ITV

Tag: geo-targeting

  • Nippon India Mutual Fund targets potential consumers with AI-enabled digital ads

    Nippon India Mutual Fund targets potential consumers with AI-enabled digital ads

    NEW DELHI: Nippon Life India Asset Management Limited (NAM India), asset manager of Nippon India Mutual Fund (NIMF), recently launched a first-of-its-kind geo-targeting campaign to help potential mutual fund investors connect with empanelled mutual fund distributors (MFDs).

    Insight for the campaign: most potential mutual fund investors end up delaying their investments for the want of a connect with a dependable mutual fund distributor; preferably in their vicinity. This issue has gained a lot of severity after the success of AMFI’s ‘Mutual Funds Sahi Hai’ campaign that generated a lot of positive disposition about mutual funds.

    The campaign, conceptualized by Nippon India Mutual Fund, surfaces the key issues/questions/doubts/comments in the minds of investors and then provides a solution by way of contact details of empanelled mutual fund distributors in their vicinity so that these concerns can be addressed and the wealth creation the journey is catalysed.

    Through this social media campaign, the fund house plans to help connect potential investors with local MFDs covering close to 2000 key pin codes across India; which accounts for more than 95 per cent of the mutual fund business in India. This month-long campaign uses dominant social media platform – Facebook – and is expected to reach 25 million prospective investors.

    Contact details of MFDs are displayed basis the location at which the ad is viewed; using geo-targeting at the pin code level. An algorithm customizes the ad for the viewer based on her location.

    “We have made thousands of copies of this video with contact details of local MFDs and we will be geo-targeting them at a pin-code level. This will ensure that prospective investor in Bandra, Mumbai, or Bhatinda, Punjab, with eagerness to invest in Mutual Fund but lots of unanswered questions in their minds will be helped with names and numbers of empanelled MFDs in their vicinity. This is not just a ‘nice, goodwill gesture’ but one that will actually, connect millions of information-hungry investors with thousands of small-time self-employed professionals across the country” said Nippon Life India Asset Management Limited CMO Sandeep Walunj. 

  • ICC Cricket World Cup: Experts give thumbs up to Star’s geo targeting strategy

    ICC Cricket World Cup: Experts give thumbs up to Star’s geo targeting strategy

    MUMBAI: Beginning 14 February, the ICC Cricket World Cup is going to be this year’s biggest sporting spectacle to be jointly held in Australia and New Zealand. As national brands scurry to invest and make their presence felt, official broadcast network Star India has extended the opportunity for brands with a regional presence too. Star has created multiple sponsorship and spot buying options tailor-made for different feeds allowing advertisers for the first time ever to buy different cuts and air creatives in different languages to target their audiences sharply. The network is evidently looking at geo targeting.

     

    The World Cup this year will be telecast on 12 channels and in six different languages. While eight sports channels from the network’s stable will broadcast the event, the others are Star Vijay (Tamil), Jalsha Movies (Bengali), Asianet Movies (Malayalam) and Suvarna Plus. 

     

    A Star official said that the network is looking at exploring two options. Firstly, brands with higher budgets can pick for national advertising, which will have different ad spot rates. Secondly, if a brand wants to communicate to only a select audience in markets like Chennai, West Bengal or Tamil Nadu, it can advertise on these regional channels of the network. The network is currently in talks with more than 100 brands especially those from the e-commerce segments, in different markets including tier II and tier III markets.

     

    Geo targeting advertising firm Amagi co-founder Srinivasan K.A says that sports feed in limited languages was one of the biggest problems for brands who were keen on investing in cricket. “They were unable to invest due to lack of structure in geo targeting and languages. If a particular brand had to run a Hindi ad campaign, most of South India would not comprehend it completely,” he says.

     

    While ad rates on the national channels are being sold for close to Rs 4.5 – 5 lakh for a 10 second slot, the regional channels will command a price tag close to Rs 1 lakh or less for a 10 second spot. Brands like Nestle, Marico, Yepme.com, Paytm, Raymonds, Pidilite and Lloyd have already come on board.

     

    Srinivasan finds the strategy as a wonderful opportunity for local brands. “This allows specific brands with limited budgets to come up with specific campaigns in particular markets and advertise for this massive property. At the same time they can seek to tap the audience that they want,” he adds.

     

    How well could this strategy work? “This was previously tried and tested by Sony Six during last year’s FIFA World Cup and was a massive success on Sony Aath, which provided Bengali feed for the matches. Viewership too shot up,” he informs.

