Online Ad network Komli targets NRIs in the US, UK

By , agencyfaqs!, New Delhi | In Digital | April 07, 2008
Komli Media's new NRI ad network service allows advertisers in the US and India to reach non-resident Indians living in the US and the UK

Komli & #BANNER1 & # Media has launched a new service called NRI Ad network which allows advertisers from India, the US and the UK to serve ads targeted at non-resident Indians staying in the US and the UK. Only graphical ads are being served through the network

Basically, Komli is trying to monetise various Indian and US sites in its network, which are serving India specific content and are regularly checked by a number of NRIs in the US and the UK. Worldwide, 4,000 publishers subscribe to the Komli ad network, out of which 30 per cent are Indian sites such as,, and Eighty unique advertisers in India contribute to the inventory of the Komli ad network, among them ICICI Bank, State Bank of India, HSBC and Reliance Money.

Akshay Garg
The NRI ad network model uses technology to figure out the location and behaviour of a user on a site, based on which a user is served with relevant ads. For example, if an NRI in the US checks an Indian site like, which subscribes to the Komli NRI ad network, the user will see ads from the US or Indian advertisers who are targeting NRIs. Even if an NRI checks a US based site like in the US, technology enables Komli to serve ads which are relevant to the user.

According to Akshay Garg, business head, Komli, "We have set up a client development team in the US, which will focus on advertisers who want to target NRIs. We are also working with a number of Indian sites like, and to get NRI ad inventory for them."

Two US advertisers, eTrade, a financial services company, and ETS, an education testing service which conducts the TOEFL exam, has opted for the NRI ad network. Indian companies such as Tata Indicom, ICICI Bank, and have also joined the NRI ad network. Publishers which have subscribed to the NRI ad network are,,,,,,, and

Recently, Greg Stuart, former chief executive officer of the Interactive Advertising Bureau (IAB), and Munjal Shah, CEO and co-founder of, joined Komli's advisory board.

Garg says, "Stuart will use his knowledge of online advertising to help us develop better products and strategy. Shah will use his entrepreneurial skills to help us in growing and expanding."