Ozone Media is moving beyond the ‘ad network’ space by launching a dynamic creative optimization product (DCO) called ‘Adadyn’, Digital Market Asia reports. The company had launched re-targeting and dynamic banner advertising platform Smarton last year in India to allow e-commerce merchants to acquire dropped-off and dormant consumers by assembling dynamic banners in real-time and serving them to the re-targeted audience. Adadyn allows advertisers to set up dynamic creatives and plug into those into multiple ad networks. Ozone Media founder Kiran Gopinath told MediaNama, “With Adadyn, what you can do is, you can plug this into any DSP (Demand Side advertising Platform), and RTB (Real Time Bidding) engine environment and run campaigns. You buy audience based on where you find them on the Internet, and it then improves the efficiency of the re-targeting.”
Typically, Ad Networks offer re-targeting solutions to clients on their own platform, and this is a move from Ozone to separate the ad-network business from the product business. “The DCO is our first tech-only product. Most of what we’d done earlier, had a media angle or an inventory angle to it.”
Gopinath said that they’ve tied up with multiple ad networks, but declined to name them for now. Even without a formal tie-up, advertisers can run campaigns using tags.
Re-targeting costs advertisers more, in terms of CPM, than regular advertising, but Gopinath says conversions are higher. “The conversions on retargeting are very high. If you look at the conversions of sales, they are about 300% over static. Many times you forget what you were looking for on an e-commerce site, and this acts as a reminder”.
Ozone Media Is Profitable; India Biz Scaled Down
Ozone Media has been profitable for a year, Gopinath said. “We put our heads down, and became profitable. We’re generating cash to fund our entire engineering effort.” The US business is growing well, and the push for the company now, is a global one. How’s the Indian business doing? “In India, we’ve scaled down a bit at this point in time, with the cashflow issues in the Indian advertising industry,” Gopinath said. More on Indian digital advertising’s cashflow issues here.
Ozone Media lists clients such as HSBC, SBI, ICICI, Yahoo!, Dell, NDTVjobs, Lenovo, Cleartrip, In.com, Britannia, Huggies, Virgin Mobile, Timesjobs.com, SimplyMarry.com, Zapak, Makemytrip and Citibank, on its website. It also claims to have a large number of network websites that it partners in a revenue sharing model.
It had also tied-up with Facebook last year to offer ad inventory to its advertisers in India. It had also entered the mobile advertising space, by tying-up Times Internet as their exclusive sales partners for IPL 2012 WAP, Android and Blackberry Applications.
(with inputs from NT Balanarayan)