afaqs!

Zee TV to offer geographic targeting of ads

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 05, 2013
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It is the first national Hindi GEC to partner with the geo-targeted ad-sales company, Amagi Media.

Adding another channel to its kitty, Amagi Media Labs will now sell airtime on Zee TV to the advertisers who want to target specific geographies. Zee Entertainment Enterprises (ZEEL) has partnered with the company to bring geo-targeting on its Hindi general entertainment channel, Zee TV.

Ashish Sehgal

L S Krishnan

Amagi provides advertisers the opportunity to leverage a medium like TV and still advertise only to a relevant target group. This is done by purchasing inventory from a national channel and inserting relevant advertising for a particular region. This way, the same ad spot gets multiple advertisers, thereby benefitting them since the spot is seen only in the city/region that they require.

It already partners with at least 15 TV channels including Times Now/ET Now, Zee News/Zee Business, Ten Sports/Ten Cricket, IBN7, CNBC Awaaz, CNN-IBN, Nick, UTV Movies, Zoom, Maa Group and Udaya Group.

In an official communiqué, Ashish Sehgal, chief sales officer, Zee TV, says, "This partnership will make available a whole new set of targeting options for advertisers. Zee TV is also looking to increase its client base through geo targeting, which will help local clients target their specific markets on a large GEC and shift monies from print to Zee TV."

In July, Amagi partnered with Zee News and Zee Business for geo-targeting of ad-sales. Zee TV's programming includes fiction and non-fiction shows, movies, specials and award shows.

L S Krishnan, business head, Amagi, says, "Our advertisers have always been on the lookout for targeted offering on a large GEC."

For the record, Amagi currently boasts of over 1500 clients across 100+ cities, with 10 million ad seconds.

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