Ohana Media has launched Ohana QB( pronounced Cube), an audience analytics platform that lets advertisers and publishers collect user data above web analytics. It basically tracks their online behavior and segments them into various clusters on this basis. This makes it easy for a publisher or advertiser to target them across various platforms like direct website visits, search, display ads, social media and email, among others.
Data is collected through a combination of cookie-ing, content sensing, social media crawls & on-page scripts that understand and capture user browsing behavior. Third-party data can also be integrated if provided. They can leverage this consumer intent data to execute media buys through Ohana on channels which are integrated with it. Currently it offers integration with Google Ad Words, Yahoo’s Right Media and adBrite online advertising platforms.
What does it do?
– Once publishers sign up, they get access to web based self service tools that provide information related to Visitor Metrics, segment or cluster wise metrics, and conversion metrics. They can define events for this conversion metrics as well and group users accordingly. For example, for a particular publisher conversion is not only just limited to a user buying something on the site, it can be a request for a brochure, a successful registration, or anything else that he wants to keep a track of.
Also, conversions can be further divided based on audience segments or clusters. For example, on an e-commerce site, if there are 10 conversions out of 20 visits and 7 are from users who buy books, the conversion percentage for that particular cluster will be higher. So for that particular cluster a different advertising strategy can be implemented.
– Publishers can track user behavior and intent based on factors like their geographical location, search patterns, time spent, frequency of visits, the online platform that referred users to the site and keywords that led them to the site. QB also makes recommendations on this basis for keywords and ad networks. Ads can be served on this basis. For example a group buying site can track the user’s location and interest. So for a user coming from Delhi browsing restaurant deals, the publisher can serve ads related to Delhi restaurant deals on and outside the site.
– Marketers can track performance of their campaigns across advertising networks, publishers, search engines and social media platforms like Facebook.
– Publishers can serve advertisements to relevant segmented audience on its website or on other integrated ad networks. For example if a web portal wants to serve advertisements from a particular advertiser to a specific segment of users on the site and outside it(on sites with Ohana integrated ad networks or exchanges), it can do so. Publishers can choose amongst web ad networks and place bids for media buys on them. Small and medium publishers can access ad inventories of big ad networks and exchanges without going through other ad networks.
– It can also track Search Engine Optimization and Search Engine Marketing analytics and suggest changes if there are any gaps. It also includes e-mail integration through Mail chimp, that allows publishers to filter mailing lists on the basis of user interest clusters for relevance.
Ohana charges a 5% commission for media spends that are managed through the platform. For publishers with upto 1 million unique users, the service is free of charge. For publishers with:
-1million-2.5 million users, there is a monthly fee of $99
-2.5 million -5 million users: $199 per month
– 5 million -7.5million users: $299 per month
– 7.5million -10 million users: $399 per month
– More than 10 million users: $499 per month
Ohana Media was founded by Vivek Sharma and Shameek Chakravarty. While Sharma has worked with Rediff.com in the US, Chakravarty was associated with Amazon.com. Ohana also has an ad network that operates in Asia, Middle East and Latin America.