HUL to run region-specific ads on Nickelodeon as Viacom18 ties up with Amagi for micro-targeting

21 Aug,2013

By A Correspondent


Viacom18 and Amagi Media have announced an alliance to increase advertising effectiveness on television using the latter’s technological prowess.


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 HUL to micro-target its 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

Srinivasan K.A

Said Sudhanshu Vats, Group CEO, Viacom 18: “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 added: “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.”


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