Sify outsources ad sales to Big Bang Media
Sify has outsourced its ad sales to Big Bang Media as per this release. As per the deal, Big Bang Media will handle the ad sales for all the Sify portals including Bawarchi, Samachar, Khel, WalletWatch and SifyMax. Big Band will also be in charge of handling the advertising across the Sify iWays (cyber cafes).
Well, this move clearly indicates that Sify has done an abysmal job at monetizing their portal properties so far. While Rediff has been able to effectively get great ROI from their internet properties, Sify just cant seem to get their act together. Earnings over the last couple of quarters have been a bit choppy too. I guess they hope that outsourcing the ad sales to Big Bang will have two main benefits
1) Offloading the burden to Big Band Media. Reduce their own overhead (which wasnt proving very effective anyways)
2) Better ROI in terms of ad sales on their properties - considering that ad sales is one of the forte of Big Bang Media
Several people may think this is a wise move by Sify. Somehow, I dont like the idea of outsourcing one of your primary revenue generation channels to an outside company. With its size and resources, how hard would it be for them to find a seasoned ad sales exec to take charge of things ?
