Top Story

e4m_logo.png

Home >> Media - TV >> Article

Viacom18 & Amagi partner to enable HUL micro-target comm in each region

21-August-2013
Font Size   16
Share
Viacom18 & Amagi partner to enable HUL micro-target comm in each region

Viacom18 and Amagi Media have announced an alliance that claims to increase advertising effectiveness on television. In a day and age where geo-targeting is the way to go, using Amagi’s DART technology platform, Viacom18 will enable Hindustan Unilever to simultaneously run different television advertisements in different regions on Nickelodeon.

This innovation will allow Hindustan Unilever to micro-target its communication in each region. Amagi calls this ‘creative-versioning’ where different television creative in terms of product variant or a different creative rendition of the same advertiser is played in different regions on the same channel simultaneously, shared an official release.

Sudhanshu Vats, Group CEO, Viacom18 said, “As a leading broadcaster, Viacom 18 has been pioneering several innovations and has been at the forefront of providing newer platforms for improved customer deliveries. This initiative further builds on our strategic thrust of sharper segmentation. We are pleased to partner with Amagi and Hindustan Unilever on this unique concept of micro-targeting.”

Creative versioning addresses critical needs of both, broadcasters and advertisers seeking to optimise their Return on Investment (RoI) from the television spot. Given TRAI’s recent 12-minute ruling on advertising, broadcasters and advertisers have been seeking ways to optimise RoI and stretch the time within the limited inventory.

Srinivasan KA, Co-Founder, Amagi Media said, “We are happy that we have been chosen as the partner to enable this innovation. This is the first time worldwide in television advertising that a single spot bought nationally has been used to communicate different brand messages in different regions. Such micro-targeting is going to be the future of television advertising.”
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking