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.”