New Delhi [India], July 29 (ANI/PNN): India has fully embraced global digital transformation and is now well into the digital age.
According to Cisco’s forecast, by the end of 2022, India will have over 840 million internet users, which is approximately 60% of the population. This is a significant increase from 2017, where there were only 357 million internet users, or 27% of the population. The growth of internet consumption in the country has been unprecedented.
The digital revolution in India has extended to tier 2 and tier 3 regions, making regional content more accessible. This has resulted in an increase in consumption of regional content by people who are not proficient in English. This growth is fueled by affordable internet, regional language operating systems, mobile devices that support vernacular languages, and other digital enhancements catering to the regional audience. This has opened up opportunities for regional publishers to reach a wider audience and monetize their content using native ad platforms.
As the audience for regional language content continues to grow, publishers are exploring new avenues for monetization through targeted regional language advertising in India.
For a long time, publishers have relied on international platforms like Google and Facebook for monetizing their websites or apps, but these platforms often fail to understand the regional content consumed by Indian audiences. This is where regional ad networks in India have an advantage, as they are able to serve more effective ads in vernacular languages. When regional consumers do not see ads in their native language that are relevant to the content they are consuming, it affects the user experience and reduces ad engagement, ultimately leading to a decrease in revenue.
To provide a localized solution for digital publishers to monetize their offerings, AdTech platforms like Adgebra, a “glocal” initiative by Inuxu Digital Media Technologies Pvt. Ltd., have emerged and gained prominence. Adgebra, an Indian platform, allows publishers to capitalize on their audience by serving ads in regional languages.
The glocal AdTech platform ensures that the ads displayed on a digital platform are in the same language as the content published on it. This creates a seamless experience for regional internet users as they consume digital content. This effective consumption gives publishers the traction they need.
Moving away from traditional advertising, Adgebra offers regional publishers innovative advertising solutions, allowing them to display ads in non-conventional formats such as videos, notifications, in-image ads, and other rich media options in native languages. Traditional banner ads that are generic and mechanical in their messaging are no longer effective in persuading internet users. As a result, businesses have shifted towards working with ad networks in India that prefer non-conventional ad formats to better connect with their audiences.
Adgebra enables publishers to display ads in 10+ Indian vernacular languages to cater to the local needs of consumers across the country. By recognizing the importance of effective regional language advertising in India and promoting non-conventional ad formats like notifications and in-image ads, Inuxu has pioneered holistic regional advertising. This has made it the first platform to serve regional language ads in 10+ languages spoken across India.
Having worked with some of the most prominent publishers in the country, Adgebra ensures that the ads created and displayed on digital platforms are tailored to the needs of the target audience.
As the recipient of the ‘IAF- Atmanirbhar Bharat’ award 2021, Adgebra uses a combination of manual expertise and machine learning to understand the audience of publishers. By understanding the needs, preferences, likes, dislikes, and motivations of the new-age internet users, publishers can generate the desired ROI. Additionally, Adgebra is the only AdTech platform that helps digital publishers monetize all available inventory spaces with a regional advantage.
Shashikant Anpat, the VP of Products at Adgebra, believes that internet users are no longer interested in intrusive ads on digital platforms. He says, “No matter how good your content is, you will lose your audience if they encounter intrusive and irrelevant ads on your platform. With Adgebra, our goal is to provide a holistic approach to regional language advertising in India, especially when targeting regional Indian audiences. Our aim is to help digital publishers unlock new and customizable revenue streams that cater to regional audiences, going beyond international platforms with the help of a native AdTech solution.”
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