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Tag: Siddharth Puri

  • Tyroo is an industry leader in mobile-focused performance marketing and its mobile-focused retargeting business helps advertisers re-engage their visitors on mobile apps and mobile web

    Tyroo eyes global expansion

    By A Correspondent

     

    Tyroo Technologies, a part of SVG Media, announced its renewed focus to strengthen its retargeting business in India and regional markets like Japan, South-east Asia and Middle-east. Tyroo also aims to expand its retargeting business to other international markets like Europe. The company said that its retargeting business has influenced Gross Merchandise Value (GMV) of nearly US$ 100 million for its clients in 2014-15; and has been driving re-engagement with over 90 million unique users during the same period.

     

    Tyroo is an industry leader in mobile-focused performance marketing and its mobile-focused retargeting business helps advertisers re-engage their visitors on mobile apps and mobile web. The company is working with several clients in ecommerce space across various countries, including one of the largest e-commerce companies in Japan and largest fashion commerce company in South-East Asia; besides a strong clientele in India and Middle- east.

     

    Tyroo has devised a two-pronged strategy to grow its retargeting business – generate more business and relationship value by influencing higher GMVs with existing clients and win new clients in countries of current operations and newer markets like Europe.

     

    Siddharth Puri, CEO, Tyroo Technologies, said, “Our retargeting business performance over the last few quarters has encouraged us to double our efforts in expanding our reach and taking a greater share of the market. We have invested a lot in building a consumer-friendly retargeting platform and growing our reach globally and are able to offer advertisers an unbeatable proposition in growing their sales through retargeting.”

     

    Retargeting is a critical marketing tool for performance marketers as it is used to capture consumer’s attention at any stage of consumer purchase funnel. Globally, e-commerce companies are estimated to generate over $1.7 trillion GMV through marketing activities including retargeting.

     

    Tyroo’s retargeting solutions are mobile-first and are a direct result of the company’s focus on building mobile publishers and integrations across mobile supply ecosystem. The solution also promises higher cart value as a USP, as Tyroo’s retargeting algorithm segregates user segments based on cart values and other inputs, which allow dynamically controlling the Cost of Acquisition (CoA) of a user, based upon its lifetime value for the brand. The ads served through Tyroo’s retargeting solution are highly personalized with high capacity to create unique offers specific to each user or segment.

     

  • It is currently available for Android, to be released for iOS soon

    Tyroo introduces Product Listing Ads offering

    By A Correspondent

     

    Leading mobile ad tech platform Tyroo Technologies recently introduced its Product Listing ads (PLA) offering. Tyroo’s PLA is the world’s first native ad platform, by an independent ad network, open to all app publishers and competes directly with Google and Facebook’s PLA.

     

    The PLA platform allows app publishers to deliver ads without compromising on a user’s app experience, by embedding these ads natively, similar to the Facebook and Google ads. The platform was first globally launched at Mobile World Congress, Barcelona in March this year, which is now being adopted by the ecosystem.

     

    Siddharth Puri, CEO, Tyroo Technologies, said, “Our partnerships with leading Indian and global publishers are a clear endorsement of the tremendous value that Tyroo’s Product Listing Ads holds for app publishers. Our research indicates that consumers look at native ads 52 per cent more frequently than banner ads and with PLA app developers need not look any further for better returns. We are confident that PLA will help our clients drive sustained revenue growth on one hand and user engagement on other, without compromising on the app’s user experience in any manner.”

     

    Product Linked Ads by Tyroo Technologies mark a major innovation in global mobile ad tech industry. This is for the first time that ads have been developed keeping consumers at the epicenter of the mobile advertising ecosystem. While other e-commerce ads overwhelm and confuse a consumer by showing different products to choose from, Product Linked Ads only show relevant products as per consumer interest, reducing their efforts of buying products online.

     

    The PLA integration enables these apps to engage with their users with more relevant e-commerce product ads, which are consistent and superior in user experience. Users today are subjected to number of app download and other irrelevant ads but e-commerce ads driven by Tyroo’s proprietary data engine will not only help in driving higher engagement but also recommend products to users as per their interest.

     

  • Ratnakar Bharti has been appointed as GM & India sales head; Sandeep Sabharwal joins as global head, Delivery & Publisher Relationships.

    Tyroo strengthens its India leadership team

    By A Correspondent

     

    Multi-screen performance network Tyroo has announced the appointment of Ratnakar Bharti as the General Manager & India Sales Head and Sandeep Sabharwal as Global Head, Delivery & Publisher Relationships. The strategic restructuring of the corporate leadership team signals Tyroo’s renewed focus on the region geared towards product innovation and greater adoption of performance marketing.

