Performance marketing company, DGM India, has ventured into the ‘next frontier of digital advertising’, by creating a new video and content ad network.
‘DgStream’ arm will operate as a video supply side platform, that reaches and monetises relevant audiences across more than 10,000 websites. It will run on DGM’s proprietary technology to deliver ‘high impact video ads’ along with relevant video content.
Managing director of DGM India, Anurag Gupta, said as web surfers are consuming more and more video content online, the launch into video seemed a necessary and natural step.
“Video is undoubtedly the next frontier in digital advertising”, Gupta said.
“As per comScore’s March 2013 data, users in India are consuming 431 minutes of video every month and this is only going to grow exponentially in times to come.”
Leveraging Opportunity
Gupta said dgStream plans to leverage this opportunity by supplying content along with video ads to a large number of websites affiliated with DGM.
He also said the benefits from dgStream are three-fold. Firstly, the viewers benefit from topical/relevant video content served to them even when they are not actively seeking it. Secondly, the advertisers benefit from an expanded video ad universe; as ad placement will be content driven and not website driven. And thirdly, the publishers benefit from the availability of relevant video content across many genres.
“DgStream can enable an advertiser to reach audiences across websites and across platforms such as web, mobile, tablets, smartphones etc,” Gupta said.
“They can measure the impact/ROI by assessing the video ad views, clicks and interaction with their ads.”
Technology
DGM’s technology also enables clients to add additional ad specs such as location maps, product video and product feature display.
The company’s proprietary technology is hosted on the cloud to generate faster response time. The ad server resides on Amazon and the delivery system works from Amazon CloudFront, which automatically routes end users to the closest available location, to ensure the fastest delivery of content without any drop outs.
While founded in 2007, in April 2012 Gupta, along with the Smile Vun Group (which also owns multi-screen performance network Tyroo), concluded a management buyout of DGM India from Asia Digital Holdings Plc.
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