Times Audience Network (TAN), the digital video arm of the Times of India group, appears to be on a drive to acquire video inventory for the Indian market. After acquiring the mandate to sell advertising for Monsoon Ads publishers in India last week, TAN has announced a deal with TubeMogul, to launch PlayTime advertising platform in India. TAN will sell PlayTime inventory to advertisers in India, on a cost-per-view basis.
Launched in March 2010, PlayTime has powered over 150 major brand video advertising campaigns, delivering over 100 million views. Playtime allows delivery of video ads in a standard advertising banner unit, a capability which Komli Media also introduced a year ago, but what is perhaps more important for TAN, is the global publishers that it gets access to for serving ads to Indian users, and the analytics.
According to TAN, Playtime aggregates publishers like TechCrunch, Gizmodo, MarthaStewart.com, CNN among others. (Note: we’ve asked TAN for more publisher names). Advertisers also get access to analytics like reporting on views, minutes-watched, social sharing (i.e. Facebook shares) and more, segmented by cities, giving advertisers the option control over where their ads run, transparency on placements and detailed reporting on metrics brands care about.
So one might end up seeing more Indian TV commercials repurposed for the Internet, hopefully, though, not on auto-play.
– Times Audience Network To Do India Sales For Monsoon Ads Network
– Live.Indiatimes.com Live Streams Channels Viacom18, TV Today, STAR; Silverlight
– Jivox Raises $4 Million From Opus Capital, Helion Ventures
– Komli Media Video Enables Ad Network