Geo-targeting cheat sheet | Amagi

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The “Idiot Box” is globally accepted as the most preferred advertising medium.

BUT.

It hasn’t seen quite as much innovation as digital.


TV has largely been ineffective as far as targeting the

RIGHT customer is concerned.


Imagine, that you liked ONE of the

products that you saw in TV

commercials.


And, you desperately

wanted to BUY it.


Alas! It’s nowhere to be found in your vicinity, or worse –

your city!


Turns out, they don’t sell that product within the boundaries of your

state !


This is what happened. The advertiser wanted to localize his ad, but he had no option but to buy a national ad spot.


Remember Marketing 101?

Distribution & Availability follow Marketing, not the

other way around.


What If...

You could advertise on TV only in your region And pay just for that!


Say Hello To

Geo-Targeted Advertising.

It doubles up as an entire arsenal in the marketers’ kit to reach the intended customer on behalf of advertisers.


Picture this.


Famous Sambar masala brand launches a new 100 gm pack and wants to tell the world about it. It can’t afford to advertise national TV given the sheer cost and high spill-over involved in it. It wants to target their core customer - women of Bangalore.


Traditionally, it has never been prudent to consider TV in a run-of-the-mill media mix. It is considered ideal to resort to print (local edition), radio & digital to reach out. But returns are far too less with these mediums, mainly because none of them enjoy the same level of penetration as Television.


With Geo-Targeted Advertising, it is now possible to advertise for a specific product in a specific city/state only. For example, a hypothetical Bangalore-based manufacturer of Sambar could choose to advertise only in Bangalore.

At the same time, TV’s unparalleled reach ensures that the advertiser’s end objectives are met, bang-on.


Geo-targeted advertising is effective & affordable for

advertisers, and a great way for channel broadcasters to monetize

their ad inventory better.


There is a striking need for geo-targeting in a country that’s as diverse as India.


How does it work?


Various organizations rely on existing content triggers (such as SCTE-35/104 and DTMF) to enable geo-targeting, with varying degrees of

success.

Amagi, on the other hand, relies on a patented content trigger (known as The Amagi Watermark) in combination with its smart IRDs (known as STORM IRDs) to enable truly seamless geo-targeting in real time, at

operator headends across the country.


• Target Specific Audiences

• Cost-effective

• High Reach and Visibility

• No Spillover

Geo-targeting on TV

Satellite TV: Huge Spillover and Low Returns, Vanity Cost

PRINT: High CPM, Low Returns

Outdoor: Limited Reachand Visibility

Traditional Advertising


TV Ad Industry Snapshot

The Indian TV Advertising Industry operates at about Rs 20,000 Crore, and regional advertising contributes a huge chunk, almost Rs 6,500 Crore to this mix.


Who offers geo-targeting?


Source: http://digiday.com/agencies/need-to-know-programmatic-tv-dont-call-programmatic-tv/

In countries like the United States of America, geo-

targeting has already been adopted by nearly 30% of all

existing channel broadcasters.


In India though, Zee TV (An Amagi Partner in the geo-targeting space), is the pioneer in adopting targeted advertising – paving the way for many industrial bigwigs realizing the potential of this platform.


Times Network offers geo-targeted ad solutions across its portfolio of 5 channels – Times Now, Romedy Now, ET Now, Zoom and MagicBricks Now.

It collaborated with Amagi to deliver these solutions.


With Amagi, small and medium businesses/brands can advertise on premium national channels, enjoying the same credibility as big brands, while large brands can choose to leverage their product-market fit to optimize media spends accurately.

Here’s how.


Pantene advertised only in Punjab with Amagi

#1. Concentrate on priority markets.


Idea launched its 3G services in Delhi using Amagi

#2. Launch new region-specific

products/services.


Milk Bikis used Amagi to promote their brand in Bihar market

#3. Run regional product promotions.


Magnum leveraged Amagi’s India-Ad-Network to boost GRPs in Delhi

#4. Boost existing regional campaigns.


#5. Run Region-Wise Dealer Promotions.

Padam Motors (Renault Car Dealers) promoted Renault Kwid in Punjab market via Amagi.


#6.Test Marketing

Dettol Radiance used Amagi’s India Ad Network to test market their products in Maharashtra.


“….. National TV ad-spots weren’t the best idea for us because our market mix was developed with UP & Bihar as the primary markets, and any comprehensive national ad spot would translate into spillage of our residual marketing budget. ………..We were surprised with the overwhelming number of impressions and consequent boost in sales figures after including Amagi in our media mix.”

- Sneha Oza, Media Manager, Hygiene Research India.Brand: STREAX

Success stories with Amagi


What’s Next?As TV distribution channels embrace new levels of digitization (Set

Top Boxes, Device-Independent Streaming Services, OTT, etc), targeting takes on a whole new meaning in the viewer’s context.


Not Far Off.The idea of serving individually tweaked ads on regular Television

isn’t too far from reality. As tech enthusiasts try to turn streaming into a two-way process, viewer preferences and

individual customization seem likely to dictate advertorial norms in the future.

To exemplify this, Amagi recently introduced a revolutionary ad-decision engine called THUNDERSTORM, which can dynamically

insert personalized ads into live OTT streams, independent of the OTT platform or device in use.

Geo-targeting cheat sheet | Amagi

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Transcript of Geo-targeting cheat sheet | Amagi