Tyroo Media Pvt Ltd, part of Smile Interactive Technologies Group, has recently launched an advertisement creative customisation feature for its publishers. It would now be possible for Tyroo’s publishers to change colour combination structures of the text ads according to their site’s requirements. Tyroo Media is the Indian self-serve ad marketplace and was commercially launched for the Internet in June 2006.

Under the new system, publishers can change the colour patterns of text ads with options of 60 colours to suit the varied requirements. Borders, headlines, background, text, URL and other creative components can now be changed to suit the colour requirements of each publisher. This turns out to be a dual advantage, since publishers will be able to highlight the text-ads in a better way, and thus attracts more visitors, which would guarantee better performance through higher clicks. This is in line with the vision of providing Web 2.0 features for Tyroo’s publishers, thereby giving greater control to its publisher partners and allowing them to decide what is best for their site.

Tyroo has a self-serve mechanism and proprietary technology. Tyroo’s self-serve mechanism allows publishers to log onto Tyroo’s website and control their campaigns. This includes deciding which colours to display, which ads to block, etc.

“Having home-grown technology, we can introduce advanced features according to our client’s requirements. Publishers and advertisers, who are our partners, form a very vital component of our feedback system. It’s on the basis of their feedback on the current technology, that we develop such customised features over and above the core technology,” said CP Singh, Chief Technology Officer, Smile Interactive Technologies Group.

Recently, Tyroo had launched the SMS Response Management System in India, which enables small advertisers -- who don’t have a website to advertise on the largest Indian websites -- to advertise through Tyroo’s network and get the leads through text SMS.