Microsoft targets online ad market

Microsoft on Thursday launched its digital advertising platform in the country, aiming to grab a sizeable pie of the online advertising market, which is currently pegged at about $130 million.

"The total advertising market in India is of $5 billion. But the online advertising market is still minuscule. We find there is enough scope (for growth)," Rajnish, India Head, Microsoft Digital Advertising Solutions, said in Mumbai.

India is the only country outside the US where the company has launched the service.

He said, while the total advertising market, including print and television in India was growing at 21 per cent each year, the growth in the online advertising market was higher at around 60 per cent for the last 2-3 years. "We expect the online advertising market to capture two to three per cent of the total advertising market in as many years," he said. Asked what percentage of the market Microsoft would be looking at over the years, Rajnish said the company would target to capture as many advertisers as possible with the aim of capturing 'a sizeable market'.

The digital advertising platform would simplify the processes of advertising online and provide advertisers an opportunity to reach out to a large number of audience.

The company has partnered with Bollywood Hungama, Equity Master, HDFC Securities and Facebook to launch the service here.

Rajnish said Microsoft would provide display, rich media, contextual and video advertising solutions for partners on the platform. NDTV Media, the exclusive sales partner for MDAS, will bring advertisers to the platform. "Our target is to have over 750 advertisers on the platform by the end of the calendar year," NDTV Media's Chief Operating Officer Niraj Dutt said.