In a an effort to generate alternative revenue sources, Tata Sky will be launching a region specific advertising model that will make it easier for brands to focus tele-ads for consumers in target localities rather than use a one-ad-fits-all option.
According to the direct-to-home service company, the new model will help brands seeking higher return on investments to reach out to more defined audience.
Vikram Mehra, Chief Marketing Officer, Tata Sky says, “This new model will lead to complete localisation of advertising wherein advertisers can reach out to select regions, cities or states in a manner that is similar to direct marketing.”
With this model, Tata Sky consumers will be able to see the promotion of brands by clicking on a button on their television sets. This will open up an avenue for a whole set of new advertisers.
Mehra added saying that, “Lately we were we were receiving quite a few requests from brands for region-specific advertising. Also, looking at the current economic scenario where most brands are cutting on huge advertisement budgets, we wanted to introduce an advertising innovation by which brands could beam promotions on TV in the area of their choice leading to maximum results. Hence, we decided to formulate this model.”
According to the company, Tata Sky consumers spend approximately 180 minutes on its platform every day with an average of 34 minutes on interactive services. Thus, using this innovation, brands can now connect to a specific audience without any spillover.
“Advertisers now have an option of creating offers based on regional sales trends and data available. This form of advertising is a boon for companies in all sectors like the retail chains as well as the FMCG players where localised schemes play crucial role during various seasons,” opines Mehra.