About

Company Overview
Tyroo Media Pvt. Ltd. (TMPL) is the largest ad-network in India to have its own world class self-serve technology. Its pay for performance contextual advertising network, provides a unique platform for advertisers (who want to reach targeted users) and for publishers (who want to monetize their online inventory) to come together and do business. It was commercially launched for the Internet in June 2006 in response to favorable market conditions.

 

In the last few months since we launched, Tyroo has built a huge publisher base with more than 1,200 publishers, making it the most extensive Indian ad network. Some of the larger publishers with Tyroo are: Santabanta, Chennaionline, Indiatimes, Oneindia, Moneycontrol,, Jeevansathi, Zeenews etc. Similarly, some of the largest Indian online spenders such as Microsoft, HSBC, ICICI, SimplyMarry, Magicbricks, Tata Indicom, Dell, Naukri etc spend on Tyroo.

Why Tyroo

The combination of Tyroo’s Self- Serve system interface, sophisticated Targeting & Optimization technologies and localized features are its biggest competitive advantage because it allows publishers to maximize their earnings & advertisers to maximize their return on investment. Tyroo’s offering is unique because it is growing the online advertising marketplace by aggregating the smaller advertisers & smaller publishers – who otherwise have limited scope to play a substantial role in the growth of the online advertising industry.

 

Tyroo’s vision is built on the belief that the greatest impact of the Internet as an advertising medium will be felt once the smaller advertisers (SME’s) start spending online. SMEs are able to advertise with budgets as low as Rs. 2,500.  

Incidentally, Tyroo comes from the English word, ‘Tyro’ which means beginner or learner. It was an instant connect that we thought it had with our vision to bring together the presently perceived long tails both on the advertiser and publisher end together.

Our Background

Smile Interactive Technologies Group (SITG) is the investor backing the company. SITG has a leadership standing in the Indian online media & online technology domains by backing companies such as Quasar Media (India’s largest digital media services company), Zoomtra (India’s first online travel meta-search engine) and Zumtra (India’s largest online technology services company). Founded in 1999, SITG has grown into one of the largest interactive technology groups, with offices in New Delhi, Mumbai and Bangalore It employs over 120 professionals and is growing at an excess of 100 percent year-on-year.

Online advertising in India is growing at a 60% growth rate annually and is projected to close at USD 75 million in 06-07. There is a need for efficient targeting and distribution of online media inventory. Typically, in developed markets like the US, ad networks have a ~20% share of the total online advertising industry (USD 16 billion in 06-07) and closely follow the rise of the paid search industry.