Mogae Media announces the launch of Tango Media, a wholly owned subsidiary of Mogae Media that will lead the way in ‘performance advertising’ on mobile. Tango is a solution which will give brands the opportunity to measure direct & attributable ROI and is not dependent on availability of the internet. Tango's new B2B2C offering will enable brands to connect their (TV) advertising with customers through a convenient/memorable ‘call-to-action’ both from feature or smartphones. Veteran ad-man Sandeep Goyal started Mogae Media in 2011.
“90% of all advertising is intended to elicit consumer response. Mostly an action that pushes brand sales. But call-to-action (CTA) on TV tends to get lost as an end-frame super (mostly dwarfed by the brand logo) either asking the customer to send an SMS or message a short-code or call an 1800-XX-XXXX number. Consumers rarely remember the number. Hence the brand never really gets the necessary bang for its buck,” says Sandeep Goyal, owner- promoter of the Mogae Group. “We have invested the last three years in figuring out, researching, developing and perfecting a solution that makes it easy for consumers to remember and recall both the brand and its call number. And the solution works across telcos, and across all types of phones without needing to download an app or use the internet.”
Sandeep Bajpai, who has worked earlier at Tata DoCoMo and Spice will head Marketing, while Yogesh Sachdeva, formerly at Airtel and Aircel, will be the CTO. A new CEO is likely to join next month. 40 new recruits from IIT Kharagpur, IIT Kanpur, IIT Roorkee, BITS Pilani, Delhi School of Economics, IIM Shillong, IIM Kozhikode, IIM Indore, IIM Rohtak, XLRI and other leading B-schools joined earlier this month, and will be based at the Delhi, Mumbai and Bangalore offices of Tango.
“For the first time advertisers will be able to MEASURE response to their advertising, spot-by-spot, insertion-by-insertion. And know both whether the creative works. And which media vehicle works better. Most brand managers need to understand a simple equation: 1 TRP on television equals about 2.9 million viewers. If your market is just HSM, it is 2.32 million viewers. If you run an ad spot that garners 1 GRP viewing, at 1% response, your brand should pull 29,000 or 23,000 responses depending on your geography focus. If I am a pizza company and get those many responses directly converting to sales, I should be happy. But if your target is a higher, say 10%, with 290, 000 responses in real-time, your call-centers could get choked,” says Sandeep Goyal, owner- promoter of the Mogae Group.