Targeted

Advertisements on
TV
 Who are we

Amagi enables local/regional

advertisers to leverage TV for
targeted advertising

Amagi proprietary & confidential 2

 Background

• Co-founders
– Serial entrepreneurs, co-founders of Impulsesoft
• Baskar S
• Srinivasan KA
• Srividhya S

• Director & Investor - Mr. NS Raghavan

• Infosys co-founder & ex-CMD

• Advisor – Mr. Pradeep Guha

– Ex CEO, Zee & ex-President TOI

Amagi proprietary & confidential 3

 Amagi targeted advertisements

News National – Channel

on national Promo
channel

Your Your ad in Ahmedabad

Ad

Local ad in Hyderabad

Local ad in Bangalore

Geograp
Same ad spot used by different regional hic
targeting
advertisers in different regions 4
 Roll-out plan

Available Available Q2 2010

Amagi proprietary & confidential 5

 Amagi bouquet

Channel Bouquet Channels in Bangalore

Aaj Tak Headlines Today

Star News
Aaj Tak

Headlines Today

Available in
Hyderabad & AhmedabadAmagi proprietary & confidential 6
Why advertise with news?
• Reaching the bread-winner of the family
– Reaches hard-to-reach SEC AB Male 25+ audience

• Most trust-worthy channels across all TV

genres

• Share of revenues nearly double of share of

viewership – highest across all genres
– Influences decision makers

• Magazine format – specific programs in the

day reaching women & youth
– Reality/serials news, Bollywood, cricket, fashion

Amagi proprietary & confidential 7

 Why Amagi Bouquet?
• Aaj Tak & Star News
– Consistently on top across all news channels in
India
– Most trusted source of news*
• more trusted than DD or any other news paper
– Most watched by Affluent Indians
• Source: Nielsen UMAR survey 2009

• English News – Headlines Today

– Target SEC A+ households
– Establishes premium brand image
– Strong Youth target
*Source: BBC/Reuters Media center worldwide poll 2006

Amagi proprietary & confidential 8

Traditional Media Content Flow

TV Operators
(Hathway, Siticable)
Viewers
ds
ith A
ed w
splic
tent
Con

Ad, Media planning Advertisers

Media Networks Agencies
(Aaj Tak, Star News) Script (Pepsi, Reliance)
Ads

Amagi proprietary & confidential 9

Media flow:geographic targeting
Content spliced Cable MSOs
with regional
ads in MSO
headend

Viewers in region2
spot
in ad

Viewers in region1
er
mark
with

Regional ads
tent
Con

Media Networks Ad, media

Ad headend planning Agencies Script Regional advertisers
Regional ads
Amagi proprietary & confidential 10
Targeted Advertising

Amagi proprietary & confidential 11

 Advertising

More
Effective

Less
Effective

Source:Retail chain survey study ‘09

Amagi proprietary & confidential 12

TV advertising

Amagi proprietary & confidential 13

 Targeted Advertising
More
Targeted

Less
Targeted

Source: Nextcenturymedia.com
Amagi proprietary & confidential 14
National TV ads: drawbacks

High spillage & wastage Very expensive

Amagi proprietary & confidential 15
Highly targeted TV advertising

Target specific
cities only

Amagi proprietary & confidential 16

Why advertise with Amagi?

Be seen with the top brands in India

Be perceived as a national brand

Reach SEC AB/A+ target audience

Minimize wastage/spilllage – ensure every rupee counts

Run one month campaign on premium TV for the cost of one print ad

Be the Leader - Stand out from the clutter

Amagi proprietary & confidential 17

Who is this best suited for?

Regional business looking to build a lasting brand

Regional business looking to reach premium audience

Regional dealer looking to do a promotion

Real estate brand looking to build strong image and generate response

Retail brand looking to increase customer footfalls, conversions and loyalty

Niche product targeted at high-end consumers

Amagi proprietary & confidential 18

Who has advertised with Amagi?
A few customers on Amagi platform…

Mahavir auto

Amagi proprietary & confidential 19

 Amagi Bouquet
Latest Week
Rank Top 5 Programmes of HINDI NEWS Genre Channel TVRs 000's
Channel
1 Saas Bahu Aur Saazish-ky Star News 333
Presentation/Promotion
2 Elesh Ki Hui Rakhi Reality Shows Aaj Tak 309
3 Swayamvar Ke 7 Suspence Reality Shows Aaj Tak 307
4 Suspence Bhari Maang Reality Shows Aaj Tak 302
Interviews/Portraits/Discuss
5 Khas Mulakat Aaj Tak 302
ions

Previoust Week
Rank Top 5 Programmes of Genre Channel TVRs 000's
Channel
1 Saas Bahu Aur Saazish-ky Star News 378
Presentation/Promotion
3 Vishesh-rakhi Shaadi Nahi Kare Reality Shows Aaj Tak 348
5 Saas Bahoo Aur Betiya (tv) Reviews/Reports Aaj Tak 297
6 Special Report-reality Me Cast Reviews/Reports Aaj Tak 290
7 24 Ghante Reporter News Bulletin Star News 285

Amagi Bouquet: Always on top

Amagi proprietary & confidential 20

 What about coverage?

~58,00,000 people in
Bangalore

Amagi proprietary & confidential 21

What about monitoring?

Telecast certificate (automatically generated from

system)

Archival of all ads telecasted (with pre-roll and

post-roll) available with date/time stamp on request

Amagi proprietary & confidential 22

Targeted advertising

Cost-effective

Low spillage Richer

messaging

Amagi proprietary & confidential 23

 Amagi proprietary & confidential 24
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