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Nirmal D. Menon

Mumbai , March 24

WORKSHOPS at Mediaville are dishing out power tools. While some media agencies are launching diagnostic tools to beat the market blues, others are upgrading their delivery systems.

Lintas Media Service on Thursday introduced Inteligrip — a new media research tool to provide a more efficient target base and a better quality of return on planned media spends.

"Almost every advertiser in the top ten categories targets the youth, and the current trend of the youth shifting from television to Internet is a major challenge for the industry," Mr Premjeet Sodhi, Head, Intellect, the research division of Lintas Media Services, told Business Line after launching Inteligrip.

While considering a media plan for an entry-level car like Alto, the conventional media strategy focuses on base demographics of the small car category, including Wagon R and Hyundai Santro. However, Inteligrip also factors in the effect of programme preference of bikers who would like to upgrade to entry-level cars, explains Ms Lynn De Souza, Director, Lintas Media Services.

"Effective media buying is no more a function of hefty discounts against bulk purchases, like the biggies of media buying do. It requires a non-traditional approach and experimenting with newer tools to bring value," an industry source said.

MediaCom is another agency that is planning to import tools, which will optimise television buying by measuring viewership patterns in future. "One of these will focus on future viewing habits and prognosis for optimised and effective television buying. Locally, we are working on some loyalty studies and their impact on media consumption," said Ms Jasmin Sohrabji, President, MediaCom India.

Other agencies are also planning to launch tools to bring value to their existing customers. Media Direction India, the Indian arm of the global media agency OMD, will launch a series of power tools in the next two months. These include a media mix tool that will determine how much the client needs to invest in each of the mediums and investment prioritisation tools.

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