'The more local digital advertising gets, the more effective it will be:' Amagi co-founder KA Srinivasan

In this era of digitisation, the advertisement ecosystem has taken a big leap with digital advertising entering the fray. There was a time when people used to read advertisements, and then with the advent of television came visual ads, which could only be shared by word of mouth. Now with access to internet, ads can be read, seen and shared with help of just one device.


With brands choosing the digital platform to announce launches of new products with help of email marketing, search engine marketing mobile and web marketing, have now given ads a new dimension to reach people. Digital advertising has broken the limitation of time slot for ads and has increased reach by leaps and bounds.


Amagi co-founder KA Srinvasan spoke to about geo-targeted marketing, brands shifting towards digital marketing and much more.




Many channels are tying up with Amagi for geo targeting. Property Now from Times Network is one of them. Do you think split broadcasting will be the way forward?


Hyper local advertising will be the future of broadcast and television; in general it is going to be more geo targeted. Customised content created as per consumer’s preference is going to have a lot of impact. With the concept of geo generic mass content, as content becomes more local, the ad's visibility for viewers will increase. Nowadays, content is created based on country, city and regional level not just in India but across the globe. The original goal for over-the-top (OTT) in digital world is to personalise lifestyle and provide content depending on consumer’s interest, preferences and their past watching behavior.


What do you think will define the new era of effective advertisement?


The change that we have observed is the more local advertisements get, the more effective it will become. Many of our advertisers are targeting specific local audience. It is effective from both advertising and communications perspective. Viewers will identify the product and advertisers will have a much better brand name at regional levels. From a content owner's perspective, more advertisers will be able to reach out and from a broadcaster’s perspective, the future is all about getting local in terms of content.


Now after installation of your technology in multiple system operators' (MSO) headend, how do you plan to seize digital?


Keeping that in mind, we launched a product called Thunderstorm, which allows television content owners and television networks to provide personalised advertising in the digital space. Our customers will be able to deliver their content over mobiles, tablet, and television screens and on web. However, there is one problem with monetising the content as the ads, which are telecast on television and which go on the sites are the same. The same goes with handsets. Everyone is watching the same ad on mobile but it is not giving any revenue. We have built a platform that allows advertising networks to have completely different advertising depending on the targeted audience and geographical area.

Is Amagi focusing more on the digital space now?


We are enabling content on advertising for television and helping local network owners to ‘hyper local’ the ad content. As content viewing shifts more towards digital, we are trying to bring the product in a more personalised way in digital. Our aim is to personalise and localise cable, television and digital.


From many years the ten second ad slot has been ruling television and continues to do so. What more will the digital medium adapt?


Today, the digital media is used as a distribution platform by television networks. What we are trying to do is, using the same content in different versions and using the digital platform for distribution of these ads. In terms of distribution, digital can do much better experimentation and inter-activity than what traditional television offers. Many advertisers are not only creating one commercial but creating multiple versions of it. On the digital platform, attention time span is going to be very limited as compared to traditional television. And because of this broadcasters and advertisers are experimenting. They are trying to create content, which can get the brand name in just five seconds, so that the user does not skip it.

Digital allows fine grain targeting and that is the reason why we are able to do a lot more interesting stories. It is going to evolve and shift the platform from television to digital. We will then see more of digital specific content. 


How many broadcasters do you have on board right now?


We have around 20 plus broadcasters and multiple television channels across many countries. And at the end of this financial year we will have 40 plus channels. And many of them are from traditional satellite and television that are shifting towards the digital platform.


You talked about the product Thunderstorm for creating personalising content for advertising. What are the new innovations that Amagi is currently focusing on?


We have partnered with television networks to conceptualise content better. Geo targeting is focusing on satellite to help advertisers in creating personal advertising. We aim to eliminate satellite completely and move to digital where they can use closed bar internet technology. By using that platform, they can deliver their content in fraction of the cost to operators and consumers not only in India but around the world. Many big platforms are leveraging ahead from traditional television and satellite. We see rapid growth in terms of digital advertising in future.

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