content from publishers such as IndusLadies, IndiaParenting, SanjeevKapoor.com and Evesindia.com. It has also partnered New York Times Company owned About.com to deliver content on health care, parenting, travel, cooking, technology and hobbies to Eva. Bangalore based Ozone Media is backed by IDG Ventures.
Diversification into verticals has been attempted by ad networks before: Webchutney’s Goosefish Media Ventures had launched a women-focussed network ad channel called DivaNation which it absorbed into itself along with its travel-centric ad channel Go Sindbad into (Capital18 funded) Networkplay. Divanation connects to women at Tarladalal.com, Indusladies.com and (Web18’s) Indiwo.
Online Ads Targeting Women, But What Of Online Shops?
Though e-commerce has seen some success from IRCTC, we are not aware of how successful online shopping portals – Future Bazaar, Ebay India and India Mart – are with women buyers. Is only advertising online sufficient? What are properties doing to attract women towards online shopping?
I hate shopping in ever-crowded malls, and have been attempting for the past three years to buy accessories or clothes online but have found it surprisingly not worth the time spent on searching for them. Online shops for salwar kameezs or saris or skirts are mostly targeted at women in other countries visiting India and are in dollar prices or are for bulk purchases. Brands such as Lee Cooper and Wills Lifestyle do not have their own e-shops (Wills Lifestyle takes you to Indiatimes Shopping) though tee shirt brand Tantra does.
Local brand FabIndia has only this year enabled delivery within India; previously it took you to a list of the retail stores in your city. The inventory of quality or branded apparel available on Ebay India, Indiatimes Shopping or Rediff Shopping is also limited. A glance at the number of apparel brands for men versus women on Rediff Shopping reveals that there are three brands for women: Reebok, Sleepins, Wills Lifestyle whereas there are eight for men: Allen Solly, Excalibur, John Players, Lee Cooper, Mercedes Benz, Peter England, Ruf N Tuf and Wills Lifestyle.
Another issue is the lack of variety and disclaimers that the colour of the shirt selected may change on delivery depending on availability of stocks that can put off potential buyers. So one may send targeted ads to us, but are stores and portals ready to sell?
How Is Niche Being Sold? (by Nikhil Pahwa)
The success of the channels/verticals depend on the way it is pitched to an agency or an advertiser: in terms of numbers, context or both. The problem will arise when the focus is more on numbers and not on context: I really wonder if a sufficiently large number of women surfers from India visit women focused websites. Ozone Media CEO Kiran Gopinath says “1/4th of net surfers comprise of urban women which makes for a very powerful and untapped segment for any marketer”, though I could say 1/3rd or 1/6th and it might not be contested. I think it really shouldn’t be more about the context and the intent, and though not unimportant, also the numbers.
Question is whether the agencies are looking at ROI driven advertising on verticals, or prefer a brand play. As one of our readers had mentioned in a comment yesterday that Proctor & Gamble wanted to do a Cost Per Sampling campaign for Stayfree in India, wherein a publisher gets paid when a sample gets shipped to a potential buyer.