The Hindu Business Line : Mudra to offer optimal service thru ROI model

AD agencies have realised the need to present a single face to their clients. With ads and promos spreading across multiple media - online, mobile, print and outdoors - more clients demand a one-stop-shop for their ad needs. Until now, it was left to the client to add and analyse its total expenditure on advertising. Now, Mudra is putting together a unique ROI (Return on Investment) model through its Optimum Media Solutions (OMS) division.

OMS handles media planning, negotiations and buying. It is now setting up a model that will integrate previously discrete agencies within the organisation. Speaking to Business Line, Mr Chandradeep Mitra, President, OMS, said, "We are integrating 7-8 divisions and will rapidly become a knowledge hub." Divisions for Internet, direct marketing and CRM (customer relationship management), outdoor, promo marketing and healthcare will now be integrated through OMS. Clients can avail themselves of OMS' service in analysing ad expenses in these multiple media.

The idea behind integration of different divisions within the agency is to provide a multimedia ROI model to clients, said Mr Mitra. Return on investment can be determined with the help of software such as OMS Treasure and Media Buying Assistant. OMS Treasure prioritises markets across variables such as value, volume, dealer penetration, market share, growth, while the latter analyses factors that impact a transaction in a perishable market. It helps clients get the most competitive rates in the Indian media market. With the help of such scientific tools, OMS is now offering its customers a chance at understanding different facets to their ad expenditure.

"Over the last three years, we have built in-house software to help us set up the multimedia ROI model, said Mr Mitra.

The other major trend identified by Mr Mitra is the increasing `ad-avoidance' by consumers. "Due to clutter, they are not engaging anymore," said Mr Mitra. "And this is making it a challenge to entertain them."

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