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Metros in India generate 4 times more leads than non-metros: Study

According to a study by Bangalore-based online ad network Ozone Media, online performance advertising increased by 70 per cent, post the economic slowdown, with March, April and May 2010 being the recovery months. Ozone Media Performance Users Study (OPUS) also reveals that leads from metros are nearly 4 times the leads generated from non-metros and that NRIs form just two per cent of the total leads generated.

According to a study by Bangalore-based online ad network Ozone Media, online performance advertising increased by 70 per cent, post the economic slowdown, with March, April and May 2010 being the recovery months. Ozone Media Performance Users Study (OPUS) also reveals that leads from metros are nearly 4 times the leads generated from non-metros and that NRIs form just two per cent of the total leads generated.

The study further states that online performance advertisers received a growth of 238 per cent in responses to finance ads between July 2009 and June 2010; while in the real estate category, online advertisers saw a 7-fold increase in response over a 12-month period. Online travel advertisers received a jump of 212 per cent in response during the same period. It was also found that while the NRI category showed greater interest in matrimony and finance sectors, the non-metro category displayed highest interest in the matrimony sector.

Kiran Gopinath, CEO, Ozone Media, has said, “2010 was a turning point for online advertising. Digital advertising saw a sharp influx in the number of advertisers accompanied by healthy growth in digital media budgets. While performance advertising primarily benefited in the early part of the year; with increasing confidence in the medium, advertisers have started considering digital media more seriously for display purposes too.”

According to Ozone Media, the findings are based on the analysis of nearly a quarter of a million leads generated from campaigns that were run on its network from July 2009 to June 2010. The data was further classified into five performance advertising sectors and studied for variations across audience categories. For every vertical the total leads in July 2009 were indexed to 100 and leads for each month thereafter were compared to July 2009.

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