Bramerz from Lahore was arguably Pakistan’s first citizen journalism startup – now they’ve taken another good web initiative to launch Pakistan’s first ad network for websites.
They’re selling ad-space from publisher partners to local advertisers on a CPM basis, and from the looks of it they have already gotten a number of interesting local advertisers in Bareeze, Nestle Nido and some others.
On the publisher side, they have The Nation, Brightspyre, Bloggers.pk and Teeth Maestro – arguably some of the highest-traffic “mass” destinations in PK today.
The challenge in front of clickClick is going to be to create more relevance by educating advertisers on the value (and hence premium price) of targetted advertising that moves away from a “one price fits all” model to connect ads to networks. There are much more relevant ads that can be displayed on Brightspyre, e.g., than ads about Nido. Milk doesnt grow more talented job candidates after all – training seminars would be a better advertiser (and would see higher ROI) there.
A similar problem exists in the advertising industry w.r.t. premium pricing for prime-time TV shows. Lets say there are two different TV programs on the same timeslot on two different days, but one of those shows has 4 times the audience than the other… right now the industry still follows a “one price fits all prime-time slots” but this inturn completely blocks any higher-value content from entering into the space. Higher-value, more targeted, more niche content is more expensive to produce, and unless the ad-rates go up with popularity no one is interested in the investment.
We cant expect clickClick to solve these much more deep rooted issues with the industry, but since Bramerz has been such an interesting pioneer I wouldnt be surprised if they do find a fix.
Great job with ClickClick – and here’s hoping this is just the start of some industry shifts.