MAM

Amagi's Mix challenge

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/14/bhaskar-800x800.jpg?itok=yPt4wl2l

MUMBAI: "Small and medium enterprises that participate in TV advertising, can help broadcasters expand their revenues. While the combined media spends of 100 such SMEs would equate to the TV spends of one of heavyweights in the brand world, SMEs can contribute around 15 per cent of total advertising dollars in India, if trends in other markets are to be believed," Amagi Media Labs co-founder Baskar Subramanian said.

Giving a fresh new twist to the line ‘anything can be bought online these days,’ Amagi recently launched the much-talked-about online media buying and planning platform Amagi Mix that aims to make media buying more inclusive for small and medium-sized enterprises (SMEs) and the ever-growing start-up companies in India. While the service is currently available for only television buying, Amagi intends to expand it for other media as well.

A senior broadcasting professional and advertising industry expert, however, was skeptical of Amagi Mix calling it an "evaluation biz" that does not focus on profit-making. He did not think Amagi's geo-targeting model was very successful either. He also doubted the broadcasters on board had a bulk inventory on sale on the platform.

But, Amagi Mix, as per Subramanian, is win-win initiative for both broadcasters and brands. On the one hand it allows brands with limited budget to access a national television broadcaster’s reach and customise it to reach its target audience. This is enabled by Amagi's existing geo-targeting technology that allows a single ten second slot to be multiplied according to different regions, so that different advertisement plays on the same spot in different locations.

“TV goes national with the help of satellite signals - which could be DTH or cable - and these then come down to different headends in the country, which pipe the content to your homes. We intercept these signals in each of these headends in thousands of locations in the country. It allows us to change the content only for 10 or 30 secs of the ad slot. We buy one spot which then gets spliffed to different content at the headends,” Subramanian explained, adding that the broadcasters install it on Amagi’s behalf as part of their deal. Some of the networks that Amagi has partnered with for its geo-targeting service are ZEEL, Viacom18 group and Times Network.

“Since we are not competing with the big agencies, we are actually adding or expanding the advertising pie rather than eating away from it,” Subramanian added. It is good for broadcasters to have a variety of advertisers rather than few spenders, because if there is a cost cut in one, it adds more burden to the broadcaster.

Since going online, the platform has already attracted 5500 visitors, some even resulting in buys starting as Rs 25,000 to tens of lakhs. As per Subramanium, the ideal budget for an average SMEs should start at at least Rs 1 lakh to see the effectiveness of a campaign on Amagi Mix.

Given the restricted budget of the said advertisers, Amagi is also offering to create creative content for the ad spots in a cost-effective way. “We also create advertisements for those who don't want to spend a bomb on making ads via big name creative agencies, some of them for as low as Rs 20,000. It is an add-on to our services that ties up well with the rest,” Subramanian informed.

As to how SMEs would embrace being hands-on with the complex work of buying the right TV media mix for themselves, Subramanian clarified that they have deliberately kept the website simple and easy to use. So far, Subramanian observed that Maharashtra, Uttar Pradesh, Tamil Nadu and Delhi have emerged as strong markets where SMEs are interested in buying media online.

The idea was to leave the complex knowledge of media buying at the backend, while brands can concentrate on their simple marketing needs.

“The challenge,” Subramanian said, “is to grow the breadth of media options the SMEs have now. We want to ensure that Amagi Mix is the most trusted platform available to them so that these advertisers, who used to shy away from buying national TV ads thinking it's too expensive, feel comfortable buying online. It's not easy to spend lakhs of rupees on a faceless online transaction. Therefore, making ourselves the most trusted brand is very critical.”

To address this, Amagi has also launched a television commercial, titled ‘Yaari Yaari’ which has gone on-air across Amagi’s vast channel bouquet to educate TV audiences about the viability of the tool. The entire TVC has been scripted, conceptualized, financed, shot, produced and edited in-house at Amagi.

Amagi Mix works on an algorithm that extrapolates and processes historical data of successful campaigns from around 4000 brands to learn and take intelligent decisions for an advertiser using the service.

Currently the service offers an ad inventory of 70 national and regional channels, who are already partners with Amagi for its other services. “It's at a nascent stage now so we don’t have clear figures but channels have come on board with some thousands of 10 seconders for now. We are aiming to broaden the width of channels as well to be more relevant to regional SMEs."

About the kind of commissions Amagi expects from transactions online, Subramanian made it clear that currently they aren’t looking at making money right now. “We haven't really planned the commissions yet. Our primary focus is to make Agami Mix the best place for SMEs to trade in media by making it really user friendly. We will figure out the economics of it once we have established Amagi Mix as the most trusted brand for being media online for SMEs.

He however affirmed that the company expects the platform to reach maturity in 18 months, post which it is expected to contribute 20 per cent of the agency’s overall business.

“We had to wait till online buying became more commonplace in the county. It took us two to three years to be ready with everything, in our wish to give a quality service. Especially for brands in the tier II and tier III cities who often complained about the lack of skills or access to the right media inventory for their campaign needs. Either relevant media agencies didn’t exist there or they didn't have the heavy budget to deal with the media behemoths of the country,” Subramanium shared.

While media reports suggest that the company is looking to raise series D funding of $25 million, Subramanian stated that the company is adequately funded for the time being and looking to execute in three areas -- smooth sailing of Amagi Mix in India expanding into online video business by providing targeted advertising solutions to broadcasters for streaming videos online, and growing its international base.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ShopClues800.jpg?itok=nCzJyfWZ
Make the most of this bargain, says ShopClues

MUMBAI: ShopClues, one of India’s largest managed marketplace known for its deals and unparalleled price points, is now ready to roll out its ShopClues Surety programme alongside its Super-Bargain Sale.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Lalit-Malhotra.jpg?itok=bVSP6VG7
Anchor receives CMO design award, Penta to be top brand by '18

MUMBAI: Anchor Electricals (A Panasonic group company) was the proud recipient of Stars of the Industry Group Design Plus Excellence Awards associated with BBC Knowledge and powered by CMO Asia for Product Design Excellence.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Sudhanshu-Vats-800x800.jpg?itok=eglcJLds
Viacom18 cracks down on counterfeit merchandise

MUMBAI: In its bid to counter the growing menace of counterfeit merchandise, Viacom18 Media Pvt. Ltd. had undertaken an investigation that led to a raid in Mumbai’s market Abdul Rehman Street. Viacom18 Media is one of India's fastest growing entertainment networks and a house of iconic brands that...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Gopa%20Kumar.jpg?itok=GVGZkfZU
Isobar India Bags Digital Mandate for FOX Life and NatGeo India

MUMBAI: Isobar India has been appointed as the digital partner for Fox Networks Group's flagship channel brands, National Geographic and Fox Life. The agency will handle their digital and social media mandates. Speaking on the appointment, Fox Networks Group vice president content and...

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories