TV has lagged behind in catching up with digital in innovation, until now. Geo-targeting is possible on TV through amagi. This cheatsheet helps you in understanding the nuances of geo-targeting on Television.

1. Amagi Public

2. Amagi Public2 Amagi Public
The “Idiot Box” is globally
accepted as the most preferred
advertising medium.
BUT.
It hasn’t seen quite as much
innovation as digital.

3. Amagi Public3 Amagi Public
TV has largely been
ineffective as far as
targeting the
RIGHT customer
is concerned.

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Imagine, that you liked
ONE of the products
that you saw in TV
commercials.

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And, you desperately
wanted to BUY it.

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Alas! It’s nowhere to
be found in your
vicinity, or worse –
your city!

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Turns out, they don’t sell
that product within the
boundaries of your state
!

8. Amagi Public8 Amagi Public
This is what happened. The advertiser wanted to localize
his ad, but he had no option but to buy a national ad spot.

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Remember Marketing
101?
Distribution & Availability
follow Marketing, not the
other way around.

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What If...
You could advertise on TV
only in your region
And pay just for that!

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Say Hello To
Geo-Targeted Advertising.
It doubles up as an entire arsenal in the
marketers’ kit to reach the intended customer
on behalf of advertisers.

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Picture this.

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Famous Sambar masala brand launches a new 100 gm pack and wants to tell
the world about it. It can’t afford to advertise national TV given the sheer cost
and high spill-over involved in it. It wants to target their core customer - women
of Bangalore.

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Traditionally, it has never been prudent to consider TV in a run-of-the-mill
media mix. It is considered ideal to resort to print (local edition), radio & digital
to reach out. But returns are far too less with these mediums, mainly because
none of them enjoy the same level of penetration as Television.

15. Amagi Public15 Amagi Public
With Geo-Targeted Advertising, it is now possible to advertise for a specific
product in a specific city/state only. For example, a hypothetical Bangalore-
based manufacturer of Sambar could choose to advertise only in Bangalore.
At the same time, TV’s unparalleled reach ensures that the advertiser’s end
objectives are met, bang-on.

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Geo-targeted advertising is effective &
affordable for advertisers, and a great
way for channel broadcasters to
monetize their ad inventory better.

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There is a striking
need for geo-
targeting in a
country that’s as
diverse as India.

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How does it work?

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Various organizations rely on existing content triggers (such as SCTE-35/104 and
DTMF) to enable geo-targeting, with varying degrees of success.
Amagi, on the other hand, relies on a patented content trigger (known as The
Amagi Watermark) in combination with its smart IRDs (known as STORM IRDs)
to enable truly seamless geo-targeting in real time, at operator headends across
the country.

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• Target Specific Audiences
• Cost-effective
• High Reach and Visibility
• No Spillover
Geo-targeting on TV
Satellite TV: Huge Spillover and
Low Returns, Vanity Cost
PRINT: High CPM, Low Returns
Outdoor: Limited Reach
and Visibility
Traditional Advertising

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TV Ad Industry Snapshot
The Indian TV Advertising Industry operates
at about Rs 20,000 Crore, and regional
advertising contributes a huge chunk,
almost Rs 6,500 Crore to this mix.

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Who offers geo-
targeting?

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Source: http://digiday.com/agencies/need-to-know-programmatic-tv-dont-call-
programmatic-tv/
In countries like the United States
of America, geo-targeting has
already been adopted by nearly
30% of all existing channel
broadcasters.

24. Amagi Public24 Amagi Public
In India though, Zee TV (An Amagi
Partner in the geo-targeting space), is
the pioneer in adopting targeted
advertising – paving the way for many
industrial bigwigs realizing the
potential of this platform.

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Times Network offers geo-targeted ad
solutions across its portfolio of 5 channels –
Times Now, Romedy Now, ET Now, Zoom
and MagicBricks Now.
It collaborated with Amagi to deliver these
solutions.

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With Amagi, small and medium businesses/brands can advertise on premium
national channels, enjoying the same credibility as big brands, while large brands
can choose to leverage their product-market fit to optimize media spends
accurately.
Here’s how.

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Pantene advertised only in Punjab with Amagi
#1. Concentrate on priority markets.

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Idea launched its 3G services in Delhi using Amagi
#2. Launch new region-
specific products/services.

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Milk Bikis used Amagi to promote their brand in Bihar market
#3. Run regional product
promotions.

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Magnum leveraged Amagi’s India-Ad-Network to boost
GRPs in Delhi
#4. Boost existing regional
campaigns.

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#5. Run Region-Wise Dealer
Promotions.
Padam Motors (Renault Car Dealers) promoted Renault Kwid in Punjab
market via Amagi.

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#6.Test Marketing
Dettol Radiance used Amagi’s India Ad Network to test market their products
in Maharashtra.

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“….. National TV ad-spots weren’t the best idea for us because our market mix was
developed with UP & Bihar as the primary markets, and any comprehensive national
ad spot would translate into spillage of our residual marketing budget. ……
…..We were surprised with the overwhelming number of impressions and
consequent boost in sales figures after including Amagi in our media mix.”
- Sneha Oza, Media Manager, Hygiene Research India.
Brand: STREAX
Success stories with Amagi

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What’s Next?
As TV distribution channels embrace new levels of digitization (Set Top
Boxes, Device-Independent Streaming Services, OTT, etc), targeting takes
on a whole new meaning in the viewer’s context.

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Not Far Off.
The idea of serving individually tweaked ads on regular Television isn’t too
far from reality. As tech enthusiasts try to turn streaming into a two-way
process, viewer preferences and individual customization seem likely to
dictate advertorial norms in the future.
To exemplify this, Amagi recently introduced a revolutionary ad-decision
engine called THUNDERSTORM, which can dynamically insert personalized
ads into live OTT streams, independent of the OTT platform or device in use.

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