     

    Celebrity and sports management firm, CAA KWAN COO, Indranil Das Blah finds the move welcoming too for brands that do not have a huge pocket and want to look at advertising in specific markets. “While the price of advertising on Star Sports Tamil feed for example could probably be one tenth of what the national feed would be, the strategy makes sense for both Star and the local brands because it gives you less spill over,” he says. 

     

    But will brands look at team India’s current performance in the tri series before investing? “Yes there is a bit of a worry about India’s performance. However with the format of the World Cup, unless there is a huge unmitigated disaster, the top eight nations will make it to the next phase. Besides, the World Cup gives you highs that no other cricket tournament does. So that gives some surety to advertisers to go ahead and invest in the World Cup,” concludes Blah.

  • Amagi launches ad monetisation solution in international markets

    Amagi launches ad monetisation solution in international markets

    MUMBAI: Amagi, a targeted TV advertising and cloud-based broadcast infrastructure, has launched its ad monetisation platforms that are uniquely designed for TV networks whose satellite feeds cover countries outside its origin.

    “In the last few months, we have witnessed a surge in demand from TV Networks to monetise their pan-regional feeds. Owing to their unique regional structure and demographics, Europe and the Middle East region are emerging as the priority markets for local ad insertion. As a pioneer in targeted TV advertising, we are best positioned to offer local ad insertion platform for these markets,” commented Amagi co-founder KA Srinivasan.

    For TV networks reaching Europe and the Middle East, Amagi will now deploy its patented content watermark technology with flexible workflows to replace ad breaks on satellite feeds with local ads. Amagi can watermark any content provided by TV channels and replace such content at local headends based on a pre-determined playlist. The entire solution can operate on existing satellite infrastructure of broadcasters using STORM IRD and Amagi’s enhanced satellite receiver.  “STORM IRD can store ads and replace watermarked ads locally while the entire workflow can be managed remotely through a cloud-based user interface. STORM IRD also supports traditional content triggers such as SCTE-35 and DTMF cue tones,” added Srinivasan.

    Using Amagi’s proprietary remote ad insertion technology, TV Networks operating on pan-regional feeds can now monetise their ad inventory in Europe and the Middle East. This can result in new revenue streams from these two markets which until now was left un-monetised.

    The company has successfully monetised ad inventory in Singapore and other countries in the Asia Pacific region for large TV networks. In India, Amagi runs TV ad network with over 1,000 installations and more than 2,000 advertisers, providing geo-specific ad inventory on some of India’s leading entertainment and news channels.

     

  • Amagi’s new identity reflects its global outlook

    Amagi’s new identity reflects its global outlook

    MUMBAI:  It was two months back when Amagi Media Labs decided to revamp its corporate brand theme, logo and visual elements.

     

    The rebranding reflects the many shifts company has undergone in the recent past, as well as its aspirations for future.   

     

    ”Our spirit and communication, which was about rebellion and establishing a new order now evolves to mirror the new positioning. From being a game changer in TV advertising, we are shifting our focus to sustaining leadership in geo-targeted advertising and cloud based TV broadcasting,” said Amagi Media Labs co-founder Baskar S. 

     

    The process of revamping was decided upon in a short form because the company wanted to showcase the new identity at International Broadcasting Convention held at Amsterdam.

     

    Amagi pioneered the concept of geo-targeting in TV advertisements in India, with its patented ad network launch in 2008. With maturing of the industry and wide acceptance of the platform by 2000+ advertisers in the country including HUL, P&G, Wipro, Johnson & Johnson, GSK etc, this industry is anticipated to stage a lot of action in the coming years. 

     

    Elaborating on the recent foray into International markets and its connection to rebranding exercise, Baskar added, “The response from global clients in terms of adoption of our cloudporting has been fantastic. We are seeing cloud enabled edge play-out increasingly accepted as the future of TV broadcasting. Our logo reflects our global outlook and aspirations to grow beyond just TV screens.”  It currently has established clients in 15 countries.

     

    ‘Technology enabled disruption’ is the driving philosophy at Amagi. The newly crafted visual elements is a testimony for the same, with scatters meeting barcodes in vibrant yellow and grey, symbolising technology being flexed to disrupt norms and conventions. The rebranding was done by Seventh Inc, a brand and design consultancy, Bengaluru.

     

    The new website and updated social media pages are already live. The entire re-branding project is expected to be completed by November 2014.

     

    Apart from this, the company will also move into a bigger office in Bengaluru as well as a office in London is expected to start operations from month end.

     

    The agency will roll out communication with its clients, starting today. It has already got a positive feedback from a few of its clienteles.