SureWaves Media mulls tie-up with third party media research agencies

KOLKATA: SureWaves Media Tech, a Bangalore-based digital media-technology company, which offers integrated advertisement aggregation, content delivery, network management, media planning and reporting platform, is mulling a tie-up with third party media research agencies.

“We are looking at media research companies. We have a technology platform which shows where the advertisements have been aired and when. They can be verified too. The industry would feel more comfortable if it is viewed by some third party. The national advertisers would buy more inventories,” said SureWaves founder Rajendra Khare.

Even though Khare did not reveal the size of the contract, he added that the company is in talks with two media agencies currently for the same.

With the average spend going up, the company is looking at tying up with third party media research agencies to validate the platform to increase the credibility of the company, he explains when being asked how the media agency would help SureWaves.

“We are working with agencies that will validate all the channels that are there. These agencies can check the veracity of the report also,” he added.

SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable. “Now we see good growth in our platform. The advertisers are increasing their spending,” says Khare adding that ad spend has increased by 100 to 300 per cent in various sectors.

SureWaves is a cloud based technology. The company which has penetrated over 100 different markets across the country by tying up with over 250 local channels, plans to approach more satellite channels to extend its solution, as with digitisation process, the country is expected to see satellite channels increasing in coming days.

The company positions a propriety device which is connected to the grid and the TV channels.

Talking about the eastern region operations, he said that the company has started its operations in Kolkata around 10 months ago months ago by tying up with local cable companies like Manthan, Den, Incable, WWIL among others and is betting on Kolkata market for growth.

“National advertisers like HUL, Parle, Aircel, Vodafone, Nestle, Honda do look at West Bengal market due to its local flavour,” said Khare adding that in the next three to five years, SureWaves is looking at eating up a share of 8-10 per cent in the Bengal market.

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