Online advertising jumps 70 per cent: Study

MUMBAI: Online advertising has surged 70 per cent in 2010, triggered by a strong recovery in the three-month period ended May.

Real estate, travel and finance saw a huge increase in consumer demand and interest, according to Ozone Media Performance Users Study (OMPUS).

Online performance advertisers received a 238 per cent surge in responses to finance ads from July 2009 to June 2010, while in real estate category online advertisers saw a seven-fold increase in response during this period.
Year on Year online travel advertisers received a substantial jump of 212 per cent increase in response.

Averred Ozone Media CEO Kiran Gopinath, “2010 was a turning point for online advertising. Digital advertising saw a sharp influx in the number of advertisers accompanied by healthy growth in digital media budgets. While Performance Advertising primarily benefited in the early part of the year; with increasing confidence in the medium, advertisers have started considering digital media more seriously for display purposes too.”

Online ads continued to receive highest interest from internet users in metros. Though non-metro locations have started making their presence felt, leads from metros were nearly four times the leads generated from non-metros.

NRIs formed just two per cent of the total leads generated.

Said Ozone Media VP- sales, marketing and alliances Yuzdi Badhniwalla, “Performance advertising sustained advertiser interest, during the slump, it also drove the growth in the last few quarters. We believe advertisers have started realizing the potential of exploiting the long tail of online Indians, which Ozone Media is best poised to deliver.” 
The NRI category showed greater interest in matrimony and finance sectors. Non metro category has shown highest interest in matrimony sector. Travel category rebounded and received a huge response at the beginning of 2010 post the slump in 2009.

The education category received a 20 per cent increase in response from July 2009 to June 2010. Education leads have a five month steady period of sustained interest starting Dec 2009 and lasting to Apr 2010, peaking in February 2010.

The OPUS report is an analysis of nearly a quarter of a million leads generated from campaigns that were run on the Ozone Media network from July 2009 to June 2010. The data is further classified into five performance advertising sectors and studied for variations across audience categories.

The five performance advertising sectors studied are finance, matrimony, travel, education and real estate. The responses received were further classified into audience categories of metros, non-metros and NRIs.

The study provides trends and analysis over a 12-month period and is indicative of the trend for online performance advertising in the country.

For every vertical the total leads in July 2009 have been indexed to 100 and leads for each month thereafter have been compared to July 2009.

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