WHICH AD NETWORK TO CHOOSE?

Shuklendu / Abhi

21 Nov. 2011

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 Sumeet 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!

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 Sumeet 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 “breakeven/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

21/11/11

AdSharp Analytics

16 Nov. 2011

Overall Statistics

(All Companies Combined)

1. Total No. of Advertisers [ ]

2. Total No. of Ads Released [ ]

3. Total No. of Targeted Candidates [ ]

4. Total No. of Candidates who Viewed Ads [ ]

5. % of (4 / 3) [ ]

Demographic Parameter	Ads Viewed NO.	% of Total	Ave Person	CTR
Gender
Male
Female
Marital Status
Married
Single
Edu. Quali.
U.G.
Graduate
Age Group
< 25 yrs
≥ 25 years
Employment Status
Unemployed
Employed

Srl No	Advertiser Company	Advt. ID	Total Candidates Targeted	Total Candidates who Viewed	CTR
1	Voltas	1365	21,659	2,236	10%
2					9%
3					8%
4

Click to View Ad Campaign Details

• Advt. ID: 1365

• Company: Voltas

• Advt. Title: [ ]

• Date Released: [ ]

Profile:

Male	Married	>25 yrs	Grad	Employed

• Total Targeted Candidates: 21,659

• Total Viewed: 2,236

• CTR: 10%

•