SHULENDU MY JOBS AD NETWORK

Shuklendu / Abhi

Which Ad Network to choose for displaying Ads on our “My Jobs” widget?

➤ In response to my inquiry, on Nov. 17, Siddarth (InMobi) replied as follows:

“To start off with, you would receive a revenue-share of 60% of net revenues in your favour.

Our average android CPCs are about $0.03-4 for India, while the network average CTRs would be around 0.5%.

Based on the CTR that you achieve, your app will earn revenue.”

➤ As against this, when we met Suneet Tuli on 16th Nov, he indicated that the Ad Network which he plans to tie-up with (Zedo.com), pays to the publisher, a flat amount of Rs. 24 per 1000 Ad-Impressions published.

That means, Zedo (or its Advertisers) just don’t bother about how many of those Ads get clicked!

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Page 2/3

Zedo.com claim to have tied up with an Indian job portal, www.taaza.com.

On Zedo.com website, I could not find any mention of:

➤ CPC

➤ CTR

➤ Ad Revenue Share (publisher)

➤ Anyway, assuming what Suneet said as true picture, I have made some comparison of Ad Revenue that we (thru widget) might expect to receive from both of these Ad Networks. See enclosed graph.

➤ If my assumptions are correct, you will find that even at the CTR of 0.5%, revenue from InMobi is Rs. 10 vs. Rs. 24 from Zedo.

➤ But the "break-even / Take-over" CTR is approx. 1.1, i.e.

At CTR of 1.1%, revenues from both equal.

And beyond that, revenues from InMobi rapidly overtake Zedo, and keep climbing.

➤ As suggested in my yesterday’s email, if we can "motivate" jobseekers to frequently click on InMobi’s ads, thereby pushing-up CTR to 2% to 3%, we will gain enormously to tie-up with InMobi.

Any comments/suggestions? Regards

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Page 3/3 — Graph Summary: "Ad Revenue Comparative Chart"

Dated: 21 Nov. 2011

Y-axis: Rs / 1000 Impressions

X-axis: CTR % (Click-Through Rate)

Line 1 (Zedo.com):

Flat Rate of Rs. 24 / 1000 Impressions (horizontal line at Y = 24)

Line 2 (InMobi Revenue Model):

CTR-linked variable, Rate of Rs. 2 ($0.04) per clicked ad

(Line rising diagonally from bottom left)

As per Siddarth Srinivasan (InMobi):

1. InMobi’s Network’s average CTR = 0.5%
   i.e. for every 100 ads delivered, ½ ad gets clicked.
   → For 200 ads, 1 ad gets clicked.
   → For 1000 ads, 5 ads get clicked.

2. So, a CTR of 0.5% translates into 5 ads (out of 1000) getting clicked
   → Yields Rs. 7.5 / 1000 (5 × Rs. 1.5, based on revenue share)