TARGETTED ADVERTISING

Broadcasters are increasingly adapting their ad models to include targetted advertising and widening their reach

- ANISHA GAKHAR

If one wanted to make an impactful ad campaign for a certain product, a flashy television commercial would seem like the go-to option. Now, though, new advancements in digital advertising technology are proving that there are other emerging ways one could leverage, to get the most out of one’s investment.

In a country with varying cultures and demographics, the ‘one size fits all’ philosophy does not fit. With the language, lifestyle, habits and customs changing by the kilometre, content creators and advertisers face the tedious task of customising their communication to target specific consumers in specific geographies. In order to expand their ad pie, advertisers are constantly on the lookout for a viable option. Advertisers have to compete for ‘air’ time on TV, since TV is the most common mass medium. But with every region having its own unique purchase behaviour and market adoption of various products, there is an urgent need to allow advertisers to segment their communication in regions of their choice. The question then remains, how does one bring regionally targetted advertising to a medium as mass as television? Enter: geotargeting.