Integrid Media restructures its digital division

By Kapil Ohri , afaqs!, New Delhi | In Digital | May 19, 2009
The integrated marketing solutions company aims to double the revenue from its digital business in the next two years

Integrid Media, a Mumbai-based integrated marketing solutions company, has restructured its digital division into different verticals. The company currently earns about 10 per cent of its total revenue from the digital business, and is now eyeing to increase this to 20-25 per cent in the next two years.

Speaking to afaqs! Tarun Singh, vice-president and business head, digital, Integrid Media, reveals, "The digital business will be divided into three verticals -- solutions, ad networks and content."


solutions arm will be branded as Integrid Digital Solutions (IDS). Like a digital agency, it will offer internet marketing solutions, including search and display advertising. Fifteen advertisers, such as Kotak Securities, Max New York Life Insurance and, already use internet marketing solutions offered by the company.

& #BANNER1 & #The company has also diversified into mobile marketing in order to grow its digital business. It has started offering SMS, voice and mobile internet advertising solutions and has also roped in a few clients for these.

Integrid Media which represents the three ad networks namely Oridian, Ad Dynamix and MediosOne, owned by Ybrant Digital, a Hyderabad based company, will be clubbed together under the MaXXper brand. Oridian is aimed at non-US markets, while Ad Dynamix is targeted at US-based publishers and advertisers.

Singh says, "We are planning to increase the number of publishers from India. Of the 2,000 publishers that these ad networks have across the world, 70-80 are Indian publishers."

The three ad networks serve about 750 million ad impressions per month in India.

Under its content business, the company currently operates an education-related website, It plans to launch four to five new portals, including a finance site, a news portal, an e-commerce site and a social networking website, in the next six months. All its portals will be pooled under a vertical named Integrid Destinations.