     

    On the restructuring of the leadership team, Siddharth Puri, CEO, Tyroo Media, said, “Tyroo is on a strong growth path. We have ventured into international markets and expanded our product portfolio. In addition to our core leadership in Cost-Per-Sale and Cost-Per-Lead, we are the only network in India with exclusive focus on pay-for-performance model on mobile and video. We are aiming at a 100% growth in FY 2013-14; with such promising growth plans, we felt the need to strengthen our leadership team that could partner with us towards the desired future success. I am delighted to have both Ratnakar and Sandeep in my team and confident that their association will help us in making deeper inroads into the market.”

     

    Ratnakar Bharti, a veteran in the digital media domain, has over 15 yrs of experience having led and managed media planning, buying, campaign management, business development and ad sales for brands across business verticals. Most recently, he headed National Sales for Ideacts Innovations Pvt. Ltd for close to four years. Ratnakar has also been associated with organizations such as Rediff.com, Intercept technologies, Business Standard and Indiabulls.com.

     

    Sandeep Sabharwal, another industry veteran, has over 18 years of diversified experience in business functionalities that include sales, business development & marketing. He has had close to a decade long stint in the digital media domain with expertise in digital media planning and buying, display, SEM, SEO, Mobile/WAP marketing, ad servers & analytic tools. Prior to joining Tyroo, Sandeep held the role of Head, Digital Team – North at Maxus, GroupM. In the past, Sandeep has worked with Quasar Media, Cybermedia, NU-TECH and Flex Refrigeration in various roles.

     

  • Digital Media advertisers end up creating metrics which are not 100 per cent aligned to the business goals, which they wish to achieve, with campaigns being driven via digital media planned, says Siddharth Puri

    The Anchor: 5 reasons why advertisers don’t get desired ROI from Digital Media plans

    By Siddharth Puri

     

    1. Advertisers inability to identify right metrics to evaluate media plan performance

    Digital Media advertisers end up creating metrics which are not 100 per cent aligned to the business goals, which they wish to achieve, with campaigns being driven via digital media planned. For example, e-commerce advertiser looks to advertise and drive more transactions, but instead deploys money on media and optimizing media plan for a metric such as number of visits received on the e-commerce store front, instead of owning up to all metrics in the funnel till business objective of transaction. Lot of advertisers end up treating metric like on-site conversion ratio as black box instead of demystifying up to product searches, carts created, number of users reaching closer to end metric of transaction and optimizing media plan on deeper in sales funnel metrics.

     

    2. Cross Digital Media Channel Attribution Management

    Digital Channels have evolved from being a single channel to a medium with multiple media channels like social, search, display, mobile, affiliate among many others. With advent of multiple channels and ability to measure via technology, it is important that the advertiser doesn’t make a mistake in establishing, not only channel which leads to last content before conversion of customer in campaign, but the medias which lead user down the funnel.

     

    Performance channels like Search and affiliate networks sit lower in funnel and closer to conversion, but study of users’ path before conversion reflects strong display activities with correct frequency and media placement on media plan reflected as high as 50-60 per cent work done to influence conversion.

     

    3. Digital Media plan created with over-dependency on single creative format type

    To create 360 degree impact, it’s important that all formats, including Mailers and Text Ads, beyond Display should be used effectively to capture the user intent created. What’s required is the ability to synchronize communication across formats to deliver higher ROI than single creative format type plans.

     

    4. Measuring of Google as single property/channel on media plan

    Google is made up of multiple line items for an advertiser for instance:-

    1. Brand Keywords – Users search for your branded products and are captured via Google text ad words advertisers at the cheapest cost. The ROI should compete with your SEO/organic traffic metrics as there is no effect of advertising but ability for technology to funnel direct demand for you. 30 per cent is the ideal spend for a brand advertiser.

    2. Non Brand Keywords – Spend done on this bucket is for placing your ads in front of category specific searches happening and trying to influence or win SOV – 40 per cent spend for an advertiser

    3. Google Content Network – Spend done on this bucket is to place your ad in contextually relevant environment basis audience targeting driven from content on page taken as input or measurement of relevance. This category constitutes approximately 30 per cent of an advertisers spend

     

    From a ROI cost perspective, the above channels have been listed in order of their cost to return ratio, indicating clearly that the average ROI delivered by Google is lesser than ROI metric achieved on non brand keyword due to averages from brand keywords making other channels on digital media plan look ineffective in meeting goals. If, as an advertiser you treat all the three as different channels, you will be able to increase ROI efficiency on your media investments by 30-40 per cent.

     

    5. Ad Network buys which constitute 20 per cent of the media plans are bought on price with comparison of channel against Search than Display Properties

    Ad Networks are fundamentally Display Format Publishers and hence inherit strengths and weaknesses of Display. Their performance and optimization which can be achieved is similar to display properties. One uses Ad Networks over display properties due to the technology which brings along additional optimization capability beyond creative and placement optimization. Digital Media plans are being developed as operations plan rather than strategy plans. If brands marketers/advertisers change their approach to Digital Media plans, they will be able to generate desired ROI since the Demand being less than Supply scenario still exists on digital media.

     

    Siddharth Puri is the Business Head, Tyroo Direct