amagi

Ad network Amagi Media Labs has set up an office in London to further expand in the EU and the Middle East regions. The company had rolled out its ad monetization platform in Europe and the Middle East, last month. It had also expanded its operations to Japan in the last quarter, as a part of its global expansion plan.

Amagi said its currently setting up a team in Europe and has appointed Nick Wrinch to head its sales in the EMEA region. Wrinch has over two decades of experience in the TV broadcast industry, and had held various senior management roles across companies including Irdeto, Pace Inc and Ericsson among others. According to Amagi, UK is an important broadcasting hub in the EMEA region and with this office the company will be able to provide sales support services and customer support locally.

Note that the ad network had recently raised an undisclosed amount in funding from Premji Invest (the family office of Wipro’s chairman Azim Premji) and Mayfield Fund, which it said it would use to grow in India and internationally, including to set up new offices in the UK, US and Singapore. The company had previously also raised Rs 30 crore from Mayfield Fund and existing investors, Nadathur Group and Ojas Ventures in July 2013, adding to the Rs 37 crore it raised from Nadathur Group and Ojas Ventures back in 2011.

Amagi currently offers a geo-targeted advertising platform designed for TV broadcasters who air programmes outside the country of its origin, allowing them to replace ad breaks on satellite feeds with local ads. The company mentions that its satellite receiver can store ads and replace the watermarked ads locally based on a pre-determined playlist. The entire workflow can be managed remotely through a cloud interface.

In May last year, Amagi had roped in Zee Media’s Jitesh Rajdeo as its director of sales and alliances for India and neighbouring countries. Back then, Amagi co-founder Srinivasan K.A had told Medianama that they have been exploring non-Indian territories by offering its technology as a service to broadcasters in Europe, Singapore, Africa and South America through partners.

In India, Amagi works with broadcasters like Zee Network, TV18 group and Times Group among others. It claims to have tie ups with more than 2,000 advertisers, of which prominent ones include Hindustan Unilever, PepsiCo, P&G, ICICI Bank, Shoppers Stop, Wipro, Myntra and Lenskart among others. It also claims to work with over 30 of the country’s top 50 advertisers, to target their ads to specific markets.

Other players in this segment include SureWaves that had raised Rs 35 crore from Canaan Partners & others in January last year and Rediff’s VuBites.