MUMBAI: Advertisers and their agencies always want a bigger
bang for their buck. Especially if it is buying expensive
air time on TV channels. And one player that has been working
at getting them that extra zing is the Bengaluru-based Amagi
Media with its geo-targeted advertising DART technology platform.
With almost 15 channels as clients and a reach of about 200
million viewers, the hot shot tech firm today announced that
it has done a deal with arguably India's biggest advertiser
Hindustan Unilever Ltd (HUL) and the Viacom18 kid's channel
As part of that deal, an HUL TV commercial will run simultaneously
on Nick nationally in different versions , depending on geographical
location using Amagi's DART platform. .Lo and behold, HUL
will be micro-targeting its communication, something which
would surely delight the savvy marketing behemoth. .
Terming this pact as creative-versioning Amagi
claims that it addresses crucial needs of advertisers as well
as broadcasters to make the most of the ROI from the television
Says Viacom18 group CEO Sudhanshu Vats: We are pleased
to partner with Amagi and Hindustan Unilever on this unique
concept of micro-targeting. This initiative further builds
on our strategic thrust of sharper segmentation.
Amagi was rated as the second fastest growing technology
company in India by Deloitte Touche Tohmatsu.
Amagi Media co-founder Srinivasan K.A explains: This
is the first time worldwide in television advertising that
a single spot bought nationally has been used to communicate
different brand messages in different regions. Such micro-targeting
is going to be the future of television advertising.
What Amagi does for its other broadcast partners is buy ad
slots on their channels and then resells them to regional
advertisers. A bar code is added to the ad which is used to
identify the placement of ads in specific regions.
Broadcasters have been wary of this kind of advertising as
it would mean giving up national inventory for lower-cost
This is probably why Nick is letting HUL do its own micro-targeting
rather than selling its ad space to Amagi to get regional
advertisers on board. However it is a boon to local advertisers
who only pay for advertising in a particular region of a national
channel at a much lesser cost as well as those who want to
mould their ad to suit geography-specific cultural demands.
About Rs 70 crore has been invested in Amagi and it aims
to break even somewhere in 2014-2015. Its current yearly revenues
are a little less than Rs 50 crore.
It already has a long list of broadcast partners such as
TEN sports, Times Now, CNBC Awaaz, IBN7, CNN-IBN, UTV Movies,
Maa TV, Zoom, Udaya TV as well as Tata Sky as its DTH partner.
Zee News and Zee Business were recently added to its kitty.
Its list of advertiser clients includes Chevrolet, Toyota,
Fortuna, Skoda apart from local ones such as Kuberan Silks,
YLG, Mysore tarpaulins etc.With Unilever being roped in will
other top notch advertisers also follow?
That's for later, but the news now is that soon a kid watching
Nickelodeon in Kolkata will not see the same ad as a kid watching
the channel in Kolhapur. Wonder whether he or she will notice