The growth of online outsourcing advertising in the US is creating more business for Indian BPO companies as they are now opening subsidiaries dedicated to handle back-end tracking of US online ads .


One such Indian BPO company is Northgate BPO Services Ltd which set up Axill Inc, a wholly-owned subsidiary, and could achieve more than 500 per cent growth driven by its online advertising business in the US.

According to Venkat S Meenavalli, Managing Director of Northgate, "As it is possible to estimate returns on investment 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, CEO of 24/7 Customer Inc, US had this to say about the trend: "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."