Amagi Media Labs: Enabling local advertisers to go national, albeit within their budgets
Bangalore-based Amagi Media Labs has been on a roll and plans to expand from its current eight cities to 20 by March 2011. Amagi works on the premise of bringing city-specific advertising on a national platform. The organisation has built technology that enables this unique function. This apart, Amagi does media buying and selling, besides creating and customising creatives to cater to the local clients.
Amagi Media has created a technology that allows local advertisers to get on the national TV platform to target their customers, but these spots work to be less expensive and well targeted as the ads can only be seen in the city that the client is present in. It works for the TV channel as well because it might sell the spot at a lesser rate to the local player, but if one does a cumulative, then the same spot is being sold at a lesser rate to different local players, hence it more than compensates the channel.
Talking about the advantage that Amagi provides, KA Srinivasan, Co-founder, Amagi, said, “We provide an opportunity to local advertisers to show their ads on the national TV, who otherwise cannot afford to be on a national platform. Most often, it would not even make sense for the client to be on national TV showcasing their ads countrywide as these clients cater to specific cities, hence the technology allows minimising spillages, while ensuring that they get to reach the TG who is on these channels.”
As Baskar S, Co-founder, Amagi, added, “Depending on the channel, these ads work out to be somewhere between 10 per cent and 30 per cent less expensive. For the advertisers, while the rates are appealing, the added advantage is to reach to a base of consumers whom they cannot target while being on a regional channel.”
Amagi built this technology in the year 2009 and test marketed it in Hyderabad. It went national this year in April and now is already looking at expanding its footprint. Currently, they have offices in Bangalore, Hyderabad, Ahmedabad, Kolkata, Pune, Patna, Nagpur and Indore. It will be expanding to be present in 20 cities including Lucknow, Ranchi and Bhopal, among others. They are already into partnership with Hindi and English news channels and lifestyle channel.
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