Amagi, one of the three companies seeding the localization of television advertising in India, has raised Rs 25 crore (around $5.4 million) from the Nadathur Group, reports Livemint, taking the total funds raised from the Nadathur Group to Rs 37 crore (around $8 million. What They Do Amagi - and competitors SureWaves and (Rediff owned) Vubites - allow local, city based advertisers to buy ad spots on TV channels in India, potentially increasing monetization for Multi System Operators (MSOs) and television channels. In India, advertisements on TV are typically placed at a national level and then broadcast across the country, making the channels dependent on a small set of media planning agencies, reducing the flexibility in targeting ads to a particular set of consumers, and at the same time, due to the high cost of advertising, making TV advertising out of the reach of many local businesses. With digitization, these businesses are trying to help expand the advertiser base for channels, and help them monetize the ads which are otherwise used for house inventory. Amagi makes another pitch: targeting national advertisers who have otherwise launched a single ad on multiple channels, or released different ads on different channels. Amagi rightly suggests that they can serve different variants of ads for different regions in India, in the same ad spot on the same channel. The challenge, in my opinion, is currently one of creating a market. The race is now one of a landgrab - expanding to multiple cities, bringing channels,…
Please subscribe to MediaNama. Don't share prints and PDFs.
You May Also Like
News
Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...
Advert
135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...
News
By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...
News
Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...