Amagi Media, which delivers location specific advertising on cable TV in India, as landed a noteworthy campaign with Hindustan Unilever Ltd. HUL is going to use Amagi to deliver different ads in different regions on the same advertising spot on Nickelodeon. Why is this interesting? Television in India is national: unlike the US, where cable networks are local, in India, the same channels are (typically) beamed via satellite, across the country. An ad campaign running on these channels is also, typically, national, and to target regional language consumers, there are regional channels. Services like Amagi and Rediff owned Vubites, sought to bring local advertising to TV, by providing local, city based advertisers an opportunity to take over house inventory. So, while a channel might be advertising its own shows on an empty ad slot on a day, in one city, that ad can be replaced with a city specific commercial.
A national advertiser with HUL would (if it wants to) produce ads in multiple languages, and run them on different languages. This has its limitations, since the number of channels for each language can be limited, and for a particular demographic, like kids, there may not be sufficient options. With a service like Amagi or Vubites, the national advertiser can run different ads in different languages in different regions, on the same channel. While the terms of the deal are not clear, this is clearly a much bigger opportunity for local TV advertising networks. Amagi is calling this “creative versioning”.
In its press release, Amagi claims to work with 15 TV channels in over 100 cities, with more than 2000 clients. This is contrary to something that TechCircle reported last week, wherein Amagi co-founder Srinivasan KA told the website that it was working with 18 TV channels and has over 1500 advertisers. Quite a week, eh? Losing 3 channels partners and add 500 advertising… Amagi has gone live with two channels in Singapore, and has a (channel) customer in Europe, TechCircle had reported.