MUMBAI: Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

With this partnership, TV networks offering geo-targeted split of its national channels, including their national and regional feeds will be monitored on a separate basis and will be listed across BARC India’s interfaces. This will help Amagi’s advertisers evaluate their national geo-targeted ad-campaigns on BARC India’s software and as a result will increase the credibility of the concept of geo-targeting advertising.

“Our partnership with the BARC India is a proof of the increasing ad spends of brands geo-targeting on TV. As competition becomes local, be it large brands or small regional brands all of them need to target specific region as their product has specific regional promotional needs. This will help marketers measure the ROI of their targeted TV campaigns and fine tune their media strategies. It will also be a great tool for our future customers to understand the large and varied audiences they can cater to using Amagi’s patented geo-targeting technology”, said Amagi Media Labs co-founder Baskar Subramanian.

As the industry’s authoritative voice on TV viewership data, BARC India’s association with Amagi will provide transparent and quality data on geo-targeted advertising, thus enhancing its offering to its own clients, and providing unprecedented insights into the viewership patterns of the diverse and heterogeneous Indian market.

“BARC India has always endeavored towards providing the media industry with cutting edge viewership and advertising data. Our tie up with Amagi in monitoring geo-targeted advertising is a big step in this direction. As more and more companies opt for geo-targeted advertising, the importance of this data is only growing. This partnership is an essential tool in providing the industry with data that will help them plan their campaigns with deeper insights,” said BARC India CEO Partho Dasgupta.