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Consumer goods and automobile brands are big spenders on online video ads: Diaz Nesamoney

By Kapil Ohri , afaqs!, New Delhi | In Digital | September 10, 2009
Online video advertising company reveals that 65 per cent of the overall online video ads served on the Jivox platform consist of consumer good and automobile brands

Jivox, the online video advertising company, claims that 60-65 per cent of the total online video ads served through its platform in India, comprise consumer goods and automobile brands. LG, Voltas, Nokia, Tata Indicom, Tata Sky, General Motors, Maruti Suzuki and Fiat are some of the Jivox clients in these categories.

Jivox offers online video ad serving technology to publishers. It helps advertisers to provide interactivity, route and manage their video banner and pre-roll video ads across various websites with which it has tie-ups.

Other players in online video advertising include Vdopia and Komli Media, which has recently ventured into this space.

& #BANNER1 & #In an exclusive conversation with afaqs!, Diaz Nesamoney, president and chief executive officer, Jivox, points out that apart from consumer goods and automobile advertisers, who are recurring spenders in the online video advertising space, other categories of advertisers, who have started using online video advertising includes travel, information technology companies, banking and financial institutions.

"However, consumer goods brands do not demand a high-level of interactive and engagement driven campaigns. But advertisers in the travel, information technology, banking and financial categories opt for a high level of interactivity and run engagement driven campaigns," say, Kshitiz Randhir Shori, director, Asia Pacific sales, Jivox.

Nesamoney further reveals that 80-90 per cent of Jivox's online video advertising clients in India are TV advertisers, who use the edited version of their TV commercials for online campaigns; while less than 10 per cent of clients opt for creating special video ads for the online medium.

Interestingly, 45 per cent of advertisers on the Jivox platform in the US are non-TV advertisers and they create their own video ads, claims Nesamoney. He expects a similar trend to occur in India. The United States is the only market after India, where Jivox offers video advertising services. India contributes 40 per cent of the total Jivox revenue.

Nesamoney thinks that companies, which do not advertise on TV, will opt for video advertising as more people get broadband internet access in India.

He also points out that TV advertisers are no more concerned about the reach of the internet medium. In fact, they are curious to know where their online video ads will appear and the type of engagement online video ads can offer.