Viacom18 partners with Amagi for micro-targeting on television

In one of the biggest innovations in media; Viacom18 and Amagi Media have announced a revolutionary alliance to increase advertising effectiveness on television. In a day and age where geo-targeting is the way to go, the media industry can look forward to some cutting edge advancements through Amagi’s technology.

Using Amagi’s DART technology platform, Viacom18 will enable Hindustan Unilever to simultaneously run different television advertisements in different regions on Nickelodeon. This innovation will allow Hindustan Unilever to micro-target their communication in each region. Amagi calls this “creative-versioning” where different television creative in terms of product variant or a different creative rendition of the same advertiser is played in different regions on the same channel simultaneously. Creative versioning addresses critical needs of both broadcasters and advertisers seeking to optimize their Return on Investment (ROI) from the television spot. Given the TRAI’s recent 12 minute ruling on advertising, broadcasters and advertisers have been seeking ways to optimize their Return on Investment and stretch the time within the limited inventory.

Sudhanshu Vats, Group CEO, Viacom 18 said “As a leading broadcaster, Viacom 18 has been pioneering several innovations and has been at the forefront of providing newer platforms for improved customer deliveries. This initiative further builds on our strategic thrust of sharper segmentation. We are pleased to partner with Amagi and Hindustan Unilever on this unique concept of micro-targeting.”

Srinivasan K.A, Co-Founder, Amagi Media said “We are happy that we have been chosen as the partner to enable this innovation. This is the first time worldwide in television advertising that a single spot bought nationally has been used to communicate different brand messages in different regions. Such micro-targeting is going to be the future of television advertising.”