The Hindu Business Line : Tata Sky to offer regional advertising

New Delhi, Dec. 23 Tata Sky is offering brands an opportunity to do targeted advertising, reaching out to the Direct to Home subscribers in an individual city or even neighbourhood.

Brands looking for higher return on investments are expected to seek out media that reaches more defined audiences.

Through its interactive applications, or on a stand alone basis, promotions and ads will invite consumers to “opt in”. The advertiser will then be able reach Tata Sky’s individual consumer with their sale pitch.

“This also opens up an avenue for a whole set of new advertisers. A Delhi-based restaurant chain may only want to talk to its Delhi audience,” said Mr Vikram Mehra, Chief Marketing Officer, Tata Sky.

According to Mr Mehra, the idea has been well received by advertisers. “Apart from the ‘high involvement categories’ such as electronics, auto, insurance and mutual funds, FMCG companies are also increasingly localising promotions,” he added.

The interactive advertising for direct response driven campaigns can also be used in offers designed on regional sales trends. The advertising will be non-intrusive and guided by the remote.

According to Mr Mehra, on an average the Tata Sky consumer spends 180 minutes on its platform every day with an average of 34 minutes on interactive services.

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