Ozone Media Launches Women Centric Ad Channel [Understanding Vertical Ad Networks Model]

Ozone Media (raised Series A from IDG Ventures in 2008) has launched women centric ad channel, Eva to reach out to online women netizens. The ad channel has partnered with About.com as well as other women centric sites like IndusLadies, IndiaParenting, SanjeevKapoor.com and Evesindia.com.

Eva claims 3 million reach and plans to reach out to 8 million by 2010.

Vertical Ad Networks – The Reach.

In US, collective reach of vertical ad networks stands at staggering 57% of the total Internet audience (read: Fundamentals of online advertising networks) and even Indian ad networks have rolled out custom vertical solutions in the last few months.

A study by Comscore reveals that people reached by vertical ad networks spent at least 60 percent more time in those site categories than the average category visitor – and what this essentially means is that the opposite is also true – i.e. vertical ad networks works only when the audience has a strong engagement (say categories like technology/women centric/gaming etc).

Women Centric Ad Networks

It’s a simple equation – if you can bag advertisers like Lakme/fashion stores etc, then you better target publishers matching the content. The current challenge with targeting is that it’s so damn generic that only few players have been able to serve contextual ads (Google anyone?) without launching vertical ad networks.

Having said that, focused publisher+advertiser relationship helps the network to charge a higher CPM (one of the ad networks in India charges Rs. 500 CPM rates, owing to the niche publishers they have bagged).

The challenge is

  • meeting the advertiser/publisher expectation – so it’d be interesting to see vertical ad networks pan out in the long run (see the list of Online Ad Networks in India – Complete List)
  • reaching out to several small publishers [e.g. mommy bloggers] who are still running adsense, for the lack of no alternative.

Ofcourse, expect some of these ad networks to launch their mobile version pretty soon.

What’s your take on vertical ad networks?

Also see: IDG has launched Technology Ad Network, TechNetwork in India.

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