US online ads boost Indian BPO revenues

US online advertising has generated income for even companies on opposite ends of the shore. Indian business process outsourcing (BPO) companies have been earning off the success reaped by US online advertising.

Of the US$300 billion dollar advertising market, 8% is generated by online advertising, with promises of higher figures in the months to come. US companies are now turning to outsourcing for their back-end tracking needs, engaging Indian subsidiaries specifically keyed for this function.

Venkat S Meenavalli, Northgate BPO Services Ltd managing director, says, "As it is possible to estimate returns on investment (ROI) in online advertising, the US companies are now switching over to online advertising. It is here where the avenue for a niche business exists." P V Kannan, 24/7 Customer Inc, US CEO seconds, "The nature of prospects has been constantly evolving every year since the last four years. It is based on their knowledge of offshore outsourcing, volume of offshore Services and commitment and their expectations from offshore BPOs.” He adds, "It not only helps to reach out to the right audience but also reduces sales cycle time by targeting the right companies much faster."

Contributing to the growth of online advertising is the widening reach of US broadband service, which now stands at 65 million households.

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