MUMBAI: Getting more money out of advertising-that is always what everyone wants and Amagi Media Labs gives channels and advertisers just what they have been wanting for long in the form of geo-advertising and it is slowly building up its portfolio of clients as well as creating a name for itself in the TV industry.
Recently, the Bengaluru-based innovative ad solution providing company, Nickelodeon and HUL got in bed together to geo target the MNC FMCG's brand. Now, going a step further, Amagi has stitched together a partnership with Zee TV to customise ads as per location, making it the first ever deal with a national GEC. A month ago, sister channels Zee News and Zee Business from ZMCL partnered with it to provide regional advertisers inventory according to location. Now, because of this deal, viewers of Zee TV from different locations will get to watch different TVCs based on the area they are located.
It already boasts of having more than 15 channels to which it offers this service and with a mass caterer like Zee TV on board, Amagi's 200 million viewer base is set to shoot up. Now, regional advertisers will have a chance to promote their brands on a national level, albeit locally which will help increase reach. At the same time it’s a win-win for Zee TV as well, because brands catering to local audiences will pull in more viewers.
Commenting on the partnership, Zee TV chief sales officer Ashish Sehgal says, “By partnering with Amagi, we are once again making history. We are very happy to tie up with Amagi and make available a whole new set of targeting options for advertisers. Zee TV is also looking to increase its client base through geo targeting, which will help local clients target their specific markets on a large GEC and shift monies from print to Zee TV.”
Clearly, the aim is to get as many people on board and to make TV the prime medium to advertise. Amagi has been rated as the second fastest growing tech company in India by Deloitte Touche Tohmatsu. Looks like it is racing to be the first in this league.
Amagi business head L S Krishnan says, “Our advertisers have always been on the lookout for targeted offering on a large GEC. We are excited to offer Zee TV- leader in GEC space, to our advertisers. With this tie-up, Amagi continues to deliver on its vision of transforming the TV advertising space.”
One by one, GECs are being pulled in. This, even though some broadcasters have been skeptical about how effective this type of geo-targeted advertising will be. It would also mean selling spots for lower prices. Will Zee TV be fine with it? Seems as much.
Amagi has been created with an investment of Rs 70 crore and its current yearly revenues of about Rs 50 crore rupees seems to be going up the ladder.
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. Its list of advertiser clients includes Chevrolet, Toyota, Fortuna, Skoda apart from local ones such as Kuberan Silks, YLG, Mysore tarpaulins etc. It’s time to wait and watch who else jumps on the bandwagon.