Starcom MediaVest Group launches Web+TV Optimiser in India

MUMBAI: Starcom MediaVest Group (SMG) has rolled out a fused TV + Web Optimiser across its entire organisation in India. It will allow the media planners at SMG to evaluate plans fluidly between TV and digital.

This optimiser will sit within the planning tool Target Audience Reach Delivery Inventory Investment System (TARDIIS) suite. SMG India has been using the TARDIIS TV optimiser since 2006.

This new optimiser runs on the local Television Audience Measurement (TAM) and Web Audience Measurement (WAM) datasets.

SMG India CEO Malli CR said, "One senses that the growth of spends on digital should be faster than otherwise. There are several vehicles in digital whose reach is substantial and yet inertia and a lack of currency prevent investments. With this Optimiser, a planner can seamlessly build plan options between TV and digital. Does taking 10 per cent of the budget from TV and putting on to digital build better incremental reach? A planner would be able to do this on an on-going basis and raise the quality of the conversation between planners and brand managers.

Every client‘s biggest complaint is about how plans for different target audiences look the same. This product is one of several things that will help change that. We have been testing the product internally since March and are seeing paradigm changing results. For a female, 25-44 SEC A plan, the percentage of investment on digital can quadruple. A lot of decision making in media happens through heuristics (thumb rules), and one needs new currencies to break out of the inertia of old thumb rules."

Malli feels that one of the biggest challenges in digital is increasing the share of spends of FMCG. "Our experience on TARDIIS Web + TV from other markets on FMCG clients has shown that it can lead to a totally different worldview on digital and increase spends substantially. TARDIIS Web + TV is one of the first tools with scale in this market that can accelerate digital spends and investments," he added.

Latest Reads
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM
Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign...

MAM Media and Advertising Ad Campaigns
Performics.Resultrix bags digital mandate for NIIT

NIIT has entrusted its digital mandate to Performics.Resultrix, the digital end-to-end solutions company under Zenith India.

MAM Media and Advertising Account
FIHL hands media mandate to Carat India

Franchise India Holdings (FIHL) has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.

MAM Media and Advertising Account
Madhusudan Gopalan becomes MD, CEO of P&G India

P&G India has announced Madhusudan Gopalan as the company's new managing director and CEO. He will take charge on 1 April 2018.

MAM Media and Advertising People
How Cadbury perfected its communication in India

MUMBAI: What comes to your mind when you hear ‘kuch meetha ho jaaye?’ If you’ve been in India for the last two decades, you would instantly blurt out Cadbury. But the popular Indian chocolate has a 100-year-old history.

MAM Media and Advertising Ad Campaigns
India’s online retail market to hit $100 bn by 2020: Kantar IMRB report

Kantar IMRB has launched a report on India's shopping scenario in 2017 that provides comprehensive insights on buying behaviour of India’s online shoppers. The study is conducted among active internet users in urban India covering a vast range of categories.

MAM Marketing MAM
Livon extends salon-in-purse proposition in latest campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - Salon Nahin Livon.

MAM Marketing MAM
Flags Communications bags social media mandate for Tata Power DDL

Media agency, Flags Communications, has bagged the social media management mandate for Tata Power-DDL (a joint venture between Tata Power and the Government of NCT of Delhi).

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories