Zee Cinema to show different ads in different states using geo-targeting

zeeZee Cinema will use technology from Amagi Media Labs to geo-target advertisements, or show different ads in different areas.

“Zee Cinema will now give advertisers targeted access to over 158,600,000 viewers and coverage across 16 markets where Amagi has the capability to deliver geo-targeted content,” Amagi said.

The 16 markets are Delhi-NCR, UP, Punjab, Rajasthan, Gujarat, Bihar, Jharkhand, West Bengal, North-east, J&K, Mumbai, Rest of Maharashtra, MPCG, Bangalore, Hyderabad, and All India- DTH.

Amagi already has Zee News, Zee TV, Zee Marathi, Zee Kannada and Zee Bangla (for Bangladesh) on its geotargeting network.

“Advertisers can use Amagi’s platform to market region-specific products, communicate regional offers and promotions and to increase share of voice in target markets. As one of the country’s leading media houses, Zee is well placed to amplify the effectiveness of this offering and the partnership with Amagi is reflective of the company’s commitment to driving incremental value for advertisers,” Amagi said.

Ashish Sehgal, Chief Sales Officer, Zee Entertainment Enterprise Ltd. said, “Geo-targeted TV ads will add greater direction and specificity to media planning, especially in the Indian market. Our partnership with Amagi will significantly boost our efforts to offer greater ROI to advertisers.”

Amagi co-founder, KA Srinivasan said: “We feel there is tremendous scope for the growth of geo-targeted TV ads in a country as varied as India. It is our endeavour to be India’s central advertising platform that offers advertisers a reliable and cost-effective solution to TV advertising. The addition of Zee Cinema to our bouquet of channels is a step forward in this direction.”

Currently more than 30 of the country’s top 50 advertisers leverage Amagi’s geo-targeting platform to target their ads to specific audiences.

Over the last few years, Amagi says, it has seen revenue grow at a CAGR of 300%. Amagi works with over 2,500 advertisers and its client list include some of the country’s most well-known brands including P&G, HUL, Wipro, ITC, Dabur and Britannia.