Thakur
Banned
- Joined
- 30 Aug 2013
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MUMBAI: The Modi sarkar promised acche din
aane wale hai . If one saw the full length
advertisement by India's leading TV network
Star India in The Economic Times on 3 July
then it looks like they could be coming the way
of regional, small and medium advertisers
which have been looking at advertising on the
mainline GEC but have found the sticker price
too high.
The who’s who of the advertising industry took
notice of the path-breaking step initiated by
Star network CEO Uday Shankar.
The network’s advertisement says, “Grow your
business with the power of Star!” The 45-
minute free seminar for marketers, planners
and advertisers claims to teach the various
stakeholders the art of targeting their
customers in a cost-effective manner to stay
ahead of the competition.
The target here being those businesses which
are still not advertising on television. Media
observers believe that India is a land of
opportunity and various small and medium
sized businesses have an opportunity to grow
by advertising their products on TV, but have
been loath to do so because they don't have
agencies, TVCs and also find the cost
exorbitant. They cite the example of
CavinKare's Chik shampoo which began as a
small regional player, but went on to challenge
even the MNCs successfully.
The Star India seminars are likely to give more
details for its, soon-to-be launched offering,
AdSharp, which marks the network’s plunge
into geo-targeted advertising in an organised
manner. Through it, advertisers can target
customers region specifically, as the ads will
be local.
The network which has advertising revenues of
around Rs 5,000 crore annually is hoping to
increase those top line numbers by luring the
small and medium advertiser.
The first of such seminars will start from
Mumbai (15-19 July), followed by Pune (24-26
July), Delhi (5-9 August) and the last will be in
Ahmedabad (21-23 August). Registration began
almost a month back.
The invitees can choose from the seven
sessions offered in each day-long seminar. The
day will not be just about selling and buying of
geo-targeted air time by its ad sales team;
attending advertisers will also get a chance to
get a TV commercial produced free for them
by Star India on taking up a package.
HDFC Life senior executive vice president -
head marketing, product, digital & e-
commerce Sanjay Tripathy believes that Star
India's first of its kind initiative is laudatory
and "will help the network increase its client
base."
Rivals also expressed appreciation. Zee’s chief
sales officer Ashish Sehgal believes that it will
educate advertisers who have been sitting on
the periphery on how to market locally and
eventually help expand the overall TV ad
market.
“We have been offering geo-targeted
advertising for more than a year now with
Amagi. We are part of almost every geo-
targeted advertising plan that Amagi does for
smaller regional advertisers, and this has
worked well for us,” says Sehgal while
highlighting that technology plays an important
role here. "Broadcasters can choose to
outsource geo-targeting to a third party or do
it in-house; we have chosen the former so
far."
Similarly, Amagi’s co-founder KA Srinivasan
says that if the largest Indian broadcast
network starts pushing geo-targeted advertising
then it validates what he and some others have
been doing for years now. “It is a good move
for the industry and geo-targeting will only
pick up in the coming years.”
Star’s Adsharp which was scheduled to launch
by June end, will now be launched by next
week or so. It has opted for Cisco as its
technical partner for the geo-targeting service.
aane wale hai . If one saw the full length
advertisement by India's leading TV network
Star India in The Economic Times on 3 July
then it looks like they could be coming the way
of regional, small and medium advertisers
which have been looking at advertising on the
mainline GEC but have found the sticker price
too high.
The who’s who of the advertising industry took
notice of the path-breaking step initiated by
Star network CEO Uday Shankar.
The network’s advertisement says, “Grow your
business with the power of Star!” The 45-
minute free seminar for marketers, planners
and advertisers claims to teach the various
stakeholders the art of targeting their
customers in a cost-effective manner to stay
ahead of the competition.
The target here being those businesses which
are still not advertising on television. Media
observers believe that India is a land of
opportunity and various small and medium
sized businesses have an opportunity to grow
by advertising their products on TV, but have
been loath to do so because they don't have
agencies, TVCs and also find the cost
exorbitant. They cite the example of
CavinKare's Chik shampoo which began as a
small regional player, but went on to challenge
even the MNCs successfully.
The Star India seminars are likely to give more
details for its, soon-to-be launched offering,
AdSharp, which marks the network’s plunge
into geo-targeted advertising in an organised
manner. Through it, advertisers can target
customers region specifically, as the ads will
be local.
The network which has advertising revenues of
around Rs 5,000 crore annually is hoping to
increase those top line numbers by luring the
small and medium advertiser.
The first of such seminars will start from
Mumbai (15-19 July), followed by Pune (24-26
July), Delhi (5-9 August) and the last will be in
Ahmedabad (21-23 August). Registration began
almost a month back.
The invitees can choose from the seven
sessions offered in each day-long seminar. The
day will not be just about selling and buying of
geo-targeted air time by its ad sales team;
attending advertisers will also get a chance to
get a TV commercial produced free for them
by Star India on taking up a package.
HDFC Life senior executive vice president -
head marketing, product, digital & e-
commerce Sanjay Tripathy believes that Star
India's first of its kind initiative is laudatory
and "will help the network increase its client
base."
Rivals also expressed appreciation. Zee’s chief
sales officer Ashish Sehgal believes that it will
educate advertisers who have been sitting on
the periphery on how to market locally and
eventually help expand the overall TV ad
market.
“We have been offering geo-targeted
advertising for more than a year now with
Amagi. We are part of almost every geo-
targeted advertising plan that Amagi does for
smaller regional advertisers, and this has
worked well for us,” says Sehgal while
highlighting that technology plays an important
role here. "Broadcasters can choose to
outsource geo-targeting to a third party or do
it in-house; we have chosen the former so
far."
Similarly, Amagi’s co-founder KA Srinivasan
says that if the largest Indian broadcast
network starts pushing geo-targeted advertising
then it validates what he and some others have
been doing for years now. “It is a good move
for the industry and geo-targeting will only
pick up in the coming years.”
Star’s Adsharp which was scheduled to launch
by June end, will now be launched by next
week or so. It has opted for Cisco as its
technical partner for the geo-targeting service.
