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Tribal DDB India launches innovative media tools – MAORI and INCA

22-December-2005
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Tribal DDB India launches innovative media tools – MAORI and INCA

Tribal DDB India, Mudra’s specialist interactive unit, recently launched two innovative media tools – Maximised Online Reach Index (MAORI) and Instant Click Analyser (INCA). These tools will not only help in better campaign reporting analytics, but also in maximising reach potential for Internet based campaigns.

Elaborating on the tools, R Lakshminarayanan, CEO, Mudra Marketing Services, said, “Tribal DDB India has really made a breakthrough by developing an innovative product. These new tools will not only instill confidence in the clients for the growing medium, but also develop a new approach to monitor content on the web. By combining online marketing support and monitoring the impact, we hope to give the end users a very positive experience.”

C V S Sharma, Country Head, Tribal DDB India, explained, “The idea stemmed from the need of first time advertisers on the Internet to have a better understanding of campaign deliverables and ROI possibilities. Our media cell did some path breaking research and, using the power of technology and huge data of learnings that we’ve had from our past campaigns, came out with the tools – MAORI and INCA.”

Sandeep Hejmadi, Media Director, Tribal DDB India, said, “We are focused on delivering better impact for our clients for their online campaigns. These tools will not only help us do that, but will also help our clients appreciate the medium better.”

MAORI basically gives an idea to a client as to how the Internet is a critical part of the media mix. It arrives at the Online Reach Index through the input of three key parameters – geography, age and budget. Based on the target group, it gives a media plan containing sites surfed by that TG and their usage pattern online. The plan is a blend of high response ad units (based on learnings from historical data) and sites, which help to increase reach within the specific TG.

INCA generates real time click updation. For some sites, ROI measurement is based on clicks vs impressions delivered, hence, the impression vs click tracking becomes paramount. However places where ROI is measured purely on clicks (where space is contracted and not impressions), Tribal DDB India’s second tool INCA’s advantages kick in with instant results. It provides simplified reports, where the client can at a glance summarise his campaign status.

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